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
Plain
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
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
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]