Module Leader: Vivian Lee
Module reference: FASH30007
2018 / 2019
(Word Count:_____2729_____)
Date 10-12-2018
Signed ………………………………………………………………(Full Name) Wong Yuen Wa
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.
Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook.
This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.
Module Name Declaration
IVE
ifb
ba
Module: Fashion Buying
Nottingham Trent University School of Art & Design Hong Kong Design Institute
THIS IS
SUPERDRY
Contents
00 Executive Summary 01 Global Brand Revenue 02 Brand strategy 03 A/W 19/20 Trend Forecast 04 A/W 19/20 Range plan 05 Design Concept 06 Manufacturing and sourcing 07 Lean Supply Chain Management 08 Costing and pricing strategy 09 Pormotion 10 Conclusion 11 Visual support 12 Reference and Bibliography
Fig.1 Superdry Instagram, 2018
Executive Summary Introduction
The new brand strategy based on the research of part 1 to formulate. The product proposal are based on Hong Kong market to create. Also, I create A/W 19/20 menswear collection in this part which based on the selected product area and trend analysis. In addition, the new range plan is taking into account for brand’s strategy, current offer and brand’s revenue data. To achieve the goal of sustainability, Superdry utilized different methods to apply to from manufacture to retail to minimize the environmental impacts.
Purpose
The product proposal aims to formulate a new range plan and marketing plan to consolidate their strengthen and develop some visible opportunities thus enhance the market position of Superdry and broaden the customer market in Hong Kong.
Methodology
In this proposal, I study some books about supply chain and retail market as well as access some website and government publications to formulate the range
Fig.2 Superdry Instagram, 2018
PRODUCT PROPOSAL REPORT
The main brand revenue of FY18 are UK and rest of EU. The rest of world include China just accounted for 15% totally. (Fig. 3) It reflects that the customer market of Superdry are wide in the world. The size of product should consider both Western people and Chinese people. Consumers purchase in Superdry brick-and-mortar store mostly, followed by wholesale market. (Fig. 4) Customer still prefer shopping in brick-and-mortar store more than online shopping and the wholesale market is conducive to Superdry to broaden their market share of product. Fig.3 Brand revenue by territory (FY18)
Global Brand Revenue Fig.4 Brand revenue by channel (FY18)
Capital Light Channels Underpin Future Sales Growth In China Sales up +c300% in FY18; Doubling of franchise store based on FY19; Continued investment in infrastructure to support rapid growth in all channelspromotions as well as Superdry may maintain loyal customers. (Superdry, 2018)
Fig.5 Chian brand revenue growth (FY18 Full Year Results, 2018)
Consistent 5-year growth Brand revenues up +£1bn from £600m in FY13 to £1.6bn today, driven by capital light channels; Wholesale brand revenues of £960m, up nearly 3x from £330m in FY13; Ecommerce brand revenues of almost £200m, up nearly 6x from £33m in FY13; International contribution has grown from 43% in FY13 to 71% today. (Superdry, 2018)
Fig.6 Brand Revenue And Underlying PBT Progression (FY18 Full Year Results, 2018)
G R O W
PRODUCT PROPOSAL REPORT
Brand Strategy Superdry formulate a clear purpose to build a Global Digital Brand, surrounding each aspects of our product, brand and customer experience. These strategy will further widen and enhance the attractive of the signature Superdry brand, building Superdry into a brand with long life that will attract through all customers’ life stages and influence their lives over any individual product. The brand strategy has seven key elements for Hong Kong market specifically:
Enhance the market position of Superdry Values for money Increase the customer traffic in brick-and-mortar store Increase the exposure of new product of Superdry Diversified distribution channels Consolidate the brand image Achieve the goal of Super Responsible 40
Fig.7 Superdry, 2018
Superdry As I mentioned before, Superdry are between the segment of growth and maturity and the target customer cannot reach the segment of early majority. They have many basic products like T-shirt, jeans, hoodies are owned the mass market in Hong Kong. Therefore, Superdry need to prominent in their product which implement their DNA, especially the quality of fabric, material and finishes and also the unique prints and graphics. The features of target customer are “heritage”, “current” and “early adopter”. (Capital Markets Event, 2018) Superdry expected that enhance the brand loyalty of target customer and they will appreciate the quality and attention to detail and also the innovative design thus the target customer can reach the segment of “early adopter”. Therefore, the DNA of “Values for money” are increase value of innovative designs and it may improve the entire position of Superdry in Hong Kong market. (Raymond Vernon, 1966)
Fig.9
Fig.8
Fig.12
Fig.10
Fig. 8-20 Superdry Instagram, 2018
Fig.11
“Early Adopter” Fig.14 Fig.16
Fig.13
“Heritage”
Fig.17
Fig.15
“Current” Fig.19
Fig.18 Fig.20
Fig.21 Azo free fabric (Alibaba, n.d.)
Values for money According to the results of questionnaire, consumer consider the elements of durable degree and fabric of that product in priority so Superdry should maintain the good quality and comfortable fabric in their product. Also, Superdry should use organic cotton and azo-free fabric in the product to fulfill the sustainability goal. Based on the product comparison in part 1, Superdry should increase the color selection in their product as they are just providing single color each product to consumer. In addition, the size range of product is adequate that offer to Hong Kong market as the average height of men from Hong Kong are 173cm (Average Height, 2018) which fit the Chinese size between M (170/96A) and L(175/100A). Therefore, Superdry should offer the quantity of size M and L more in Hong Kong market.
Fig.23 Pinterest, n.d.
Fig.22 Azo free fabric (Alibaba, n.d.)
PRODUCT PROPOSAL REPORT
Increase the customer traffic in brick-and-mortar store According to the store observation, the customer flow of brick-and-mortar store are not really high entirely. Therefore, Superdry can provide store-wide promotional events periodically like summer sale or some promotional discount to increase customer traffic so customers will purchase more because of the deals and customer can maintain an ongoing relationship with the store beyond the promotions as well as Superdry may maintain loyal customers.
Fig.24 Superdry Facebook, 2018
Increase the exposure of new product of Superdry Superdry have their own blog to teach customer how to mix-and-match their product in current season. Yet, the exposure on social media is insufficient. For instance, Superdry have not setting an account on Instagram specific for Hong Kong. They just have official account for other countries. Therefore, Superdry should set an account for Hong Kong market because different marketing campaign or promotion set as per geographical locations. Also, Superdry should link with some Hong Kong influencers in the field of fashion and sport to promote their new products thus to increase the exposure and attract new customer. Moreover, Superdry should increase the exposure in emerging local fashion magazines to have some styling and photography to present new collection.
Fig.25 Superdry spokesperson (Ifeng, 2018)
Fig.22 Superdry retail store (photo shooting in Hysen Place
Diversified distribution channels Superdry adopted dual distribution channel which through both direct channel and indirect channel to sell product. The direct channel included our own retail stores and online store can complete control over the product as well as ensure the brand image and consistency user experience. As for the indirect channel, through the franchisor to attract more customers. Based on the historical global brand revenue, the revenue of brick-and-mortar store and ecommerce are almost. Therefore, Superdry should balance the resources which input in both channels.
Fig.22 Bauhaus retail store (Facebook, 2018)
Consolidate the brand image The design of store and online website may influence the view of brand image of customer. The interior design of brick-and-mortar store adopted low key and vintage style bricks wallpaper and neon lighting brand logo which express the vintage Americana style. In addition, the staff need to wear the uniform which is the current product of Superdry to provide professional customer services thus build up the consistency user experience. Moreover, the layout design of official website of Superdry use signature color, orange match black and white color to express their stylish sporty style. The home page is showing the promotional discount and some main product in current season. Also, the website provide delivery and returns information when customer purchase on online store that offer the good after-sale services to customers thus build up the good reputation. Fig.28 Superdry official website
Achieve the goal of Super Responsible 40 Firstly, Superdry expect that increase the usage of 100% organic cotton in the supply chain to farm level and apply in the product design and also ensure the material use with strict standards for animal welfare. Secondly, Superdry target to control the electricity consumption in our retail store and franchisor partner like use LED lighting to achieve the goal of 100% renewable electricity use to minimise environmental impacts. Thirdly, Superdry encourage customer join the garment recycle plan to recycle and reuse old garments and Superdry will donate old garments to some disabled children to extend the life of garments thus achieve the goal of zero waste. Fig.29 Super Responsible 40 (Annual Reports and Accounts 2018)
THIS IS
A/W 19/20 Trend Forecast
/REMODELING/
DENIM
Fig.31
Fig.33
Fig.30
Fig.32
Fig.30-31 WGSN, 2018 Fig. 32-33 Pinterest
DENIM FORECAST A/W 19/20
Over-production and waste are some of the fashion industry’s worst excesses because of the fast fashion trend. In order to fulfill the sustainable concept of Superdry, the concept of garment reuse and recycling is the main trend to develop the new collection. The new collection will utilize the recycling fabric to remodel the new items to extend the life of these fabric. Also, the new collection advocate “one item to two pieces.”, which is the idea of some product design can separate two pieces by zipper or button in one item and then combine the other item which is design by same concept thus people will have two style in one item.
Fig.34 Pinterest
inno
MEN’S FORECAST A/W 19/20
cuo
un
us
iqu
e
nostalgic
e l ab
Fig.38
t r fo
m o C
/REMIX/
Fig. 35-37 Pinterest Fig. 38 WGSN Fig.36
Fig.35
Fig.37
A combination with sportswear and relaxed tailoring is forthcoming fashion trend. Superdry Sport launch the first independent store in Hong Kong this year. The business opportunity of sportswear is large. People pursue the function and durable degree of product at the same time and also Superdry have distinctive technology to support athleisure so the athleisure is one of opportunity to develop in forthcoming season. Comfortable material and silhouettes as well as vintage details are on A/W 19/20 trend. Those idea can attract self-styling consumers seek for distinct equipment. Thus, it is conducive to broaden the target customer of Superdry.
Fig.39 Pinterest
Gibraltar Sea
PANTONE 19-4038 TCX
Stretch Limo Black
PANTONE 19-4005 TCX
Artisan’s Gold
PANTONE 15-1049 TCX
Fig.40
Deep Teal
PANTONE 19-4914 TCX
White Asparagus
PANTONE 12-0104 TCX
A range of blue-tinted hues like Gibraltar Sea and Swedish Blue combine with functional-feeling Artisan’s Gold to ode sport and urbanalization minimalism, while Fennel Seed and Winter Moss represent the construction sites.
Fennel Seed
PANTONE 17-0929 TCX
Swedish Blue
PANTONE 18-4330 TCX
Fig.39
Winter Moss
PANTONE 18-0523 TCX
MEN’S COLOR A/W 19/20 Fig. 39-43 WGSN
Fig.43
Fig.41
Fig.42
Titled
Fig.45
Fig.44
A s font
N
r Cu
ve d
D
Varing font SIZEs
for an ad-hoc feel
MEN’S PRINTS & GRAPHIC FORECAST A/W 19/20
Fig.47 Pinterest, n.d.
Fig.46 Levi’s Instagram, 2018
Fig.48 Calvin Klein Instagram, 2018)
Fig.51 Alibaba, n.d. Fig.50 WGSN, 2018
Deadstock Denim Water Repellment Fabric
Fig.49 WGSN, 2018
Corduroy Denim
Recycle Denim
Fig.54 Alibaba, n.d.
Sport Nylon
Cotton Fig.52 Alibaba, n.d.
Fig.53 WGSN, 2018
Fig.55 WGSN, 2018
PRODUCT PROPOSAL REPORT Fig.56 WGSN, 2018
Drawcords
Fig.57 WGSN, 2018
Metal Components
/surface shine/ Fig.58 WGSN, 2018
Aluminum Zipper
/ sophisticated smooth finishes/ / crushed surfaces/ /color-shifting/
Fig.59 WGSN, 2018 Fig.60 WGSN, 2018
/ active-influenced/
THIS IS
A/W 19/20 Range Plan
SUPERDRY MENSWEAR A/W 19/20
1
Season A/W 19/20 Date Style# Designer JK - 1122 Description A cowl neck jacket with text print
Shell Fabric 1
25/11/2018 Jennifer Wong
SUPERDRY JACKET SKETCH Fabrication
100% Polyester
Color
Black with yellow; Black Size range XXS-XXL Lining
Shell Fabric 2 (Shoulder & cuff)
SUPERDRY JACKET TECH PACK Season A/W 19/20 Date 25/11/2018 Fabrication 100% Polyester Style# JK - 1122 Designer Jennifer Wong Description A cowl neck jacket with text print SAMPLE REQUEST FORM M (inch) MEASUREMENTS SKETCH A Neckline (Curved) 18 1/2 B High Point Shoulder (HPS) 8 C Center Front (CF) 30 D Center Back (CB) 32 E Side Seam (SS) 20 F Body Length 32 1/2 G Across Chest 22 H Bottom 22 I Sleeve Length 26 J Armhole (Curved ) 21 K Sleeve Opening 4 L Shoulder Drop 3 M Shoulder to Shoulder 17 N Collar Width 2 PRINT Text print on collar COLOR Yellow with black; Black Detail Sketch
Season Style# Description MEASUREMENTS Neckline (Curved) High Point Shoulder (HPS) Center Front (CF) Center Back (CB) Side Seam (SS) Body Length Across Chest Bottom Sleeve Length Armhole (Curved ) Sleeve Opening Shoulder Drop Shoulder to Shoulder Collar Width
SUPERDRY HOODIE TECH PACK A/W 19/20 Date 25/11/2018 Fabrication JK - 1122 Designer Jennifer Wong A cowl neck jacket with text print GRADING XXS XS S M -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -3 -2 -1 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -6 -4 -2 0 -4 1/2 -3 -1 1/2 0 -6 -4 -2 0 -1 1/2 -1 - 1/2 0 -2 -1 1/2 -1 0 -3 -2 -1 0 0 0 0 0 PRE-PRODUCTION COMMENTS
100% Polyester
L 1/2 1/2 1 1 1/2 1/2 1 2 1 1/2 2 1/2 1 1 0
XL 1 1 2 2 1 1 2 4 3 4 1 1 1/2 2 0
XXL 1 1/2 1 1/2 3 3 1 1/2 1 1/2 3 6 4 1/2 6 1 1/2 2 3 0
Buyer Style
Superdry #1122JK
Zipper: ~30 inches
Bill of Material (BOM) Prepared by Date
Jennifer 26/11/2018
BRAND DIVISION STYLE DETAIL
FABRIC DETAILS
CUT AND MAKE TRIM DEYAILS
TOTAL TRIM
SEASON STYLE STYLE DESCRIPTION
A/W 19/20 #1122JK A cowl neck jacket with text print
SHELL FABRIC 1 SHELL FABRIC 2 FARBIC MILL SHAN WAH PIECE GOODS GOOD RICH TEXTILES QUALITY# #70028 #5803 COUNTRY OF ORIGIN CHINA CHINA CONTENT 100% Polyester 100% Polyester CUTTABLE WIDTH 56" 58" *FOB PRICE-YARDS US$2.83 US$0.91 **FOB PRICE-POUNDS ***YARDAGE YIELD 1.49 0.72 ****POUNDS / DOZEN FINANCE CHARGE (%) 5% 5% TOTAL FABRIC COST US$4.43 US$0.69 *Price per yard-wovens & cut and sew **Price per pound-sweater ***Yield for wovens & cut and sew ****Yield for sweater GARMENT TRIM Thread Zipper GARMENT PACKAGING Polybag Carton box Carton Tape Main label Size label Hang tag RDIF sticker Printing
TRIM SUPPLIER COATS YKK PACK SUPPLIER Spartan Industrial Bubblepak 3M Hodleys JESONLIN Bransio EG Text print on the collar
ITEM CODE#/ COST
ITEM CODE#/ COST
#51115316203 #4336879619 EGL label
LINING SHAN WAH PIECE GOODS SP-053 CHINA 100% Nylon 57" US$1.07
Superdry Casual & Denim COUNTRY OF ORIGIN PORT SIZE RANGE SKETCH
China Hong Kong XXS - XXL
1.49 5% US$1.67
COST PER GMT. US$0.30 US$0.20 COST PER GMT. US$0.07 US$1 US$5.82 US$0.04 US$0.07 US$0.06 US$0.10
FABRIC COST SHELL FABRIC LINING FILL TOTAL FABRIC COST
US$5.12 US$1.67 US$6.79
CUT AND MAKE
US$4.10
TOTAL TRIM $
US$0.50
TOTAL PACKAGING
US$7.66
PRINTING FINISHING
US$2.26 US$0.45
TOTAL COST $
US$21.76
2
Season A/W 19/20 Date Style# Designer JK - 1123 Description A cowl neck jacket with text print
25/11/2018 Jennifer Wong
SUPERDRY JACKET SKETCH Fabrication
83% Polyester; 14% Viscose; 3% Spendex
Color
Blue & Black
Size range XXS-XXL
Lining
*Please refer the black color of lining in #JK1122 Shell Fabric
*Please refer the black color of shell fabric 1 in #JK1122
SUPERDRY JACKET TECH PACK Season A/W 19/20 Date 25/11/2018 Fabrication 83% Polyester; 14% Viscose; 3% Spendex Style# JK - 1123 Designer Jennifer Wong Description Two-in-one jacket with cowl neck and needle extend sleeves SAMPLE REQUEST FORM M (inch) MEASUREMENTS SKETCH A Neckline (Curved) 18 1/2 B High Point Shoulder (HPS) 8 C Center Front (CF) 30 D Center Back (CB) 30 E Side Seam (SS) 20 F Body Length 32 1/2 G Across Chest 22 H Bottom 22 I Sleeve Length 27 J Armhole (Curved) 21 K Shoulder Drop 3 1/2 L Shoulder to Shoulder 17 PRINT Text print on the back COLOR Blue and Black Detail Sketch
Season Style# Description MEASUREMENTS Neckline (Curved) High Point Shoulder (HPS) Center Front (CF) Center Back (CB) Side Seam (SS) Body Length Across Chest Bottom Sleeve Length Armhole (Curved) Shoulder Drop Shoulder to Shoulder
SUPERDRY JACKET TECH PACK A/W 19/20 Date 25/11/2018 Fabrication JK - 1123 Designer Jennifer Wong Two-in-one jacket with cowl neck and needle extend sleeves GRADING XXS XS S M -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -3 -2 -1 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -6 -4 -2 0 -4 1/2 -3 -1 1/2 0 -6 -4 -2 0 -2 -1 1/2 -1 0 -3 -2 -1 0 PRE-PRODUCTION COMMENTS
83% Polyester; 14% Viscose; 3% Spendex
L 1/2 1/2 1 1 1/2 1/2 1 2 1 1/2 2 1 1
XL 1 1 2 2 1 1 2 4 3 4 1 1/2 2
XXL 1 1/2 1 1/2 3 3 1 1/2 1 1/2 3 6 4 1/2 6 2 3
Buyer Style
Bill of Material (BOM) Prepared by Date
Superdry #1123JK
Press button (collar inside)19mm
Zipper: ~35 inches
Drop needle: 1 x 1 double rib
Jennifer 26/11/2018
BRAND DIVISION STYLE DETAIL
FABRIC DETAILS
CUT AND MAKE TRIM DEYAILS
TOTAL TRIM
SEASON STYLE STYLE DESCRIPTION
FARBIC MILL QUALITY# COUNTRY OF ORIGIN CONTENT CUTTABLE WIDTH *FOB PRICE-YARDS **FOB PRICE-POUNDS ***YARDAGE YIELD ****POUNDS / DOZEN FINANCE CHARGE (%) TOTAL FABRIC COST
GARMENT TRIM Thread Zipper Button GARMENT PACKAGING Polybag Carton box Carton Tape Main label Size label Hang tag RDIF sticker Printing
SHELL FABRIC SHAN WAH PIECE GOODS #70028 CHINA 100% Polyester 56" US$2.83
A/W 19/20 #1123JK Two-in-one jacket with cowl neck and needle extend sleeves SKETCH LINING (cuff) E-SHINHAN SH 11502 CHINA 83% Polyester; 14% Viscose; 3% Spendex 52"
0.2 5% US$0.63
5% US$4.43 *Price per yard-wovens & cut and sew **Price per pound-sweater ***Yield for wovens & cut and sew ****Yield for sweater
Text print on the back
COUNTRY OF ORIGIN China PORT Hong Kong SIZE RANGE XXS - XXL
US$3.00
1.49
TRIM SUPPLIER COATS YKK Shiller PACK SUPPLIER Spartan Industrial Bubblepak 3M Hodleys JESONLIN Bransio EG
Superdry Casual & Denim
ITEM CODE#/ COST
ITEM CODE#/ COST
#51115316203 #4336879619 EGL label
FABRIC COST SHELL FABRIC LINING FILL TOTAL FABRIC COST COST PER GMT. CUT AND MAKE US$0.30 US$0.20 US$0.05 TOTAL TRIM $ COST PER GMT. US$0.07 US$1 US$5.82 US$0.04 US$0.07 US$0.06 US$0.10 TOTAL PACKAGING
US$4.43 US$0.63 US$5.06 US$4.10
US$0.55
US$7.71
PRINTING FINISHING
US$4.24 US$0.45
TOTAL COST $
US$22.11
3
Season A/W 19/20 Date 25/11/2018 Style# Designer HJ - 1124 Jennifer Wong Description A print hoodie jacket with cover mask
SUPERDRY HOODIE JACKET SKETCH Fabrication
100% Polyester
Color
Blue & Black
Size range XXS-XXL
Lining
*Please refer the blue color of lining in #JK1123 Shell Fabric 1
*Please refer the black color of shell fabric 1 in #JK1122 *Please refer the blue color of shell fabric in #JK1123
Shell Fabric 2 (neck & chest)
*Please refer the black color of shell fabric 2 in #JK1122
Season Style# Description
SUPERDRY HOODIE TECH PACK A/W 19/20 Date 25/11/2018 Fabrication 100% Polyester HJ - 1124 Designer Jennifer Wong A print hoodie jacket with cover mask Detail Sketch
SUPERDRY HOODIE JACKET TECH PACK Season A/W 19/20 Date 25/11/2018 Fabrication 100% Polyester Style# HJ -1124 Designer Jennifer Wong Description A print hoodie jacket with cover mask SAMPLE REQUEST FORM M (inch) MEASUREMENTS SKETCH A Neckline 15 B Center Front (CF) 23 C Center Back (CB) 27 D Side Seam (SS) 18 E Body Length 27 F Across Chest 19 1/2 G Bottom (Curved) 29 1/2 H Sleeve Length 26 I Sleeve Opening 4 J Shoulder Drop 2 K Shoulder to Shoulder 18 L High Point Shoulder (HPS) 9 M N O
COMMENTS:
Mask Opening Width Mask Height to HPS Mask Center Back
12 7 15
PRINT COLOR
Text print on sleeves Blue and Black
Season Style# Description MEASUREMENTS Neckline Center Front (CF) Center Back (CB) Side Seam (SS) Body Length Across Chest Bottom (Curved) Sleeve Length Sleeve Opening Shoulder Drop Shoulder to Shoulder High Point Shoulder (HPS) Mask Opening Width Mask Height to HPS Mask Center Back
SUPERDRY HOODIE TECH PACK A/W 19/20 Date 25/11/2018 Fabrication HJ - 1124 Designer Jennifer Wong A print hoodie jacket with cover mask GRADING XXS XS S M -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -3 -2 -1 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -6 -4 -2 0 -4 1/2 -3 -1 1/2 0 -1 1/2 -1 - 1/2 0 -2 -1 1/2 -1 0 -3 -2 -1 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 1/2 -1
-1 -1 - 1/2
- 1/2 0 - 1/2 0 - 1/4 0 PRE-PRODUCTION COMMENTS
100% Polyester
L 1/2 1 1 1/2 1/2 1 2 1 1/2 1/2 1 1 1/2
XL 1 2 2 1 1 2 4 3 1 1 1/2 2 1
XXL 1 1/2 3 3 1 1/2 1 1/2 3 6 4 1/2 1 1/2 2 3 1 1/2
1/2 1/2 1/4
1 1 1/2
1 1/2 1 1/2 1
Buyer Style
Superdry #1124HJ
Zipper: ~18 inches
Bill of Material (BOM) Prepared by Date
Jennifer 26/11/2018
BRAND DIVISION STYLE DETAIL
FABRIC DETAILS
CUT AND MAKE TRIM DEYAILS
TOTAL TRIM
SEASON STYLE STYLE DESCRIPTION
A/W 19/20 #1124HJ A print hoodie jacket with cover mask
SHELL FABRIC 1 SHELL FABRIC 2 FARBIC MILL SHAN WAH PIECE GOODS GOOD RICH TEXTILES QUALITY# #70028 #5803 COUNTRY OF ORIGIN CHINA CHINA CONTENT 100% Polyester 100% Polyester CUTTABLE WIDTH 56" 58" *FOB PRICE-YARDS US$2.83 US$0.91 **FOB PRICE-POUNDS ***YARDAGE YIELD 1.5 0.27 ****POUNDS / DOZEN FINANCE CHARGE (%) 5% 5% TOTAL FABRIC COST US$4.46 US$0.26 *Price per yard-wovens & cut and sew **Price per pound-sweater ***Yield for wovens & cut and sew ****Yield for sweater GARMENT TRIM Thread Zipper GARMENT PACKAGING Polybag Carton box Carton Tape Main label Size label Hang tag RDIF sticker
TRIM SUPPLIER COATS YKK PACK SUPPLIER Spartan Industrial Bubblepak 3M Hodleys JESONLIN Bransio EG
Printing
Text print on sleeves
ITEM CODE#/ COST
ITEM CODE#/ COST
#51115316203 #4336879619 EGL label
LINING SHAN WAH PIECE GOODS SP-053 CHINA 100% Nylon 57" US$1.07
Superdry Casual & Denim
COUNTRY OF ORIGIN China PORT Hong Kong SIZE RANGE XXS - XXL SKETCH
1.5 5% FABRIC COST US$1.69 SHELL FABRIC LINING FILL TOTAL FABRIC COST
COST PER GMT. US$0.30 US$0.20 COST PER GMT. US$0.07 US$1 US$5.82 US$0.04 US$0.07 US$0.06 US$0.10
US$4.72 US$1.69 US$6.40
CUT AND MAKE
US$4.10
TOTAL TRIM $
US$0.50
TOTAL PACKAGING
US$7.66
TRIM FINISHING
US$4.53 US$0.45
TOTAL COST $
US$23.64
4
Season A/W 19/20 Date Style# Designer SW - 1125 Description Patchwork sweater with text print
25/11/2018 Jennifer Wong
Shell Fabric 2 (Shoulder & pocket flap)
SUPERDRY SWEATER SKETCH Fabrication
85% Nylon; 10% Cotton; 5% Spendex
Color
Blue and Camel Shell Fabric 1
Size range XXS-XXL
Season Style# Description
SUPERDRY SWEATER TECH PACK A/W 19/20 Date 24/11/2018 Fabrication 85% Nylon; 10% Cotton; 5% Spendex SW - 1125 Designer Jennifer Wong Patchwork sweater with text print Detail Sketch
SUPERDRY SWEATER TECH PACK Season A/W 19/20 Date 25/11/2018 Fabrication 85% Nylon; 10% Cotton; 5% Spendex Style# SW - 1125 Designer Jennifer Wong Description Patchwork sweater with text print SAMPLE REQUEST FORM M (inch) MEASUREMENTS SKETCH A High Point Shoulder (HPS) 9 B Neckline 15 C Center Front (CF) 23 D Center Back (CB) 27 E Side Seam (SS) 18 F Body Length 27 G Across Chest 19 1/2 H Bottom 18 I Sleeve Length 26 J Armhole (Curved ) 20 K Sleeve Opening 4 L Shoulder Drop 1 1/2 M Shoulder to Shoulder 19 N O P
COMMENTS:
Pocket Length Pocket Flap Length Pocket Flap Width
4 1/2 5 2 1/2
PRINT COLOR
Text print across chest Blue and Camel
Season Style# Description MEASUREMENTS High Point Shoulder (HPS) Neckline Center Front (CF) Center Back (CB) Side Seam (SS) Body Length Across Chest Bottom Sleeve Length Armhole (Curved ) Sleeve Opening Shoulder Drop Shoulder to Shoulder Pocket Length Pocket Flap Length Pocket Flap Width
SUPERDRY SWEATER TECH PACK A/W 19/20 Date 25/11/2018 Fabrication SW - 1125 Designer Jennifer Wong Patchwork sweater with text print GRADING XXS XS S M -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -3 -2 -1 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -6 -4 -2 0 -4 1/2 -3 -1 1/2 0 -6 -4 -2 0 -1 1/2 -1 - 1/2 0 -2 -1 1/2 -1 0 -3 -2 -1 0 -1 -1 -1
- 1/2 - 1/2 - 1/2
- 1/4 0 - 1/4 0 - 1/4 0 PRE-PRODUCTION COMMENTS
85% Nylon; 10% Cotton; 5% Spendex
L 1/2 1/2 1 1 1/2 1/2 1 2 1 1/2 2 1/2 1 1
XL 1 1 2 2 1 1 2 4 3 4 1 1 1/2 2
XXL 1 1/2 1 1/2 3 3 1 1/2 1 1/2 3 6 4 1/2 6 1 1/2 2 3
1/4 1/4 1/4
1/2 1/2 1/2
1 1 1
Buyer Style
Superdry #1125SW
Bill of Material (BOM) Prepared by Date
Jennifer 26/11/2018
BRAND DIVISION STYLE DETAIL
FABRIC DETAILS
CUT AND MAKE TRIM DEYAILS
TOTAL TRIM
SEASON STYLE STYLE DESCRIPTION
A/W 19/20 #1125SW Patchwork sweater with text print
SHELL FABRIC 1 SHELL FABRIC 2 FARBIC MILL GOOD RICH TEXTILES LI JUN TEXTILE QUALITY# #6027 AS4901-2 COUNTRY OF ORIGIN CHINA CHINA CONTENT 95% Nylon; 5% Spendex 96% Cotton, 4% Spendex CUTTABLE WIDTH 58" 56" *FOB PRICE-YARDS US$2.01 **FOB PRICE-POUNDS US$2.98 ***YARDAGE YIELD 0.6 ****POUNDS / DOZEN 2 FINANCE CHARGE (%) 5% 5% TOTAL FABRIC COST US$6.26 US$1.27 *Price per yard-wovens & cut and sew **Price per pound-sweater ***Yield for wovens & cut and sew ****Yield for sweater GARMENT TRIM Thread GARMENT PACKAGING Polybag Carton box Carton Tape Main label Size label Hang tag RDIF sticker Printing
TRIM SUPPLIER COATS PACK SUPPLIER Spartan Industrial Bubblepak 3M Hodleys JESONLIN Bransio EG Text print across chest
ITEM CODE#/ COST ITEM CODE#/ COST
#51115316203 #4336879619
EGL label
Superdry Casual & Denim COUNTRY OF ORIGIN PORT SIZE RANGE SKETCH
China Hong Kong XXS - XXL
FABRIC COST SHELL FABRIC LINING FILL TOTAL FABRIC COST
COST PER GMT. US$0.30 COST PER GMT. US$0.07 US$1 US$5.82 US$0.04 US$0.07 US$0.06 US$0.10
US$7.52 US$0 US$7.52
CUT AND MAKE
US$4.10
TOTAL TRIM $
US$0.30
TOTAL PACKAGING
US$7.46
PRINTING FINISHING
US$2.83 US$0.45
TOTAL COST $
US$22.66
5
Season A/W 19/20 Date 25/11/2018 Style# Designer HJ - 1126 Jennifer Wong Description Hoodie denim jacket with four pockets and text print
SUPERDRY HOODIE JACKET SKETCH Fabrication
Shell Fabric 2 (Hood, sleeves & pocket)
65% Cotton; 35% Polyester
Color
Blue & Grey Shell Fabric 1
Size range XXS-XXL
Season Style# Description
SUPERDRY HOODIE TECH PACK A/W 19/20 Date 24/11/2018 Fabrication 65% Cotton; 35% Polyester HJ - 1126 Designer Jennifer Wong Hoodie denim jacket with four pockets and text print Detail Sketch
SUPERDRY HOODIE JACKET TECH PACK Season A/W 19/20 Date 25/11/2018 Fabrication 65% Cotton; 35% Polyester Style# HJ -1126 Designer Jennifer Wong Description Hoodie denim jacket with four pockets and text print SAMPLE REQUEST FORM M (inch) MEASUREMENTS SKETCH A Center Front (CF) 23 B Center Back (CB) 27 C Side Seam (SS) 18 D Body Length 27 E Across Chest 19 1/2 F Bottom 18 G Sleeve Length 26 H Armhole (Curved ) 20 I Sleeve Opening 4 J Shoulder to Shouler 19 K L
Hood Width Hood Height
M N O P
Small pocket length Small pocket width Small pocket flap width Small pocket flap length
4 1/2 1/2 5 2 1/2
Q R S T COLOR
Large pocket length Large pocket width Large pocket flap length Large pocket flap width Blue and Grey
5 1 3 5 1/2
15 10
Text print on the lower back
Season Style# Description MEASUREMENTS Center Front (CF) Center Back (CB) Side Seam (SS) Body Length Across Chest Front Bottom Sleeve Length Armhole (Curved ) Sleeve Opening Shoulder to Shouler
SUPERDRY HOODIE JACKET TECH PACK A/W 19/20 Date 25/11/2018 Fabrication 65% Cotton; 35% Polyester HJ - 1126 Designer Jennifer Wong Hoodie denim jacket with four pockets and text print z XXS XS S M L XL -3 -2 -1 0 1 2 -3 -2 -1 0 1 2 -1 1/2 -1 - 1/2 0 1/2 1 -1 1/2 -1 - 1/2 0 1/2 1 -3 -2 -1 0 1 2 -6 -4 -2 0 2 4 -4 1/2 -3 -1 1/2 0 1 1/2 3 -6 -4 -2 0 2 4 -1 1/2 -1 - 1/2 0 1/2 1 -3 -2 -1 0 1 2
XXL 3 3 1 1/2 1 1/2 3 6 4 1/2 6 1 1/2 3
Hood Width Hood Height
-3 -1
-2 - 1/2
-1 - 1/4
0 0
1 1/4
2 1/2
3 1
Small pocket length Small pocket width Small pocket flap width Small pocket flap length
-1 -1 -1 -1
- 1/2 - 1/2 - 1/2 - 1/2
- 1/4 - 1/4 - 1/4 - 1/4
0 0 0 0
1/4 1/4 1/4 1/4
1/2 1/2 1/2 1/2
1 1 1 1
Large pocket length Large pocket width Large pocket flap length Large pocket flap width
-1 -1 -1 -1
- 1/2 - 1/2 - 1/2 - 1/2
1/4 1/4 1/4 1/4
1/2 1/2 1/2 1/2
1 1 1 1
- 1/4 0 - 1/4 0 - 1/4 0 - 1/4 0 PRE-PRODUCTION COMMENTS
Buyer Style
Bill of Material (BOM) Prepared by Date
Superdry #1126HJ
Garment part button 40L
Pocket button 36L
Jennifer 26/11/2018
BRAND DIVISION STYLE DETAIL
FABRIC DETAILS
CUT AND MAKE TRIM DEYAILS
TOTAL TRIM
SEASON STYLE STYLE DESCRIPTION
A/W 19/20 #1126HJ Hoodie denim jacket with four pockets and text print
SHELL FABRIC 1 SHELL FABRIC 2 FARBIC MILL LI JUN TEXTILE RED STAR QUALITY# 99401-4 18839 COUNTRY OF ORIGIN CHINA CHINA CONTENT 65% Cotton; 35% Polyester 100% Cotton CUTTABLE WIDTH 59" 56" *FOB PRICE-YARDS US$1.71 US$2.40 **FOB PRICE-POUNDS ***YARDAGE YIELD 0.96 0.76 ****POUNDS / DOZEN FINANCE CHARGE (%) 5% 5% TOTAL FABRIC COST US$1.72 US$1.92 *Price per yard-wovens & cut and sew **Price per pound-sweater ***Yield for wovens & cut and sew ****Yield for sweater GARMENT TRIM Drawcord Thread Buttons GARMENT PACKAGING Polybag Carton box Carton Tape Main label Size label Hang tag RDIF sticker Printing
TRIM SUPPLIER FoamRush COATS Shiller PACK SUPPLIER Spartan Industrial Bubblepak 3M Hodleys JESONLIN Bransio EG Text print on the lower back
ITEM CODE#/ COST
ITEM CODE#/ COST
#51115316203 #4336879619 EGL label
Superdry Casual & Denim COUNTRY OF ORIGIN PORT SIZE RANGE SKETCH
FABRIC COST SHELL FABRIC LINING FILL TOTAL FABRIC COST
COST PER GMT. US$1.33 US$0.30 US$0.26 COST PER GMT. US$0.07 US$1 US$5.82 US$0.04 US$0.07 US$0.06 US$0.10
China Hong Kong XXS - XXL
US$3.64 US$0 US$3.64
CUT AND MAKE
US$4.10
TOTAL TRIM $
US$1.89
TOTAL PACKAGING
US$9.05
PRINTING WASH FINISHING
US$4.24 US$0.90 US$0.45
TOTAL COST $
US$24.27
6
Season Style# Description
SUPERDRY HOODIE SKETCH A/W 19/20 Date 25/11/2018 Fabrication 95% Nylon; 5% Spendex Designer HD - 1127 Jennifer Wong A print hoodie which is square neckline with a removable mask
Shell Fabric 2 (Mask & pocket)
Color
Green & Black Shell Fabric 1
Size range XXS-XXL
Season Style# Description
SUPERDRY HOODIE TECH PACK A/W 19/20 Date 24/11/2018 Fabrication 95% Nylon; 5% Spendex HD-1127 Designer Jennifer Wong A print hoodie which is square neckline with a removable mask Detail Sketch
SUPERDRY HOODIE TECH PACK Season A/W 19/20 Date 24/11/2018 Fabrication 95% Nylon; 5% Spendex Style# HD -1127 Designer Jennifer Wong Description A print hoodie which is square neckline with a removable mask SAMPLE REQUEST FORM M (inch) MEASUREMENTS SKETCH A Center Front (CF) 29 B Center Back (CB) 41 1/2 C1 Front Side Seam (FSS) 18 C2 Back Side Seam (BSS) 20 D1 Front Body Length 29 1/2 D2 Back Body Length 31 1/2 E Across Chest 20 F1 Front Bottom 19 1/2 F2 Back Bottom 20 G Sleeve Length 24 H Armhole (Curved ) 17 I Sleeve Opening 4 J K
Mask Length Mask Width
7 4
L M
Hood Width Hood Height
15 10
COMMENTS:
PRINT COLOR
Text print on the part of chest Green and Black
Season Style# Description MEASUREMENTS Center Front (CF) Center Back (CB) Front Side Seam (FSS) Back Side Seam (BSS) Front Body Length Back Body Length Across Chest Front Bottom Back Bottom Sleeve Length Armhole (Curved ) Sleeve Opening
SUPERDRY HOODIE TECH PACK A/W 19/20 Date 24/11/2018 Fabrication HD - 1127 Designer Jennifer Wong A print hoodie which is square neckline with a removable mask GRADING XXS XS S M -3 -2 -1 0 -3 -2 -1 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -1 1/2 -1 - 1/2 0 -3 -2 -1 0 -6 -4 -2 0 -6 -4 -2 0 -4 1/2 -3 -1 1/2 0 -6 -4 -2 0 -1 1/2 -1 - 1/2 0
Mask Length Mask Width
-5 1/4 - 3/4
-3 1/2 - 1/2
Hood Width Hood Height
-3 -1
-2 - 1/2
-1 3/4 - 1/4
0 0
-1 0 - 1/4 0 PRE-PRODUCTION COMMENTS
95% Nylon; 5% Spendex
L 1 1 1/2 1/2 1/2 1/2 1 2 2 1 1/2 2 1/2
XL 2 2 1 1 1 1 2 4 4 3 4 1
XXL 3 3 1 1/2 1 1/2 1 1/2 1 1/2 3 6 6 4 1/2 6 1 1/2
1 3/4 1/4
3 1/2 1/2
5 1/4 3/4
1 1/4
2 1/2
3 1
Buyer Style
Superdry #1127HD
Zipper: ~20 inches
Bill of Material (BOM) Prepared by Date
Jennifer 26/11/2018
BRAND DIVISION STYLE DETAIL
FABRIC DETAILS
CUT AND MAKE TRIM DEYAILS
TOTAL TRIM
SEASON STYLE STYLE DESCRIPTION
FARBIC MILL QUALITY# COUNTRY OF ORIGIN CONTENT CUTTABLE WIDTH *FOB PRICE-YARDS **FOB PRICE-POUNDS ***YARDAGE YIELD ****POUNDS / DOZEN FINANCE CHARGE (%) TOTAL FABRIC COST
GARMENT TRIM Thread Zipper Seam binding GARMENT PACKAGING Polybag Carton box Carton Tape Main label Size label Hang tag RDIF sticker Printing
A/W 19/20 #1127HD A print hoodie which is square neckline with a removable mask
SHELL FABRIC 1 GOOD RICH TEXTILES #6027 CHINA 95% Nylon; 5% Spendex 58"
SHELL FABRIC 2 GOOD RICH TEXTILES #1081 CHINA 100% Nylon 58" US$4.22
US$2.98
Text print on the part of chest
China Hong Kong XXS - XXL
FABRIC COST SHELL FABRIC US$11.34 LINING US$0 FILL TOTAL FABRIC COST US$11.34
5% US$6.65
ITEM CODE#/ COST
ITEM CODE#/ COST
#51115316203 #4336879619
EGL label
COUNTRY OF ORIGIN PORT SIZE RANGE SKETCH
1.5
1.5 5% US$4.69 *Price per yard-wovens & cut and sew **Price per pound-sweater ***Yield for wovens & cut and sew ****Yield for sweater TRIM SUPPLIER COATS YKK Local sourcing PACK SUPPLIER Spartan Industrial Bubblepak 3M Hodleys JESONLIN Bransio EG
Superdry Casual & Denim
COST PER GMT. US$0.30 US$0.20 US$0.60 COST PER GMT. US$0.07 US$1 US$5.82 US$0.04 US$0.07 US$0.06 US$0.10
CUT AND MAKE
US$4.10
TOTAL TRIM $
US$1.10
TOTAL PACKAGING
US$8.26
PRINTING FINISHING
US$2.83 US$0.45
TOTAL COST $
US$28.08
DESIGN CONCEPT
Upcycling In the A/W 19/20 collection, some items used the upcycling design concept to put into practice the concept of sustainability. Upcycling is a vary type of recycling way making use of material of discarded products to transform into new goods. Carter (2010) reported on the fact that some luxury fashion brand will destroy unsold product as the strategy to protect the brand reputation which send out an immoral message among fashion industry to destroy the intact goods rather than donate to charity organization. (Cassidy and Han, 2013, p.155) Upcycling can offer an alternative of turning end-of-life and textile waste into fashion products with high retail value. Also, upcycling reduce the transportation costs, the need of new packaging and even the problem of road congestion and air pollution.
Manufacturing and sourcing Fig.61 The Global Competitiveness Report 2018, 2018
Based on the characteristic of countries by level of development and geographic location, Superdry select China for manufacturing its products. China is ranking 28 among 140 countries in the Global Competitiveness Index of 2018. (The Global Competitiveness Report 2018, 2018) The factors of overall stability, infrastructure and human rights related to the part of levels of development. The stability of currency exchange rate in a country is showing the economic stability of the country. China is the best performer among 140 countries in the part of inflation in macroeconomic stability. (The Global Competitiveness Report 2018, 2018) Chinese government maintained undervalued currency so that produce products in China are more affordable compared with other developing countries. Also, the stable exchange rate will maintain stable material and production cost. About the factors of infrastructure, China is ranking 29 among 140 countries. The part of liner shipping connectivity, electrification rate and airport connectivity are the best performer among the part of infrastructure. (The Global Competitiveness Report 2018, 2018) Adequate transportation infrastructure is essential to transfer fabrics to the factory and finished products from the factory to export to the market. The selection of sourcing country should take into account the country which support the humanitarian and environmental conditions as unfair treatment of workers not only the issue of moral but also might influence brand’s reputation and image. United Nations has formulated the Human Development Index (HDI), which comprises GDP, life expectancy and adult literacy. According to the results of 2013 HDI, China have a fairly high level of human development and also score higher on human rights than other developing countries. (Philip and Tage, 2001)
PRODUCT PROPOSAL REPORT
On the other hand, the factors of shipping time and cost, logistic, cultural values and norms as well as the risk of natural disasters related to the part of geographic location. The shipping time is significant to the retail market especially some on trend fashion products. Although Superdry sell basic and functional products mainly, some functional products like ski equipment just sell in the winter. Those type of products are seasonally selling. The shipping time should match the seasonal so that offer right product on right time to consumer. Therefore, the product export from China can deliver quickly and if some defective products on that order, Superdry can return to China immediately and the usage of time is less than return to other countries. Also, the local delivery of cost is lower than international delivery. Therefore, Superdry can transfer the shipping cost to other components like logistic and packaging. In order to ensure the shipping process efficiently, Superdry adopt the RFID tag so that containers can be track order at each stage of the trip. Moreover, we should consider the cultural aspects of the vendor’s country as culture of different countries will influence worker’s working attitudes and working mode. Therefore, we should base on the geographic location as there are similar culture among them in same region so that it is conducive to interact with suppliers and retailers. In addition, the size of apparels in different nationality are vary. Chinese people will more familiar with the size range of Hong Kong people so that we can save time of extra procedures in production.
Fig.62 V3, n.d.
Lean Supply Chain Management Based on the results of questionnaire in Part 1, customer tend to concern the quality of product. The lean supply chain management is effective management that focus on the overall quality and put into practice the concept of sustainability which reduce the defective goods to zero and lower waste in the supply process. The quality control improve the overall standards of product and reduce repair costs. Also, it will be significantly affect the brand reputation if the defect goods transfer out of the market. Therefore, lean supply chain management may eliminate mistake in the manufacturing process and consolidate the brand reputation which means the word-of-mouth between consumer.
Fig.63 Superdry Annual Report and Account 2018
PRODUCT PROPOSAL REPORT
Costing and pricing strategy The new launch collection of Superdry should use the cost-oriented pricing which based on the cost of producing and distributing to set up the retail price. The retail price should at least cover the total production costs. As I mentioned before, customer tend to concern the quality rather than price so Superdry don’t need to concern the retail price of competitors which they set up. To maintain the good quality of fabric is the best way to attract consumer to purchase our product and people deem that the product is value of money even though the retail price may higher than competitors. However, the retail price should mark down in holiday like before Chinese New Year and summer holiday to increase the customer traffic flow in brick-and-mortar store and sales. Moreover, Superdry will implement the recycle plan in brick-and-mortar store which collect some old garment to recycle and remodel the new product. Superdry can launch the 15% off vouchers to give back customer which support the environmental protection in this campaign. The coupon encourage customer purchase in the next time in the limited period to maintain stable sales.
Fig.64 Photo shooting in MOKO retail store
PROMOTION
PRODUCT PROPOSAL REPORT
Online Marketing Superdry have their own fashion blog in their official website to teach consumer how to mix-and-match their current season product. It is a good channel to assist some customer which purchase on online store. Superdry can also send e-mail about fashion trend information to their member regularly to appeal customer to purchase. Yet, Superdry also should take care of the customer who purchase in brick-and-mortar store. Superdry can print out the fashion blog to be a booklet and give some customer when they purchase in retail store. That may increase the purchase intention of customer as they don’t have some consideration in this issue.
Fig.65-66 Superdry blog
In addition, Superdry have spokesperson but not invite different spokesperson to represent their own country. Superdry should based on the region to invited some local influencers in the field of fashion and sports. The power of local influencer will attract more local consumer to pay attention to Superdry as local people will more resonant about the local influencer thus it can be broaden the customer market. Therefore, Superdry will invite Dickson Yu Tak-shing to be the spokesperson next year in Hong Kong. Dickson Yu is 29 years old, who is matching the age range of our target customer so that it will be more representative. He is an artist in Hong Kong and he was a member of Hong Kong’s national swimming team. His Instagram owned 106K followers.
Fig.67-68 Dickson Yu Instgram, 2018
Superdry should have an official Instagram account for Hong Kong market as some promotional campaign vary of region. Also, many fashion or lifestyle influencers will use Instagram to build up their image and collaborate with some brand to promote their product in Instagram.
Fig.69 Superdry Instagram
Fig.70 MRRM Instagram
Fig.71 Milk Instagram
Fig.72 Men’s UNO Instagram
ATL Marketing Apart from the online marketing, the ATL marketing are also important to promote the brand. The exposure of Superdry’s product should be increased. The new collection of Superdry have the styling and photography in some local emerging fashion magazines like Men’s UNO, Milk, MRRM, which targeted local younger reader.
Fig.74 Superdry Capital Markets Event, 2018
RFID sticker Fig.73 Superdry shopping bag
Retail packaging The shopping bag of Superdry used the signature color, orange and printed the Superdry’s logo in white color. To fulfill the sustainability goal, the paper bag of Superdry will made by recycling paper and Azo free dye to minimize enironmental impacts.
RFID is a small unpowered chip inserted in the swing tag. It has the unique fingerprint for that specific single item. It is convenient to manipulate the data of product and also reduce the production cost in packaging. It is computerized the data of product like washing label. RFID is an user-friendly tool no matter for staff or customer.
Conclusion Based on the results of questionnaire and store observation, there are seven elements of brand strategy specific for Hong Kong market which are enhance the market position of Superdry, values for money, increase the customer traffic flow in brickand-mortar store, increase the exposure of new product of Superdry, diversified distribution channels, consolidate the brand image and achieve the goal of Super Responsible 40. To fulfil the sustainability goal, the new collection will adopt the upcycling design concept and also the manufacturing and sourcing country will select China because of the lower cost and the distance between China and Hong Kong that minimize the environmental impacts. The objective of launch new collection is to enhance the market position of Superdry and broaden the customer market in Hong Kong. The solution of whole proposal is tailored-made for Hong Kong market. It is a feasible direction to develop from manufacture to retail.
Fig.75 Superdry Instagram
Visual Support
Fig.1 Superdry, 2018. No collar, no problem. Pull strings in on point athleisure. Superdry [Instagram], 27 Oct. Available at: https://www.instagram.com/p/BpbdbHMAtd9/ [Accessed 22 Nov. 2018] Fig. 2 Superdry, 2018. Jackets by Superdry. made with style and built for those live every day in their elements‌ even when the elements are against them. Superdry [Instagram], 13 Nov. Available at: https://www.instagram.com/p/BqHqZ07gakj/ [Accessed 8 Dec. 2018] Fig. 5-6 Superdry, 2018. FY18 Full Year Results [online image]. Available at: https://corporate.superdry.com/media/2440/fy18-prelims-superdry-presentation.pdf [Accessed 22 Nov. 2018] Fig.7 Superdry, 2018 Mens Hoodie [online image]. Available at: https://www.superdry.com/mens/hoodies [Accessed 22 Nov. 2018] Fig. 8-20 Superdry, 2018. Superdry [online image]. Available at: https://www.instagram.com/superdry/ [Accessed 23 Nov. 2018] Fig. 21-22 Alibaba, n.d. Plain dyed AZO FREE super soft brushed polar fleece fabric [online image]. Available at: https://www.alibaba.com/product-detail/Plain-dyed-AZO-FREE-super-soft_60722392116.html?spm=a2700.7724857.normalList.125.11a52e9fAQtBqR [Accessed 1 Dec. 2018] Fig.23 Pinterest, n.d. Teacher Resume Template | Cover Letter for MS Word | Modern CV Design | Instant Digital Download | A4 & US Letter | professional. [online image]. Available at: https://www.pinterest.com/pin/492510909242163959/ [Accessed 1 Dec. 2018] Fig. 24 Superdry, 2018. Happy Halloween. Superdry [Facebook]. Available at: https://www.facebook.com/SuperdryHongKong/videos/310452462874334/?jazo est=26510012110876114691191198876871181221038512189801047798110104987310211385875471122481071207656791221021065512211610358651001221201 19697498541165375117100825498735310570111548511353525270577570115107111841221136910579747711884103&brand_redir=29575415534 [Accessed 1 Dec. 2018] Fig. 25 Ifeng Fashion, 2018. Xu Weizhou officially became the Superdry global brand spokesperson. [online image]. Available at: http://fashion.ifeng. com/a/20180301/40292346_0.shtml [Accessed 22 Oct. 2018] Fig. 27 Bauhaus, 2018. ShaTin store farewell discount. Bauhaus [Facebook], 12 Nov. Available at: https://www.facebook.com/bauhaus.hk.TheOfficialPage/photos /a.119005914852127/1911179475634753/?type=3&theater [Accessed 1 Dec. 2018] Fig. 28 Superdry, 2018. Superdry home page [online image]. Available at: https://www.superdry.com [Accessed 1 Dec. 2018] Fig. 29 Superdry, 2018. Annual Report and Accounts 2018 [online image]. Available at: https://corporate.superdry.com/media/2479/superdry-ar2018-indexed-linked3.pdf [Accessed 22 Oct. 2018] Fig. 30-31 WGSN, 2018. Denim Forecast A/W 19/20: Purpose Full [online image]. Available at: https://www-wgsn-com.ntu.idm.oclc.org/content/board_viewer/#/77076/ en/page/5 [Accessed 2 Dec. 2018]
Fig. 32 Pinterest, n.d. Denim [online image]. Available at: https://www.pinterest.com/pin/89016530118211953/ [Accessed 2 Dec. 2018] Fig. 33 Pinterest, n.d. Denim [online image]. Available at: https://www.pinterest.com/pin/338403359492634898/ [Accessed 2 Dec. 2018] Fig. 34 Pinterest, n.d. Assembly New York Spring 2017 Ready-to-Wear Fashion Show [online image]. Available at: https://www.pinterest.com/pin/150378075038455443/ [Accessed 2 Dec. 2018] Fig. 37 Pinterest, n.d. Streetwear [online image]. Available at: https://www.pinterest.com/pin/AVwv63HG4mi4H_hYffKaI2GjQyjCdQYJ7lkR8rNrSRlfqYU2abaHBcc/ [Accessed 2 Dec. 2018] Fig. 38 WGSN, 2018. Men’s Forecast A/W 19/20: Purpose Full. [online image]. Available at: https://www-wgsn-com.ntu.idm.oclc.org/content/board_viewer/#/76353/en/ page/10 [Accessed 2 Dec. 2018] Fig. 39-43 EGSN, 2017. Men’s Colour A/W 19/20: Free Style. [online image]. Available at: https://www-wgsn-com.ntu.idm.oclc.org/content/board_viewer/#/75997/en/ page/8 [Accessed 2 Dec. 2018] Fig.46 Levi’s, 2018. Represent. Levi’s [Instagram], 13 Jul. Available at: https://www.instagram.com/p/BlLLSNfhYNR/[Accessed 22 Nov. 2018] Fig.47 Pinterest, n.d. Fila Black Line Charlie T-Shirt With All Over Logo Print In White. [online image]. Available at: https://www.pinterest.com/pin/AYXstcStAKgHOMuT75oxfuRzEG2cZNYT9sRVdIi1Ra9ThOnligbC0o8/ [Accessed 2 Dec. 2018] Fig.48 Calvin Klein, 2018. Graphic content: up the ante with our boldest new logo staples from #CALVINKLEINJEANS. See more at the link in bio [EU]. #MYCALVUNS. Calvin Kelin [Instagram], 21 Nov. Available at: https://www.instagram.com/p/BqaJRL_Dltc/ [Accessed 22 Nov. 2018] Fig.49 WGSN, 2018. Denim Fabric Trends A/W 19/20. [online image]. Available at: https://www-wgsn-com.ntu.idm.oclc.org/content/board_viewer/#/76710/en/page/6 [Accessed 3 Dec. 2018] Fig.50, 55 WGSN, 2018. Men’s Textiles Forecast A/W 19/20: Free Style [online image]. Available at: https://www-wgsn-com.ntu.idm.oclc.org/content/board_viewer/#/76830/en/page/15 [Accessed 3 Dec. 2018] Fig. 51 Alibaba, n.d. Water Repellent Fabric Three Proof Fabric For Coverall. [online image]. Available at: https://www.alibaba.com/product-detail/Water-Repellent-Fabric-Three-Proof-Fabric_1692118712.html?spm=a2700.7724838.2017115.21.85de4fb1faYTa6&s=p [Accessed 3 Dec. 2018] Fig. 52 Alibaba, n.d. Custom wholesale organic cotton modal organic knitted fabric [online image]. Available at: https://www.alibaba.com/product-detail/Custom-wholesale-organic-cotton-modal-organic_60707269589.html?spm=a2700.7724838.2017115.6.d60b3cb2FrASU0 [Accessed 3 Dec. 2018] Fig. 53 WGSN, 2018. Denim Fabric Trends A/W 19/20. [online image]. Available at: https://www-wgsn-com.ntu.idm.oclc.org/content/board_viewer/#/76710/en/page/7 [Accessed 3 Dec. 2018] Fig. 54 Alibaba, n.d. light green textil knit nylon sport. [online image]. Available at: https://www.alibaba.com/product-detail/light-green-textil-knit-nylonsport_60561069716.html?spm=a2700.7724838.2017203.19.6bfe3b6doZDgYd&s=p [Accessed 3 Dec. 2018]
Fig. 56-60 WGSN, 2018. Trims & Embellishments Forecast A/W 19/20. [online image]. Available at: https://www-wgsn-com.ntu.idm.oclc.org/content/board_viewer/#/77607/en/page/3 [Accessed 3 Dec. 2018] Fig. 61 World Economic Forum, 2018. The 2018 edition of the Global Competitiveness Report. [online image]. Available at: http://www3.weforum.org/docs/GCR2018/ 05FullReport/TheGlobalCompetitivenessReport2018.pdf [Accessed 6 Dec. 2018] Fig. 62 V3, n.d. China’s Great Firewall: How it works and what it reveals about China’s plans. [online image]. Available at: https://www.v3.co.uk/v3-uk/analysis/3030741/ chinas-great-firewall-how-it-works-and-what-it-reveals-about-chinas-plans [Accessed 6 Dec. 2018] Fig. 63 Superdry, 2018. Annual Report and Account 2018. [online image]. Available at: https://corporate.superdry.com/media/2479/superdry-ar2018-indexed-linked3.pdf [Accessed 6 Dec. 2018] Fig. 65-66 Superdry, n.d. Superdry blog. [online image]. Available at: https://www.superdry.com [Accessed 6 Dec. 2018] Fig. 67 Dickson Yu, 2018. Outfit. yuduck [Instagram], 8 Jun. Available at: https://www.instagram.com/p/Bjw74mtBXbS/ [Accessed 6 Dec. 2018] Fig. 68 Dickson Yu, 2018. Fendi. yuduck [Instagram], 18 Oct. Available at: https://www.instagram.com/p/BpEl5gdhN1v/ [Accessed 6 Dec. 2018] Fig. 69 Superdry, 2018. superdry. [online image]. Available at: https://www.instagram.com/superdry/ [Accessed 6 Dec. 2018] Fig. 70 MRRM Magazine, 2018. mrrmhk. [online image]. Available at: https://www.instagram.com/mrrmhk/ [Accessed 6 Dec. 2018] Fig. 71 Milk Magazine, 2018. milkmagazine_hk [online image]. Available at: https://www.instagram.com/milkmagazine_hk/ [Accessed 6 Dec. 2018] Fig. 72 Men’s UNO Magazine, 2018. mensunohk [online image]. Available at: https://www.instagram.com/mensunohk/ [Accessed 6 Dec. 2018] Fig. 73 Yahoo!, n.d. Superdry bag. [online image]. Available at: https://tw.bid.yahoo.com/item/-Superdry-bag-100071182719 [Accessed 7 Dec. 2018] Fig. 74 Superdry, 2018. Capitial Markets Event [online image]. Available at: https://corporate.superdry.com/media/2534/cmd-presentation-oct-2018.pdf [Accessed 7 Dec. 2018] Fig. 75 Superdry, 2018. Take your muted colors. Bold statements are made #InYourElenment. superdry [Instagram], 16 Nov. 2018 Available at: https://www.instagram. com/p/BqPR7AQAMhd/ [Accessed 8 Dec. 2018]
References
(Average Height, Average Height for Men by Country, Accessed 7 Nov. 2018) (World Economic Forum, The 2018 edition of the Global Competitiveness Report pp.159-161, Accessed 7 Nov. 2018) (Cassidy and Han, 2013. Sustainability in Fashion and Textiles: Values, Design, Production and Consumption) (Philip and Tage, 2001. The Global Supply Chain.) (Aims Education, n.d. Accessed 7 Nov. 2018) (Superdry, Capital Markets Event , Accessed 7 Nov. 2018) (Superdry, FY18 Full Year Results, Accessed 7 Nov. 2018) (Superdry, Annual Reports and Account 2018, Accessed 7 Nov. 2018) (Pantone, PANTONE 19-4038 TCX, Accessed 7 Nov. 2018) (Pantone, PANTONE 15-1049 TPX, Accessed 7 Nov. 2018) (Pantone, PANTONE 19-4914 TCX, Accessed 7 Nov. 2018) (Pantone, PANTONE 12-0104 TCX, Accessed 7 Nov. 2018) (Pantone, PANTONE 17-0929 TPX, Accessed 7 Nov. 2018) (Pantone, PANTONE 18-4330 TCX, Accessed 7 Nov. 2018) (Pantone, PANTONE 18-0523 TCX, Accessed 7 Nov. 2018)
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