Reformation
The 6 Month Buying Plan Julia Riley, Claudia Aguilar, Sydney Jones, Nina Molina: FASM 245
Table of Contents SWOT Analysis 6 Month Plan Assortment Plan Small & Big Stores Vision & Strategy !!!
SWOT Analysis
Strengths Available Niche Market Strong Unique Selling Point with Great Aesthetic and Design Supportive of a Sustainable and Eco-Friendly Movement Local and Intimate Business Atmosphere Brand Identity Customer Loyalty - Willing to Pay Full Price Online Store Presence Celebrity Following, Loyalty to Brand Local, Clean, Intimate Business Atmosphere Fast Fashion with an Eco-Conscious Business Model
Weaknesses Fashion in General is Within a Highly Competitive Marketing Enviornment Prices Can Be Expensive Due to Cost of Sustainable Fabric and Production Limited Stores and Items Specific Target Market
Opportunities Wide Variety of Collections and Stories - Organization Can Continue to Broaden Collections and Target Market Collaborating with a Non-Profit Organizatins with Similar Sense of CSR Enviorment Reach Consumers that want a 100% Sustainable Lifestyle Educating Consumers on Sustainability Trend Exploration Fashion Films to Display Movement in Garments
Threats Competing E-Commerce Companies Similar Products Seen in Cheaper Mass Produced Stores i.e. Forever 21, H&M, etc. Lack of Consumer Interest in Sustainability Resources Becoming Too Expensive Rise of Production Cost
6 Month Buying Plan
Planned Sales Spring/Summer 2018 $5,443,200 LY Sales : $4,860,000 Percent Increase: 12% Reduction: $816,480
ales Distribution
tyle Distribution 20% 40% 40%
olor Distribution 20% 50% 30%
Assortment Plan
op Styles Retail: $178 Units: 556 8% $98,888
Retail: $98 Units: 1,009 8% $98,888
Retail: $198 Units: 375 6% $74,166
Retail: $218 Units: 397 7% $86,527
Retail: $198 Units: 499 8% $98,888
Retail: $248 Units: 349 7% $86,527
otal Assortment Plan
Small vs. Big Stores
Small Store
Small vs. Big Stores
Large Store
Vision Strategy
What are Our Goals for the Future? Focusing on our weaknesses by providing more design options for the consumer. Opening more stores in the future in more traffic areas such as Miami, FL. We are not 100% sustainable YET, but our goal is to become completely carbon neutral, and in the future even become carbon positive. By becoming carbon neutral or carbon positive, our sustainable reputation will only improve and attract many consumers in the U.S. and around the world to choose Reformation.
Potential Collab
Reformation x Skylar Body
A collaboration with a sustainable fragrance company will help build brand connection with Reformations ’ customers. Fragrance also brings in a lot of revenue for brands. Skylar body would be a good choice because they are a sustainable fragrance line and have similar values to reformation. This would also be beneficial for Skylar to gain a new customer.
Citations Robinson, Melia. “This Apparel Startup Fixed the Worst Part of Shopping for Clothes in Stores - and It Could Defy Retail’s Curse.” Business Insider, Business Insider, 18 Jan. 2018, www.businessinsider.com/how-reformation-clothing-stores-beat-online-shopping-2018-1 Holt, Emily. “Meet the Woman Behind Cool Ethical Label Reformation.” Vogue, Vogue, 1 Feb. 2017, www.vogue.com/article/reformation-eco-fashion-ethical-label. Koblin, John. “Reformation, an Eco Label the Cool Girls Pick.” The New York Times, The New York Times, 17 Dec. 2014, www.nytimes. com/2014/12/18/style/reformation-an-eco-label-the-cool-girls-pick.html. “Reformation.” Company Profile - Office Locations, Jobs, Key People, Competitors, Financial Metrics, News, Company Life - Company Profile on Craft.co, craft.co/reformation. Lieber, Chavie. “Reformation Founder Yael Aflalo on Sustainable Fashion and Starting Over.”Racked, Racked, 26 Nov. 2014, www. racked.com/2014/11/26/7567391/yael-aflalo-reformation. “Our Stuff.” Reformation, www.thereformation.com/pages/our-stuff. Robinson, Melia. “This Apparel Startup Fixed the Worst Part of Shopping for Clothes in Stores - and It Could Defy Retail’s Curse.” Business Insider, Business Insider, 18 Jan. 2018, www.businessinsider.com/how-reformation-clothing-stores-beat-online-shopping-2018-1.
Citations Ashoka. “3 Ways The Conscious Fashion Movement Is Raising Its Game With Millennials.” Forbes, Forbes Magazine, 1 Mar. 2016, www. forbes.com/sites/ashoka/2016/03/01/3-ways-the-conscious-fashion-movement-is-raising-its-game-with-millennials/2/#6e1c027f47f7. BoF Team, and McKinsey & Company. “Fashion in 2018 | 08. Sustainability Credibility.” The Business of Fashion, 2 Jan. 2018, www.businessoffashion.com/articles/intelligence/top-industry-trends-2018-8-sustainability-credibility. Cotton Incorporated. “Importance of Sustainability to Consumers in Relation to Clothing Purchase Worldwide in 2017, by Country.” Statista - The Statistics Portal, Statista, www.statista.com/statistics/814014/importance-of-sustainability-to-global-consumers-in-relation-to-clothing-purchase-by-country/, Accessed 19 Apr 2018 “Eco Fiber Market Analysis By Product (Organic, Regenerated, Recycled, Natural), By Application (Textiles, Industrial, Medical, Household & Furnishings), And Segment Forecasts, 2018 - 2025.” Eco Fiber Market Size, Share 2018-2025 | Global Industry Trend Report, www. grandviewresearch.com/industry-analysis/eco-fiber-market. “HOME › Press Releases › Eco Fibers Market Worth 74.65 Billion USD by 2020.” Market Research Firm, www.marketsandmarkets.com/ PressReleases/eco-fibers.asp. Keith Platt , Steven. “The Future of Retail: A Perspective on Emerging Technology and Store Formats.” National Retail Federation, Platt Retail Institute, 29 Apr. 2014, nrf.com/resources/retail-library/the-future-of-retail-perspective-emerging-technology-and-store-formats. MasdarVideos. “Masdar GenZ Sustainability Survey.” YouTube, YouTube, 17 Nov. 2016, www.youtube.com/watch?v=B8KCWJOcuvI&feature=youtu.be. Millman Courtesy, Matthew, and Emilia Petrarca. “The New Reformation Store Is a Real-Life Clueless Closet.” The Cut, 1 Dec. 2017, www. thecut.com/2017/12/new-reformation-bond-street-store.html. Pena, Amanda. “13 Ethical Clothing Brands Thatll Make You Want To Ditch Forever 21 For Good.” The Huffington Post, TheHuffingtonPost.com, 17 Oct. 2017, www.huffingtonpost.com/entry/ethical-clothing-brands-you-probably-didnt-know-about_us_59e61300e4b0a2324d1dfa71.
Citations ------- https://www.wgsn.com/content/board_viewer/#/76724/page/2 ReferenceUSA,www.referenceusa.com/UsBusiness/Detail/Tagged/4cc91aa5517843288ea40300db7bf8f9?recordId=425909384. ReportBuyer. “Apparel Markets in the World to 2018 - Market Size, Trends, and Forecasts.” PR Newswire: News Distribution, Targeting and Monitoring, 4 Nov. 2014, www.prnewswire.com/news-releases/apparel-markets-in-the-world-to-2018---market-size-trends-andforecasts-281428231.html. Sharma, Nivindya. “Fashion with a Conscience: Why Sustainable Fashion Is the next Retail Frontier.” Https://Www.wgsn.com/Blogs, WGSN, 2 June 2017, www.wgsn.com/blogs/fashion-with-conscience-why-sustainable-fashion-is-the-next-retail-frontier/. Statista. “How Important Is Sustainability/Eco-friendliness When You Choose Clothes for Yourself?.” Statista - The Statistics Portal, Statista, www.statista.com/forecasts/761153/importance-of-sustainability-to-us-consumers-when-choosing-clothes, Accessed 25 Apr 2018 ----------- https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2018_v2.pdf “The 6 Dress Trends That Are Making Shoppers Giddy This Spring.” Who What Wear, Who What Wear, 27 Apr. 2018, www.whowhatwear.com/dress-trends-2018--5ae39e2d2ffcd. “Womenswear in the US.” Euromonitor International , COUNTRY REPORT, May 2018, www.portal.euromonitor.com/portal/analysis/ tab. “Why Do We Need a Fashion Revolution.” Fashion Revolution, www.fashionrevolution.org/about/why-do-we-need-a-fashion-revolution/. WGSN, www.wgsn.com/content/board_viewer/#/76724/page/2.
Citations “Women’s Clothes, Style & News, Shop for Dresses, Bags & More at ASOS.” ASOS, us.asos. com/women/. “Reformation.” About - Reformation, www.thereformation.com/. LARED21. “La Casa ‘Carbono Positivo’ Que Cuesta US$70 Al Año De Mantenimiento.” LARED21, LARED21, 21 Apr. 2018, www.lr21.com.uy/ecologia/1365826-core-9-casaecologica-bajo-mantenimiento. “Carbono Neutral”. Servicio, www.100carbonneutral.com/servicio.html. Newall, Sally. “12 Best Sustainable Fashion Brands for Women.” The Independent, Independent Digital News and Media, 4 Oct. 2017, www.independent.co.uk/extras/ indybest/fashion-beauty/womens-clothing/best-sustainable-fashion-brands-womenclothing-ethical-eco-friendly-affordable-london-luxury-a7982316.html.