Spring/Summer 2013
Expressing a modern energy in innovative designs to provide an edgy and wearable Womenswear offer. The collection is inspired by abstract minimalism and angular architecture, referencing luxurious sportswear influence in its design details. The colour palette contrasts neutral whites, blacks and greys with neon orange accents that recognise, but are not dictated by trends from the Spring/Summer 2013 season. The inspiration of angular architecture is reflected in sharp pattern cuts within the garments. Silhouettes are largely boxy and oversized providing both versatility and comfort to the wearer. This supports more of a free garment size to minimise risk of returns, a key consideration selling from an online sales environment such as ASOS Marketplace. The neon orange detailing and coherent use of exposed zips throughout the collection convey its sportswear influences. Fabrics include Jersey, Cotton, Nylon, Neon-coated Cotton, Airtex and Neoprene. The choice of lightweight Airtex demonstrates strong visual and tactile reference to Sportswear, whilst the innovative fabrics of Neon-Coated Cotton and Neoprene demonstrate modernity. Jersey and Cotton provide comfort and drape, providing balance of more commercial price points against the other expensive fabrics. Thank you Mion would like to thank all involved in the creation of this collection: Models- Anna and Indigo Rose Photographer- Nardip The Hayward Gallery for use of their premises
Designers: Fern Osborne, Philip Luu, David Ferreira, Katherine Usher Buyers: Jessica Hamilton, Molly Woollett, Ayesha Patel, Sen Ashby
Mion’s brand name is a reflection of its inspiration, in a fusion of Minimalism and Neon. Expressing a modern energy in innovative designs to provide an edgy and wearable Womenswear offer. Mion creates beautifully executed, cutting-edge designs to excite and inspire the fashion-forward individual. The brand produce go-to pieces to enrich the female wardrobe, at affordable price points, providing wardrobe solutions that can be readily styled to adapt to any eventuality and meet the challenges of modern life. Mion wants their customer to feel poised and comfortable in their clothes, ready to take on every eventuality within their busy lifestyles. Our clothes represent an understated confidence in their minimalistic aesthetic, providing effortless style in clean cuts, which easily translates from day to night. Our designs are enriched by a wealth of inspiration from the modern world, absorbing the innovation of surrounding industries and translating this into our clothing. The team invest copious energy and expense into the fine-tuning of their designs, ensuring the finished products are of optimum comfort and long-lasting quality. Fine detailing goes that extra mile to provide finishing touches that successfully polish truly striking garments. The brand will make its debut this Spring/Summer 2013 on ASOS Marketplace.
Mion caters to a customer thriving in here mid twenties; who is rather a forward thinker than a follower when it comes to her style. The one of a kind clothing she buys and upand-coming places she parties, lead her to wear a more minimal and artistic style with hints of extravagance, however her career in the creative industry persuades her to embrace angular and architectural shapes like that of the places she loves to visit, like Berlin. Social media keeps her up-to-date on the latest trends however these are things she’d rather not associate herself with, as individual style is what grabs attention in her inner circle of friends. Mion is her go to brand as it can define her everyday life seamlessly transitioning her from day to night with no change to her outfit.
The collection is inspired by both abstract minimalism and angular architecture. Specific architectural influences include the works of architects Pier Vittorio and Spanish Sancho Mardridejos, who create focus on form in their use of neutral colour palettes. This aids definition of clean lines and clear shapes that are reflected within the sharp pattern cuts of Mion’s designs, rather than their silhouettes to give a flawless, contemporary aesthetic. Within sculpture, the geometric forms of American sculptor David Smith’s work also inspired Mion’s distinct pattern- cuts. Artist Vincent Facteau uses incongruous forms to evoke marvel in his designs, which Mion have interpreted in their unconventional silhouettes, whilst Clement Meadmore has inspired Mion in use of scale, translated in use of experimental proportions within the collection. The collection also draws inspiration from Sportswear, making reference to luxurious sportswear influence in its design details. The consistent use of exposed zips reference the importance of this fastening in sporting apparel, whilst the neon colour choice references the vivid colours associated with this clothing industry in a muted and tasteful tone. The colour palette contrasts neutral whites, blacks and greys with neon orange accents that recognise, but are not dictated by trends from the Spring/Summer 2013 season. Colour blocking within the collection holds further reference to Sportswear in in its likening to cycling jerseys. Mion have used carefully constructed pleating and unrestrictive tailoring to creates volume and promote movement for the wearer.
White Airtex
White Neoprene Grey Jersey
Sheer White Nylon
Neon Coated Cotton
Whtie Jersey
Sheer Dark Grey Jersey
White Cotton Drill
Style Name
Product Description
Hannah Top Designer Katherine Usher
Colour-‐block boxy sleeveless top in Dark Grey, White and Neon Orange. Exposed zip fastening and fully lined in Airtex Costing Cost Price
£ 43.32
Selling Price
£50.00
Margin (excluding VAT)
13.36%
Fabric Sheer Dark Grey Jersey Neoprene Neon Coated Cotton White Jersey Airtex
Cost Per Metre (£)
Length Required (Metre)
Total Cost (£)
2.00
0.75
1.50
25.00
1
25.00
6.50
0.25
1.63
2.50
0.25
0.63
3.00
0.5 Total Cost
1.50 30.26
Component
Cost Per Item (£)
Quantity Required
Total Cost (£)
Exposed Zip Neon Orange Thread White Thread
11.50
1
11.50
4.50
0.125
0.56
1.00
1 Total Cost
1.00 13.06
Style Name Kiki Skirt Designer Katherine Usher
Product Description High-‐waisted, angular pleated grey A-‐line Skirt. Top-‐stitched neon orange detailing and exposed zip. Finishes above the knee Costing Cost Price
£ 63.41
Selling Price
£60.00
Margin (excluding VAT)
-‐5.68%
Fabric
Cost Per Metre (£)
Length Required (Metre)
Total Cost (£)
Grey Jersey
18.00
2.75
49.50
Total Cost
49.50
Component
Cost Per Item (£)
Quantity Required
Total Cost (£)
Exposed Zip
11.50
1
11.50
Neon Orange Thread
4.50
0.5
2.25
Grey Thread
1.00
0.125
0.16
Total Cost
13.91
Style Name
Product Description
Shelley Gillet Designer David Ferreira
Colour-‐block sleeveless gilet in Grey, White and Neon Orange. Hooded with Low armholes and two deep front pockets. Gilet comes to Mid-‐thigh Costing Cost Price
£ 104.75
Selling Price
£100
Margin (excluding VAT)
-‐4.75%
Fabric Sheer Dark Grey Jersey Neoprene Neon Coated Cotton Grey Jersey Airtex
Cost Per Metre (£)
Length Required (Metre)
Total Cost (£)
2.00
0.5
1.00
25.00
1
25.00
6.50
0.25
1.63
18.00
2.5
45.00
3.00
0.25
0.75
Total Cost
£90.75
Component
Cost Per Item (£)
Quantity Required
Total Cost (£)
Exposed Zip Neon Orange Thread
11.50
1
11.50
4.50
0.5
2.25
Total Cost
£13.75
Style Name
Product Description
Serena Dress Designer David Ferreira
Beaded A-‐Line colour block dress. V-‐shaped back with a embellished collar front. Zipped thigh split from navel to hem. Dress fishes above the knee Costing
Cost Price
£ 81.93
Selling Price
£120
Margin (excluding VAT) Fabric
Cost Per Metre (£)
Sheer Dark Grey Jersey Neoprene Neon Coated Cotton Grey Jersey Airtex Grey Jersey
+31.73% Length Required Total Cost (£) (Metre)
2.00
1.5
3.00
25.00
0.5
12.50
6.50
0.25
1.63
18.00 3.00 18.00
1.5 1.5 1.5
27.00 4.50 27.00
Total Cost
£51.13
Component
Cost Per Item (£)
Quantity Required
Total Cost (£)
Exposed Zip Neon Orange Thread Triangle Mirror Bead-‐Small Triangle Mirror Bead-‐Large Black Square Bead
11.50
1
11.50
4.50
0.5
2.25
0.80
6
4.80
1.50
6
9.00
0.01
250 Total Cost
2.50 £30.05
Style Name
Product Description
Kim Jacket Designer Fern Osborne
A biker jacket with a modern sportswear twist. Large neon fold up collar. Large Neon exposed zip across the front, with two small front pockets and two zips on cuffs. Neon top stitching details. Full length Sleeves, jacket finishes at hip. Lined with Airtex. Costing
Cost Price Selling Price Margin (excluding VAT) Fabric
Cost Per Metre (£)
Sheer Dark Grey Jersey White Neoprene Neon Coated Cotton Grey Jersey Airtex Fusing
Component Exposed Zip Neon Orange Thread White Cotton Thread Small zips Press Fasteners
£ 77.52 £110 +29.53% Length Required Total Cost (£) (Metre)
2.00
1.7
3.40
25.00
0.3
8.25
6.50
0.33
2.15
18.00 3.00 4.00
1.3 1.3 0.5 Total Cost
23.40 3.90 2.00 £43.10
Cost Per Item (£) 11.50
Quantity Required 1
Total Cost (£) 11.50
4.50
0.5
2.25
1.00
0.5
0.50
4.00 1.66
4 2 Total Cost
16.00 3.32 £33.57
Style Name
Product Description
Alissa Dress Designer Fern Osborne
A-‐line dress with a half pleated and half draped skirt. Made from Geometric cuts, with Large Neon exposed zip detail on front with Neon detailing. Hem at knee. Lined with Airtex. Costing
Cost Price
£ 73.60
Selling Price
£90
Margin (excluding VAT) Fabric
Cost Per Metre (£)
Sheer Dark Grey Jersey White Neoprene Neon Coated Cotton Grey Jersey Airtex Fusing
Component Exposed Zip Neon Orange Thread Hidden Zip White Cotton Thread
+18.2% Length Required Total Cost (£) (Metre)
2.00
2.5
5.00
25.00
0.5
12.50
6.50
0.2
1.30
18.00 3.00 4.00
1.6 2 0.5 Total Cost
28.80 6.00 2.00 £55.60
Cost Per Item (£) 11.50
Quantity Required 1
Total Cost (£) 11.50
4.50
0.125
2.25
2.50
1
2.50
1.00
0.5
0.50
Total Cost
£16.75
Style Name
Product Description
Candace Top Designer Philip Luu
A short sleeved boxy top with a stand collar and angled panels running across the body, detailed with strips of neon. The top features and closed end open zip at the front. Costing
Cost Price
£ 43.59
Selling Price
£45
Margin (excluding VAT)
+3.13%
Fabric
Cost Per Metre (£)
Length Required (Metre)
Total Cost (£)
White Cotton Drill Neon Coated Cotton White Neoprene
4.00
1
4.00
6.50
0.25
1.63
25.00
1 Total Cost
25.00 30.63
Component White Cotton Thread Neon Orange Thread Exposed Zip
Cost Per Item (£)
Quantity Required
Total Cost (£)
1.00
0.33
0.33
4.50
0.25
1.13
11.50
1 Total Cost
11.50 12.96
Style Name
Product Description
Billy Shorts Designer Philip Luu
Tailored, high-‐waisted waterproof short-‐shorts. White with neon stripes on both sides and two side pockets.
Costing Cost Price
£ 18.59
Selling Price
£45
Margin (excluding VAT)
+58.69%
Fabric
Cost Per Metre (£)
Length Required (Metre)
Total Cost (£)
White Cotton Drill Neon Coated Cotton
4.00
1
4.00
6.50
0.25
1.63
Total Cost
5.63
Component White Cotton Thread Neon Orange Thread Exposed Zip
Cost Per Item (£)
Quantity Required
Total Cost (£)
1.00
0.33
0.33
4.50
0.25
1.13
11.50
1 Total Cost
11.50 12.96
Style Name
Product Description
Li Jacket Designer Philip Luu
Lightweight angular paneled jacket. Full sleeve with two pockets at the front and neon accents. Finishes on the hip. Costing
Cost Price
£38.09
Selling Price
£90
Margin (excluding VAT)
+57.67%
Fabric
Cost Per Metre (£)
White Cotton drill
4.00
Length Required (Metre) 1
White Sheer Nylon Neon Coated Cotton
6.50
3
19.50
6.50
0.25
1.63
Total Cost
25.13
Total Cost (£) 4.00
Component
Cost Per Item (£)
Quantity Required
Total Cost (£)
Exposed Zip
11.50
1
11.50
4.50
0.25
1.13
11.50
1
11.50
Total Cost
12.96
Neon Orange Thread White Cotton Thread
Two lines within the range currently make a cash loss, the Kiki Skirt at -£3.41 and the Shelley Gilet at -£4.50 both are currently at -2%. The highest margins within the range are accomplished by the; Li Jacket at £51.91, the Serena Dress at £38.82 and the Kim Jacket at £33.33. From a roll out perspective the fabrics and components used throughout the collection would be supplied from wholesale, bought in larger quantities therefore becoming available at cheaper price points than that of the RRP of the initial fabrics used. This would ensure that the cash profit for each style would be on average 30% higher. The average cost price of a garment within the collection is: £60.19 The average selling price of a garment within the collection is: £78.88 The average intake margin of a garment within the collection is: +22.77% Kiki Skirt: -£3.41 Hannah Top: +£6.68 Shelley Gilet: -£4.50 Serena Dress: £38.82 Li Jacket: £51.91 Billy Shorts: £26.41 Candace Top: £1.41 Alissa Dress: £17.65 Kim Jacket: £33.33
Current Range Plan Style
SP
CP
Margin %
Quantity
Total Sales Value at 100% S/T £60
Profit Full Price Sales 100% S/T £-3.41
Price with Promotion 10% off
Kiki Skirt
£60
£63.41
- 5.68%
1
Hannah Top
£50
£43.32
13.36%
1
£50
£+6.68
£45
Shelley Gilet
£100 £104.75
-4.5%
1
£100
£-4.75
£90
Serena Dress
£120
£81.18
32.35%
1
£120
£+38.82
£108
Li Jacket
£90
£38.09
57.67%
1
£90
£+51.91
£81
Billy Shorts
£45
£18.59
58.69%
1
£45
£+26.41
£40.5
Candance Top
£45
£43.59
3.13%
1
£45
£+1.41
£40.5
Maria Dress
£90
£72.35
19.61%
1
£90
£+17.65
£81
Venus Jacket
£110
76.67
30.3%
1
£110
£+33.33
£99
TOTAL
£710 £541.95 Average Margin
9
£710
£168.05
£639
23%
£54
Mion’s price architecture clearly defines a good, better, best pricing strategy, for the collection. This ensures the range is both commercially relevant for the ASOS Marketplace target customer, whilst delivering a broad range of price points to define the simple and complex aspirational pieces available within the range, without devaluing the brand. The Billy shorts, Hannah and Candace Tops are collated as good price points due to their simplicity and ableness to style with multiple garments, making them the most commercial garments within the range. The Kiki skirt and Alissa dress have been categorised as better price points as they are simpler than the best price points in design and components used, making their margin’s much higher. The Li Jacket, Shelley Gilet, Kim Jacket and Serena Dress are categorised as the best price points within the collection, as they are noted as the aspirational pieces, due to there complex detailing, structure and originality.
Roll Out Prospective The Future range plan has been based on expansion and increased unit production of Mion’s collection. The product mix and quantities have been calculated in relation to the expected commerciality and intended success of individual styles, sold to the target customer, both on ASOS Marketplace and beyond to Mion’s own website. The future range plan portrays an initial roll out prospective plan of 1,000 unit sales with an average margin on 46.59% and an overall total cash profit of £32,458. By limiting the overall lines to 1,000 units the successful key drivers of the collection can be identified and additional consideration will be made towards creating repeats where necessary.
•Key drivers such as the Kiki Skirt, Hannah Top and Candace Top have higher product quantities which when combined attribute to 50% of the total style mix of the collection and potential sales. This is due to there intended commerciality due to simplistic trend related shapes which can be further developed if required into multiple trend colour options. •The largest margins within the collections are achieved from both the Li Jacket at 70.38% and the Billy Shorts at 71.09%. Although these two styles have a low combined product mix of 17.5%, there combined cash profit is £8,733.25. The order quantities are smaller for these two lines due to the shorts being a high Summer piece and therefore a shorter window for weather related sales and the Li Jacket’s lower expectation of sales due to the piece being an aspirational style within the range. •A promotion has been created, to entice customers to return and remain loyal to the brand. A customer will receive a thank you card with their purchase allowing them to take advantage of 10% of their next order. This promotion has been costed out per item within the sales and profit within the future range plan. •When pre-planning for a further future range plan consideration will be taken into account for overall cost prices of fabrics and components used, in order to incorporate labour costs whilst still maintaining a credible margin for each style.
Selling Cost Price Price (wholesale -‐30% RRP)
Margin %
Quantity
Product Mix
Total Sales Value
Profit-‐Full Prices
Promotion-‐ 10% off next order cost per item
Kiki Skirt
£60.00
£44.39
26.02%
200
20%
£12,000
£3,122
£6.00
Hanna Top
£50.00
£30.32
39.36%
150
15%
£7,500
£2,952
£5.00
Shelley Gilet Serena Dress Li Jacket
£100.00
£73.15
26.85%
50
5%
£5,000
£1,342.50
£10.00
£120.00
£56.83
52.64%
50
5%
£6,000
£3,158.50
£12.00
£90.00
£26.66
70.38%
100
10%
£9,000
£6,334
£9.00
Billy Shorts Candace Top Alissa Dress Kim Jacket
£45.00
£13.01
71.09%
75
7.5%
£3,375
£2,399.25
£4.50
£45.00
£30.51
32.20%
150
15%
£6,750
£2,173.50
£4.50
£90.00
£50.65
43.72%
100
10%
£9,000
£3,935
£9.00
£110.00
£53.67
51.21%
125
12.5%
£13,750
£7,041.25
£11.00
TOTALS
£710.00
£379.19
Average Margin:
1,000
100%
£72,375
£32,456
£71.00
Style
46.59%
Online Presence: Facebook The Facebook page has proved extremely successful and popular, and by far the best means of socially interacting with potential customers online. The most positive reactions we have received so far are in response to images and short posts asking questions, such as the images above. Many of these posts have been liked, commented on and reposted, making the Mion brand viral and more widely established. Link to Facebook Page: https://www.facebook.com/pages/MION/559790020709992?ref=hl
We have also linked the twitter and blog sites to the Facebook page to ensure all social networking sites are interlinked and followed by potential customers, which have all received positive attention and response.
This graph displays the interest the Facebook site has received and has enabled the team to verify which posts have received the most positive attention. Which has in turn informed the team of the most effective way to successfully communicate to the prospective ASOS Marketplace target customers.
Online Presence: Blog The blog was created in a ‘Tumblr’ template to give much more of a visual representation of the brand, in comparison to other social media channels utilised by Mion. Images were selected to portray more of a polished look and create a professional and sophisticated insight into the Mion brand. Although some wording was used this was very minimalist to maintain focus on imagery. This channel does enable social interaction in terms of a ‘like’ function, of which Mion received a positive reaction and several ‘likes’. However, this is seen privately by Mion as its creator and is not visible in the social façade of the site. By linking this blog to our more widely used and interactive channels, encouraged the followers to promote and discuss these images on these other platforms. l http://madebymion.tumblr.com/
Online Presence: Twitter A twitter account for Mion was created in order to have a more up to date, constant interaction with our followers. This allows for more social interaction from them, which then helps the brand to become more visible on the social media platform. Followers can ‘retweet’ posts by us, which will then show up on their feeds where there followers and fans can also view. Our twitter account is also linked both our Facebook and Tumblr accounts, which allows continuity between all three.
Press Release A minimalist tone embodies Mion’s spring/summer 2013 collection, with simple yet exquisitely structured shapes. With a sharp yet feminine edge, each piece is clean with uncluttered and tactile tailoring. Conveying modernity and classic style the collection stands out against a neutral colour palette of grey, white, and black with bold details shown in neon orange. The sculptured shapes and strong fabrics give rise to the underlying influence of luxury sportswear and functional appeal. The collection focuses on a luxurious yet wearable look with each piece complimenting the modern women’s wardrobe. Our hero piece the Serena Dress, with beaded details, is an essential investment piece for this season. Paired with the Shelley Gilet, this outfit not only offers an asymmetric complexity but a casual edge to the collection and any women’s wardrobe. Our statement pieces in the collection are the Hannah Top and Kiki skirt. These two pieces don’t only go flawlessly together but can be mixed and matched with many different elements in a women’s closet. Detail is crucial in this outfit to showcase a woman’s long-lean legs and beautifully frame of the pieces; the look is both flattering and practical. Yet the occasional beautifully considered pleat, fold, and zip effortlessly balance the simple silhouettes adding to their distinctive appeal. Mion focuses around a daring yet wearable look with tailoring that enhances the body whilst exaggerating key areas. This collection manages to create timeless pieces with a unique appeal to make a strong statement this season.
Images for Press/Advertising
Promotional Flyers/Poster These promotional flyers/posters have been created in order to promote the brand before the collection is due to be released. This will entice customers and make them eager to buy into the collection. These will also act as larger business cards as the Mion contact details will be displayed on them. They also promote the products that are within the collection without relaying too much detail. The simplistic style of these still relays the brands identity.
Customer Service As part of our customer service plan, Mion will be issuing an order confirmation email to all customers. This will include the details of products purchased and the contact details in case there are any queries with their order. Customers will also receive a thank you card after their first purchase, which will allow them to take advantage of purchasing other items from the range with a complimentary 10% off. The promotion expires at the end of August, which will mean that they will still be buying into the Spring/Sumer collection.
Business cards Mion’s business card is simple yet stylist and can be used with any collection within our brand. It has all contact details along with social networking site that Mion has signed up to, which include Twitter and Facebook.
Packaging For shipping, Mion’s clothing will be place in an oversized acetate clutch, which will have our logo printed onto it. This is also meant to be an incentive as customers can also use this as a clutch. It makes the customer feel as if they are getting more for their money. Customers will also receive a thank you card after their first purchase, which will allow them to take advantage of purchasing other items from the range with a complimentary 10% off. The promotion expires at the end of August, which will mean that they will still be buying into the Spring/Sumer collection.