Table of Contents 4-5 Company Overview 6-7 Competition 8-9
Product Category Scope and Size
10-11
Target Market/Customer Profile
12-13
Mood Board
14-15
Color // Fabric
16-17 Lineup 18-37 Spec Sheets 38-39
Assortment Plan
40-41
Time and Action Calender
42-43
Social Media
44-45 Store front 46-47 Photography
2
Company Overview Free People was created in Philadelphia in the 1970’s by a man with a vision of freedom and individuality. Dick Haynes created this line for the youthful, independent women in their 20s that sought their own freedom in the clothing they wore. Free People represents the image of femininity, courage, spirit, and individuality. It’s first store was opened in Philadelphia and the first boutique in Paramus, New Jersey in the fall of 2002. It’s has since grown to 4 wholesale showrooms in New York, Los Angeles, Chicago and London, sells in over 1,400 specialty stores worldwide, and owns 124 boutiques across the United States and Canada. Free People promotes a healthy, vibrant lifestyle filled with freedom.
4
Competition Aerie is a sub-brand recently created by American Eagle Outfitters selling intimate apparel including bras, undergarments, lounge wear, athletic wear and swim wear. The company currently has few brick- and-mortar stores standing without being an extension of an American Eagle store, yet they are quickly growing. Aerie aims to reach young Americans ages 15-25 with a positive body ad campaign defining the brand. The volume of sales generated through e commerce poses the largest threat to the Free People brand.
6
Competition Victoria Secret is North America’s leading retailer in women’s intimate apparel. Currently the company operates around 1,100 mainly mall-based stores within the US, Canada and the UK. Fragrance and intimate apparel including panties, bras, hosiery, lounge clothing, pajamas and swim wear are sold under the brand and grouped in collections like Angels and Very Sexy. The company’s younger brand PINK aims to appeal juniors with more fun and fresh designs in panties, bras, athletic wear and beauty products. Revenue made by Victoria Secret retail stores pose the largest competitive threat to the lingerie department of Free People.
Product category scope and size Intimate apparel has always been an essential necessity to fashion and fashion accessory to every woman. People from all financial backgrounds want comfortable and lasting intimate wear that can also be fashionable. With the rise of trends based off of showing more customized lingerie in every day outfits, we see the lingerie industry having an advantage. We believe Free People intimates stands out from the crowd because of its unique quality. Free People not only serves as a clothing line but more of a lifestyle brand. Each of the garments are made to be statement pieces used to give life to the individualistic, creative, and feminine qualities of its target market.
“Technavio’s analysts forecast the global intimate apparel market to grow at a CAGR of 4.30% during the period 2017-2021.”
8
Customer fiprofile
Target Market
Courtney Taylor is a 27 year Sex Female
Education Higher Education
Age 24-35
Income Mid to Upper Class
photographer for National
Personality Traits
Geographic. She is a very successful
Traveler Adventurous Independent Intelligent Comfortable with herself and her life Pushes life to the limits
in her industry. She hasn’t found “Mr. Right” just yet but loves the dating scene currently. Her favorite pass-time is grabbing a drink from the juice bar with her best girl friends and chatting about their latest trip out the country. If she isn’t
“And that’s just who we wanted to reach: a 26-yearold girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between.”
chatting it up with the ladies then she is scrolling through her favorite bloggers social media pages. Most of her style is influenced by these outlets. Courtney’s style would be classified as
10
comfy chic!
Mood Board
12
Color
Fabric
#c1c0be
#f09a7b
#d7c1dd
#b5206a
#c1c0be
#434f38
#9dc1c0
#e4be60
14
Style: #1
Style: #2
Cost: $12.62
Cost: $5.51
Retail: $60.00
Retail: $27.00
Color-ways:
Color-ways:
Style: #6 Cost: $11.79 Retail: $48.00 Color-ways:
Style: #3
Style: #4
Cost: $12.62
Cost: $3.03
Retail: $60.00
Retail: $15.00
Style: #7
Color-ways:
Color-ways:
Cost: $13.67 Retail: $58.00 Color-ways:
16
Style: #5
Style: #8
Style: #9
Style: #10
Cost: $29.26
Cost: $44.91
Cost: $47.30
Cost: $20.72
Retail: $110.00
Retail: $189.00
Retail: $200
Retail: $98.00
Color-ways:
Color-ways:
Color-ways:
Color-ways:
Lovely Lace Bra
Cost of Materials
Company Free People Information Style:
#1
Description:
Bra
Grading:
1.5”
Tolerance:
0.5”
Fabric
Lace
Total
Duty %
32%
IFF
$0.23
Store Fee
8%
Total Cost
$12.62
Markup %
70%
Total Retail
$60.00
F/C H/C $12.62 0.73% + $0.01
Duty IFF ELC Fee GLC Retail 32.0% $0.23 $16.99 8% $18.00 $60.00
Measurements
Bust:
XS
S
M
34”
35.5”
37”
Color-ways
L
Delivery 1
38.5”
18
Delivery 2
IMU 70.0%
Lilly Bra Cost of Materials Company Free People Information Style:
#2
Description:
Bra
Grading:
1.5”
Tolerance:
0.5”
Fabric
Lace
Total
Duty %
32%
IFF
$0.23
Store Fee
8%
Total Cost
$5.51
Markup %
70%
Total Retail
$27
F/C H/C $5.59 0.73%+ $0.01
Duty IFF ELC Fee GLC Retail IMU 32.0% $0.23 $7.65 8% $8.10 $27.00 70.0%
Measurements
Bust:
XS
S
M
34”
35.5”
37”
Color-ways
L
Delivery 1
38.5”
20
Delivery 2
Lovely Lace Undies Company
Cost of Materials
Free People Information Style:
#3
Description:
Undies
Grading:
2”
Tolerance:
0.5”
Fabric
Lace
Total
Duty %
32%
IFF
$0.23
Store Fee
8%
Total Cost
$5.51
Markup %
70%
Total Retail
$26.50
F/C H/C $5.48 0.73%+$0.01
Duty IFF ELC Fee GLC Retail IMU 32.0% $0.23 $7.51 8% $7.95 $26.50 70.0%
Measurements XS Drop Waist Hips
S
M
27.25”
29.25”
31.25”
35”
37”
39”
L Color-ways 33.25”
Delivery 1
41”
22
Delivery 2
Lilly Undies Company
Cost of Materials
Free People Information Style:
#4
Description:
Undies
Grading:
2”
Tolerance:
0.5”
Fabric
Lace
Total
Duty %
32%
IFF
$0.23
Store Fee
8%
Total Cost
$3.03
Markup %
70%
Total Retail
$15.00
F/C H/C $3.03 0.73% +$0.01
Duty IFF 32.0% $0.23
ELC Fee GLC Retail IMU $4.26 8% $4.50 $15.00 70.0%
Measurements XS Drop Waist Hips
S
M
27.25”
29.25”
31.25”
35”
37”
39”
L Color-ways 33.25”
Delivery 1
41”
24
Delivery 2
Dream Kimono Company
Cost of Materials
Free People Information Style:
#5
Description:
Kimono
Grading:
2”
Tolerance:
0.5”
Fabric
Silk
Total
Duty %
1.10%
IFF
$0.85
Store Fee
8%
Total Cost
$29.26
Markup %
70%
Total Retail
$110
F/C H/C $29.26 0.73% +$0.01
Duty IFF 1.1% $0.85
ELC Fee GLC Retail $30.66 8% $33.00 $110.00
Measurements XS Drop Waist
S
M
27.25”
29.25”
31.25”
Hips
35”
37”
39”
Bust
33”
35”
37”
Natural Waist
25”
27”
29”
L Color-ways 33.25”
Delivery 1
41” 39” 31”
26
Delivery 2
IMU 70.0%
Dazzle me Top Company
Cost of Materials
Free People Information Style:
#6
Description:
Shirt
Grading:
2”
Tolerance:
0.5”
Fabric
Cotton
Total
Duty %
6.90%
IFF
$0.36
Store Fee
8%
Total Cost
$11.79
Markup %
70%
Total Retail
$48.00
F/C H/C Duty IFF $12.13 0.73% +$0.01 6.9% $0.36
ELC Fee $13.43 8%
GLC Retail $14.40 $48.00
Measurements XS Drop Waist
S
M
27.25”
29.25”
31.25”
Bust
33”
35”
37”
Natural Waist
25”
27”
29”
L Color-ways 33.25”
Delivery 1
39” 31”
28
Delivery 2
IMU 70.0%
Dazzle me Bottom Company
Cost of Materials
Free People Information Style:
#7
Description:
Pants
Grading:
2”
Tolerance:
0.5”
Fabric
Cotton
Total
Duty %
15.30%
IFF
$0.43
Store Fee
8%
Total Cost
$13.67
Markup %
70%
Total Retail
$58.00
F/C H/C $13.67 0.73% + $0.01
Duty IFF 15.3% $0.43
ELC Fee GLC Retail $16.31 8% $17.40 $58.00
Measurements XS Drop Waist Hips
S
M
27.25”
29.25”
31.25”
35”
37”
39”
L Color-ways 33.25”
Delivery 1
41”
30
Delivery 2
IMU 70.0%
Goddess Bodysuit Company
Cost of Materials
Free People Information Style:
#8
Description:
Bodysuit
Grading:
2”
Tolerance:
0.5”
Fabric
Cotton
Total
Duty %
16.60%
IFF
$0.71
Store Fee
8%
Total Cost
$44.91
Markup %
70%
Total Retail
$189.00
F/C H/C $44.67 0.73%+$0.01
Duty IFF ELC Fee GLC Retail IMU 16.6% $0.71 $53.13 8% $56.70 $189.00 70.0%
Measurements XS Drop Waist
S
M
27.25”
29.25”
31.25”
Hips
35”
37”
39”
Bust
33”
35”
37”
Natural Waist
25”
27”
29”
L Color-ways 33.25”
Delivery 1
41” 39” 31”
32
Delivery 2
Comfy Cozy Jumper Company
Cost of Materials
Free People Information Style:
#9
Description:
Jumper
Grading:
2”
Tolerance:
0.5” F/C $47.30
Total
Fabric
Cotton
Duty %
16.60%
IFF
$0.71
Store Fee
8%
Total Cost
$47.30
Markup %
70%
Total Retail
$200
H/C 0.73% +
Duty IFF ELC $0.01 16.6% $0.71 $56.22
Fee 8%
GLC $60.00
Measurements XS Drop Waist
S
M
27.25”
29.25”
31.25”
Hips
35”
37”
39”
Bust
33”
35”
37”
Natural Waist
25”
27”
29”
L Color-ways 33.25”
Delivery 1
41” 39” 31”
34
Delivery 2
Retail IMU $200.00 70.0%
Sunny slip Company
Cost of Materials
Free People Information Style:
#10
Description:
Slip
Grading:
2”
Tolerance:
0.5”
Fabric
Lace
Total
Duty %
32%
IFF
$0.23
Store Fee
8%
Total Cost
$20.72
Markup %
70%
Total Retail
$98.00
F/C H/C $20.72 0.73%+$0.01
Duty IFF 32.0% $0.23
ELC Fee GLC Retail $27.74 8% $29.40 $98.00
Measurements XS Drop Waist
S
M
27.25”
29.25”
31.25”
Hips
35”
37”
39”
Bust
33”
35”
37”
Natural Waist
25”
27”
29”
L Color-ways 33.25”
Delivery 1
41” 39” 31”
36
Delivery 2
IMU 70.0%
Assortment Plan
Total
# of each
Retail
$ Retail
$ Cost
$ Total
%
Units
Style
per unit
Total
per Unit
Cost
Markup
Lovely Lace Bra
15%
12,750
$60.00
$765,000
$12.62
$160,905
70%
Lilly Bra
15%
12,750
$27.00
$344,250
$5.51
$70,252.50
70%
Lovely Lace Undie
10%
8,500
$26.50
$225,250
$5.51
$46,835
70%
Lilly Undie
15%
12,750
$15.00
$191,250
$3.03
$38,632.50
70%
Dream Kimono
5%
4,250
$110.00
$467,500
$29.26
$124,355
70%
Dazzle Me Tops
10%
8,500
$48.00
$408,000
$11.79
$100,215
70%
Dazzle Me Bottoms
10%
8,500
$58.00
$493,000
$13.75
$116,875
70%
Goddess Bodysuit
5%
4,250
$189.00
$803,250
$44.91
$190,867.50
70%
Comfy Cozy Jumper
5%
4,250
$200.00 $850,000
$47.30
$201,025
70%
Sunny Slip
10%
8,500
$20.72
$176,120
70%
100%
85,000
TOTAL
$98.00
Based on New York Wholesale Showroom
38
$833,000 $5,380,500
$1,226,082.50
Time and Action
February
COMPLETE COLOR/PATTERNS BREAKDOWN DUE 1ST LABDIP/STRIKE OFF SUBMISSION FROM VENDOR 1ST LABDIP/STRIKE OFF COMMENTS FROM BUYER 2ND LABDIP/STRIKE OFF SUBMISSION FROM VENDOR 2ND LABDIP/STRIKE OFF COMMENTS FROM BUYER FINAL LABDIP/STRIKE OFF APPROVAL DUE 1ST FIT SAMPLE SUBMIT IST FIT SAMPLE COMMENTS DYE 2ND FIT SAMPLE SUBMIT 2ND FIT SAMPLE COMMENTS DUE FIT APPROVAL DUE DATE LATEST TRIMS/ACCESSORIES APPROVAL DATE PIECE GOODS KNITTING/WEAVING DATE PIECE GOODS DYEING (SOLIDS) DATE BULK FABRIC SUBMIT FOR APPROVAL AD SAMPLES SUBMIT FABRIC EX MILL FABRIC IN FACTORY(PRODUCTION COO) DATE ACTIONABLE PREPRO SUBMIT PRODUCTON CUTTING PRODUCTION SEWING COMMENCE TOP SAMPLE SUBMIT SHIPMENT AT CONSOLIDATOR DATE IN DC (20TH OF THE MONTH)
March
Feb 1st Feb. 8th Feb 13th Feb 16th Feb 20th Feb 22nd Feb 24th Feb 28th March 2nd March 6th March 8th March 10th March 24th March 24th March 30th March 30th April 1st April 10th April 11th May 10th May 23rd May 25th June 23rd July 20th
40
April
May
June
July
Social Media
42
STORE FRONT
44
46
Created by Qui Royster & Jessica Scott
48
50