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2
3
4
THIS BOOK SHOWS THE COMPLETE MARKET RESEARCH OF THE FASHION INDUSTRY RELATED TO THE BRAND, SUPPORTING THE OPENING OF CRAIG GREEN‘S FIRST PHYSICAL RETAIL SPACE IN DALSTON, NORTH-EAST LONDON. IN THE SECOND PART OF THIS BOOK INCLUDES THE BUYING PLAN AND FINANCIAL FORECAST OF THE RETAIL SPACE. 5
INDEX 6
12
18 UNITED KINGDOM
ECONOMICAL AND SOCIETAL SITUATION
26
DALSTON
CONSUMER BEHAVIOR
70 44 48
RETAIL TRENDS LIFESTYLE TRENDS
TREND RESEARCH COLOR TRENDS
92 104
BUYING PLAN
FINANCIAL FORECAST
BIBLIOGRAPHY IMPRESSUM
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8
9
10
11
UNITED KINGDOM
ECONOMICAL AND SOCIETAL SITUATION 12
The United Kingdom is a constitutional monarchy with a parliamentary democracy. London, as the capital, has currently a population of 8.7 million, which makes it by far the largest city of the country. It is worldwide recognized for its ancient art and multinational culture. 37% of London’s population is based on immigrants coming from all over the world, with a majority coming from the British Commonwealth countries. The major part of citizens are Christians making up 58.23% of the total population. The average standard age of Britain‘s is 40 years with an average life expectancy of 86,4 years. In 2019 the GDP reaches a value of 511.482 million British Pounds, while the country has a CPIH inflation rate of 1.8%. Currently the unemployment rate is quite low, counting 3.9%. Estimating the growth of GDP for 2019, there will be a slight increase of 1.1%, with a projection to reach 1.6% by 2020 - 1.2% talking specifically about London as a city. Through innovative technologies like Artificial Intelligence and Robotics the productivity growth of the country is estimated to grow much faster within the next ten to twenty years. Many of London’s economic figures are linked to its historical past regarding financial deregulations of the mid 80s. In the past 30 years London has surpassed any other region of the UK. This fact will not decrease and the capital is expected to continue in this way also in the next years. Overall, Britain’s economy strengthened in the last quarters of 2018 due to a slight increase in consumer spending, rising wages and the slowing inflation.
Housing and utilities are the strongest product sector, the clothing industry is expected to experience a growth from 18% to 32% by 2030 and also online sales are growing fast, coming closer to 20% of all retail sales. The European Union is Britain’s most important export partner counting 44% of total UK exports. On the other side, there is a slight decrease in Foreign Direct Investment FDI (the current FDI from the EU are around 45% of the total stock of FDI in the UK) due to anxiety and uncertainties regarding the Brexit and a global economy slow down. Developments in all sectors however, are depending on how the Brexit negotiations will evolve.
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BREXIT 14
Since January 1st 1973 the United Kingdom has been part of the European Union and from an economic point of view enjoyed many advantages of the trading aspects of this association. On June 23 2016 however citizens of the UK voted to leave the EU through a referendum, which was officially notified by the European Council on March 29 2017. From all over the world there are many critical opinions regarding the Brexit, because of an uncertain future regarding politics, economics and more. Prices of essentials such as food could rise and new stops at customs when it comes to import could cost companies billions of pounds - this also affects the textile and fashion industry, as importing goods from the EU gets more expensive. Next to that, also the manufacturing growth could decrease significantly. In the first quarter of 2019 the withdrawal agreements are taking place - the UK is stuck in the transition period setting out how exactly and under which circumstances it wants to leave the European Union. The current status lays out that the UK missed the deadline set by the EU to elongate the Brexit and withdrawal agreement - processes and needs to leave the Union on May 22 2019.
Even though there are several uncertainties regarding the economic development due to the Brexit, which might be relevant for certain businesses, London still works as the perfect city for Craig Greens first retail space: on the long run tourism won’t necessarily decrease, since London is one of the most important cities in the world - business wise and also regarding culture - it will always stay a multicultural metropole in any sense. Furthermore the retail space is build for Greens core target market, which consists out of UK natives. London based men (and women) represent the main clients of the brand, as it doesn’t depend on tourists to purchase. The retail space will also be set in a smaller location in order to not have the need of paying extreme rents, big investments and so on. Thus, as the business will be kept rather smaller, it’s not as affected by Brexit developments as macro business associations, that rely on international trading. That’s why the choice of location is more justified through matching Craig Green’s identity and philosophy, as this serves as the main driver for the success of the retail space. Despite all the problems created by Brexit, Green claimed that it has made Politics the most exciting topic after a long time. 15
THE NEIGHBOURHOOD
DALSTON 16
Dalston is one of the coolest and vibrant neighborhoods in London. Like many other East London areas, Dalston is a true melting pot for different cultures and it has gone through big changes. Long before Dalston became the-place-to-be filled with bars, cafes and art studios, it was a small village outside London. It has a large population of Jewish, Jamaican and Turkish community. This shaped Dalston and gave it an open and equal attitude towards different cultures and styles. Today, it is best known for its lively cultural life and border-breaking art scene. Even though during the last few years the neighbourhood has been suffering from gentrification, it still managed to keep its own characteristics that make it so special. Dalston is changing and developing at a high pace. Developers are building new apartments and offices constantly. By bringing the studio and shop to this area it would support Dalston‘s creative industry.
At the same time, it would increase the power of creative businesses and would possibly bring even more businesses like Craig Green to Dalston. This would help the Dalston community in a fight against Dalston‘s change to mainstream and make resistance against big corporations. According to FatLlama, market place for selling, renting and buying, study (2018) Dalston is the area with the highest population working in the creative industry. Craig Green‘s target client is a creative person who often works in the creative industry. It is the most suitable choice to locate Craig Green‘s new studio and store in a neighborhood where this client lives or spends them free time.
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19
LN-CC store DALSTON
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If there is one store based in Dalston to mention it is LN-CC, a unique retail concept that combines art and fashion. The London store covers an interesting combination of fashion, records, library, and club. The creative mix of smaller independent brands and luxury items straight from the runways. In addition to shops, Dalton is also a home for multiple showrooms such as Granary1.Ridley Road Market is an institution and a place where you can find Turkish delicacy next to Jamaican. This market and it‘s 4000 traiders brings together the whole neighborhood. The market where Londoners from all over the city travel to, to get the best Jamaican patties. Dalston is also known for its interesting and unique underground clubs and bars. It is the area where Lotta Volkova and Alban Adam goes out when in London. It does not matter what kind of freak you are, you can find your own community.
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Footfall
As we do not have accurate footfall reports for Birkbeck Mews we are using station footfall report. Dalston Kingsland has footfall levels of approximately 5,9 million passengers per annum. Dalston Junction Station has footfall levels of approximately 5,2 million passengers per annum.
Demographics
The total population of London in 2019 is 9,126,366 while the total population of Dalston in 2011 was 14,727. The average age of people in Dalston is 33 years and the median age is 30. 56,20% of people living in Dalston were born in England, following by Nigeria 2,6%, Jamaica 1,8% and Ireland 1,8%. The biggest age group in Dalston area is from age 30 to 44, 32,4%, followed by age 25 to 29, 20,7%. Dalston has 26,9% higher proportion of 20-29-year-olds than in London as a whole.
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Dalston House by Leandro Erlich 23
24
CONSUMER BEHAVIOR
25
FABIO ZUO YI SHENG DESIGN MANAGEMENT STUDENT POLIMODA INSTITUTE OF FASHION DESIGN&MARKETING, ITALY
INTERVIEW
Are you interested in fashion? Do you follow the latest trends or collections? Yes, I do. I’m really update with the latest trends and collection;I like to see new stuffs coming out independently of styles or brands. What are your favorite brands?
If you have a favorite brand - Why are you loyal to that brand? What makes you purchase it over and over?
Stone Island, for sure. I like technical/functional brands, a great mix of sportswear and ready to wear; some extra examples are Heliot Emil, GmbH, Cav Empt, Letasca, Nike, TheNorthFace, Zegna or Undercover.
For me Stone Island is about heritage and culture. I did a huge research about the brand and the designer Massimo Osti, sadly passed away in 2005, is my real inspiration for my works and lifestyle. I still buying a lot of Stone Islands stuff cause it’s more an investment than a simple purchase; I can wear those things now and after 50 years or more. Quality, functionality and research about material/fabrics it’s insane.
Do you buy often and regularly or rather fewer quantities, but higher quality in those cases? Fewer quantities but taking care about quality. Prefer to buy less but good, than more and bad. Do you buy seasonal items following trends or do you think you found your own kind of “uniform” or style, which you build over time? I have my uniform. Really. I’m also designing uniforms clothes ‘cause my first inspiration comes from Military pieces and I think today uniforms are also the new trends, so here you are! What makes Craig Green interesting to you?
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I like Craig Green ‘cause I think he’s able to doing his ‘art’ without noises. Nowadays everyone doing stuffs thinking about others, he is maybe one of a kind in this way. His designs is more art than product and that’s why maybe I definitely not buying Craig Greens stuff; not so wearable and price point little bit high. Iconic pieces are more like a artistic object, and wearable things are not good enough for the prices. Commercially speaking, not a good brand;but for sure artistically speaking one of the best nowhere. (CSM graduated means everything... )
Do you buy brand or styleoriented?
How important is quality to you?
I think I’m more for style-orienteering ‘cause if a brand I really dislike doing good stuff I definitely don’t care about the brand and going to purchase it. Quality for me maybe it’s the main point; functionality and quality are the keys for a good brand, in my opinion.
Do you shop more online or you Definitely retail stores; want to try and touch the product prefer going to physical retail stores? Why?before purchasing. Online you can feel the stuff, I need feeling, I need to feel the product like part of my body; how can I do it without trying it on myself first?
When going shopping, would you shop within the main shopping area of your city or do you also look for stores that are a bit off in terms I really don’t care about location; I prefer maybe small shops of location? where the concierge welcomes you better. We all know more big is the shop worst is the service, average.
What are you looking for inI’m looking for a clear vision of style and good shop experience. physical retail stores?Nowadays retail stores aren’t so much important sadly, but for people that study and work in the fashion world there are still relevant; That’s maybe why a retail store need a real good staff inside and out ‘cause people who goes frequently are people really interested on this ‘business’.
What kind of free time activities doIn my free time I like to listen music and going out with friends; you like to do?I think for getting inspiration one of the most important thing is go out and pay attention on everything around you. Music helps you to create your own desire/world where you can really expand yourself. Going to new places, meeting new peoples, experience new jobs; that’s what I like to do in my free time. Oh, I also go to gym and play soccer with my friends oftentimes!
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SURVEYS
To better understand the market and current trends we did two online surveys. One related to shopping behavior and other related to studio space. We gathered a total of 78 answers (53 shopping behavior and 25 studio). Let‘s take a closer look at both surveys and their results. The shopping behavior survey told us that the biggest age group is from 18 to 24 years old, followed by 25 to 34 years old. Age groups 18 to 24 and 25 to 34, both fit perfectly with the target age of Craig Green customers. This result confirmed our goal to target this group of young people with constantly growing purchasing power as they move from their studies to work and progress in their careers. 90,4% of respondents told that they are interested in fashion and 67,9% told that they follow fashion trends. This result again confirms that young people are more and more involved and aware of what is happening in the fashion world. When taking a closer look at the shopping habits we can notice a few reasons why consumers want to buy their clothes in physical stores. These reasons are either they want to touch, see and try the product or they like the experience. Consumers who favor online shopping says that online shopping is easier and there is a bigger selection of products. In a physical store, 43,4% of consumers are there strictly to shop or look at the products followed by 22,6% consumers who are there for the experience. This result underlines the importance of the relationship between product selection and the whole shopping experience. When asked about what is the most important aspect of a retail store, the number one answer was customer service (34%), followed by product selection (32,1%). The Craig Green store will keep this result in mind when recruiting staff to the store. It is evident that staff is also one aspect of creating a good atmosphere.
This survey shows the importance of the atmosphere and the store playlist. 94,3% of consumers are willing to make the time to visit a store you are interested in while traveling and 79,2% of consumers would travel a little bit far from where you are to visit a store. This tells us that the location in Dalston is not too far away from the center of London. This survey also tells us that most of the consumers are loyal to brands because they know that the quality is good and they like the design. 60% of respondents are fashion designers or students of that field and most of the respondents are familiar with coworking spaces. 84% of respondents are interested in coworking spaces or studios. These results indicates that there is demand for services like this. Money does not seem to be that big of a problem for respondents as 72% of them answered that they are willing to pay for the use of this kind of spaces. Most of the respondents are looking for a space with equipment to work with such as 3D printers and a space that mixes creatives from different fields. Many respondents also highlighted the importance of good light and spacious environment. 70,8% of respondents are looking for a mentor, meaning that there is a demand for programs such as Craig Green x CSM collaboration program. Both surveys told us a lot of important information related to shopping behavior and the use and demand of the studio space. We kept these result in our mind to create the design and strategy for the new Craig Green space.
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STUDIO SPACE
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ARE YOU FAMILIAR WITH JOINT STUDIOS?
WHICH JOINT STUDIOS CAN YOU NAME?
AS A CREATIVE, WOULD YOU BE INTERESTED IN A JOINT SPACE?
ARE YOU WILLING TO PAY FOR A JOINT SPACE?
WHICH UNIVERSITY DO YOU GO TO?
FIELD OF STUDY
AALTO CSM RMIT POLIMODA MARANGONI NONE
SCREENPRINTING AIR UBUD MOW FOOUND GENEVA NONE
ARE YOU A STUDEBNT?
AGE GROUP
WHERE DO YOU PREFER TO WORK? WHEN CREATING, DO YOU LISTEN TO MUSIC? ARE THER ANY TECHNOLOGIES YOU WANT TO WORK WITH? IF YES, WHAT IS IT? ARE YOU COMFORTABLE TO HAVE PEOPLE WATCHING YOU WHILE WORKING?
WHAT KIND OF FACILITIES ARE YOU LOOKING FOR IN ORDER TO FLOURISH? WHEN CREATING, WHAT KIND OF ENVIRONMENT DO YOU PREFER? WOULD YOU LIKE TO HAVE A MENTOR?
DIFFERENT AREAS FOR DIFFERENT ACTIONS RELAXING ENVIRONMENT, NOT NOISY OUTDOORS SUPPORTIVE BALANCE OF INDIVIDUAL AND COMMUNITY FEELING BIG SAND WHITE PACE COMFORT: WIFI, FOOD, DRINKS ALL NECESSARY EQUIPMENT
WHEN WORKING, DO YOU LIKE TO HAVE PEOPLE AROUND?
MENTOR EDUCATIONAL BOOKS AND RESEARCH ACCESS RESOURCES INDUSTRIALAND SPECIAL MACHINERY SUNLIGHT COMMON PLACES TO RELAX PHOTO STUDIO SPACE BRAINSTORM BOARDS 24H ACCESS SHOWROOM SPACES SPONSORSHIP A LOT OF SPACE PATTERN CUTTING TABLES NETWORKING EVENTS STUDENT FRIENDLY YET PROFESSIONAL ENVIRONMENT
NO INFUSE ARTIFICIAL INTELLIGENCE AND DISPLAY TECHNOLOGIES TO FABRIC SURFACES FABRIC PRINTER EMBROIDERY MACHINES 3D PRINTING AND SCANNING SUSTAINABLE PRODUCTION TECHNOLOGIES DIGITALISATION IN FASHION
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SHOPPING BEHAVIOR
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AGE GROUP BOTH ONLINE...BECAUSE IT‘S VERY CONVENIENT ...BECAUSE I DON‘T LIKE CROWDS ...BECAUSE IT‘S EASIER AND I CAN FIND EVERY TIME THE RIGHT SIZE ...BECAUSE IT‘S AVAILABLE 24/7 ...BECAUSE YOU CAN FIND BETTER PRICES ...BECAUSE IN MY COUNTRY I DON‘T LIKE THE RETAIL STORES PHYSICAL STORES...BECAUSE I LIKE TO TOUCH THE CLOTHES ...BECAUSE I‘M NOT FAMILIAR WITH ONLINE SIZING ...BECAUSE I LIKE THE STORE EXPERIENCE ...BECAUSE I WANT TO PRESERVE SHOPS ...BECAUSE I WANT TO SEE HOW IT FITS MY SHAPE ...BECAUSE YOU RECEIVE THE PRODUCT INSTANT
WHAT ARE YOU LOOKING FOR IN A RETAIL STORE?
DO YOU FOLLOW TRENDS?
WHAT IS YOUR OCCUPATION?
GENDER DO YOU SHOP FASHION MORE ONLINE OR IN RETAIL STORES? WHY?
ARE YOU INTERESTED IN FASHION?
WHERE ARE YOU FROM?
AUSTRALIA BALI CALIFORNIA ITALY INDONESIA JAKARTA MELBOURNE SANUR PERU STUTTGART WASHINGTON DC
BUSINESS DEVELOPER DESIGNER COMPANY DIRECTOR ENTERPRENEUR ENVIRONMENTAL CONSULTANT FLORIST MARKETING PHOTOGRAPHER SELF-EMPLOYED STUDENT CRAFTING ART
ARE YOU LOYAL TO BRANDS AND WHY? WOULD YOU TRAVEL A BIT FURTHER TO FIND A STORE YOU ARE INTERESTED IN? ARE YOU INTERESTED IN ART? IF YS, HOW OFTEN DO YOU GO TO MUSEUMS?
WHAT MAKES YOUR FAVOURITE STORE YOUR FAVOURITE STORE?
WHAT DO YOU DO IN YOUR FREETIME? WHAT DO YOU THINK IS THE MOST IMPORTANT ASPECT OF A RETAIL STORE? WOULD YOU MAKE TIME TO VISIT AN INTERESTING STORE WHILE TRAVELING? IF YOU HAD 3000€, WHAT WOULD YOU SPEND IT ON?
FOOTBALL, TENNIS, SPORTS. CINEMA. GO OUT IN THE NATURE. DINING AND COOKING. READ. SLEEP, REST AND CHILL. SHOPPING. ONLINE SHOPPING. SMOKE WEED AND RELAX. HANGOUT WITH FRIENDS, SOCIALIZE. PARTY. TRAVEL. DRIVE CAR AND RIDE BIKE. MUSIC. VISIT NEW STORES. WORK. VINTAGE MARKETS. MUSEUMS. GO TO CONCERTS.
NO ...I CHANGE ACCORDING TO SEASON. ...I FOLLOW TRENDS. ...BECAUSE I LIKE EXPERIMENTING. ...BECAUSE I DON‘T HAVE FINANCIAL MEANS TO PURCHASE BRANDS. YES...BECAUSE I TRUST THE BRAND. ...BECAUSEI PICK THE BEST BRAND FOR MY BUDGET, WHY SHOULD I SWITCH TO LOWER QUALITY BRANDS? ...IF THE BRAND OFFERS A RELATABLE PRODUCT. ...SOMETIMES. ...I WANT TO STAY SUPPORTIVE TO THEIR MOVEMENT AND APPROVE TO THEIR QUALITY. ...BECAUSE I KNOW HOW THE QUALITY IS. ...WHAT I LOVE I WILL NEVER HATE. ...THEY DELIVER WHAT I LOOK FOR. ...THEY CONSTANTLY CREATE GOOD DESIGNS. ...THEIR SIZES ARE PERFECT FOR ME. ...I DON‘T HAVE TIME TO RESEARCH. ...BECAUSE I LIKE BRANDS NOT ONLY FOR ONE PRODUCT, BUT FOR THEIR VALUES AND CONCEPT. ...BECAUSE I FOUND MY PERFECT FIT AND STYLE.
ATMOSPHERE AND DESIGN. BEAUTIFUL LOCATION AND FRIENDLY, PROFESSIONAL STAFF. NATURAL LIGHTING. GOOD SMELL. NICE MUSIC. OPEN ENVIRONMENT. PASSIONED CUSTOMER SERVICE. QUITE PLACE. NO PUSHING STAFF. NOT CROWDED. CALMING AND SIMPLE YET EXCLUSIVE AWESOME SELECTION. VISUALLY PLEASING MERCHANDISE ARRANGEMENT. NICE SMELL. PRACTICAL IN TERMS OF FINDING PRODUCTS. NOT OVERCROWDED WITH MERCHANDISE. ENOUGH CHANGING ROOMS TO NOT WAIT. HAVE THE VARIETY OF PRODUCTS THEY HAVE ONLINE. SALES STAFF I CAN RELATE TO AND CHAT WITH. REMEBERABLE. CLEAN AND ORGANIZED.
WEEKLY MONTHLY TWICE A MONTH 4 TO 5 TIMES A YEAR TWICE A YEAR I DO IT MYSELF
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FOCUS GROUP In addition to surveys and the Interview, a focus group was created to study mainly about their shopping habits. The group consisted of a selection of people who are either interested in fashion or working in the fashion industry or studying fashion. This selected group of six individuals who are possible clients of Craig Green shared their opinions on fashion, Craig Green and their shopping habits. Discussions around digitalization and fashion generated multiple interesting points of view but in the end, the group concluded that even though digitalization changes the whole business, consumers still want to have physical experiences in-store, since it is much more memorable. The group thought that there are still demands for places to see, feel and buy products, especially when talking about niche brands. The group also emphasized the importance for physical stores for creating someting extra compared to digital. Many individuals who took part in this study said, that they shop both online and offline, but prefers brick-and-mortar shopping, as they like the experience and want to try the clothes on.
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When buying new clothes they prefer the style , fit and quality. People studying fashion especially pays a lot of attention to the quality-price ratio. Product selection is the most important aspect of a fashion store according by the group, followed by customer service and the atmosphere of the store. Environmental issues are also important for this group when buying clothes or selecting where to buy. The combination of art and fashion got a positive reception. The only concern was the fact that combining art with commercial business might affect art in a negative way. Meaning that when art gets too commercial it loses its value.The biggest reason why people do not buy emerging designers or brands is that it is difficult to find a store selling well-curated selections of young designers and their products. The group found it relatively easy to find a store selling young designers, but the participants also thought that the product selection is often quite bad and it does not have any clear vision. The focus group throught that Craig Green‘s products are interesting, but a bit difficult in terms of the fitting and use of occasion. They would like to physically see the product before buying it. The group emphasized the importance of the constant development of the brand, as there is a risk that the designs gets too repetitive. The group thought that giving back to the community and supporting young designers might be a good way to keep the brand fresh.
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Even though Florence is not the city for a Craig Green customer, we were still able to have interesting findings on the observational consumer behaviour research . The research was focused on mainly observing possible clients through certain criterias, but also the general public around the city.
OBSERVATIONAL RESEARCH
We wanted to observe Stone Island customers, as this brand has a strong community, it has a utility style and a „boys to men“ kind of brand. We found out that most of the customers buying Stone Island were either under 18 or from 35 to 50 years old. The ages between those two groups were missing. Perhaps this missing age group wore Stone Island a few years ago and now this customer is already looking for something else and something fresh. The customer under 18 years old probably did not have possibilities or they were too young to buy Stone Island a few years ago when the trend was at its peak and that is why they are buying it now. Customers from 38 to 50 years old, is probably the father of the young customer or the father of the customer who used to but Stone Island three years ago. This observation confirms that there is room for brands like Craig Green and the customer is existing. We also wanted to observe current street style trends and we found out that there are some key trends at the moment. One of the biggest trends were dirty sneakers, and more specifically white Reebok Club 85. This iconic British tennis shoe truly shows the connection between traditions and the present day. We can also highlight the fact that Reebok is originally from Bolton, which means that there might be some trend related to Britain. We also noticed the rising trend of one-piece lens sunglasses. This is not yet a major trend but seen more and more on shelves and people are also seen wearing sunglasses like this more often. Sunglasses could be an opportunity also for Craig Green, and especially sunglasses with a wraparound one-piece lens. It could be a way to attract new customers and increase the amount of entry level products. The bucket hat trend is still visible and its seen on streets and every brand have their version of the bucket hat. Passport holders are a trend but fanny packs are still more visible especially in Florence, also thanks to a big population of tourists.
These observations goes hand in hand with the trend report and shows that current fashion trends are very connected with society and lot‘s of trends actually comes from the streets.
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RETAIL TRENDS 42
Despite the advances in technology and online shopping, brick-and-mortar stores still makes the bigger percentage of sales. People still want to go ‘shopping’ either as a pass time, when travelling or simply to quickly buy something. Today, the shift to online shopping seems to make these two commercial platforms of even the same brands as competitors. But it is always important to acclimatize to new trends and developments and put the right strategies in place for each brand. E-commerce and brick-and-mortar stores needs to complement each other and work harmoniously to give the best for the customers. One of the biggest continuing topics is continuing the instore customer experience. The enhancement of customer retail experience focuses on strategies as means of standing out, attracting new customers and encouraging loyalty. In-store events and activities are becoming more and more frequent. Brands have come up with initiatives like in-store Q&A sessions with experts and industry professionals, lectures with guest speakers, workshops gaming and workout sessions and more, to continue to drive retail traffic. As sales are becoming more and more frequent as well as having it online, brands needs to start something else. Retail experiences are being aligned with the annual holiday calendar to create special events. Strategist are also looking at the busiest periods and peak shopping times. The foot traffic measuring tool is becoming more significant and evolving. Understanding the retail landscape of the store is important before making changes. Quality over quantity is highlighted. Today consumer not only craves but also encourages personalisation. Brands will have to catch up on not just having personalised services to attract customers but also offering more meaningful and unique products or services.
A new complexity of demographics, characters and preferences, such gender becoming far more fluid, adds more to the considerations of creating a store. With personalization and changes to consumer behaviour, customer profiling becomes harder. Another trend seen is the attempt to create a smooth and frictionless shopping experience by removing unnecessary barriers of purchase and creating an omnichannel system. The customer journey is re-imagined through the development of technologies. Lastly, the pop-up retail strategy is still popular but instead of offering a traditional retail they are now pop-ups with a purpose. As consumer behaviours and knowledge shift to be more aware and responsible, brands are trying their best to provide this need. Brands are now educating their consumer through instore events. Sustainability is becoming a necessity and not just a trend, shoppers are looking to fill their closets in different ways.
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LIFESTYLE TRENDS
Smart Technology Collaborations in all forms Gender Fluidity Sharing Economy Spiritual Transcendence
The idea of having spiritual transcendence is becoming more and more of a priority and a need for not just the menswear community but within today’s society.
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TREND RESEARCH
TREND RESEARCH
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48
ROLF EKROTH
LGBTQ
PAOLO SPAIN
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KIEV WORKWEAR
MAN
LUDOVIC DE SAINT SERNIN
CRAIG GREEN
50
PLASTIC CHIC
TUULI-TYTTI KIVULA
THOME BROWN
PRIVATE POLICY
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MAISON MARGIELA
52
CRAIG GREEN
BUCKET HAT
53
MARIA KORKEILA
TODD SNYDER
BAND OF OUTSIDERS
VYNER ARTICLES
HENRIK VIBSKOV
54
LOUIS VUITTON
LINDER
PRINT SWEATER
55
MSGM
MARTINE ROSE
J.W. ANDERSON
MARTINE ROSE
56
MSGM
CHRISTIAN DADA
TIE DYE
57
OFF WHITE
VYNER ARTICLES
AMBUSH
58
OFF WHITE
TERINIT
SUPER SPORT
59
SASU KAUPPI
MSGM
JUHA VEHMAANPERÄ
60
FENDI
PASSPORT HOLDER
61
JACQUEMUS
HERON PRESTON
VALENTINO
62
ALYX STUDIO
MILITARY STYLE VEST
63
LOUIS VUITTON
A-COLD-WALL
HERON PRESTON
64
CRAIG GREEN
CARPETING
JIL SANDER
65
CHRISTOPH RUMPF
ARTTU AFELDT&MERIKURKI-SUONIO
LOEWE
66
PANTONE COLOR TRENDS_ BRIGHT PASTELS
67
68
69
UYING PLAN&
70
READY-TO-WEAR
CRAIG GREEN BUYING PLAN SPRING / SUMMER 2019
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Collection
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
RUNWAY X NIKE COLLABORATION
Category
TOP
TOP
TOP
TOP
TOP
Style
Style Number
Style Description
CGSS19JETS04
Cotton basic T-shirt featuring a round neck with a round circle cut out, short sleeves and a straight hem.
CGSS19JETS0201
CGSS19JETS01
CGSS19JETS03
CGSS19WOSH03
T-shirt featuring a round neck, short sleeves, a straight hem and an abstract illusion print on the back.
Black and red cotton contrast stitching T-shirt features a round neck, short sleeves, a straight hem, a relaxed fit and a red panel to the front.
Cotton contrast print T-shirt featuring a round neck, short sleeves and a straight hem.
Multicoloured panelled design knit top with long sleeves and open armhole.
Fabric Description
Colour
S
M
L
XL
Total Units Per Colour
WH010 white
2
5
5
3
15
100% cotton BL010 black
2
5
5
3
15
WH010 white/PR010 purple
2
4
5
4
15
Wholesale Price
Retail Price
€
58.33
€
175.00
€
58.33
€
175.00
100% polyester WH010 white/BL023 blue
2
4
5
4
15
€
58.33
€
175.00
BL010 black/red
2
4
5
4
15
€
66.67
€
200.00
100% cotton
Total Units
Total WHL
Total RTL
In-store date
30
€
1,750.00 €
5,250.00
FEBRUARY
30
€
1,750.00 €
5,250.00
MARCH
25
€
1,666.67 €
5,000.00
FEBRUARY
45
€
3,000.00 €
9,000.00
FEBRUARY
BB809 baby blue/red
2
3
3
2
10
€
66.67
€
200.00
WH010 white/red
2
4
5
4
15
€
66.67
€
200.00
WH011 white/black
2
4
5
4
15
€
66.67
€
200.00
WH012 white/blue
2
4
5
4
15
€
66.67
€
200.00
100% polyester
BL879 blue/ green/orange/ red
1
1
1
1
4
100% polyester
BL896 multicoloured blue
1
1
1
1
4
€
246.67
€
740.00
12
€
2,960.00 €
8,880.00
FEBRUARY
100% polyester
TL789 teal/ pink
1
1
1
1
4
100% cotton
RUNWAY
TOP
CGSS19WOSH01
Cotton rope detail v-neck shirt featuring a concealed front fastening and long sleeves.
100% cotton
PG567 pale green
2
3
3
2
10
€
186.67
€
560.00
10
€
1,866.67 €
5,600.00
APRIL
RUNWAY
TOP
CGSS19WOSH08
Cotton rope detail shirt featuring a concealed front fastening and long sleeves.
100% cotton
PK879 pink
2
3
3
2
10
€
186.67
€
560.00
10
€
1,866.67 €
5,600.00
APRIL
RUNWAY
TOP
CGSS19WOSH07
Cotton rope detail shirt featuring a zipper front fastening and long sleeves.
100% cotton
BG567 beige
2
3
3
2
10
€
190.00
€
570.00
10
€
1,900.00 €
5,700.00
APRIL
RUNWAY
TOP
CGSS19WOSH09
Cotton rope detail v-neck shirt featuring a concealed front fastening and long sleeves.
100% cotton
BYB76 blue
2
3
3
2
10
€
186.67
€
560.00
10
€
1,866.67 €
5,600.00
APRIL
PK879 pink
1
2
2
1
6 €
173.33
€
520.00
12
€
2,080.00 €
6,240.00
MAY
RUNWAY
TOP
CGSS19WOSH010
Sleeveless cotton rope detail shirt.
100% cotton BYB76 blue
72 This white cotton tank top
1
2
2
1
6
RUNWAY
CORE COLLECTION
RUNWAY
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
RUNWAY
CORE COLLECTION
CORE COLLECTION
TOP
TOP
TOP
TOP
TOP
TOP
TOP
TOP
TOP
BOTTOM
BOTTOM
CGSS19WOSH03GHOST
This white cotton tank top faded shirt features a classic collar, a front button fastening, a regular length and a slim fit.
CGSS19WOSH03
Vibrating Floral print cottonjersey with dropped shoulders for a relaxed fit, it’s cut with a ribbed V-neck and finished with thin black stripes.
100% cotton
CGSS19WOSH02
Long sleeve double-faced cotton broadcloth shirt in white. Spread collar. Button closure at front. Inset detailing at front and back. Welt pockets at waist. Button fastening at cuffs. Broadcloth lining in black.
100% cotton
CGSS19WOSH05
cotton-poplin shirt with exposed button-fastening at front, collar, short sleeves, embroidered feature at chest, two patch pockets at chest, two slip pockets at sides.
100% cotton
CGSS19WOVE01
CGSS19CWOJK0500
CGSS19CWOJK0502
CGSS19KWJU01
CGSS19KWJU02
CGSS19CWOTR01
CGSS19CWOTR02
The cotton two-tone vest from Craig Green featuring a round neck, a sleeveless design and a straight hem.
Button down shirt featuring a classic collar, a regular length, a straight fit, long sleeves, a chest pocket and white horizontal and vertical white pannels.
Button down shirt featuring a classic collar, a regular length, a straight fit, long sleeves, a chest pocket and white horizontal and vertical white pannels.
This wool striped crew neck jumper from Craig Green features long sleeves, a straight hem and a relaxed fit.
Two tone long sleeves cotton hoodie featuring white lace.
This black cotton loose fit trousers feature an elasticated waistband with a drawstring fastening, a relaxed fit and rear welt pockets.
Black stretch cotton trousers from Craig Green featuring a mid rise, a straight leg, a loose fit and a side lace-up trim.
100% cotton
100% cotton
BYB76 blue
1
2
2
1
6
WH789 white
2
4
4
3
15
BL654 blue
3
4
3
2
12
PL654 purple
3
4
3
2
12
WH789 white
2
4
5
3
14
BK678 black
3
4
5
3
15
WH011 white
3
4
5
3
15
BB678 blue/black
3
4
3
2
12
GB678 green/blue
3
4
3
2
12
BM789 blue/mint
3
4
3
2
12
OF567 orange/pink
3
4
4
2
13
BB898 blue/black
1
2
2
1
6
100% cotton GT678 black/blue
1
2
2
1
6
WB879 white/black
2
3
3
2
10
100% cotton BW789 black/white
2
3
3
2
10
GR897 pale green/red
1
2
2
1
6
100% wool RP906 red/pink
1
2
2
1
6
OB890 orange/black
2
3
3
2
10
100% cotton
100% cotton
TB993 teal/black
2
3
3
2
10
BL906 black
2
4
4
2
12
BL906 black
2
4
4
2
12
97% cotton, 3% spandex KH897 khaki
2
3
3
2
€
172.00
€
516.00
13
€
2,236.00 €
6,708.00
MAY
€
137.33 €
412.00
24
€
3,296.00 €
9,888.00
FEBRUARY
€
172.00 €
516.00
14
€
2,408.00 €
7,224.00
MAY
€
136.67 €
410.00
30
€
4,100.00 €
12,300.00
APRIL
€
198.33 €
595.00
49
€
9,718.33 €
29,155.00
APRIL
€
172.00 €
516.00
12
€
2,064.00 €
6,192.00
FEBRUARY
€
173.33 €
520.00
20
€
3,466.67 €
10,400.00
FEBRUARY
€
170.00 €
510.00
6
€
1,020.00 €
3,060.00
FEBRUARY
€
150.00 €
450.00
10
€
1,500.00 €
4,500.00
FEBRUARY
€
150.00 €
450.00
12
€
1,800.00 €
5,400.00
FEBRUARY
€
203.33 €
610.00
22
€
4,473.33 €
13,420.00
FEBRUARY
10
73
COLLECTION
RUNWAY
RUNWAY
CORE COLLECTION
BOTTOM
BOTTOM
BOTTOM
CGSS19CWOTR02
CGSS19WOTR04
CGSS19WOST03
CGSS19WOTR02
mid rise, a straight leg, a loose fit and a side lace-up trim.
These white cotton straightleg trousers feature an elasticated drawstring waist, two front pockets, rear pockets and a cropped length.
Cotton stitch detail trousers from Craig Green featuring a waistband with belt loops, a concealed front fastening, a wide leg and a regular length.
3% spandex
100% cotton
Outer: 100% polyester Lining: 100% cotton
Straight leg trousers are crafted from textured cotton and feature an waistband with belt loops, a button and zip fly and a five pocket design.
100% cotton
KH897 khaki
2
3
3
2
10
WH789 white
1
2
2
1
6
GP903 green/purple
2
3
3
2
10
MP965 multicoloured purple
2
3
3
2
10
OR567 orange
2
4
3
1
10
BL674 blue
2
4
3
1
10
€
203.33
€
610.00
22
€
4,473.33 €
13,420.00
FEBRUARY
€
185.00
€
555.00
6
€
1,110.00 €
3,330.00
MAY
€
265.00
€
795.00
10
€
2,650.00 €
7,950.00
APRIL
€
199.33
€
598.00
10
€
1,993.33 €
5,980.00
APRIL
RUNWAY
BOTTOM
CGSS19WOTR05
Cotton rope detail trousers.
100% cotton
PG567 pale green
2
3
3
2
10
€
185.00
€
555.00
10
€
1,850.00 €
5,550.00
APRIL
RUNWAY
BOTTOM
CGSS19WOTR06
Cotton rope detail trousers.
100% cotton
PK879 pink
2
3
3
2
10
€
185.00
€
555.00
10
€
1,850.00 €
5,550.00
APRIL
RUNWAY
BOTTOM
CGSS19WOTR07
Cotton rope detail trousers.
100% cotton
BG567 beige
2
3
3
2
10
€
185.00
€
555.00
10
€
1,850.00 €
5,550.00
APRIL
RUNWAY
BOTTOM
CGSS19WOTR08
Cotton rope detail trousers.
100% cotton
BYB76 blue
2
3
3
2
10
€
185.00
€
555.00
10
€
1,850.00 €
5,550.00
APRIL
BL879 blue/ green/orange/ red
1
1
1
1
4
BL896 multicoloured blue
1
1
1
1
4
€
266.67
€
800.00
12
€
3,200.00 €
9,600.00
FEBRUARY
TL789 teal/ pink
1
1
1
1
4
GT789 black/ivory
2
4
4
2
12
OR678 orange
2
3
3
2
10
€
243.33
€
730.00
42
€
€
30,660.00
FEBRUARY
TL678 teal/black
2
3
3
2
10
GR568 green
2
3
3
2
10
BL674 blue
2
4
4
2
12 €
153.33
€
460.00
12
€
1,840.00 €
5,520.00
MAY
RUNWAY X NIKE COLLABORATION
RUNWAY
CORE COLLECTION
74
BOTTOM
BOTTOM
BOTTOM
BOTTOM
CGSS19WOTR06
CGSS19WOTR03000
CGSS19WOST02
Multicoloured panelled design knit pants
Cotton geometric print trousers feature a low rise, a waistband with belt loops, a hook and zip fly, side pockets, a long length, stitching details and rear pockets.
Cotton bermuda shorts featuring a waistband with belt loops, a button and zip fly, contrasting panels and rear pockets.
100% polyester
100% cotton
100% cotton PR578 purple
2
4
3
1
10
10,220.00
COLLECTION
CORE COLLECTION
RUNWAY
RUNWAY
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
RUNWAY
fly, contrasting panels and rear pockets.
BOTTOM
BOTTOM
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
CGSS19WOST00
CGSS18RWBT01
CGSS19WOJK03000
CGSS19WOJK01
CGSS19WOJK02
Cotton rope detail shorts featuring a waistband with belt loops, a button and zip fly and side pockets.
Trousers with contrast seam trimming.
Cotton, this boxy shirt jacket features long sleeves, a spread collar, a press stud fastening and stitching details.
Cotton rope detail jacket featuring a concealed front fastening, long sleeves and a short length.
Denim Worker jacket featuring a short length, a concealed front fastening and two front pockets.
100% polyester
100% cotton
100% cotton
100% cotton
Outer: 100% polyester Lining: 100% cotton
CGSS19CWOJK03
Panelled quilted jacket from Craig Green features a pointed collar, a front button fastening, long sleeves, two chest pockets, side pockets, a straight hem, multicoloured striped collar patches and panel inserts.
100% polyester
CGSS19CWOJK04
Panelled quilted jacket from Craig Green features a pointed collar, a front button fastening, long sleeves, two chest pockets, side pockets, a straight hem, multicoloured striped collar patches and panel inserts.
CGSS19WOCO02
CGSS19WOCO02
Cotton graphic pattern coat featuring a classic collar, a concealed front fastening, a concealed front button placket, button fastenings at the shoulder and long sleeves.
2
4
3
1
10
BLK78 black
4
5
4
2
15
100% cotton
Cotton concealed zip jacket CGSS19WOJK04LINESTITC featuring a classic collar, H long sleeves, an all-over print and a short length.
Multicoloured coat featuring a hood with drawstring tie fastenings, long sleeves, a mid-length and front press stud over zip fastening.
PR578 purple
100% polyester
Outer: 100% polyester Lining: 100% cotton
BYB76 blue
1
2
2
1
6
BT689 black/teal
2
3
2
1
8
BO945 blsck/orange
2
3
2
1
8
BB329 black/blue
2
3
2
1
8
€
153.33
€
460.00
15
€
2,300.00 €
6,900.00
APRIL
€
266.00
€
798.00
24
€
6,384.00 €
19,152.00
MARCH
€
44,000.00
FEBRUARY
GT789 black/ivory
2
3
3
2
10
€
293.33
€
880.00
OR678 orange
2
3
3
2
10
€
303.33
€
910.00
TL678 teal/black
2
3
3
2
10
€
303.33
€
910.00
50
€ 14,666.67
GR568 green
2
3
3
2
10
€
303.33
€
910.00
BL896 blue
2
3
3
2
10
€
303.33
€
910.00
BYB76 blue
1
2
2
1
6
BLK78 black
2
3
3
2
10
€
216.33
€
649.00
22
€
4,759.33 €
14,278.00
APRIL
PK879 pink
1
2
2
1
6
OR567 orange
2
3
3
2
10
BL674 blue
2
3
3
2
10
€
242.67
€
728.00
30
€
7,280.00 €
21,840.00
APRIL
PR578 purple
2
3
3
2
10
GP903 green/purple
2
3
3
2
10 €
433.33 € 1,300.00
20
€
8,666.67 €
26,000.00
APRIL
€
332.67
€
998.00
17
€
5,655.33 €
16,966.00
FEBRUARY
€
318.33
€
955.00
33
€ 10,505.00
€
31,515.00
FEBRUARY
€
853.33 € 2,560.00
12
€ 10,240.00
€
30,720.00
FEBRUARY
€
650.00 € 1,950.00
17
€ 11,050.00
€
33,150.00
FEBRUARY
MP965 multicoloured purple
2
3
3
2
10
BL766 black
3
5
5
4
17
GR456 green/navy/ivory
2
3
3
3
11
NV345 navy/green/black
2
3
3
3
11
CB654 cobalt blue/navy/red
2
3
3
3
11
YL509 multicoloured yellow
1
2
2
1
6
BL430 multicoloured blue
1
2
2
1
6
GR503 green
1
2
2
2
7
100% cotton
BI543 black/ivory
2
3
3
2
10
75 Cotton blend coat featuring
CORE COLLECTION
CORE COLLECTION
CORE COLLECTION
RUNWAY
RUNWAY
RUNWAY
76
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
OUTERWEAR
CGSS19CWOJK03
CGSS19CWOJK04
CGSS19WOCO02
CGSS19WOCO02
pointed collar, a front button fastening, long sleeves, two chest pockets, side pockets, a straight hem, multicoloured striped collar patches and panel inserts.
Panelled quilted jacket from Craig Green features a pointed collar, a front button fastening, long sleeves, two chest pockets, side pockets, a straight hem, multicoloured striped collar patches and panel inserts.
Multicoloured coat featuring a hood with drawstring tie fastenings, long sleeves, a mid-length and front press stud over zip fastening.
Cotton graphic pattern coat featuring a classic collar, a concealed front fastening, a concealed front button placket, button fastenings at the shoulder and long sleeves.
100% polyester
100% polyester
Outer: 100% polyester Lining: 100% cotton
BL766 black
3
5
5
4
17
GR456 green/navy/ivory
2
3
3
3
11
NV345 navy/green/black
2
3
3
3
11
CB654 cobalt blue/navy/red
2
3
3
3
11
YL509 multicoloured yellow
1
2
2
1
6
BL430 multicoloured blue
1
2
2
1
6
GR503 green
1
2
2
2
7
100% cotton
CGSS19WOCO04
Cotton blend coat featuring a hood with drawstring tie fastenings, a press stud fastening, long sleeves, a 65% cotton, 35% panelled colour block polyurethane design, button cuffs, two chest pockets, side pockets and a mid-calf length.
CGSS19WOCO01
Cotton blend reversible coat featuring a hood with drawstring tie fastenings, a press stud fastening, long sleeves, a panelled colour block design, button cuffs, two chest pockets, side pockets and a mid-calf length.
65% cotton, 35% polyurethane
BI543 black/ivory
2
3
3
2
10
WH400 white
1
1
1
1
4
NB775 bright blue/white
1
1
1
1
4
NB776 navy blue/white
1
2
2
1
€
332.67
€
998.00
17
€
5,655.33 €
16,966.00
FEBRUARY
€
318.33
€
955.00
33
€ 10,505.00
€
31,515.00
FEBRUARY
€
853.33 € 2,560.00
12
€ 10,240.00
€
30,720.00
FEBRUARY
€
650.00 € 1,950.00
17
€ 11,050.00
€
33,150.00
FEBRUARY
€
600.00 € 1,800.00
4
€
2,400.00 €
7,200.00
FEBRUARY
€
600.00 € 1,800.00
10
€
6,000.00 €
18,000.00
FEBRUARY
6
RUNWAY
OUTERWEAR
CGSS19CAPE001
Printed cape with rope detail
100% cotton
BG903 multicoloured
1
1
€
850.00 € 2,550.00
1
€
850.00 €
2,550.00
FEBRUARY
RUNWAY
OUTERWEAR
CGSS19CAPE002
Printed cape with rope detail
100% cotton
MD934 multicoloured
1
1
€
850.00 € 2,550.00
1
€
850.00 €
2,550.00
FEBRUARY
RUNWAY
OUTERWEAR
CGSS19CAPE003
Printed cape with rope detail
100% cotton
CM403 multicoloured
1
1
€
850.00 € 2,550.00
1
€
850.00 €
2,550.00
FEBRUARY
RUNWAY
OUTERWEAR
CGSS19CAPE004
Printed cape with rope detail
100% cotton
MC390 multicoloured
1
1
€
850.00 € 2,550.00
1
€
850.00 €
2,550.00
FEBRUARY
77
ACCESSORIES & SHOES
Collection
RUNWAY X NIKE COLLABORATION
RUNWAY
RUNWAY
RUNWAY
RUNWAY
RUNWAY X NIKE COLLABORATION
RUNWAY X NIKE COLLABORATION
78
Category
SHOES
SHOES
SHOES
SHOES
SHOES
SHOES
SHOES
Style
Style Description
Fabric Description
Colours
39
40
41
42
43
44
45
Total Units Per Colour
CGSS19NIKE001
Knitted sneakers with multicoloured straps and lace
Lining: polyester 100% Sole: rubber 100% Outer: polyester 100%
ML654 multicoloured
2
2
2
3
3
3
2
17
€
73.33
€
220.00
34
€
2,493.33 €
7,480.00
FEBRUARY
CGSS19NIKE004
Sneakers with cut outs, toe cap and lacing
Lining: polyester 100% Sole: rubber 100% Outer: polyester 100%
BR543 black/red
1
1
1
1
1
1
1
1
€
43.33
€
130.00
8
€
346.67 €
1,040.00
APRIL
Lining: polyester 100% Sole: rubber 100% Outer: polyester 100%
WH674 white
1
1
1
1
1
1
1
1
€
43.33
€
130.00
8
€
346.67 €
1,040.00
CGSS19NIKE002
Sneakers with cut outs, toe cap and lacing
Style Number
CGSS19NIKE005
Laced sneakers with red line
Lining: polyester 100% Sole: rubber 100% Outer: polyester 100%
CGSS19NIKE006
Laced sneakers with red line
Lining: polyester 100% Sole: rubber 100% Outer: polyester 100%
CGSS19NIKE007
Slip on sneakers with cut outs
Lining: polyester 100% Sole: rubber 100% Outer: polyester 100%
CGSS19NIKE003
Slip on sneakers with straps and lace detail
Lining: polyester 100% Sole: rubber 100% Outer: polyester 100%
Wholesale Cost
Retail Cost
Total Units
Total WHL
Total RTL
In-store date
APRIL BL654 black
1
1
1
1
1
1
1
1
€
43.33
€
130.00
8
€
346.67 €
1,040.00
WR465 white/red
2
2
2
3
3
3
2
2
€
66.67
€
200.00
19
€
1,266.67 €
3,800.00
BR451 black/red
2
2
2
3
2
3
2
2
€
66.67
€
200.00
18
€
1,200.00 €
3,600.00
BR163 blue/red
2
2
2
3
33
2
2
2
€
66.67
€
200.00
48
€
3,200.00 €
9,600.00
FEBRUARY
BT931 blue/teal/navy
1
1
2
2
2
2
1
1
€
56.67
€
170.00
12
€
680.00 €
2,040.00
APRIL
€
60.00
€
180.00
12
€
720.00 €
2,160.00
APRIL
FEBRUARY
BL503 blue
1
1
2
2
2
2
1
1
OG543 orange/green
1
1
2
2
2
2
1
1
BR002 blue/red
1
1
2
2
2
2
1
1
Collection
Category
RUNWAY
BAGS
CORE COLLECTION
CORE COLLECTION
BAGS
BAGS
Style
Style Number
Style Description
Fabric Description
CGACBB001
Craig Green Black Body Bag
100% Calfskin & 100% Nylon
Craig Green Black Laptop Bag
100% Calfskin & 100% Nylon
CGACBG002
CGACBB003
Craig Green "carpet" backpack with metal hardware and rope
100% cotton
Colours
One Size
BL898 black
8
KH785 khaki
4
BL898 black
5
MY690 multicolour yellow
4
MB679 multicolour blue
4
MR836 multicolour red
4
Wholesale Cost
Retail Cost
Total Units
Total WHL
Total RTL
In-store date
€
300.00
€
900.00
12
€ 3,600.00
€ 10,800.00 FEBRUARY
€
306.67
€
920.00
5
€ 1,533.33
€ 4,600.00
FEBRUARY
€
246.67
€
740.00
12
€ 2,960.00
€ 8,880.00
FEBRUARY
RUNWAY
BAGS
CGACBG004
Duffle backpack bag with handle
50% wool 50% cotton
GR867 grey/black
5
€
290.00
€
870.00
5
€ 1,450.00
€ 4,350.00
FEBRUARY
RUNWAY
BAGS
CGACBG005
Duffle backpack bag with leather
100% cotton & 100% calfskin
BL895 black
5
€
313.33
€
940.00
5
€ 1,566.67
€ 4,700.00
FEBRUARY
WH768 white
2
MT567 mint
2 €
266.67
€
800.00
9
€ 2,400.00
€ 7,200.00
FEBRUARY
BB767 blue pastel
2
BK783 black
3
ML879 multicoloured
10
63.33 €
190.00
10
€
€ 1,900.00
FEBRUARY
RUNWAY
IKEA COLLABORATION
BAGS
RUGS
CGACBG006
CGIKEACRPT001
Pillow bag with ruched straps
Ikea exclusive collab paradise flatwoven rug with design of two birds - 175 x 200 cm
100% polyester
100% cotton
€
633.33
79
80
READY-TO-WEAR
ARNAR MAR JONSSON
EMERGING DESIGNER BUYING PLAN SPRING / SUMMER 2019
81
Category
82
Style
Total Units Per Wholesale Price Colour
Style Number
Style Description
Fabric Description
Colour
S
M
L
Retail Price
Total Units
Total WHL
Total RTL
In-store date
BOTTOM
AMJSS19TR001
Joggers with side seam design details
100% polyester
RD067 red
2
2
2
6
€
61.67
€
185.00
6
€
370.00
€ 1,110.00
MARCH
BOTTOM
AMJSS19TR002
Trousers with short slit
100% polyester
GT678 beige
2
2
2
6
€
61.67
€
185.00
6
€
370.00
€ 1,110.00
MARCH
BOTTOM
AMJSS19TR003
Trousers with pockets
100% polyester
WH890 white
2
2
2
6
€
61.67
€
185.00
6
€
370.00
€ 1,110.00
MARCH
BOTTOM
AMJSS19TR004
Trousers with zipper details
100% polyester
WH890 white
2
2
2
6
€
61.67
€
185.00
6
€
370.00
€ 1,110.00
MARCH
OUTERWEAR
AMJSS19VS001
Vest with contrast panel
100% polyester
GT679 beige/white
1
1
1
4
€
66.67
€
150.00
4
€
266.68 €
OUTERWEAR
AMJSS19JK001
Light jacket with contrast panel
100% polyester
GT679 beige/white
1
2
2
4
€
66.67
€
275.00
4
€
266.68
€ 1,100.00
MARCH
OUTERWEAR
AMJSS19JK002
100% polyester
RD067 red
2
3
2
4
€
66.67
€
295.00
4
€
266.68
€ 1,180.00
MARCH
OUTERWEAR
AMJSS19JK003
100% polyester
WH890 white
2
2
2
4
€
66.67
€
250.00
4
€
266.68
€ 1,000.00
MARCH
OUTERWEAR
AMJSS19JK004
100% polyester
YL789 yellow
2
2
2
4
€
66.67
€
250.00
4
€
266.68
€ 1,000.00
MARCH
600.00
APRIL
BOTTOM
AMJSS19TR004
Trousers with zipper details
100% polyester
WH890 white
2
2
2
6
€
61.67
€
185.00
6
€
370.00
€ 1,110.00
OUTERWEAR
AMJSS19VS001
Vest with contrast panel
100% polyester
GT679 beige/white
1
1
1
4
€
66.67
€
150.00
4
€
266.68 €
OUTERWEAR
AMJSS19JK001
Light jacket with contrast panel
100% polyester
GT679 beige/white
1
2
2
4
€
66.67
€
275.00
4
€
266.68
€ 1,100.00
MARCH
OUTERWEAR
AMJSS19JK002
100% polyester
RD067 red
2
3
2
4
€
66.67
€
295.00
4
€
266.68
€ 1,180.00
MARCH
OUTERWEAR
AMJSS19JK003
100% polyester
WH890 white
2
2
2
4
€
66.67
€
250.00
4
€
266.68
€ 1,000.00
MARCH
OUTERWEAR
AMJSS19JK004
100% polyester
YL789 yellow
2
2
2
4
€
66.67
€
250.00
4
€
266.68
€ 1,000.00
MARCH
OUTERWEAR
AMJSS19JK005
100% polyester
WH890 white
2
2
2
4
€
66.67
€
250.00
4
€
266.68
€ 1,000.00
MARCH
OUTERWEAR
AMJSS19JK006
100% polyester
WY678 white/yellow
2
2
2
4
€
66.67
€
250.00
4
€
266.68
€ 1,000.00
MARCH
SCARF
AMJSS19SC001
100% polyester
WGB09 white/green/blue
3
€
36.00
€
108.00
1
€
36.00
€
108.00
APRIL
SCARF
AMJSS19SC002
100% polyester
PW787 white/pink
3
€
36.00
€
108.00
1
€
36.00
€
108.00
APRIL
600.00
MARCH
APRIL
83
84
READY-TO-WEAR
BETHANY WILLIAMS
85
Category Category
86
Style Style
Total Units Per TotalColour Units Per Wholesale Price Retail Price Wholesale Price Retail Price Colour
Style Number Style Number
Style Description Style Description
Fabric Description Fabric Description
Colour Colour
S S
M M
L L
Total Units Total Units
Total WHL Total WHL
Total RTL Total RTL
In-store date In-store date
TOP TOP
BWSS19SH001 BWSS19SH001
Long sleeve printed shirt Long sleeve printed shirt
100% cotton 100% cotton
WP409 white/ WP409 white/ purple purple
1 1
2 2
1 1
4 4
€ €
66.67 66.67
€ €
200.00 200.00
4 4
€ €
266.67 € 266.67 €
800.00 800.00
FEBRUARY FEBRUARY
TOP TOP
BWSS19SH002 BWSS19SH002
Long sleeve printed shirt Long sleeve printed shirt
100% cotton 100% cotton
WO945 white/ WO945 white/ orange orange
1 1
2 2
1 1
4 4
€ €
66.67 66.67
€ €
200.00 200.00
4 4
€ €
266.67 € 266.67 €
800.00 800.00
FEBRUARY FEBRUARY
TOP TOP
BWSS19SH003 BWSS19SH003
Short sleeve printed shirt Short sleeve printed shirt
100% cotton 100% cotton
WR941 white/ red WR941 white/ red
1 1
2 2
1 1
4 4
€ €
40.00 40.00
€ €
120.00 120.00
4 4
€ €
160.00 € 160.00 €
480.00 480.00
APRIL APRIL
BOTTOM BOTTOM
BWSS19TR001 BWSS19TR001
Printed trousers with Printedpockets trousers with pockets
100% cotton 100% cotton
WP305 WP305 white/purple white/purple
1 1
2 2
1 1
4 4
€ €
83.33 83.33
€ €
250.00 250.00
4 4
€ €
333.33 € 1,000.00 333.33 € 1,000.00
FEBRUARY FEBRUARY
BOTTOM BOTTOM
BWSS19TR002 BWSS19TR002
Printed assymetrical Printedjoggers assymetrical joggers
100% cotton 100% cotton
WR941 white/ red WR941 white/ red
1 1
2 2
1 1
4 4
€ €
66.67 66.67
€ €
200.00 200.00
4 4
€ €
266.67 € 266.67 €
800.00 800.00
FEBRUARY FEBRUARY
BOTTOM BOTTOM
BWSS19TR001 BWSS19TR001
Printed assymetrical Printedjoggers assymetrical joggers
100% cotton 100% cotton
WO945 white/ WO945 white/ orange orange
1 1
2 2
1 1
4 4
€ €
66.67 66.67
€ €
200.00 200.00
4 4
€ €
266.67 € 266.67 €
800.00 800.00
FEBRUARY FEBRUARY
BOTTOM BOTTOM
BWSS19TR001 BWSS19TR001
Printed assymetrical Printedtrousers assymetrical trousers
100% cotton 100% cotton
NB897 natural/blue NB897 natural/blue
1 1
2 2
1 1
4 4
€ €
83.33 83.33
€ €
250.00 250.00
4 4
€ €
333.33 € 1,000.00 333.33 € 1,000.00
MARCH MARCH
BOTTOM BOTTOM
BWSS19DN001 BWSS19DN001
Assymetrical distressed Assymetrical distressed jeans with top stitching jeans with top stitching
100% cotton 100% cotton
BN789 blue BN789 blue
3 3
4 4
3 3
10 10
€ €
83.33 83.33
€ €
250.00 250.00
10 10
€ €
833.33 € 2,500.00 833.33 € 2,500.00
FEBRUARY FEBRUARY
BOTTOM BOTTOM
BWSS19DN002 BWSS19DN002
Assymetrical distressed Assymetrical distressed jeans with top stitching jeans with top stitching
100% cotton 100% cotton
BL789 blue/white BL789 blue/white
3 3
4 4
3 3
10 10
€ €
83.67 83.67
€ €
251.00 251.00
10 10
€ €
836.67 € 2,510.00 836.67 € 2,510.00
FEBRUARY FEBRUARY
BOTTOM
BWSS19TR002
Printed assymetrical joggers
100% cotton
WR941 white/ red
1
2
1
4
€
66.67
€
200.00
4
€
266.67 €
800.00
FEBRUARY
BOTTOM
BWSS19TR001
Printed assymetrical joggers
100% cotton
WO945 white/ orange
1
2
1
4
€
66.67
€
200.00
4
€
266.67 €
800.00
FEBRUARY
BOTTOM
BWSS19TR001
Printed assymetrical trousers
100% cotton
NB897 natural/blue
1
2
1
4
€
83.33
€
250.00
4
€
333.33
€ 1,000.00
MARCH
BOTTOM
BWSS19DN001
Assymetrical distressed jeans with top stitching
100% cotton
BN789 blue
3
4
3
10
€
83.33
€
250.00
10
€
833.33
€ 2,500.00
FEBRUARY
BOTTOM
BWSS19DN002
Assymetrical distressed jeans with top stitching
100% cotton
BL789 blue/white
3
4
3
10
€
83.67
€
251.00
10
€
836.67
€ 2,510.00
FEBRUARY
BOTTOM
BWSS19DN003
Assymetrical distressed jeans with top stitching
100% cotton
BG789 blue/orange
3
4
3
10
€
84.00
€
252.00
10
€
840.00
€ 2,520.00
FEBRUARY
JUMPSUIT
BWSS19JS001
Printed oversize jumpsuit
100% cotton
WG435 white/ green
1
1
1
3
€
84.33
€
253.00
3
€
253.00 €
759.00
MARCH
JUMPSUIT
BWSS19JS002
Denim oversize jumpsuit
100% cotton
BR453 blue/red
1
1
1
3
€
84.67
€
254.00
3
€
254.00 €
762.00
MARCH
OUTERWEAR
BWSS19JK001
Denim hoodie with large stitching and distressed details
100% cotton
BL789 blue/white
3
4
3
10
€ 100.00 € 300.00
10
€ 1,000.00 € 3,000.00
MARCH
87
88
READY-TO-WEAR
CHARLOTTE MCDONALD
Category
Style
Total Units Per Wholesale Price Colour
Style Number
Style Description
Fabric Description
Colour
S
M
L
Retail Price
Total Units
Total WHL
Total RTL
In-store date
TOP
AMJSS19TR001
Assymetrical cut out white shirt
100% polyester
WT939 white
1
2
1
4
€
61.67
€
185.00
4
€
246.67 €
740.00
FEBRUARY
BOTTOM
AMJSS19TR001
Basic trousers
100% polyester
BL495 blue grey
1
2
1
4
€
61.67
€
185.00
4
€
246.67 €
740.00
FEBRUARY
OUTERWEAR
AMJSS19TR001
Utility jacker with zipper and pockets
100% polyester
NV504 navy/silver
1
2
2
5
€
61.67
€
185.00
5
€
308.33 €
925.00
FEBRUARY
OUTERWEAR
AMJSS19TR001
Minimal jacket with high neck
100% polyester
NV940 navy
1
2
2
5
€
61.67
€
185.00
5
€
308.33 €
925.00
FEBRUARY
OUTERWEAR
AMJSS19TR001
Oversized statement jacket with zipper details
100% polyester
BL543 blue
1
2
1
4
€
61.67
€
185.00
4
€
246.67 €
740.00
FEBRUARY
OUTERWEAR
AMJSS19TR001
Jacket with hoodie and cuffs
100% polyester
WH934 white
1
2
1
4
€
61.67
€
185.00
4
€
246.67 €
740.00
FEBRUARY
89
90
FINANCIAL FORECAST
91
RETAIL BALANCE POINT gross retail price VAT22% NET retail price gross footage SQM units of stock / SQM expected inventory turnover
800,00 € 655,74 € 250 6 1,6
% of rent / revenue 16 % yearly rental fee 503.606,56 € average seasonal stock 1500 units sold / season 2400 NET revenue 3.147.540,98 €
92 94
INITIAL INVESTMENT: INVESTMENT EVALUATION return on store investment potential 5,2
INITIAL INVESTMENT: INVESTMENT EVALUATION INITIAL INVESTMENTS
TOTAL
%
YEARLY AMORTIZATION
footage GLA 386 NET selling area 250 stock room - back office 136 furniture & fisturing cost / SQM 1.100 € stock room - back office eqipments / SQM 250€ franchising fee 20% building purchase 550.000 € 8% legal / contracts 50.000 € 20 % furniture & fixing 309.000 € 20 % lighting, heating, assets, media etc. 175.000 € 20 % escalator / elevator 95.000 € 10 % scaffolding or renovation 347.000 € 10 % other investments 80.000 € 10 %
44.000 €
total 1.606.400 €
203.040 €
10.000 € 61.800 € 35.000 € 9.500 € 34.740 € 8.000 €
9395
RECURRING COSTS ANNUAL RECURRING EXPENSES rental fee common expenses - condominium 5.000 € phone, energy, heating, insurances 42.000 € marketing costs 8.856 , 79 € other expenses staff 255.428, 57 € total 311.285, 36 € phone bills 2.000 € heat / AC 15.000 € insurances 25.000 € total 42.000 € shoppers 2,50 € uniforms 1.654,29 € extra window dressing 7.200 € total 8.856,79 € 94 96
MARK-UP FINANCIALS STAFF DETAILS
MARGIN CALCULATION
FT yearly salary 30.000 € PT yearly salary 18.000 € sales fulltime 165.428,57 € sales parttime director 65.000 € security / cleaning 25.000 € total
255.428,57 €
COGS 100% discount from wholesale price list 0% further discount 0% NET COG 100 multiplier from wholesale to retail 3 gross revenue 300 cut price 20% season‘s sales discount 50%
SQM / associate total associates hired weekly opening hours average staff in store
70
gross margin 56,8%
1 worker / 25-30 SQM
5,51 63 3,5
OTHER FINANCIALS bank mortage residual amount - 1.606.400 interest rate 2% unsold stock 0% unsold stock value 0 margin of unsold stock 0
9597
MARK-DOWN DISCOUNTS COMMERCIAL STRATEGY full price promotions season‘s sales price reductions 0% 20% 20% final price per unit 3 3 2,4 VAT 22% 22% 22% 22% revenue per unit 2,46 2,46 1,97 purchasing cost of unit 1 1 1 margin per unit 1,46 1,46 0,97 margin % 59,33% 59% 49% share average discount margin full price (sell-through) 75% 0% 59,33% promotions (VIP cards) 59,33% season‘s sales 25% 20% 49,17% average 5% 56,79% total 100%
96 98
BEP - FORECAST INCOME STATEMENT INCOME STATEMENT BEP POTENTIAL gross retail billing 1.173.892,46 1.400.000 NET revenue 962.206,94 100% 1.147.540,98 100% COGS 415.753,58 43,21% 495.833,33 43,2% margin on unsold stock 0 0% 0 0% gross profit
546.453,36 56,79% 651.707,65 56,8%
salaries 255.428,57 26,5% 255.428,57 22,3% rental fee 0 0% 0 0% common expenses - condominium 5.000 0,5% 5.000 0,4% marketing costs 8.856,79 0,9% 8.856,79 0,8% phone, energy, heating, insurances 42.000 4,4% 42.000 3,7% other expenses 0 0% 0 0% EBITDA 235.168 24,4% 340.422,29 29,7% amortizations 203.040 21,1% 203.040 17,7% opening income EBIT 32.128 3,3% 137.128 2,8% financial expenses 32.128 3,3% 32.128 2,8% earnings before taxes 0 0% 105.254,29 9,2%
9799
RETAIL SALES STRATEGY KPI ´S & OPERATIONS
BEP POTENTIAL average retail price 600 € 600€ average wholesale price 200€ 200€ pieces to sell / year pieces to sell / season pieces to sell / day
2.078,77 2.479,17 1.039,38 1.239,58 5,94 7,08
pieces / day / associate 1,08 1,28 UPT 1,1 1,1 bills / day 5,4 6,44 average bill 660 660 conversion rate % footfall / day
-30 30
OMROF 940,67 1.361,69 sales / SQM 2.492,76 2.972,9 sales / full time equivalent 174.493,49 208.103,29 buying budget seasonal budget to BEP
+6% 1.091 pieces
218.270,63€ 98 100
99
100
101
BIBLIOGRAPHY 102 104
https://www.terinit.com https://www.gq-magazine.co.uk/gallery/spring-summer-2019-trends-for-men https://www.thetrendspotter.net/category/mens-fashion-trends/ https://www.vogue.com/article/fall-2019-menswear-street-style-trend-predictions https://www.vogue.fr/vogue-hommes/fashion/story/mens-fashion-22-top-trends-for-spring-summer-2019/4065 https://www.endclothing.com/row/ http://arnarmarjonsson.com https://www.highsnobiety.com/p/arnar-mar-jonsson-ss19-lookbook/ https://www.trendhunter.com/trends/highperformance-apparel https://i-d.vice.com/en_uk/article/8xjdxa/meeting-your-creative-half https://www.dezeen.com/2017/06/12/15-best-graduate-designers-2017-royal-college-art-ma-fashion-show/ https://1granary.com/schools/royal-college-of-art/rca-grad-arnar-jonsson-brings-icelandic-sensibility-streets-london/ https://indie-mag.com/2018/03/charlotte-mcdonald-x-wukda/ https://www.rathelwolf.com/charlotte-mcdonald/ https://the-dots.com/users/charlotte-mcdonald-231655 http://hero-magazine.com/article/97445/rca-fashion-2017/ https://eatworkart.com/hackney-downs-studios https://publicgallery.co https://hackney.gov.uk/ridley-road-market https://hackney.gov.uk https://www.tinawesaluteyou.com http://dalstonsuperstore.com http://www.dalstonjazzclubrestaurant.co.uk https://www.caferoute.co.uk/menu/ http://uchihackney.com http://voodoorays.com https://farrsschoolofdancing.com https://www.bsmt.co.uk https://www.timeout.com/london/things-to-do/dalston-area-guide https://www.standard.co.uk/go/london/attractions/things-to-do-dalston-best-restaurants-bars-pubs-turkish-a4009541.html https://londonist.com/2018/04/where-to-eat-and-drink-in-dalston https://www.movebubble.com/london/area-guides/2014/04/the-official-guide-to-dalston https://www.zoopla.co.uk/to-rent/commercial/retail-premises/london/dalston/ https://hackney.gov.uk/article/3077/Commercial-property https://www.hackney.gov.uk/article/3710/Dalston-area-action-planhttps://www.homesandproperty.co.uk/area-guides/hackney-borough/dalston/area-guide-to-homes-schools-and-transportlinks-a128026.html https://www.foxtons.co.uk/local-life/dalston/ https://www.google.fi/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&ved=2ahUKEwjnj5G3_83iAhXBwKQKHYTjBcYQFjAHegQIBhAC&url=https%3A%2F%2Fhackney.gov.uk%2Fmedia%2F12625%2FProposed-submission-local-plan-2033-part-4%2Fpdf%2Fproposed-submission-local-plan-2033-part-4.pdf%3Fm%3D636778931228130000&usg=AOvVaw1vmIxzKRKWdSz9HA_PbzPQ https://www.artwort.com/2014/08/23/moda/the-insanity-in-fashion-walter-van-beirendonck/ http://www.waltervanbeirendonck.com http://www.bethany-williams.com https://www.notjustalabel.com/bethany-williams https://www.harpersbazaar.com/uk/fashion/fashion-news/a26358569/bethany-williams-everything-you-need-to-know/ http://vogue.com https://theculturetrip.com/europe/united-kingdom/england/london/articles/the-coolest-neighbourhoods-in-london/ https://blog.fatllama.com/2018/04/11/the-five-best-places-for-creatives-to-live-in-london/ http://www.charlesjeffrey.net http://www.henrikvibskov.com https://www.alyxstudio.com https://kikokostadinov.com https://www.ssense.com/en-us/men/designers/a-cold-wall https://www.a-cold-wall.com/store/ https://london.doverstreetmarket.com/gr-uniforma https://www.gr-uniforma.com https://craig-green.com https://www.floraandlaura.com https://www.mrporter.com/daily/the-trends-to-know-from-the-ss19-menswear-shows/3572 https://www.vogue.com/article/spring-2019-mens-trend-report https://www.vanityfair.com/style/2019/01/menswear-trends-2019?verso=true https://www.highsnobiety.com/p/arnar-mar-jonsson-ss19-lookbook/
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IMPRESSUM 104 106
BUSINESS OF FASHION YEAR 3 FINAL PROJECT 2019 POLIMODA
INTERNATIONAL INSTITUTE OF FASHION DESIGN & MARKETING
LAKSMI DENEEFE SUARDANA HUUKO KOSKI MARIE SCHULZ © 2019 CRAIG GREEN. ALL RIGHTS RESERVED.
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