Six Month Buying Plan
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C O L L E
TABLE OF CONTENTS
C T
4
BRAND IDENTITY
9
SCOPE & SIZE
O
12
COMPETITIVE MARKETPLACE
N
18
MARKETPLACE TRENDS
23
SIX MONTH BUYING PLAN
26
STORE PLANS
32
ASSORTMENT PLAN
34
RISK OR OPPORTUNITY
I
O F S T Y L 2
3
E
SCOPE & SIZE
BRAND IDENTITY
4
FUNCTIONAL TACTILE TIMELESS MODERN 5
Martin Andersson, COS
Karin Gustafsson, COS
Grew up in rural Sweden, studied fashion and graduated from Central Saint Martins in London
Understated. Timeless. Easy-going.
Sketched his own designs when he was younger and his mother would construct those designs Worked for a few British brands and started his own label before joining COS in 2008 Minimalist construction, tactility, basics at core Minimal design doesn’t mean minimal effort - wants to make each item feel special and concentrate on quality materials with interesting silhouettes
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Approached by COS at her masters graduation show at the Royal College of Art in London when she was just 26 Head designer since 2006 Originally from Sweden but feels like London is an amazing place for the arts Unassuming designs - jeans, plain silk or cotton top, brogues. Worked a lot with material development to develop interesting silhouettes
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SCOPE &
MISSION Exploring the concept of style over fashion, COS offers affordable fashion pieces for the contemporary wardrobe.
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SCOPE & SIZE
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- H&M Brand launched high end spin off store COS in 2007 in London - 182 brick & mortar stores internationally, 33 countries total - Entered US market 2014 - 10 brick and mortar stores in the US, largest presence in NYC
FLAGSHIP STORES
E-COMMERCE E-Commerce launched in 2014 internationally -Very accessible e-commerce and international reach because users can filter out their country to find relevant information catered to them -Rated #18 out of 50 on ecommerceplatforms.com naming the top retail websites
ATLANTA, THE SHOPS BUCKHEAD BOSTON, NEWBURY STREET COSTA MESA, SOUTH COAST PLAZA GREENWICH, GREENWICH AVENUE
662K Followers
HOUSTON, RIVER OAKS DISTRICT KING OF PRUSSIA, KING OF PRUSSIA MALL
332,957 Followers
LOS ANGELES, BEVERLY CENTER LOS ANGELES, NORTH BEVERLY DRIVE
3,705 Followers
MIAMI, DESIGN DISTRICT NEW YORK, FIFTH AVENUE
53 Uploads
NEW YORK, SPRING STREET NEW YORK, WESTFIELD WORLD TRADE CENTER
2,393 Followers 10
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E
T
Price & Other Stories Zara Modern Citizen Everlane Aesthetic Steven Alan Celine Jil Sander
M
P
COMPETITIVE MARKETPLACE
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T
I
O
N
The competitive market for COS brand is pretty narrow in aesthetic but broad in pricing and accessibility. After analyzing the market, we were able to break down the competition into three groups - Price, Aesthetic and E-commerce competitors.
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O
E-Commerce ASOS Front Row Shop
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STRENGTHS -Stimulating and engaging store environment -High end feel, focus of quality with affordable price point -Part of established H&M Group -Seamless brand image across all platforms -Strong presence internationally and online -Constantly expanding -- new to the market place -Wide range of products for men, women, children and things -Strong understanding of their target market
WEAKNESSES -Lack of advertising and merchandising, possibly missing potential customers -Some pieces can get very expensive for a simple, staple item -Lack of store accessibility outside of major cities -Minimal promotions and discounts- might be missing out on younger demographic that look for deals -Product details looked over due to lack of in store visuals -Online magazine section
-Collaborations
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OPPORTUNITIES -Open more shops in major US cities -Provide more awareness for remote customers via apps & social media -CSR - more transparency, philanthropy -Endorsements -- bloggers, fashion influencers and celebrities -Enrich personal shopping experiencecoming up with more creative ways to showcase products via in store styling
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THREATS -Competitors that are on trend and cheaper might lure a greater audience - many will prefer the fashion forward and more affordable choices that are available around them -The focus on timelessness could potentially lead to decline in sales -Convenience- brand may be overlooked by some because lack of stores -Customers who are unfamiliar may find the website underwhelming and confusing
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FASHION TRENDS
[ k n i t w e a r ]
MARKETPLACE TRENDS
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[ t r o u s e r s ]
-Reinvents a classic sweater silhouette by adding volume
-More masculine silhouette
-Could be beneficial to COS because they mostly carry classic, crew neck sweaters so it would add more variety or negative due to the changes.
-Can already see the start of this trend on the COS website and in stores.
-Drawing attention to the waist
-Expecting to see more and more of this trend coming to COS
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FASHION TRENDS
TEXTILE TRENDS [ s h e e r ]
[ b l o u s e s ]
-Adds a more lightweight touch to the COS aesthetic that will be perfect for spring and summer
[ o u t e r w e a r ]
-Shirt Layering and elongated sleeves
-Timeless, classic, tailored coat
-We are seeing the reworked classic shirt used in many upcoming trends
-Exaggerated shoulders goes with a more masculine silhouette
-This trend would be a unique way to showcase the classic shirts COS already carries in a new way
-Minimalistic
-Easy to layer -Easy to combine with other fabrics in a simplistic way -Timeless and tactile
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LIFESTYLE TRENDS +Emphasis on craftsmanship, how things are made, and high quality construction that is long lasting and timeless +People are getting more used to traveling and are buying clothes to cater to that migrant lifestyle
SIX MONTH BUYING PLAN
+Minimalism // minimalistic ways of living +/-Sustainability -Millennials are more interested in paying for experiences than purchasing products
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Focus Product Category : Women’s Sportswear Outerwear, Knitwear, Tops, Woven Shirting, Trousers, Denim, Skirts and Shorts FEB
MARCH
APRIL
MAY
JUNE
JULY
SPRING 2017
Net Sales
1121.3
1345.5
1196.0
1345.5
1495.0
971.8
7475.0
% Spring
15%
18%
16%
18%
20%
13%
100%
3700.1
4036.5
3827.2
4036.5
4036.5
3401.1
3805.4
3.3
3.0
3.2
3.0
2.7
3.5
4036.5
3827.2
4036.5
4036.5
3401.1
3600.0
107.6
201.8
201.8
296.0
336.4
201.8
1345.5
8%
15%
15%
22%
25%
15%
100%
Planned Net Sales , Spring 2017
7,475.0
Est. Net Sales, Spring 2016
6,500.0
Plan % Last Year
15%
Plan BOM Stock
Average Stock, Retail
3,805.4
Stock/ Sales Ratio
Inventory Turnover
2.0
Plan EOM Stock
Planned Reductions, $
1,345.5
Planned Reductions
Reductions % Sales
18%
% Spring
Planned IMU %
59.3%
Purchases, Retail
1565.3
1338.0
1607.1
1641.5
1196.0
1372.5
8720.4
Purchases, Cost
636.7
544.3
653.7
667.7
486.5
558.3
3547.3
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25
1.964
STORE PLANS
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N E W
Y O R K
WORLD TRADE CENTER
Planned Net Sales , Spring 2017
1250.0
Est. Net Sales, Spring 2016
1087.0
Plan % Last Year
15%
Average Stock, Retail
516.8
Inventory Turnover
2.4
Planned Reductions, $
225.0
Reductions % Sales
18%
Planned IMU %
59.3%
FEB
MARCH
APRIL
MAY
JUNE
JULY
SPRING 2017
Net Sales
187.5
225.0
200.0
225.0
250.0
162.5
1250.0
% Spring
15%
18%
16%
18%
20%
13%
100%
Plan BOM Stock
525
562.5
540
562.5
550
438.8
516.8
Stock/ Sales Ratio
2.8
2.5
2.7
2.5
2.2
2.7
562.5
540
562.5
550
438.8
438.8
18.0
33.8
33.8
49.5
56.3
33.8
225.0
8%
15%
15%
22%
25%
15%
100%
Purchases, Retail
243.0
236.3
256.3
262.0
195.0
196.3
1388.8
Purchases, Cost
98.9
96.2
104.3
106.6
79.4
79.9
565.2
Plan EOM Stock Planned Reductions % Spring
28
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2.4
LOS ANGELES BEVERLY DRIVE
FEB
MARCH
APRIL
MAY
JUNE
JULY
SPRING 2017
Net Sales
140.3
168.3
149.6
168.3
187.0
121.6
935.0
% Spring
15%
18%
16%
18%
20%
13%
100%
420.8
454.4
433.8
454.4
448.8
364.7
420.2
3.0
2.7
2.9
2.7
2.4
3.0
454.4
433.8
454.4
448.8
364.7
364.7
Planned Net Sales , Spring 2017
935.0
Plan BOM Stock
Est. Net Sales, Spring 2016
813.0
Stock/ Sales Ratio
Plan % Last Year
15%
Plan EOM Stock
Average Stock, Retail
420.2
Planned Reductions
13.5
25.2
25.2
37.0
42.1
25.2
168.3
Inventory Turnover
2.2
% Spring
8%
15%
15%
22%
25%
15%
100%
Planned Reductions, $
168.3
Purchases, Retail
187.4
173.0
195.4
199.7
144.9
146.8
1047.2
Reductions % Sales
18%
Purchases, Cost
76.3
70.4
79.5
81.3
59.0
59.7
426.2
Planned IMU %
59.3% 30
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2.2
BUYING CATEGORY : SEPARATES Outerwear
12% 14%
1,046,448 1,220,856
18% 18%
1,569,672 1,569,672
Trousers
18%
1,569,672
Denim
5%
436,020
Skirts
10%
872,040
Shorts
5%
436,020 8,720,400
Knitwear Tops Woven Shirting
ASSORTMENT PLAN
100%
Outerwear & Shirting
2 4 6 8 10 12
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17% 18% 20% 20% 15% 10% 100%
Knitwear & Tops
444,750 470,902 523,224 523,224 392,418 261,612 2,616,120
XS S M L
Bottoms
20% 28% 30% 22%
$558,106 $781,348 $837,158 $613,916
100%
$2,790,528
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2 4 6 8 10 12
18% 20% 22% 15% 13% 12% 100%
$596,475 $662,750 $729,025 $497,063 $430,788 $397,650 $3,313,752
STATEMENT OF RISK OR OPPORTUNITY STATEMENT OF OPPORTUNITY We believe that the buying plan we have put together is an opportunity as opposed to risk. It is an opportunity because the numbers we have included in our plan are fairly conservative and in line with the COS brand and aesthetic. We have only planned a small increase in what we are buying in comparison to last year’s sales, but still an increase nonetheless that we are confident will be able to achieve. The categories we are purchasing for have been assorted accordingly to size for both tops and bottoms. The only risk that we saw was that we are buying for two U.S. stores that are not open yet. We predict those stores to be a success, but because we do not have numbers on those stores is the only reason as to why we were skeptical. 34
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ISABELLA BERKOFF GRAHAM LEWIS MAGGIE HOYLE JESSIE SCOTT 36