COMPREHENSIVE LINE PLAN SPRING / SUMMER 2016
PART ONE
madewell overview
PART TWO
first delivery
PART THREE
second delivery
PART FOUR
conclusion
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Created back in 1937 by Dan Nosowitz’s great-grandfather by making heavy-duty pants and corduroy-lined jackets
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Focused on durable, long lasting closet essentials, less designing
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Was bought by J.Crew CEO Mickey Drexler in 2006, decades after the original Madewell factory closes down; purchasing the trademark, logo, and story
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Nobody related to the original Madewell company is still involved today
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Inspired by cool, classic Americana
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Marketed as a heritage brand
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Madewell focuses on “slow-fashion” pieces; tailors to their target customer
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Their focus is mainly on denim, however they provide “all things you can wear with denim”
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Product categories include denim, dresses, shirts, sweaters, coats, shoes, bags, and accessories
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Prices can range from $15.00 to $600.00 From Madewell’s website ; this is how they introduce themselves to new customers.
Denim ● ● ● ● ● ● ●
Jackets & Coats high rise skinny ● coats skinny skinny ● jackets garment-dyed & sateen ● blazers flares & wide leg ● vests overalls & jumpsuits ● leather boy jeans ● denim rivet & thread (premium label)
Dresses ● casual ● party ● shirt dresses ● shift dresses ● jumpsuits Tees ● ● ● ● ● ● ● ●
Jewelry / Accessories ● necklaces ● bracelets ● rings ● earrings ● sunglasses ● other
Shoes & Boots ● boots ● heels ● skimmers & flats ● sneakers ● oxford loafers ● weather boots ● sandals ● slippers
Bags ● ● ● ● ● ● pants (trousers) overalls & jumpsuits ● ● shorts ●
Pants long sleeved ● short sleeved ● turtlenecks ● tanks slub tees Skirts sweatshirts & more ● mini stripes & graphics ● maxi leggings & sweatpants (found in this category)
totes crossbody satchels backpacks duffels clutches pouches wallets monogramming / personalization
DENIM
This category is the key product for Madewell - starting with jeans, they now produce denim jackets, skirts, dresses, and tops.
SHIRTS
Button-up and woven shirts are a major complementary product to the various styles of Madewell jeans - they have a place in their stores year round.
MONOGRAMMED TOTES
Monogramming is an essential advantage in terms of services provided and has become a cornerstone of the Madewell experience.
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Madewell’s design chief Somsack Sikhounmuong describes the Madewell girl as someone who “prefers authenticity over trends” and is “effortless, cool, creative and unfussy” (Schlossberg)
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The brand's About Us page reads: artful, cool, sexy, tomboy, unexpected, effortless “About Madewell”.
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While sister brand J. Crew has assortments for both men and women, Madewell only focuses on women.
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Target customer age: 18-35
Name: Lauren Johnson Age: 26 Resides: San Francisco Education: Bachelor’s Degree Career: Public Relations Director Income: $78,000 Hobbies: DIYs, picnics, photography, traveling, yoga, foodie
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Targets slightly older, more affluent “settled-down career women” customers
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Overall aesthetic is more artisan/eclectic
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Larger product offering, ranging from clothing to beauty to home
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Higher price-point than Madewell
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Target customer is between the ages of 16-34 Offers several categories of both men’s and women’s products, but primarily focuses on denim “Free-spirit,” bohemian lifestyle (“Our Story”) Similar price-point to Madewell
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Target customer is between the ages of 25-35 The brand’s atmosphere is comfortable, casual, and exudes “American Optimism” (“Gap”) Known for their basics and denim Lower price-point than Madewell
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Madewell’s sister brand
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Target customer is educated and between the ages of 18 - 40
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Emphasizes timeless style rather than fashion
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Large focus on office-appropriate workwear made of high-quality materials
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Same price point as Madewell
Core
Fashion
Accents
Young
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Casual
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Sophisticated
First delivery: February
First delivery: February ➔
created back in
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Raw linen Crochet lace Suede
First delivery: February ➔ ➔ ➔
Stripes Herringbone Geo-ethnic
First delivery: February
First delivery: February WGSN’s Claire Foster reports that cognac browns and black-and-white combinations will be dominant in Spring ‘16 (Foster). Her report features loafers and chelsea style boots. We will adapt these styles to suit the taste of Madewell’s customers. We will shorten the shaft of the chelsea boot and produce it in a cognac brown and black style to give the classic style a timeless look.
First delivery: February
The Accessories & Footwear Team at WGSN reports modernized saddle bags and “raw linen” and “oversized wraps” (WGSN Accessories) will be popular for Spring ‘16. In addition, the team writes that bucket hats will be a very hot item this season. To appeal more to the Madewell customer, harsh lines will be smoothed out and the structure will take on a more relaxed look, like a floppy hat or sun hat.
Energetic
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Playful
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Intelligent
Second delivery: March
Second delivery: March ➔ ➔ ➔ ➔
Chambray Jersey Fine-knit common jersey 100% cotton denim
Second delivery: March ➔ ➔ ➔ ➔
created back in Gingham plaid Stripes Embroidery/matelasse
Second delivery: March
Second delivery: March Foster’s report also shows chunky wedges for the Spring/Summer season. We will adapt this style by leveling the platform of the shoe. Slip on shoes with an elastic panel will enhance the collection by adding a utilitarian feel. Finally, WGSN’s Ima Shah shows the “Summer Derby” style of flat in her Spring 2016 report. This sandal-flat hybrid is the perfect transition piece for our second delivery.
Second delivery: March Doneger shows bucket bags as a key handbag style for the Spring season (The Doneger Group). In addition to bucket bags we’ll be adding in the classic Transport tote that is present every season at Madewell. Roxanne Robinson of WWD shows simple bracelets in her review of the Spring ‘16 Paris Accessories Collections. At Madewell, we will add simple bracelets that go with any outfit complete the collection, adding an understated elegance to any wardrobe.
Madewell, though it may be dubbed J.Crew’s little sister, is a vastly expanding brand with a strong identity and loyal customer base. It’s timeless approach to fashion combined with an unwavering eye for personal style and individuality has proven time and time again that Madewell is targeting a massive market that is ready to stop following trends and start creating their own sense of style and identity. This Spring / Summer 2016 line plan forecast plays off of Madewell’s already successful key items and combines them with the forecasted trends for the upcoming season. Past Modern keeps in mind Madewell’s philosophy of slow fashion and mixes it with a fresh take for spring with a bold colour story, strong prints, and easy-to-wear silhouettes. Soft Pop is a little off the beaten path for Madewell, but can be interpreted in a way that will truly bring their customer into the Spring / Summer months with strong pastels and pops of colour, as well as grounding the line in great basic colours like camel, black, and white. Prints become light and easy for the warmer months, in tandem with fabrication. Overall, we believe that through our research and the strong brand identity that Madewell has obtained, this line forecast is both something that Madewell could successfully execute and something that their customers couldn’t wait to get their hands on.