UO Comp Shop Modern Muse AW20/21 AW 20/21
Puffer Jacket
Zara
Polyamide
KEY FINDINGS
Wide Leg Trousers
£49.99
Overall the prices at Urban Outfitters are higher than Zara and H&M. Zara and H&M prices are fairly similar with H&M being a little cheaper especially for basic products such as the joggers and sweatshirts.
Suiting Fabric
£29.99 Round Neck Sweater
Puffer Coats
7 gauge knit
£25.99
COlOUR & STYLE TRENDS
Oversize Sweater Brushed cotton £17.99
Soft Touch High Neck Top Brushed Cotton £9.99 Hooded Puffer Jacket
Mid Waist Joggers Single jersey
£19.99
Faded Sweatshirt Brush back £17.99
Polyester
£79.99
H&M
Images to the left are some of the key AW20 trends, this includes chunky knits, contrast stitching, neon colours, utility clothing, blazer dresses, and quilted garments. These trends were found on WGSN and Vogue website.
Fine-Knit Polo Neck Jumper
Jacket Dress
Joggers with Leg Pockets
Suiting Fabric
Acrylic, Polyamide, Wool & Elastane
£24.99
Loop Back
£14.99
£24.99
Puffer Jackets have been a huge trend for AW19 therefore is a must for AW20, using inspiration from all 3 stores an updated version has been created in a ecru colour, made of polyester as most of the jackets found were. Prices ranged from £50 to £120 for puffer jackets, resulting in the Luna puffer coat being priced at £89.00, an affordable price for a winter coat. High neck knits were found in all stores. As the chunky knit trend is predicted for AW20 one has been created for the Modern Muse collection made of a 3 gauge knit with a high neck priced at £42.00 which is a higher price than Zara and H&M, however, due to it being a chunky fabric this adds more of an expense. Basic styles found were single jersey or brushed cotton funnel neck tops, which are a good staple garment for layering outfit. Four were created in the key colour palette for the Modern Muse collection priced at £22.00.
Padded Hooded Jacket
Wide Cupro Trousers £34.99
Polyester
£49.99
Another style found in the comp shop was a sweatshirt, made from loop back and brush back. For the Modern Muse collection two contrast stitch and colour block sweatshirts have been made for 2020 as an updated version of this years styles. Due to the difference in fabric colours and contrast stitching they have been priced at £34.00.
Puffer Coats Oversize Down Jacket
Cotton-blend Sweatshirt
£119.99
£12.99
Polyester
Loop Back
Cozy Funnel Neck Top Brushed Cotton £24.00
Urban Outfitters Oversized Puffer Jacket Polyester £85.00
Mottled 4 Gauge Knit Jumper £48.00
Baby Rib Funnel Neck Top £26.00
Hooded Puffer Jacket Polyester & Nylon £65.00
Puffer Coats
In the Modern Muse collection there is a quilted skirt in a bio lime colour, this skirt is an updated version of the quilted skirt already found at Urban Outfitters. Due to the cost of dying the skirt its signifcant colour it has been priced at £30.00.
Pinstripe Puddle Trousers Suiting Fabric £46.00
Straight leg suit trousers are also a key trend for AW19, for the Modern Muse collection a utility version was created to bring both trends together, prices for this style ranged from £30 to £46 therefore the Sophia Trousers have been priced at £40. The athleisure trend has been around for a few years and is still continuing into 2020. Joggers are a popular style within this as they can be dressed up and down. There are two options in the Modern Muse collection that can be worn with the majority of the other garments. Priced at £34.00 due to being made of brushed cotton.
UO Ridley Quilted Mini Skirt Rayon £24.00 Les Frans Joggers Cotton - blend, Loop back £34.00
There was not many Blazer Dresses in the stores this AW19 season however, there was one style found in H&M made of suiting fabric, priced at £24.99. From the research found on WGSN and Vogue blazer dresses will be a key item for AW20, therefore a fitted grey blazer dress has been created which will only be allocated to ‘top stores’ as it will be a trial style to see the response from customers at Urban Outfitters. Priced at £32.00; a reasonable price for a dress which also has a belt attached.
Iris Chunky Knitted Sweater 3 Gauge Knitwear £42.00
Stella Contrast Sweatshirt
Rebecca Blazer Dress Suiting Fabric £55.00
Loop back Sweat £34.00
Bella Funnel Neck Jersey Top £22.00
Ella Joggers Sophia Utility Twill Suiting Trousers £40.00
Brushed Cotton £34.00
Delilah Mini Quilted Skirt Shell - Polyester £30.00
Lily Scarf
3 Gauge Knit £18.00
URBAN OUTFITTERS MODERN MUSE AW 20/21
Luna Puffer Coat
Shell - 100% Polyester Lining - 100% Polyester £89.00
• The store shown is a typical ‘top’ Urban Outfitters store for AW20 with the layout of all pieces from the Modern Muse collection. • The Rebecca blazer dress and the Delilah quilted skirt have been put to the front of the store on mannequins in order to entice customers into purchasing these ‘trial styles’ as they are in the direct eye line of the customers and they also show how to outfit build with these styles. • The wall has been made 3 items high in order to show customers how to create an outfit with each of the Modern Muse garments. • The basic funnel neck tops and the scarves have been folded on the unit as it is not vital that they are hung up on the walls. • In this store environment there is ability to walk behind the unit and mannequin in order to retrieve the clothing loacated on the walls behind. Visual Merchaindising inspiration from Urban Outfitters, Highcross, Leicester.
UO Visual Merchandising & Range Plan Modern Muse AW20/21
• Urban Outfitters has 29 stores in the UK. The majority of the garments are allocated to all of these stores. Some ‘fashion forward’ styles such as the skirt and the blazer dress have been put in the 15 ‘Top’ stores as these stores are based in more popular places such as London, Birmingham and Manchester meaning these places tend to have more daring customers willing to try new trends. • Some garments from Portugal were FOB therefore the exchange rate to calculate the margin was £0.84 to 1 Euro. • The ranking has been done to predict what will be the best sellers, the basic funnel neck top in red is predicted at 1 due to its affordablility and ability to be worn with a variety of outfits. The bio lime funnel neck top has been put at a ranking of 11 due to only selling at top stores and not all customers may wear it due to its daring colour. • The Delilah Quilted Mini Skirt and the Rebecca Blazer Dress are both trial garments for this collection, as they are more fashion forward styles. There is only 200 units of the skirt and 250 units of the dress. Depending on how well they sell during the first few weeks will determine the need to buy more units or not.