Fashion Buying and Merchendising 2

FASHION BUYING & MERCHENDISING Goal: Define two buying strategies for two different online stores. One “niche” and one the ''commersial''.

GROUP MEMBERS

SANDRA HILLTOMT

TABLE OF CONTENTS NICHE E-COMMERCE 1.1 Mission and Vision 1.2 Customer Analysis 1.3 Purchase experience 1.4 Strengths and Weaknesses 1.5 Price points 1.6 Brand mix 1.7 Assortment and offer of other brands 1.8 Motivations to introduce the new brand in this reality 1.9 Order 1.10 Merchandising example

COMMERCIAL E-COMMERCE 1.1 Mission and Vision 1.2 Customer Analysis 1.3 Purchase experience 1.4 Strengths and Weaknesses 1.5 Price points 1.6 Brand mix 1.7 Assortment and offer of other brands 1.8 Motivations to introduce the new brand in this reality 1.9 Order 1.10 Merchandising example Concluding Considerations

OUR CHOSEN NICHE E-COMMERCE

MISSION AND VISION Natalie Schuterman offers a carefully and well thoughtout curation of world leading designers and has provided Stockholm with a hand-picked selection of high end fashion and personalized service for more than 20 years.

Ms Schuterman's style is the perfect combination of reserved scandi-style with a touch of international trends that suits both mothers and daughters. By my own experience of shopping and ordering from this store, my observations are that she wants to cuntinue to satisfy her recurrent old clients. Simultaneously, Nathalie Schutermanwants to stay relevant by having an open mind to try new ideas to catch the attention of the new generation of buyers - something that is important in a society where we shop more and more online and paractical stores struggle.

COSTUMER ANALASYS

Emilia De Poret - Ideal costumer of Schuterman Scandi style with an european luxe touch

The market segmentation of Nathalie Schuterman belongs primarely to 30-55 year old women of Stockholm who have a reserved style, but it also belongs to their daughters who enjoy wearing a logo hoodie by offwhite and a minibag by Jacquemus.

These women are boss ladies, fashionistas and like to spoil themselves. These women are true to their scandinavian heritage and enviroment but are not afraid to ocasionaly wear a daring & colorful skirt by Dolce & Gabbana. These women live in Stockholm or Stockholm County. They have been and will remain costumers of the shop for as long as it will stands.

PURCHASE EXPERIANCE The costumer journey has a natural smooth flow from start to finish.

You first come to the landing page that has beautiful and inspirational images with titles underneath them that encourages the costumer to click further and explore the offering stock. 100% of apparel is styled on a model, giving the viewer styling exaples of the items they are clicking on. The UX design offers a normal shopping experiance, nothing in paticular stands out. The colors on the website remain muted and is ostly white, giving the clothes all the attention.

STRENGHTS No matter what piece of fashion you are looking at, there is always a styling tip example of how you can wear the offering fashions.

Simple website design that even first time buyers can navigate easily New selection of ''pre-owned'' fashion is offerd

WEAKNESESS Around 15% of the stock does not show the price, but asks the costumer to ''request'' the item first. This interrupts the smooth costumer journey and ads multiple steps to the shopping experiance. This is not in favour to the costumer and may ruin a potential purchase All items of clothes are shown in an entire outfit, rather than having only the piece that the link takes you too with a white background. This can be confusing for many - thinking that for ex the shoes on the image is what the link leads you too when it is in fact the dress that is also worn by the model on the same image.

BAGS SHOES SUNGLASSES JEWELRY COATS & JACKETS DRESSES SKIRTS & SHORTS TROUSERS DENIM SWIMWEAR

PRICE POINTS The average price is 15.495 SEK The lowest price on the website is 195 SEK and the highest is 28.895 SEK)

BRAND MIX BRANDS OFFERD - These are the brands that are available in Nathalie's online e-commerce and store, however the entire stock is never up.On the other hand, there are a few brands that are only sold in the actual store and those brands are Celiné, Dior, Louboutin, Prada and Tom Ford.

Lifestyle 10% Jewelry 5%

BRAND ASSORTMENT Classic brands mixed with new trendy designers.

Mostly a classic approach to apparel that brans hace had season after season with some trendy brands like Jacquemus with their most wanted pieces like the chiquito bag. Many pieces that are selected have a thought behind them - like being useful for long and cold swedish winters.

Shoes vary from classics like the Valentino rockstud to new trendy silhouettes by BY FAR. The lifestyle category offers different things, amongst them exclusive coffee-table books on fashion houses, designers and models, home fragrances & candles

by Diptyque and Cire.

Clothes 40% Shoes 20%

Bags 25%

PRODUCT CATEGORIES

COATS & 1 JACKETS

5 TOPS

9 DRESSES

2 DRESSES

SKIRTS & 6 SHORTS

10 SWIMWEAR

3 KNITWEAR

7 JEWLERY

11 BAGS

4 TROUSERS

8 SHOES

12 LIFESTYLE

OUR MOTIVATIONS TO INTRODUCE THE NEW BRAND INTO REALITY Ever since Phoebe Philo left CELINE, she took her little fanclub with her. CELINE lost their community around the brand, which we think is important to have regarding brand loyalty.

In the past years street style and sportswear have become ''acceptable'' to wear even when not participating in a sport or going to the gym. The finest fashion houses now sell sneakers that was not common 5 years ago.

The goal of our collection is to make sportswear elegant again - while the root of the inspiration comes from french heritage and the concept of bon chic bon genre style.

According to WGSN, trends for womenswear S/S 21 are Horse Play and Homage to heritage. Inspired by royal retreats and riding club jaunts, classics like the riding boot and repeated monogram printed scarfs are highlights, as well as the classic white shirt, tailored blazers and trench coats.

As heritage is often connected to made-tomeasure and sartorialism - it gives sustainability and slow fashion a boost, giving clothes a longer life as it is made in high quality and quality craftsmanship.

We believe equestrian sports are a good meeting point since it serves a beautiful style and aesthetic that is similar to the high society CELINE woman likes. Some enjoy horse-riding in their leisure time, while others enjoy watching it. That is why we created two parts to our capsule collection EQUESTRIAN inspired wear and GARDEN PARTY inspired wear - since it is usual to have a garden party after a game like The Longines FEI Jumping Nations Cup.

In conclusion it is about recalling elegance into sportswear as the sneaker hype is gradually dying out. Giving CELINE a chance to show its sporty side while keeping and amplifying the bourgeous style that Hedi Slimanie already is in love with.

ORDER - TOP DOWN APPROACH COATS

JACKETS

0 UNITS

6 UNITS

0

UNITS Blazers 15.8%

Dresses 21.1%

3600 EURO Bottoms 15.8%

TROUSERS

6 UNITS

Skirts 13.2%

1100 EURO

SKIRTS

5 UNITS

4150 EURO

DRESSES

8 UNITS

6800 EURO

TOPS

13 UNITS

2260 EURO

TOTAL

38 UNITS

17 910 EURO

Tops 34.2%

We have choosen the most suitable pieces for the scandinavian woman. Neutral colors and only one piece with our print, for a classic and timeless approach. Some peices were not included at all, simply because it doesn't apply to Nathalie Schutermans costumer wants & needs nor the stores geographical location in terms of climate.

Only 71,64% of our budget was used - giving tops the biggest procentage, 9,4%, and leaving coats on 0%,

ORDER PAGE 1/2

ORDER PAGE 2/2

BUYING PLAN - NATHALIE SCHUTERMAN

2 UNITS IN BEIGE 2 UNITS IN NAVY BLUE 4 IN TOTAL

0 IN TOTAL

2 UNITS IN GREEN 2 UNITS IN NAVY BLUE 4 IN TOTAL

2 UNITS IN OFF WHITE 2 UNITS IN NAVY BLUE 4 IN TOTAL

0 IN TOTAL

2 UNITS IN PINK 2 IN TOTAL

2 IN TOTAL

3 UNITS IN OFF WHITE 3 UNITS IN NAVY BLUE 6 IN TOTAL

3 UNITS IN OFF WHITE 3 UNITS IN NAVY BLUE 6 IN TOTAL

0 IN TOTAL

3 UNITS IN OFF WHITE 3 IN TOTAL

2 UNITS IN BEIGE 2 IN TOTAL

2 UNITS IN OFF WHITE 2 IN TOTAL

5 IN OUR PRINT 5 IN TOTAL

MERCHANDISING EXAMPLE

OUR CHOSEN COMMERCIAL E-COMMERCE

MISSOION & VISION Mytheresa in their own words ''Mytheresa is the most-trusted source for finding the finest selection of luxurious womenswear. Our expert buying team travels the globe with a simple mission: to bring international fashion’s finest directly to your doorstep.

Whether you are looking for the latest Bottega Veneta pouch for everyday wear, Jimmy Choo heels for an upcoming wedding, or a Burberry scarf to gift a friend, our edit comprises the key pieces that you need for an elegant season ahead''

PURCHASE EXPERIANCE When you open the MYTHERESA website, you are really motivated to buy. The home page is "buy now", "the new collection just arrived", "don't forget to buy". Is a website that encourages you to buy. "Don't miss it". In addition to giving several brand options, showing that everything can be found to create a complete look.

COSTUMER ANALASYS Most of Mytheresa's customers are high society and business women who like to buy good things with the ease of not having to go to the store; Most of them are independent women who like to follow trends, that's why they choose to buy through MYTHERESA, as new things are always arriving on the site; MYTHERESA's main focus is the sale of luxury brands.

The age target is 25 to 40 years old, who has a limited time , so they end up buying online.

You can find clothes of all tastes on the website, from more fashionista clothes, to more discreet clothes.

MYTHERESA not only have brands for women, but for men's and children's, making life much easier for people who don't have time to go shopping.

STRENGHTS One of the qualities is that we can see the clothes with a white background, and in the model, which makes it easier to imagine the clothes on our body; you can see the piece in more than one way MYTHERESA, also puts examples of how to wear the piece, and offers clothes that would match; The website have a strong call to action strategy; The website has exclusive pieces from brands like Zimmerman; they have a customer service available 24 hours a day and in several languages

WEAKNESESS A weak point is that there are many parts on the site that are not available, and you do not have the option of ordering them. In other words, they take time to take pieces that are sold out, leaving people with frustrated expectations.

The apps is very slow, and crashes all the time. And buying on the website by cell phone is not the same thing.

PRICE POINTS Lowest and highest price for each category.

BAGS SHOES SUNGLASSES JEWELRY DRESSES SKIRTS & SHORTS DENIM SWIMWEAR

BRAND MIX

ASSORTMENT JEWELRY 9.7% SUNGLASSES 5.1% CLOTHES 37%

SHOES 48.2%

Mytheresa has persisted with a tightly edited inventory. They keep a selection of only about 250 brands, while competitors Net-a-Porter and Farfetch carry about 800 and 2,000 labels respectively

Mytheresa sells more shoes than everything else, almost half of its sales are from shoes. In addition to the huge variety of prices, are ranging from 80€ to 2000 €, thus making the site not only luxurious, but also more accessible) what they have most are sandals, being over a thousand different pieces.

What is very interesting to us is that the second biggest sale on the site is clothing. On the website I could analyze that not so many printed clothes are sold, so our choices for our collection to be sold on the website are in more neutral and classic colors.

BUYING PLAN - MYTHERESA

2 UNITS IN BEIGEU 2 UNITS IN RED 4 IN TOTAL

2 UNITS IN NAVY BLUE 2 IN TOTAL

5 UNITS IN OFF WHITE 5 UNITS IN BEIGE 10 IN TOTAL

3 UNITS IN BEIGE 3 IN TOTAL

5 UNITS IN OFF WHITE 2 UNITS IN GREEN 2 UNITS IN NAVY BLUE 9 IN TOTAL

3 UNITS IN PINK 3 IN TOTAL

5 IN OUR PRINT 5 IN TOTAL

4 UNITS IN OFF WHITE 4 UNITS IN BEIGE 2 UNITS IN NAVY BLUE 10 IN TOTAL

ORDER - TOP DOWN APPROACH UNITS BLAZERS

10 UNITS

Blazers 21.3%

6000EURO

Dresses 12.8%

Skirts 6.4%

TROUSERS

SKIRTS

DRESSES

10 UNITS

1850 EURO

3 UNITS

2850 EURO

6 UNITS

5100 EURO

Bottoms 21.3% Tops 38.3%

TOPS

18 UNITS

3090 EURO

TOTAL

47 UNITS

18990 EURO

We believe that the suit together with the sleeveless shirt it’s a good combination, not only because it has various types of colors but also because it is a timeless outfit with classic pieces that are easy to combine with other clothes that the client might have in their wardrobe.

The choices were based on our consumers. We chose more classic clothes, we didn't choose many prints. Our consumers are more classic, so we opted for more neutral colors.

The colors are neutral so it only does the classic silhouettes a favor.

Something that is good for all markets no matter what geographical location.

ORDER - PAGE 1/1

ORDER - PAGE 2/2

MERCHANDISING - MYRHERESA

CONCLUSION Though both are high-end e-commerces, these two sites have different targets in different geographic locations. While both have our same capsule collection, the pieces on the sites vary based on their costumers needs.

Mytheresa's costumer is a well traveled woman who has a high profile carrier. She speaks multiple languages, culturally well aware and has disposible income. Busy woman who attends charities, galas and events often and most importantly never cheats on herself and loves to feel confident and beautiful.

While Nathalie Schuterman's costumer is similar to the lady who shopas at MyTheresa, she is more discreet and lives a private life.

She might not work in the fashion sector but still hars high demands on herself and everything around her - which is why she makes her life easier by shopping online here because she trusts the selection of Schuterman

SOURCES 1. https://www.nathalieschuterman.com/multi-brand-butik-stockholm 2. https://www.voguebusiness.com/companies/mytheresa-luxury-ecommerce-germany-gabrielahearst 3. https://www.mytheresa.com/euro_en/women.html 4. https://www.anothermag.com/fashion-beauty/11553/future-classics-how-hedi-slimane-called-oncelines-1970s-house-codes 5. https://www.wgsn.com/content/board_viewer/#/85460/page/5 6. https://www.wgsn.com/content/board_viewer/#/82176/page/6> 7. https://www.wgsn.com/content/board_viewer/#/82176/page/14 8. https://www.refinery29.com/en-us/2018/10/213238/old-celine-phoebe-philo-instagram-page 9. https://www.crfashionbook.com/fashion/g28471778/beyond-the-trend-bourgeois-celine/ 10. https://edition.cnn.com/2019/06/13/sport/prix-de-diane-longines-chantilly-winning-post-sptintl/index.html 11. https://www.celine.com/en-se/home