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BUYING PLAN Fall 2015
IVONNE RIVAS, ANDREA VILLANUEVA + KATE E WALKER 3
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COMPANY PROFILE + ANALYSIS
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COMPETITIVE MARKET ANALYSIS
6 Month buying plan
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COMPANY IDENTITY + ANALYSIS
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Athleta specializes in active wear for women. There is currently 100 stores and about 150 employees. The company was founded in Petaluma, California in 2006 and is now a part of Gap, Inc. Annual revenue is about $40 million in stores and $55 milion in e-commerce.
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ACTIVE VIBRANT BALANCE WELLNESS COMMUNITY EMPOWERING
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Since 1998, we’ve been outfitting women athletes with the ultimate performance apparel and gear. We road-test, court-test, and water-test everything ourselves to be sure each item we offer features the perfect balance of performance and style. Whether working at our retailstores or at our headquarters in Petaluma, California, we embody the values of our brand. Inspiring an active lifestyle. Motivating others. Tapping into our collective power as a group.
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COMPETENCIES + COMPETITIVE STRENGTHS
Versatile products that can be carried through various seasons, reasonable price points, free fitness classes to to community, plus size clothing, empower women, social media presence, sponsorship of athletic events, flexible return policy.
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TARGET CUSTOMERS
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JULIE • 25 & Single • Washington DC • An aid at Canadian Embassy • Just graduated with Masters from Georgetown • Loves to try different workout trends • Favorite show is Scandal • Loves to go to happy hour with friends • Loves to buy the Plié tight
BARB
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• 55 & Married • Minneapolis, Minnesota • Doesn’t work but participates charity • Sends her two boys care p packages at college • Has an organic garden in her backyard • Favorite show is Downton Abbey • Walks her golden retriever to the park everyday • Loves to buy the Astra dress
ANNA • 32 & Married • Boston, Massachusetts • Part Time-Real Estate Agent, Middle Class • Has one child and is currently expecting another • Practices yoga and runs • Favorite show is Top Chef • Cooks healthy for her family • Loves to buy the Mesh Motion Tank
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COMPETITIVE MARKET ANALYSIS
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SWOT ANALYSIS STRENGTHS • Reasonable prices • Community • Plus sizes Involvement • Made by athletes • Flexible return for athletetes • Empower women • Empower women • High quality • Strong social products media presence • Part of Gap, Inc.
WEAKNESSES • Lack of advertising • Cannibalization with • No mens wear GapFit • Not seen as luxurious
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Opportunities • Expand market outside US • Technology
• Seasonal sales • Collaborate with athletes/designers
THREATS • Lack of advertising • Cannibalization with • No mens wear GapFit • Not seen as •Entry of new luxurious innovation and technologies
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COMPETITORS
NIKE
• Activewear for men and women
• Has huge market around the world
• Heavily active on social media
+ have many advertisements •Collaborate with designers + sports teams •Emphasis on technology in company + products •Community collaborations + events •Fashion focused + a category leader
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LULULEMON •Luxurious activewear for men + women •High technology fabrics •Cult-like following •Offer free classes + community involvement •Strong social media presence •High brand recognition •Market outside US
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GAIAM
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•Yoga accessories + womens yoga apparel •Mainly do wholesale business through department stores •Social Media Presence •Low brand recognition •Market outside US •Environmentally responsible
UNDER ARMOUR •Activewear for men + women •Heavily active with social media + advertising •Fast growing company •Athletic sponsorships •Market outside US
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fashion + Lifestyle Trends
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Ballet Studio
Contemporary dance + ballet influence this aesthetic with textures, fabrics, silhouettes and a soft color scheme.
joggers
A perfect example of the athleisure trend that can be worn with sneakers, sandals, or high heels depending on the occasion.
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statement performance legging
The perfect combination between fashion and function for sport using prints, cutouts, detailing, and statement colors.
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Wellthness
The concept of stealth wealth, through the healthy lifestyle choices, not product.
Technology
There is a shift towards technology in every aspect of life even in clothing.
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Go getter
This type of ambitious woman is busy balancing her personal and work life, proving women can do it all.
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6 month buying plan
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Corporate plan Sales Plan: $ 18,500,000 Planned Reductions: $ 2,960,000 Planned Turnover Rate: 2.0 Planned Average Stock, Retail: $ 9,256,400 Planned Initial Markup: 60%
Net Sales % Fall Plan BOM Stock Stock / Sales Ratio Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
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August 2960.0 16.00% 9176.0 3.1 9657.0 355.2 12.00% 3796.2 1518.5
September 3330.0 18.00% 9657.0 2.9 9472.0 444.0 15.00% 3589.0 1435.6
October 2960.0 16.00% 9472.0 3.2 9749.5 444.0 15.00% 3681.5 1472.6
November December 3145.0 3515.0 17.00% 19.00% 9749.5 10193.5 3.1 2.9 10193.5 8547.0 592.0 680.8 20.00% 23.00% 4181.0 2549.3 1672.4 1019.7
January 2590.0 14.00% 8547.0 3.3 8000.0 444.0 15.00% 2487.0 994.8
Fall 2015 18500.0 100.00% 9256.4
2960.0 100.00% 20284.0 8113.6
Denver, Co Plan Net Sales, Fall 2015 Est. Net Sales, Fall 2014 Plan % Last Year: Average Stock, Retail: Inventory Turnover: Planned Reductions, $: Reductions % Sales: Plan IMU %:
Net Sales % Fall Plan BOM Stock Stock / Sales Ratio Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
August 28.00 14.00% 86.80 3.1 100.80 3.8 12.00% 45.8 18.3
September 36.00 18.00% 100.80 2.8 102.40 4.8 15.00% 42.4 17.0
October 32.00 16.00% 102.40 3.2 105.40 4.8 15.00% 39.8 15.9
200.0 139.0 43.88% 101.1 1.98 32.0 16.00% 60%
November 34.00 17.00% 105.40 3.1 110.20 6.4 20.00% 45.2 18.1
December 38.00 19.00% 110.20 2.9 102.40 7.4 23.00% 37.6 15.0
January 32.00 16.00% 102.40 3.2 100.00 4.8 15.00% 34.4 13.8
Fall 2015 200.0 100.00% 101.1
January 24.5 14.00% 83.3 3.4 80.0 4.2 15.00% 25.4 10.2
Fall 2015 175.0 100.00% 88.1
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28.0 100.00% 196.2 78.5
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32.0 100.00% 245.2 98.1
San diego, ca Plan Net Sales, Fall 2015 Est. Net Sales, Fall 2014 Plan % Last Year: Average Stock, Retail: Inventory Turnover: Planned Reductions, $: Reductions % Sales: Plan IMU %:
Net Sales % Fall Plan BOM Stock Stock / Sales Ratio Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
August 28.0 16.00% 86.8 3.1 91.4 3.36 12.00% 35.9 14.4
September 31.5 18.00% 91.4 2.9 86.8 4.2 15.00% 31.2 12.5
October 28.0 16.00% 86.8 3.1 92.2 4.2 15.00% 37.6 15.1
175.0 121.0 44.63% 88.1 1.99 28.0 16.00% 60%
November 29.8 17.00% 92.2 3.1 96.4 5.6 20.00% 39.6 15.8
December 33.3 19.00% 96.4 2.9 83.3 6.44 23.00% 26.6 10.6
PRODUCT CATEGORIES Classification Jackets Sports Bras Tops Shorts Pants Other
Size Ranges Regular Petite Plus Tall Maternity
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% 55% 10% 15% 10% 10% 100%
$ $11,156,200 $2,028,400 $3,042,600 $2,028,400 $2,028,400 $20,284,000
% Total 15% 15% 25% 10% 25% 10% 100%
$ Purchases $3,042,600 $3,042,600 $5,071,000 $2,028,400 $5,071,000 $2,028,400 $20,284,000
Price Range $10-49 $50- $99 $100 - $149 $150 - $199 > $200
% Total 15% 35% 25% 15% 10% 100%
Sizes XXS XS S M L XL
Corporate % $ Total Purchases 10% $2,028,400 15% $3,042,600 20% $4,056,800 22% $4,462,480 18% $3,651,120 15% $3,042,600 100% $420,284,000
Sizes XXS XS S M L XL
JACKETS
Sizes XXS XS S M L XL
JACKETS % $ Total Purchases 10% $304,260 15% $456,390 20% $608,520 22% $669,372 18% $547,668 15% $456,390 100% $3,042,600
Regular % $ Total Purchases 10% $1,115,620 15% $1,673,430 20% $2,231,240 22% $2,454,364 18% $2,008,116 15% $1,673,430 100% $11,156,200
Pants
Sizes XXS XS S M L XL
PANTS % $ Total Purchases 10% $507,100 15% $760,650 20% $1,014,200 22% $1,115,620 18% $912,780 15% $760,650 100% $5,071,000
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STATEMENT OF OPPORTUNITY
Since activewear is a booming business and Athleta is on its way to opening many more stores and is swiftly gaining momentum within its niche market, the buying plan for Fall 2015 is planned for success. There are similarities with the standard corporate buying plan but there are some changes due to the habits of customers purchasing athletic apparel doesn’t necessarily mirror the habits of customers purchasing everyday apparel within the Fall season.
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