Fashion buying

AVALON

AVALON CWK3 – FASHION BUYING PROJECT JENNI LIINAVUORI FASHION MARKETING AND COMMUNICATION, 2015/2016 MARKETING TECHNIQUES AND STRATEGY 2 FASHION BUYING ESSI KORHONEN

AVALON AVALON

AVALON

AVALON AVALON

AVALON AVALON

AVALON

AVALON

AVALON

AVALON

Contents: Company profile Brand identity Competitors Target Customer Profiles Store environment Trends Brands 6 Month Buying Plan Assortment Plan Growth Strategies References

Company Profile AVALON is a fashion multibrand concept based in Helsinki that offers the best and upcoming Finnish fashion brands for women under one roof. MUN has a retail store located in the heart of Helsinki, being part of the Helsinki Design District concept.

AVALON’s mission is to spread the word and awareness of

Finnish fashion, design and arts to the international markets. This will be now mostly done by the e-commerce store and through our social media platforms. The company’s mission in the future in to expand and open stores abroad into major fashion cities.

At the moment AVALON sells 10 carefully picked Finnish fashion brands, besides clothes we offer also shoes bags and other accessories for women. We aim to choose timeless and

sustainable design that serves a purpose and carries a strong identity to the AVALON concept. All the products are designed in Finland and manufactured either in Finland or inside Europe.

AVALON

Brand identity

AVALON

For AVALON it is very important to be working on a

AV

sustainable manner and it is one of our key principle to our brand concept. The brands we choose to represent has to share same values as our store does. We believe in durability

AVALON

and smaller-scale production, for us quality comes before quantity. We believe in consuming less but better.

We also want to support the Finnish design and art culture which also will be seen in our store and through our communication.

We are inspired by our costumers, by the unique Helsinki

AVALON

streetstyle and by the Finnish nature and art that is surrounding us. We want to make it easy for our customers to buy local Finnish Fashion and express their individuality by also putting the environment first.

AVALON

Brick & Mortar: My o My Beam Nudge

E-Commerce: My o My Acolyth Yalo OMB

Price

Competitors

AVALON

Quality

Focused on ethical and eco-friendly fashion.

Offers clothes for adults, accessories, homewear, jewellery, and natural cosmetics.

Finnish and international brands.

One brick & mortar store in Helsinki.

Costumer can order products from Yalo.fi onlinestore and pick them up from Nudge store.

Turnover in 2014, 64 000 EUR.

Founded in 2012.

Sells Finnish and international designers.

Sells only through E-commerce site.

Focused on unisex clothing.

Visual online and e-commerce page and social media platforms.

Represent about 50 Finnish Design Brands.

Offers products for men and women.

Poor website and social media platforms.

Not appealing store layout.

Sells online and has two Brick & Mortar stores one in Tampere and one in Turku.

One Brick & Mortar store in Helsinki.

Offers high international fashion designers like Isabel Marant, Acne Studios, A.P.C. and Finnish designers

Offer clothes for men and women.

Strong webpage and social medias.

Turnover in 2015, 1 783 000 EUR.

Founded in 2008.

Focused on international premium fashion brands that haven’t been sold in Finland.

Has two brick & mortar stores in Helsinki and e-store. Women and men have their own stores.

Among clothes My o My offers accessories, jewellery, homewear and design products.

Turover in 2014, 788 000 EUR.

Target AVALON’s main target is women between the ages 25 to 45. They are from middle/upper class living in a city who also likes to enjoy the nature. They look for timeless, functional and sustainable garments.

They make concious buying decisions and look for designers that

are more environmental friendly.

They value local designing, quality, nature, honesty and The Nordic

heritage.

Customer Profiles

Jenni, 30

Emma, 25

Blogger

Journalist

Likes to buy clothes from R/H, Zara, Samuji and second hand shops

Tries to buy Finnish fashion and avoid fast fashion stores

Interested in fashion, beauty, music, art and culture

Favorite brands are Super Mukava and Ivana Helsinki

Likes to go music concerts and art exhibitions

Looks for garments made from great materials Enjoys walking in the nature, books and going to movies

Suvi-Elina, 27

Lotta, 20

PR Manager

Student

Samuji and Isabel Marant are favorite brands

Likes to go music festivals and seeing friends

Looks for garments that looks and feel great

Shops clothes from R/H, Vuokko and triftshops Gets inspiration from ballet and Joy Division

Store environment The main components of our store will be pretty minimalistic due to the reason that we will change its layout every season based on the theme we want to present to our customers. The environment is also based on supporting sustainable Finnish designing and art. We will present some great upcoming Finnish based artists who’s amazing works will be decorating our walls and customers are also able to buy straight from the artist. We want to combine clear and bold shapes, honest design and nature to offer peaceful and cool athmosphere for our customers.

Runway Trends

Street Trends

Social networks working as a shopping platforms For many years companies have been taken advantage of social media platforms to market their products, communicate their brand and the ability to talk to their costumers. But in the recent year selling has become more relevant and trendy thing to do on social media sites. Facebook’s and Twitter’s BUY button and Like2Buy platform for Instagram are the newest functions that companies can now take advantage of. Some retailes like Nordstrom, Free People

and Forever 21 are already using the Like2Buy platform.

The picture on the right shows how the platform works.

First a customer discovers a product on the brands instagram feed that she would like to buy. Then she clicks the Like2Buy link which is found on the company’s Instgram bio. The link will take the costumer to the Like2Buy site where she can find the same product.

When the costumer taps the image she goes automatically to the products page where more details can be found and the customer can proceed to the checkout.

Sustainability a growing trend All around the world more people are being more concious about the environment and about the fashion business. The consumers want to make more concious buying decisions.

People are looking for more sustainable products that are meant to last long period of time not just for one season. They look for good fabrics that are also more eco-friendly. Some fashion consumers look for cruelty free brands, for example

Stella McCartney has become one of the leading brands who are not using leather or fur in their products. Also local manufacturing and designing and brand not using sweatshop

labor has become an important factor to the consumers when making a purchase. Though still many people are not willing to pay more for the sustainable fashion it is still a rapidly growing trend.

Brands

Samuji is a Finnish creative studio and design house based in Helsinki. Samuji’s mission is to produce sustainable, timeless and functional designs. Their materials come from Europe and Japan and the manufacturing happens in Europe. Samuji offers clothes both men and women. For women there is two separate clothing lines: Samuji Classic and Samuji Seasonal. The Classic is more about timeless design when Seasonal offers more colors and bolder designs.

R/H Studio is a Helsinki based fashion concept founded in 2010. The name comes from the designers Hanna Riiheläinen and Emilia Hernesniemi. R/H offers clothing for women that combines the Nordic minimalistic style to innovative prints and cuts with a playful edge.

The designs are inspired by atmospheres, music and the female anatomy.

Teemu Keisteri is an Helsinki based artist. Keisteri’s UKKELI character has got a lot of attention after the artist created it back in 2008. UKKELI character can be seen besides many of his painting but also in his hand painted unisex t-shirts, tote bags, postcards and dishware.

Liisa Riski is a design house based in Helsinki.

Liisa Riski’s mission is to produce simple, sustainable and feminine clothes for women. The designs have clen shapes, a feminine touch and the colours are close to earth. The materials come from Europese and Japanese suppliers. Manufacturing is done in Finland and Estonia.

Ivana Helsinki is an Finnish fashion company founded by Paola Suhonen and her sister Pirjo Suhonen in 1988.

The designs combines Slavic and Scandinavian heritage.

Ivana Helsinki offers dresses, knits, homewear and accessories. All their knits are made in Finland and their handknits come from Lapland. Their design core elements are bold graphics and prints with a romantic vibe.

Arela is a clothing brand based in Finland runned by Maija Arela and her two daughters Anni and Viivi. The brand is focused on cashmere knits and cotton jerseys.

Arela’s products are timeless but at the same time contemporary. They use high quality natural materials like cahmere, cotton and merino wool. Functionality and high quality materials are their core elements of their product.

Terhi Pรถlkki is a Helsinki based shoes designer. The designer launched her own brand in 2011. The brand offers minimalistic luxury shoes with an edge. The shoes are made of metal and chrome-free leather materials in Portugal and Finland. The details of the shoes are made by hand. Sustainability and offering people good working conditions are important for the brand.

LUMI is a Finnish fashion brand focused on leather accessories. The name means snow in Finnish and the colour white is a central theme on their designs.

The brand values sustainability, equality, independence, honesty and authenticity. Products are produced in Europe.

Väska is a premium leather accessories brand founded in Barcelona in 2012. The designs are minimalistic and inspired by the Nordic and Mediterranean culture.

Each bag are 100% handmade by using vegetable tanned leather without stiching. The company aims to create sustainable and quality design rather than focusing on ongoing trends.

Minna Parikka is a Finnish shoe designer. After her design studies she launched her own brand in 2005 in Helsinki, Finland. Currently her designs are sold in 25 countries in some of the best fashion retailers of the world. Besides shoes MP also offers bags and other accessories. The products are fun and colourful taking inspiration from animals to foods. All the materials comes from Europe. The shoes are crafted in Spain and the leather used comes from Italy or Spain.

6 Month Buying Plan

Figure by author

Assortment Plan There are various classifications of merchandice in the store selection. The seven main classifications chosen are outerwear, knitwear, trousers, t-shirts, dresses, bags and shoes.

Class 1: outerwear, represents 20% of the strore inventory. Class 2: knitwear, repesent 30%. Class 3: trousers, 15%. Class 4: blouses, 15%. Class 5: dresses, 10%. Class 6: bags, 5% and class 7: footwear, 5%.

The price points range was little bit different in all classifications. The highest price points was in the class 1: outerwear, prices going from 350 EUR to 900EUR and the lowest in class 4: blouses, price points being from 89 EUR to 210 EUR.

Business Environment Around 170 000 women aged between 25-44 lives in the Helsinki Metropolitan. Women between the age of 15-64, 269 121 where working in the capital area in 2013 and the average income for Helsinki inhabitant is 32 800 â‚Ź/ month.

With this we can state that the business environment and market is quite small e-store and globalization is more a necessity than an option. In 2014 the export of Finnish clothing and textile where 565 million â‚Ź.

23% of the exported clothes goes to Russia which is going to be more on AVALON’s radar in the future to grow the business.

Total

Age

Women

25

9 401

26

9 746

27

9 517

28

9 282

29

9 356

30-34

46 571

35-39

41 407

40-44

34 883 170 163

Women Inhabitants in Helsinki Metropolitan in 2015 Figure by author

Growth Strategies AVALON has big passion to present Finnish designers to global markets currently mainly through the e-store and our social platforms.

We also want to bring the Finnish designers easily available to local markets. Our mission in the future is to open more offline stores across the country and also abroad where the interest in Finnish Fashion has been grown during recent years.

We want to offer unique experience to our customers when they are accosiating with AVALON. Whether it is making a purchase, gain inspiration or get more knowledge about sustainability and Finnish fashion and design you name it.

Our strength is our ability to offer the products our target customers are looking for. Though AVALON is more about offering the choice to buy quality long-lasting fashion the growing popularity of Finnish fashion is something that we will take advantage of. We want to offer the hottest products and designers but also on the side try to drive through the route for the more younger and upcoming Finnish designers. We will continue to collaborate with more designers and artists that shares the same values as AVALON and keep building a bigger concept.

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