Merchandising Project

Jenni Liinavuori CWK4 BA Fashion Marketing & Communication Marketing Techniques & Strategy 1 Level 4 Merchandising Laurent Laigat

Oysho H&M Comparing the two brands New Collection Buying Selection Visual Merchandising

3 14 25 29 38 41

• Spanish company founded in 1977 • Original name of the company was Confecciones Noite, changed the name to Oysho in 2000 • Part of the Inditex group • Sold worldwide

• Has total of 575 stores in 40 different countries

• Specialized in women underwear, beachwear and homewear • Target market: young women ages from 15 to 25 • Offers quality and affordable prices • Market segment: mass market • Has 7 product lines: garments, lingerie, sleepwear, gymwear, beachwear, accessories and footwear • Young, feminine and fun products that adapts the latest fashion trends

OYSHO BEACHWEAR SS 15

Style

Structure of the Collection: Tops Triangle

Bandeau

Push-Up

Models

8

19

7

Model x Colour

9

25

14

Plain

3

9

5

Prints

5

10

2

With foam

2

6

2

Sizes

S-L

S-XL

S-XL

Price

16,99-19,99 €

16,99-19,99 €

16,99-19,99 €

Prints used

Colours used

Structure of the Collection:Bottoms Style

Hipster

Brazilian

Models

8

46

Model x Colour

13

50

Plain

4

21

Prints

6

25

Sizes

S-L

S-L

Price

11,99-14,99 €

11,99-14,99 €

Prints used

Colours used

Structure of the Collection: Swimsuits Style

Swimsuit

Models

19

Model x Colour

21

Plain

12

Prints

7

Prints used Colours used

With foam

11

Sizes

S-XL

Price

29,99-49,99 â‚Ź

Total references

Global references

18 % 33 % Tops

Bottoms Swimsuits

49 %

Total references per colour

16 % 36 %

Tops Bottoms Swimsuits

48 %

• In Oysho the top and bottom are sold separately and that’s better for the customer because usually women are not the same size in the top and bottom.

• Bottoms has the biggest selection in both models and models and colours. Due to the reason that they are offering a lot of same bottoms but with a different trimmings. For example having a bikini bottom with different kind of ties or without ties.

• They want to offer to every top a matching pair of bottom but also have a big selection where products can be easily mixed together.

• When we compare these two diagrams it can be seen that there is no significant changes. What can be also seen is that Oysho focuses clearly more on bikinis than full swimsuits.

Colours and Prints

Total Collection

47 % Plain Print

53 %

Tops

Prints are slightly leading in Oysho’s swimwear collection. If we look the collection more closer and in differernt categories it can be noticed that then the prints lead only in the bottoms category. In tops the situation is 50/50 and in swimwear the plain fabrics are more used.

Bottoms

Swimsuits 43 %

50 %

37 %

Plain

Plain

Print

Plain

Print

Print

50 %

57 % 63 %

6%

Tops

Plain Colours

13 %

16 %

7%

Black White

• Black and blue are the leading colours of the collection.

• Also coral and green are used a lot.

• Though their target is more younger women they are using this year more basic colours.

Blue Green Red

13 %

Coral

Orange

32 %

13 % Bottoms

Swimsuits

3% 19 %

15 %

19 %

Black White

6%

16 %

12 %

31 % 8%

White

Blue

Blue

Green

Turquoise

Red

Green

Coral 25 %

Black

Orange

7%

23 % 8%

8%

Red Coral

Prints

12

10

• Ethnic prints are the most used ones in Oysho’s colletion.

• Flowers are also really common.

• Multi prints are 15% more used in tops than in bottoms but they have more matching bottoms in plain colours.

8

6

4

2

0

Flower

Ethnic Tops

Stripes

Bottoms

Multi

Swimsuits

Tops Prints

Swimsuits Prints

Bottoms Prints

20 %

5%

5%

5% 40 %

40 % 7%

Ethnic Stripes

Ethnic

Flower

Stripes

Ethnic

Multi

Multi 33 %

40 %

Flower

Flower

50 %

5%

50 %

Stripes Multi

Sizes Some of the bandeaus and pushup models have size XL but most of them are up to size L. They don’t have cups so they don’t use cup sizes either.

For both bottom styles only sizes SL are available.

Triangles are available in sizes S to L and are made for a more younger and smaller target.

For swimsuits Oysho offers sizes from SXL, due to the reason that usually full swimsuits are weared by more bigger sized women.

Prices

Tops Prices

29 %

Bottoms Prices 7%

21 %

23 % €16,99

€11,99

€17,99

€12,99

€19,99

€14,99 70 %

50 %

• Tops and bottoms prices are dominated by the medium price level, in tops 17,99 € and in bottoms 12,99 €.

• In swimsuits almost 70% of the prices were the lowest price level.

5%

Swimsuit Prices

26 % €29,99 €35,99

• Swimsuits prices are the highest, due to the reason that more fabric is needed.

€49,99 69 %

• In all categories Oysho have three different price levels.

• Swedish multinational retail-clothing company

• Offers fast fashion to women, men, teenager and children

• Founded in 1947

• Sustainable and fashionable products with cheap/ affordable prices

• Has ranked to be the 2nd largest global clothing retailer after Inditex • Has total of 3,500 stores in 57 different countries

• Market segment: mass market

BEACHWEAR SS 15

Structure of the Collection: Tops Style

Triangle

Bandeau

Push-Up

Models

13

33

18

Model x Colour

18

52

29

Plain

7

22

10

Prints

6

11

8

With cup

1

15

18

Sizes

34-44

34-44

70 A – 85 D

Price

12,99-14,99 €

4,99-24,99 €

14,99-19,99 €

Prints used

Colours used

Style

Structure of the Collection: Bottoms Thongs

Hipsters

Strings

Models

34

10

12

Model x Colour

59

12

22

Plain

11

8

6

Prints

23

2

6

Sizes

32-44

32-44

32-44

Price

4,99-14,99 €

9,99-14,99 €

9,99 €

Prints used

Colours used

Structure of the Collection: Swimsuits Style

Swimsuit

Models

12

Model x Colour

16

Plain

9

Prints

7

Prints used Colours used With foam

2

Sizes

34-44

Price

19,99-29,99 â‚Ź

Global references

References 9%

49 %

Tops Bottoms Swimsuits

42 %

• They have many tops without a matching bottom. Many of the colours of the tops matches with many different bottoms.

References per colour

• H&M is also selling their bikinis separately.

8%

47 % 45 %

• H&M is offering slightly more of bikini tops than bottoms.

Tops Bottoms Swimsuits

Colours and Prints

Total Collection

46 %

Plain Print 54 %

Tops

• Plain colours are more used than prints when we look the whole collection.

• Only in bottoms prints are used 10 % more often than prints.

• Still we can see that the difference is not really big and H&M have a good balance when it comes to using prints and plain colours.

Bottoms

39 %

Swimsuits 44 %

45 %

61 %

Plain

Plain

Plain

Print

Print

Print

55 % 56 %

Plain Colours

Tops

12 %

3%

33 %

12 %

24 % 7%

5% 4%

11 %

Black Blue Green Pink Coral Turquoise Yellow White

• Black is the most used colour in the swimwear collection. Especially in full swimsuits.

• In bikinis in the tops as well in bottoms after black most used colours are coral, pink and turquoise.

Bottoms

Swimsuits

2%

Black 33 %

10 %

11 %

Blue Green

11 %

Black Blue

Pink Coral 19 %

Green

11 %

Pink

Turquoise 6% 13 %

6%

Yellow White

67 %

Prints

20

• Most used prints are flower, animal and stripes.

18 16 14 12

Tops

10

Bottoms

8

Swimsuits

6

• Half of the collections prints are flowers.

• In full swimsuits there are only two print options, animal or flower.

4 2

• Bottoms and tops have pretty much the same ratio in used prints.

0

Animal 3% 18 %

Flower

Ethnic

Stripes

3%

Tops Prints 18 %

11 %

Polka dot

21 %

Bottoms Prints 19 %

Animal

Animal

Flower

Flower

Ethnic

Ethnic

Animal

Stripes

Flower

Stripes

11 %

Polka dot 50 %

Swimsuits Prints

46 %

50 %

Polka dot 50 %

Sizes Bandeau and triangle tops are in sizes 34-44. And push-ups are sold in cup sizes. From 70 A to 85 D.

Thongs, strings and hipsters are all available in sizes 32-44.

Full swimsuits don’t have the smallest size 32 but still have wide range of sizes, from 34 to 44.

Prices

• H&M is offering products from 4,99 € to 29,99 €.

Tops Prices 7% 3% 4%2%

5%

5%

€4,99 €9,99

€12,99 €14,99 €17,99 €19,99 74 %

6%

1%

€24,99

• In tops almost 75% of the products are 14,99€.

• In bottoms the clear leading price is 9,99 € and in swimsuits 24,99 € which is the medium price level in swimsuits.

• Swimsuits prices are the highest and bottom the lowest.

Bottoms Prices

4%

• The lowest price level is 4.99 €-9.99 €, medium price level is 12,99 €17,99 € and the highest from 19,99 €-29,99€

Swimsuit Prices

8%

27 %

27 %

€4,99 €7,99

€19,99

€9,99

€24,99

€12,99

€29,99

€14,99 81 % 46 %

Comparing

Comparing Total references per colour

References 70

120

60

100

50

80

40

60

30 40 20 20

10

0

0

Tops

Bottoms Oysho

H&M

Swimsuits

Tops

Bottoms Oysho

H&M

Swimsuits

H&M

Comparing

Plain colours

45 40 35

46 %

Plain

30 25

Print

20 15 10

54 %

5 0

Black

White

Blue

Green

Pink

Oysho

Oysho

Coral

Turquoise

Red

Orange

H&M

Prints 40

47 %

35 30 25

Plain Print

53 %

20 15 10 5 0

Animal

Flower

Ethnic Oysho

Stripes H&M

Polka dot

Multi

Yellow

Comparing Average Price Oysho

• Both of the brand s are more focused on selling bikinis, both of them also sells the tops and bottoms seperate.

H&M €35,99 €24,99

€17,99

€14,99

Tops

•

• Both in references and colours H&M have more options.

• Oysho has more models on full swimsuits than H&M.

€12,99

€9,99

Bottoms

• Also what is notable is that Oysho’s collection is offering more bottoms than tops and in H&M is the opposite.

Swimsuits

The average prices of Oysho and H&M doesn’t have a big difference. But when all the prices are looked at it can be seen that Oysho has much higher prices. H&M just is offering products in larger price scale from 4,99€ to 29,99€.

• H&M is offering more colours and different prints. Both of them are favoring black and coral. But Oysho is not taking as big risk as H&M. • H&M leading print was flowers when Oysho was more focused on the ethnic prints.

• Oysho is having in their collection more prints than plain colours and H&M is offering more plain colours.

• Oysho is not offering cups which makes their target more younger and smaller due to the sizes also. H&M has more sizes and has swimwear for a more bigger audience which alo leads them to have a much more bigger collection than Oysho.

New Collection

New Collection

Target: • middle-class women, ages 16-30 who look up for the latest trends and fun and feminien products.

Collection: • 68 references • 154 references per colour • Tops has 31 models, bottoms 30 and swimsuits 7 • Every top and bottom have a matching pair but they are also really easy to mix and match with the plain colour ones.

Prices: • More or less the average of Oysho’s and H&M’s prices: • Tops 14,99 € - 19,99 € • Bottoms 9,99 € - 14,99 € • Swimsuits 24,99 € - 34,99 €

Sizes: • EU 34-EU 42 in all products.

• Bikini tops that have a cup will be in cup sizes, from 70 A to 85 D.

New Collection: Global references References

References per colour

10 %

8%

46 % 47 %

Tops Bottoms

Bottoms

Swimsuits

Swimsuits 45 %

44 %

Tops

New Collection: Prints

11 Flower Prints

9 Ethnic Prints

8 Animal Prints

New Collection: Prints

7 Stripes

2 Polka Dots

4 Multi Prints

New Collection: Plain Colours •

This collection is using the same basic colours like black white and navy blue like H&M and Oysho.

•

Also the popular colours at the moment, coral and turquoise, has a big impact on the plain colour scene.

•

Some new colours are also introduced purple, fuxia and army green.

•

Colours will attract as a younger target as more older one.

New Collection: Tops Balconette with cups

Bandeau with cups

Bandeau

Triangle with foam

Push-up

Halter with cups

NewStrings Collection: Bottoms Thongs

Thongs with fringe

Hipsters

High waist

New Collection: Swimsuits Balcenotte with cups

Bandeau

Triangle

Push-up

Halter with cups

Buying Selection for a Multi-Brand Shop: Oysho

• • • •

5 Bikini Tops (16,99 – 19,99 €) 5 Bikini Bottoms (11,99 – 12,99 €) 2 Full Swimsuits (29,99 €) More basic shapes and colours, blue and black colour theme

Buying Selection for a Multi-Brand Shop: H&M

• • • •

5 Bikini Tops (9,99 - 19,99 €) 5 Bikini Bottoms (9,99 - 12,99 €) 2 Full Swimsuits (19,99 - 29,99 €) Animal and flower prints, more pink/colar colours

Buying Selection for a Multi-Brand Shop: New Collection

• • • •

9 Bikini Tops (14,99 - 19,99 €) 8 Bikini Bottoms (9,99 – 14,99 €) 2 Full Swimsuits (24,99 – 34,99 €) Flowers, ethnic and stripes, more unusual colours, yellow, purple and army green.

Visual Merchandising in the Multi-Brand Store Interior of the store would look something like this; clear white and brown wood and shapes with lots of light so the products can be seen clearly. Products would be in 3-4 different style/colour sections and accessories that would fit with the products on the same section.

Visual Merchandising in the Multi-Brand Store; Style Sections Red Colours; coral, pink and purple

Yellow, army green purple, paisley, flowers

Blue, black, paisley

Accessories

Sarong 9,99 €

Straw Hat 9,99 €

Straw Bag 49,99 € Straw Hat 17,99 € Sunglasses 7,99 €

Sunglasses 7,99 €

Kaftan 29,99 €

Sunglasses 7,99 €

Sources • About H&M, [online] Available from <http://about.hm.com/en/About.html >[Accessed 3 June 2015] • H&M Wikipedia Page, [online] Available from < http://en.wikipedia.org/wiki/H%26M> [Accessed 3 June 2015]

• Oysho in Inditex, [online] Available from < https://www.inditex.com/brands/oysho > [Accessed 2 June 2015] • Oysho Facebook Page, [online] Available from < https://www.facebook.com/oysho/info?tab=page_info > [Accessed 2 June 2015]

Images • Products from H&M, [online image] Available from <http://www.hm.com/fi/products/ladies/swimwear/bikini> [Accessed 12 June 2015]

• Products from Oysho, [online image] Available from <http://www.oysho.com/es/en/beachwear/bikinisc1403272.html> [Accessed 12 June 2015]

Images: • Bikini sketches,[online image] Available from <http://kiniswimwear.com/design-your-own/?buy=one-piece> [Accessed 12 June 2015] • Coconut,[online image] Available from <https://www.pinterest.com/pin/544020829960075521/> [Accessed 12 June 2015] • Friends,[online image] Available from <https://www.pinterest.com/pin/149322543870238460/>[Accessed 12 June 2015] • H&M SS, 2015,[online image] Available from <http://www.brandarex.fr/article/mode-bien-etre/2625-nouveautes-swimwear-h-m> [Accessed 11 June 2015] • H&M Logo,[online image] Available from <http://galleriadallas.wpengine.netdna-cdn.com/wp-content/uploads/2012/08/H_M_LOGO.png> [Accessed 2 June 2015] • Sand Background,[online image] Available from <http://galleriadallas.wpengine.netdna-cdn.com/wp-content/uploads/2012/08/H_M_LOGO.png> [Accessed 2 June 2015] • H&M Summer Campaign,2015,[online image] Available from <http://www.fashiongonerogue.com/hm-summer-swimsuits-2015-campaign/> [Accessed 2 June 2015] • H&M Summer Campaign,2015,[online image] Available from <http://www.fashionisers.com/lingerie-and-swimwear/hm-summer-2015-swimwear-campaign/> [Accessed 2 June 2015] • Oysho Summer Campaign,2015,[online image] Available from <http://www.oysho.com/es/en/campaign/beachwear-ss%2715-c1405569.html> [Accessed 2 June 2015] • Oysho Summer Campaign,2015,[online image] Available from <http://www.oysho.com/es/en/lookbook/soft-breeze-c1405560.html> [Accessed 2 June 2015] • Oysho Summer Campaign,2015,[online image] Available from <http://www.oysho.com/es/en/lookbook/here-comes-the-sun-c1405564.html> [Accessed 2 June 2015] • Oysho Logo,[online image] Available from <http://www.tiendeo.fr/galeria/negocio/176/OYSHO_%20logo-a1%20(1).jpg> [Accessed 2 June 2015] • Oysho Summer Campaign,2015,[online image] Available from <http://www.oysho.com/es/en/lookbook/into-the-blue-c1405553.html> [Accessed 11 June 2015] • Store Interior,[online image] Available from <https://www.pinterest.com/pin/246923992041985058/ > [Accessed 12 June 2015] • Store Interior II,[online image] Available from <https://www.pinterest.com/pin/246923992041985042/> [Accessed 12 June 2015]

• Sunglasses,[online image] Available from <https://www.pinterest.com/pin/192458584052128314/> [Accessed 12 June 2015] • Under water,[online image] Available from <https://www.pinterest.com/pin/176203404147899326/>[Accessed 12 June 2015]