Demilulu

DemiL

ulu b y Lu lulem o

n

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 dollars in 2013 Customer overview: 20s and 30s, primarily Experiencers, Achievers, and innovators.

Yoga and Sports apparel

DEMILULU

Lululemon Athletica private label.

Sold in brick and mortar Lululemon stores.

It will not be part of the Ivivva Subsidiary.

OBJECTIVE 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.

TARGET MARKET Lisa: 26 Nora: 2

Bachelors 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.

They enjoy a mommy and me yoga class and has signed Nora up for a beginning ballet class. Knows coordination is important for her daughters development and loves spending time with her 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.

TARGET MARKET Marie: 31 Olivia: 4

Bachelors 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

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 dollars on a pair of yoga pants She spends up to 60 dollars on a yoga shirt.

She spends up to 160 dollars on a pair of jeans.

She spends up to 90 dollars on a dress shirt.

FOR HER DAUGHTER She spends up to 40 dollars on a dress.

She spends up to 25 dollars on a skirt.

She spends up to 18 dollars on a pair of sweatpants.

She spends up to 35 dollars 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 1950s. Danskin continues to be a premier brand committed exclusively to addressing the multi-faceted needs of today's active women and girls.

COMPETITORS

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.

COMPETITORS

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 and 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.

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 ARE THEY SELLING? Product centric vs. consumer centric: Bloch: Both product and consumer Capezio: Product Danskin:

Product HOW DO THEY DIFFERENTIATE FROM THE COMPETITION 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 MERCHANDISING STRATEGY Narrow vs.

Bloch: Narrow range of Capezio: Broad range of Danskin: Broad range of

Broad: product categories product categories 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. Ensures 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 to their wearers 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 the dancers needs.

Danskin: Does not provide much customer service but also doesnt 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 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.

POSITIONING IN THE MARKET

INDUSTRY ANALYSIS SIZE RANGE 2T to Childrens Medium (2-8 years old) 2-4: 18-19 inches S 4-6: 19-21 inches Int 6-8: 21-22 inches Purchaser vs. wearer: Purchaser is not the wearer Frequency of shopping: Monthly to bi-monthly Wholesale price points: 4.08 dollars

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. Childrens sizes.

Craftsmanship: average Labeling and 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.

TREND FORECASTING

TREND FORECASTING

MOODBOARD

PRODUCTS

PRICE TAG

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BellaBalerina TUTU SKIRT

DemiL

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SOCIAL MEDIA LAUNCH

E-MAIL

CELEBRITY ENDORSEMENTS

Harper Beckham, Victoria Beckhams 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 Johnson, Jessica Simpsons daughter Age: 2 Daughter of Jessica Simpson and Eric Johnson, an NFL player Has a strong twitter following Oldest of two

Suri Cruise, Katie Holmes daughter Age: 8 Parents

Katie Holme and Tom Cruise currently going through public divorce Has her own fashion blog and multiple tumblrs dedicated to her style Frequently commented on by Perez Hilton

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 Lululemons 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, Demilulus 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 Girls Dancewear 2014 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

Inf, Tdlr S, Int

DATE MODIFIED: 05/19/2014

DELIVERY DATE 05/25/2014

COMMENTS

DATE RELEASED: 05/26/2014

FABRIC SHEET PAGE #03 COMPANY: Lululemon

STYLE # S3592

ADDRESS:

GROUP NAME: Demilulu

PHONE: 1.604.732.6124

CLASSIFICATION: SEASON: Fall Girls Dancewear 2014 GARMENT LABEL: Demilulu

FAX: 1.604.874.6124

COLORWAY: Fuchsia, Baby Pink

SKETCH

SWATCH

400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7

FABRIC INFO 100% Nylon Tulle DATE CREATED: 05/01/2014

STYLE WIDTH 108"

SIZE RANGE DELIVER Y DATE Tdlr S 05/30/201 4

DATE MODIFIED: 05/19/2014

COMMENT S

DATE RELEASED: 05/26/2014

COMPONENT SHEET PAGE #04 COMPANY NAME: Lululemon

STYLE # S3592

ADDRESS:

GROUP NAME: Demilulu

PHONE: 1.604.732.6124

CLASSIFICATIO SEASON: Fall N: Girls 2014 Dancewear FABRIC CONTENT: Tulle, Satin

FAX: 1.604.874.6124

COLOWAY: Fuchsia, Baby Pink

400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7

ITEM-VENDOR CODE ORIGIN

Fuchsia Solid Tulle Mood Fabrics #FN19061 Pansy Solid Tulle Mood Fabrics #FN19062 Single Faced Sating Ribbon Joann #prd28417 Ribber non-roll elastic Joann #11384609 300 Light Pink 100m Gutermann Sew All Thread Mood Fabrics # 100289 DATE CREATED: 05/01/2014

CONTEN T

LOCATIO N

SIZE QUANTITYUNIT OF MEASURE

COLOR

1 YARD (108’’)

Fuchsi a

100% Nylon

Skirt

1 YARD (108’’)

100% Polyeste r 65% Polyeste r 35% Rubber 100% Polyeste r

Belt

1-1/2''-12 Feet

Pansy (Baby Pink) Offray

Belt

1'' x 2.5 Yds

White

100m

Light Pink

100% Nylon

Skirt

DATE MODIFIED: 05/19/2014

COMMENT S

Second layer of skirt

First layer of skirt

DATE RELEASED: 05/26/2014

TRIM SHEET

GENERAL INFORMATION

STYLE #: S3592 BODY #: 8362

DESCRIPTION: Girls Ballet Tutu

LABEL: Demilulu

SIZE RANGE: Inf, Tdlr S, Int

SEASON: Fall 2014 DESIGN DETAILS TRIM DESCRIPTION LOT/STYLE# Elastic waistband

#11384609

Satin Ribbon

#prd28417

Pink Thread

# 100289

DATE PRINTED: 05/26/2014

MFG LOCATION: China LINE PLANE PG #: F577 MILL Joann

DATE CREATED: 05/01/2014 DATE REVISED: 05/19/2014 PATTERNMAKER: Li Shuen DESIGN TECH: Xuan Cho

CONTENT PLACEMENT

65% Polyester 35% Rubber Joann 100% Polyester Mood 100% Fabrics Polyester TIME PRINTED: 11:46 AM

WIDTH

Waist/ Belt

1’’

Waist

1.5’’

PAGE 5 OF 10

LABEL/PACKING SHEET PAGE #06 COMPANY NAME: Lululemon

STYLE # S3592

ADDRESS:

GROUP NAME: Demilulu

PHONE: 1.604.732.6124

CLASSIFICATIO SEASON: Fall N: Girls 2014 Dancewear FABRIC CONTENT: Tulle, Satin

400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7

FAX: 1.604.874.6124 ITEM/VENDOR CODE ORIGIN

CONTEN T

Apparel Box 100 Nashville pack Wraps #AB1E

Color Tissue 480 Paper Sheets Nashville Wraps #CT3BH Sew-on Label 200 Label Labels Express #C344B Care Label 200 Label Labels Express #B850M DATE CREATED: 05/01/2014

SIZE/QUANTITY/ UNIT OF MEASURE

COLORWAY: Fuchsia, Baby Pink LOCATION

COLOR

10x7x1-1/2" 1 box per unit

U.S.A

20x30’’ 1 sheet per unit

U.S.A

White with clear top Blush

0.5x2’’ 1 label per unit

China

N/A

1x3’’ 2 care labels per unit

China

White/ printed

DATE MODIFIED: 05/19/2014

COMMENT S

Brand Label

To be attached in the side of garment DATE RELEASED: 05/26/2014

GIRLS

FALL 2014

# S3592

TUTU LABEL PLACEMENTS CANCEL DATE 05/22/2014

SHIP DATE 05/20/2014 ORIGIN DATE CREATED:

DELIVERY DATE 05/25/2014

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 PAGE #08 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

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 OPERATION

SEAM Width Width Width

PRODUCTION SYLE DEVELOPMENT DESCRIPTION: Ballet tutu GROUP: Lululemon SEASON: Fall 2014

PAGE #09 STATUS: Approved

BASE SIZE: Tdlr S SIZE RANGE: Inf, Tdlr S, Intr DESIGNER: Demilulu DATE CREATED: Design Group.

05/01/2014 PM/TECH DES: DATE REVISED: 05/19/2014 COMMENTS

ALLOWANCES 2’’ Waist 1.5’’ Hemline 2’’ Side seam

PLACEMENT

APPROVED BY

Rev. (Date): 05/15/2014 Rev. (Date):

SPEC SHEET PAGE # 10 COMPANY NAME: Lululemon ADDRESS:

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

CODE

POINT OF MEASURE

TOL.

1-3 Infant

5368

Waist

±1.5’’

18-19"

6892

Length

±2’’

21’’

SEASON: Fall 2014

4-6 Todler Small

6-8 Intermediate

19-21"

21-22"

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 by Lulule

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 Savannah College of Art and Design Spring 2014