DEMILULU
By Ana Cris Acevedo Josie Peipert Maria Claudia Galli Monica Martinez
About Creating components for people to live longer, healthier, fun lives. Founded in 1998 Based in Vancouver, Canada Annual Sales: $1.37 Billion in 2013 Customer overview: 20’s and 30’s, primarily Experiencers, Achievers, and innovators. Yoga and Sports apparel
Product Develop a ballet entry level line. For little girls between the ages of 2-8 years old. Targeted to young active mothers who wants to nourish a healthy lifestyle from a young age.
DemiLulu Lululemon Athletica private label. Sold in brick n’ mortar Lululemon stores. It will not be part of the Ivivva Subsidiary
LOGO
DemiL
ulu b y Lu lulem on
Target Market Lisa: 26 Nora: 2
Bachelor’s degree in Child Development First grade teacher Suburban married mom. Avid fan of Lululemon, yoga and pilates. Nora is her first child but she is excited about the idea of having more. In a mommy and me yoga class and has signed Nora up for a beginning ballet class. Knows coordination is important for her daughter’s development and loves spending time with and dressing up her little girl. Obsessed with her Instagram and pinterest and actually does crafts and recipes that she has pinned. Spends a lot of time Etsy looking for cute outfits for her little girl.
Marie: 31 Olivia: 4 Bachelor’s degree in Physical therapy Pilates and Yoga Instructor City girl and married mom Spends lots of time focusing on fitness and health. Fitness is a family affair that involves everyone. She is not anticipating on having more children but she loves every minute with Olivia. She has signed Olivia up for beginning ballet classes in hopes that it will foster a lifelong love of health and fitness. Marie is constantly practicing yoga and pilates, as it is her job, and loves to get Olivia involved when she can. She spends most of her social media time on Facebook updating her family on Olivia’s growth and silly antics.
BUYING BEHAVIOR
The purchaser is not the wearer. The buying behavior is based on the purchaser and how much she spends on herself and on the wearer. FOR HER She spends up to 80$ on a pair of yoga pants She spends up to 60$ on a yoga shirt. She spends up to 160$ on a pair of jeans. She spends up to 90$ on a dress shirt. FOR HER DAUGHTER She spends up to $40 on a dress. She spends up to $25 on a skirt. She spends up to 18$ on a pair of sweatpants. She spends up to $35 on a sweater.
COMPETITORS
Founded: 1882 Revenue: $400 million Headquarters in New York, NY. It was purchased by the ICONIX Brand Group Inc. in 1978. As part of the ICONIX brand, Danskin was purchased to fill their active wear gap. Dansking specializes on all types of activewear and dancewear, however their strongest line is their active and training lines. It targets to men and women aged 18-34 and is sold in several department stores across the US. It is credited with producing the first nylon bodywear in the 1950’s. DanskinŽ continues to be a premier brand committed exclusively to addressing the multi-faceted needs of today's active women and girls.
Founded: 1931 by Jacob Bloch Headquarters: Sydney, Australia Created during the pinnacle of the Great Depression when Jacob Bloch began making pointe shoes that made it easier for ballet dancers to stay en pointe. He outfitted most of the Russian ballet troupe and became the recommended supplier by most Russian ballet masters. The company later expanded to include dance apparel and accessories and now operates internationally through a network of independent retailers often attached to ballet and dance studios.
Founded: 1887 by Salvatore Capezio Started in: New York, NY. Capezio started as a cobbler and shoemaker for the met. His career kicked off when a famous polish tenor had a shoe emergency and Capezio saved his shoes before a show. His reputation grew and dancers started going to his shop to buy his shoes. Eventually stores like Neiman Marcus and Lord & Taylor began to stock his shoes and the business was passed along the generations. Anna Pavlova, Liza Minnelli, Fred Astaire and Bob Fosse are among his loyal fans. In 1952 they established the “Capezio Dance Award� to recognize grand achievements in dance.
QUADRANT
INDUSTRY ANALYSIS Size Range 2T to Children’s medium (2-8 years old) 2-4: 18-19” S 4-6: 19-21” Int 6-8: 21-22” Purchaser vs. wearer: Purchaser is not the wearer Frequency of shopping: Monthly to bi-monthly Wholesale price points: $ 4.08
Expectations
Quality: average. Lasts as long as it fits the wearer Fabrication: some fabrication. Fun, girly details. Fit: close to the body but still comfortable and practical to move around in. Children’s sizes. Craftsmanship: average Labeling/ branding: consistent with Lululemon but slightly different to reflect the new line. Matching box, tissue paper and tags
Types of Products
Finishes: ribbons, bows, gems, florettes Colors: pinks, purples, metallic Treatments: possibly starched tutus, layering of tulle Most popular details: satin or grosgrain ribbon closings Most popular findings: bows and ribbons
Requirements
Must be comfortable for the wearer and practical for ballet. Body conscious. Lasts for the amount of time the wearer can fit in it. Cute. Possible celebrity endorsement.
COMPETITIVE ANALYSIS BLOCH Wonderful pointe shoes. Leading provider of clothing and shoes for ballet since 1931. Strong, devoted ballet following many of which exclusively use Bloch. Used by major ballet masters all over the world. Provides both basic and trendy options for leotards, tutus and dancewear. Also provides activewear and dancewear to nearly every form of dance. High quality. Product lasts forever.
CAPEZIO Celebrity favorite. Better known for their tap shoes and their shoes in general. Provides good quality but basic and more technical leotards and tutus. Also provides athletic wear to figure skaters and a leading distributer of transitional tights. More popular amongst jazz, theatre and tap artists.
DANSKIN Great leotards and warm up clothes as well as other athletic wear. Very technical and basic but lasts well and great price. Leading provider of basic tights. Present in almost every dance trade. Also has yoga and activewear.
What they are really selling
Product centric vs. consumer centric: Bloch: both product and consumer Capezio: product Danskin: product
How do they differentiate themselves from their competitors
Bloch: devout Ballet following. Trendy and forward designed ballet wear. Worn by the best ballet performers. Aesthetically pleasing and new as well as practical. Capezio: High quality shoes. Stronger tap and jazz following. Good quality but basic dancewear that lasts. Celebrity following. Basic and technical. Danskin: appeals to nearly every medium of dance as well as yoga and other athletics. Basic and practical. Good price.
COMPETITIVE ANALYSIS Merchandizing strategy
Narrow vs. Broad: Bloch: Narrow range of product categories Capezio: Broad range of product categories Danskin: Broad range of product categories Deep vs. shallow: Bloch: Deep variations of one product category Capezio: shallow variation of one product category
Danskin: shallow variation of one product category
Customer service
Bloch: extremely helpful. Ensure you have the right fit and all the right products for your field of dance. Pays special attention to the fit of the pointe shoe as it is pivotal (tehe, that’s a pun… please delete this commentary before putting it into powerpoint) to their wearer’s ability to do their art. Helpful in regards to style as well. Capezio: also very helpful in regards to fit. Sales associates well versed in a wide array of dancer’s needs. Danskin: does not provide much customer service but also doesn’t necessarily provide bad customer service.
TARGET CONSUMER Bloch: the serious dancer. This dancer has probably been dancing since she was a child. They have since moved on to the more challenging forms of dance like pointe or modern. Very dedicated to their craft. Most likely ballet but could also be involved in ballroom, jazz, modern, etc. This customer wants quality but also wants to stand out. IT is likely that this consumer dances competitively
Capezio: This dancer wants to be taken seriously but wants their dance wear to be more technical and less trendy. More likely to be involved in tap or jazz but could also be involved in ballet or figure skating. More likely to explore multiple mediums of dance and may also be involved in theatre. May not necessarily have danced their entire lives but still take it quite seriously. Might dance competitively but also might not.
Danskin: The everyman. Danskin is omni-present in just about every form of dance as well as yoga. This consumer is more likely to be involved in dance for its health benefits than for perfecting the art for competition. The consumer needs basic dancewear that is comfortable and practical and at a cheaper price than its competitors. Generally worn only in studio or barre classes.
COMPETITIVE ANALYSIS
VISUAL MERCHANDISING STRATEGY Bloch: Their strategy is to make the customer to feel that they have a unique experience when purchasing dancewear. The stores create a timeless feeling, with its unique elegance to reflect an ambiance of a heritage brand.
Capezio: Their strategy is to show the customer all of the products by showing them on floor, since she might be recently exploring the art of dance and wants to play around different outfit possibilities. It is layout in category sections so the customer understands different outfit parts. Danskin: Their stragety is straight-forward and guides the customer to the basic pieces they need. They provide mix and match pieces to the customer so the can go, get and leave what they need.
TREND FORECAST
SKETCHES
FLATS
PRICE TAGS
emon l u l u L by n u l n u o L i m ulule lemon Dem Lululemo lemon L y b ulu Lulu miLulu by u by Lulu lulemon y b u l miLu ululemon Deon DemiLul Lulu by Lu by L by Lululemulemon Demi Lululemon mon miLulu Lulu by LulDemiLulu bylu by Lululeululemon Demi Lululemon on DemiLu iLulu by L u bylu by Lululemlulemon Dem y Lululemolnulemon miLu Lulu by Lu DemiLulu bLulu by Lu Lululemon Gathered panels in the Demi Lululemonlemon Demi miLulu by n applique for a puffy and o e y u l D m b u e l L n n u u l iLul iLulu by lemo lu by Lu y Lululemo on flexible look. u l u L y m De miLulu b n DemiLu miLulu b y Lululem De emo lemon De emiLulu b on Loose fit gives you room to l u l u L by n lem Lulu nD emiLuDluemiLulu by by LululemoiLulu by Luluby Lululemuolemon move. Lulu lemon Dem n DemiLulu ulu by Lul i m e D ulemoLnulu by Luluby Lululemolemon DemiL LululemonSmooth comfortable lemon oand Demi n DemiLulu lu by Lulu emiLulu by by Luluwaist n m gathered in a ululeband ulemo mon DemiLu Lululemon Don DemiLuluiLulu by Lbow won't dig in. Lulule miLulu by by Lululem lemon Dem Lululemon lemthat n o De DemiLulu ulu iLulu by by Lulu lemon L y b ulu mon Dem DemiLulu LulSu on L i m y m e l e b u l D SIZE u e u l l L emon lu by Luluy Lululemon on DemiLu ululemon l u l u $26.00 L by n DemiLu iLulu b y Lululem lu by L 4-6years lemolulemon DemDemiLulu b mon DemiLu y Lululemonmon y Lu Lululemon by Lulule DemiLulu bu by Lulule u by on DemiLulu y Lululemonmon DemiLul ululemon mon Lululem DemiLulu blu by LululeemiLulu by luL by Lululeululemon ulemonmon DemiLu Lululemon eDmon DemiLumiLulu by Ln Lulule miLulu by lu by Lulul lulemon De y Lululemolemo00052814 De DemiLu lu by Lu miLulu b by Lulu lenmon e u lu lu on Lululemlulemon DemyiLLululemolnemDon DemiLumiLulu by Lu De by LuDemiLulu Lbulu by Lulu Demi
BellaBalerina TUTU SKIRT
DemiL
ulu b y Lu lule
mon
SOCIAL MEDIA LAUNCH
CELEBRITY ENDORSEMENTS
Harper Beckham, Victoria Beckham’s daughter Age: 3 Has her own fashion blog frequently travels between London and LA. Named most stylish child. Mother is a fashion designer and father is a famous soccer star Obviously in a family who cares about fitness
Maxwell Simpson, Jessica Simpson’s daughter
Age: 2 Daughter of Jessica Simpson and Eric Johnson, an NFL player Has a strong twitter following Oldest of two
Suri Cruise, Katie Holme’s daughter Age: 8 Parents currently going through public divorce Has her own fashion blog and multiple tumblrs dedicated to her style Frequently commented on by Perez Hilton Frequently in the tabloids
INTERNAL MARKETING - Award system for whichever stores and Sales Associates sell the most of the DemiLulu line -Creating future Lululemon customers -Bring a youthful freshness to the store -Ballet inspired parties for the Sales Associates and Managers
MAINTENANCE & EXPANSION Demilulu is planning to maintain and grow by the hands of Lululemon nationally and internationally. While always maintaining Lululemon’s high quality, Demilulu will keep on with fashion and technological trends to adapt into new styles for the line. The brand will still rely on marketing to young mothers, which are the buyers but not the wearers. Demilulu will aim to bring Ivivva from Canada to the US in order to create a customer cylce from Demilulu, to Ivivva and then back to Lululemon. The ultimate goal is to create a love brand between Demilulu, Ivivva and Lululemon. So in a long term perspective, Demilulu’s buyers was once the wearer.
PLACEMENT & IN STORE MARKETING Either parallel to the cash resister, if near the front of the store or otherwise on the left wall near the cash register Black and white pictures of young ballet dancers in ballet classes Pink accents and mirrors Install a small Barre for kinetic interest
TECH PACK
DESIGN SHEET
PAGE #01
COMPANY NAME: Lululemon
STYLE # S3592
PHONE: 1.604.732.6124
SKETCH:
FAX: 1.604.874.6124 GARMENT INFORMATION GROUP NAME: Lululemon CLASSIFICATION: Girls Dancewear SEASON: Fall 2014 GARMENT LABEL: DemiLulu FABRIC CONTENT: Nylon Tulle, Satin COLORWAY: Fuschia, Baby Pink DESCRIPTION: Girls Ballet Tutu
DATE CREATED: 05/01/2014
DATE MODIFIED: 05/19/2014
DATE RELEASED: 05/26/2014
ILLUSTRATION SHEET
PAGE #02
COMPANY NAME: Lululemon
STYLE # S3592
ADDRESS:
GROUP NAME: DemiLulu
400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7 PHONE: 1.604.732.6124
CLASSIFICATION: SEASON: Fall 2014 Girls Dancewear GARMENT LABEL: Demilulu COLORWAY: Fuschia, Baby Pink
FAX: 1.604.874.6124 SKETCH
FABRIC INFO 100% Nylon Tulle, Satin DATE CREATED: 05/01/2014
STYLE WIDTH Todler Small (Tdlr S)
SIZE RANGES
DELIVERY DATE Inf, Tdlr S, Int 05/25/2014
DATE MODIFIED: 05/19/2014
COMMENTS
DATE RELEASED: 05/26/2014
FABRIC SHEET
PAGE #03
COMPANY: Lululemon
STYLE # S3592
ADDRESS:
GROUP NAME: Demilulu
400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7 PHONE: 1.604.732.6124
CLASSIFICATION: SEASON: Fall 2014 Girls Dancewear GARMENT LABEL: Demilulu
FAX: 1.604.874.6124
COLORWAY: Fuchsia, Baby Pink
SKETCH
SWATCH
FABRIC INFO
STYLE WIDTH
SIZE RANGE
100% Nylon Tulle
108"
Tdlr S
DATE CREATED: 05/01/2014
DATE MODIFIED: 05/19/2014
DELIVERY COMMENTS DATE 05/30/2014 DATE RELEASED: 05/26/2014
COMPONENT SHEET
PAGE #04
COMPANY NAME: Lululemon
STYLE # S3592
ADDRESS:
GROUP NAME: Demilulu
400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7 PHONE: 1.604.732.6124
CLASSIFICATION: SEASON: Fall 2014 Girls Dancewear FABRIC CONTENT: Tulle, Satin COLOWAY: Fuchsia, Baby Pink
FAX: 1.604.874.6124 ITEM-VENDOR CODE ORIGIN
CONTENT
LOCATION
SIZE QUANTITY-UNIT OF MEASURE
COLOR
Fuchsia Solid Tulle Mood Fabrics #FN19061 Pansy Solid Tulle Mood Fabrics #FN19062 Single Faced Sating Ribbon Joann #prd28417 Ribber non-roll elastic Joann #11384609
100% Nylon
Skirt
1 YARD (108’’)
100% Nylon
Skirt
1 YARD (108’’)
100% Polyester
Belt
1-1/2''-12 Feet
Fuchsia Second layer of skirt Pansy First layer (Baby of skirt Pink) Offray
65% Polyester 35% Rubber 100% Polyester
Belt
1'' x 2.5 Yds
White
100m
Light Pink
300 Light Pink 100m Gutermann Sew All Thread Mood Fabrics # 100289
DATE CREATED: 05/01/2014
DATE MODIFIED: 05/19/2014
DATE RELEASED: 05/26/2014
COMMENTS
TRIM SHEET
GENERAL INFORMATION
STYLE #: S3592 BODY #: 8362
DESCRIPTION: Girls Ballet Tutu
LABEL: Demilulu
SIZE RANGE: Inf, Tdlr S, Int MFG LOCATION: China
SEASON: Fall 2014
LINE PLANE PG #: F577
DATE CREATED: 05/01/2014 DATE REVISED: 05/19/2014 PATTERNMAKER: Li Shuen DESIGN TECH: Xuan Cho
DESIGN DETAILS TRIM DESCRIPTION
LOT/STYLE#
Elastic waistband
#11384609
Joann
Satin Ribbon
#prd28417
Joann
Pink Thread
# 100289
Mood Fabrics
DATE PRINTED: 05/26/2014
MILL
CONTENT
PLACEMENT
65% Waist/ Belt Polyester 35% Rubber 100% Waist Polyester 100% Polyester
TIME PRINTED: 11:46 AM
WIDTH 1’’ 1.5’’
PAGE 5 OF 10
LABEL/PACKING SHEET
PAGE #06
COMPANY NAME: Lululemon
STYLE # S3592
ADDRESS:
GROUP NAME: Demilulu
400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7 PHONE: 1.604.732.6124
CLASSIFICATION: Girls Dancewear
SEASON: Fall 2014
FABRIC CONTENT: Tulle, Satin COLORWAY: Fuchsia, Baby Pink
FAX: 1.604.874.6124 ITEM/VENDOR CODE ORIGIN
CONTENT
SIZE/QUANTITY/ UNIT OF MEASURE
LOCATION
COLOR
COMMENTS
Apparel Box Nashville Wraps #AB1E
100 pack
10x7x1-1/2" 1 box per unit
U.S.A
Color Tissue Paper Nashville Wraps #CT3BH Sew-on Label Label Express #C344B Care Label Label Express #B850M
480 Sheets
20x30’’ 1 sheet per unit
U.S.A
White with clear top Blush
200 Labels
0.5x2’’ 1 label per unit
China
N/A
Brand Label
200 Labels
1x3’’ 2 care labels per unit
China
White/ printed
To be attached in the side of garment
GIRLS
FALL 2014
# S3592
TUTU LABEL PLACEMENTS CANCEL DATE 05/22/2014
SHIP DATE DELIVERY DATE 05/20/2014 05/25/2014 ORIGIN DATE CREATED: 05/01/2014 DATE REVISED: 05/19/2014
0.05’’ from waistline
* Placed at the center back of the garment. 0.05’’ from waistline.
PRINTED: 05/26/2014
DEMILULU A LULULEMON DIVISION
PAGE 7 OF 10
DETAIL/CONSTRUCTION SHEET COMPANY NAME: Lululemon ADDRESS: 400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7 PHONE: 1.604.732.6124
FAX: 1.604.874.6124 DETAIL Back
PAGE #08 STYLE# S3592 GROUP NAME: Demilulu CLASSIFICATION: Girls Dancewear
SEASON: Fall 2014
FABRIC CONTENT: Tulle, Satin COLORWAY: Fuchsia, Baby Pink DETAIL Front
--- Side seam
DATE CREATED: 05/01/2014
DATE MODIFIED: 05/19/2014
DATE RELEASED: 05/26/2014
CONSTRUCTION SHEET STYLE #: S3592 DESIGN/PROTO #: 3 DIVISION: Girls BRAND: Demilulu PRODUCT CLASS: Dancewear
PRODUCTION SYLE DEVELOPMENT DESCRIPTION: Ballet tutu GROUP: Lululemon SEASON: Fall 2014 DESIGNER: Demilulu Design Group. PM/TECH DES:
OPERATION
SEAM Width Width Width
ALLOWANCES 2’’ Waist 1.5’’ Hemline 2’’ Side seam
PAGE #09 STATUS: Approved BASE SIZE: Tdlr S SIZE RANGE: Inf, Tdlr S, Intr DATE CREATED: 05/01/2014 DATE REVISED: 05/19/2014
COMMENTS
PLACEMENT
APPROVED BY Rev. (Date): 05/15/2014 Rev. (Date):
SPEC SHEET COMPANY NAME: Lululemon ADDRESS:
PAGE # 10 STYLE #: S3592 GROUP NAME: Demilulu
PHONE: 1.604.732.6124
CLASSIFICATION: Girls Dancewear LABEL: Demilulu
FAX: 1.604.874.6124 TECHNICAL SKETCH:
COLORWAY: Fuchsia, Baby Pink SKETCH/PHOTO:
400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7
SEASON: Fall 2014
CODE
POINT OF MEASURE
TOL.
1-3 Infant
4-6 Todler Small
6-8 Intermediate
5368
Waist
±1.5’’
18-19"
19-21"
21-22"
6892
Length
±2’’
21’’
23’’
25’’
COMMENTS: DATE CREATED: 05/01/2014
DATE MODIFIED: 05/19/2014
DATE RELEASED: 05/26/2014
COST SHEET
Cost Sheet
DemiLulu
DemiL
ulu b y Lu lule
mon
Date Style Season Description Fabric
5/14/14 # S3592 F14 Flounced tutu for girls. Tulle and satin bow
Size Range Size Scale Length
1-3/2-4 18-19" 5"
Size Waist Size Half thigh Length
Tdl S 19-21" 7"
Material Fuchsia Tulle Baby pink Tulle Elastic Waistband Satin Ribbon Total
Yardage
Trim Baby pink thread Main Label Care Label Price Ticket Total
Quantity
Packaging Box Total
Quantity
Labor Cutting/Sewing Trims and finishes Total
Cost
Shipping Duty Total Manufacturing Cost Markup Retail Price
Tdl S 4-6 19-21" 7"
Int 6-8 21-22" 8"
0.5 0.5 0.42 0.84
Price (Unit) Cost $0.30 $0.30 $0.18 $0.45
1 1 1 1
Price (Unit) Cost $0.15 $0.05 $0.02 $0.04
Price (Unit) Cost 1 $1.15
$1.25 $0.50 $1.75
Descriiption $615 per 20ftcontainer 3% Cost of Goods Sold $4.08 84% $26.00
Cost
$0.15 $0.15 $0.08 $0.38 $0.75
$0.15 $0.05 $0.02 $0.04 $0.26
$1.15 $1.15
$0.05 $0.12
This report was created for the class FASM- 310 Private label product development at the Savannah College of Art and Design