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Higher Price
NA YA NA K O DE S IA
Classic
Experimental
RAHUL MISHRA
Lower Price
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STRENGTHS
WEAKNESSES
High Quality Products Focuses on promoting traditional handicrafts Premium quality product and lower cost Timeless products UK based Initial exposure Strong ethical and social values Experimental textile and design Use of handicrafts make each piece unique Targeted towards growing luxury market sector Wide range of target consumer
OPPORTUNITIES
THREATS
Further awareness of ethical production.
U.K clothing market is saturated
Expansion overseas
Changing global economy and government
Experimenting further with innovative textiles.
policies
More opportunity to promote the brand through
High level of international of competition.
the evolving technology
Consumer may not except a newer brand
Launch a sub- line targeting a different consumer
Cost of freight on garments.
and varied product range
Failure to build a good partnership with
Gap in innovation sector
supplier
Growing Luxury market Collaboration with other designers and high street brands 15
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RETAILERS
MATCHES
STORE AMBIANCE Not large with approachable staff Their main goal is to create a 'comfortable and friendly environment to shop in’. (Staff interview)
PRODUCTS Mostly dresses, skirts, knitwear and jackets. A variety of mostly printed and embellished pieces.
PRICES
LAYOUT
Max price £8586 for dress Min price £648 for printed top.
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HARVEY NICHOLS
It’s a high-end luxury brand department store. Large variety of products and services to make the shopping experience comfortable.
SELFRIDGES
It is high-end luxury brand department store. The staff is very friendly and approachable. Store offers large amount of services like personal shopping etc.
Wide range of products. Max price £3605 for dress The garments were only Min price £285 for T-Shirt. printed and store did not carry the embellished products available from the brand. Maximum number of dresses, tops and printed sweatshirts were found in the collection. Max price £4345 for Mostly dresses along with embroidered sweatshirt. some skits and tops. Min price £650 for Top. Combination of Printed and embellished garments.
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STRENGTHS
WEAKNESSES
Available in large number of countries, giving
Most garments are occasionwear
wider exposure to brand
Price points are very high for even basic garments
Strong ethos can be evidenced in collections.
High level of embellishments and use of bold
Experimental and detailed garments.
prints may not attract all audiences
Wide product range Offering exclusivity in design with each project. Fig: 8
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RETAILERS
HARVEY NICHOLS
SELFRIDGES
FLAGSHIP STORE
STORE AMBIANCE
PRODUCTS
PRICES
It is a high-end luxury brand department store. It has a large verity of products and services to make the shopping experience comfortable.
The store has both Max price £2395 for Coat womenswear collections Min price £285 for Top. as well the accessories and handbags range offers by the brand. Maximum number of dresses, tops, skirts and Jackets are offered by the brand. �
It is a high-end luxury brand department store. The staff is very friendly and approachable. Store offers large amount of services like personal shopping etc.
The store has both womenswear collections as well the accessories and handbags range offered by the brand. Large verity of garments, mainly dresses, skirts, tops and a few jackets.
Max price £2295 for coat. Min price £435 for Sweater.
Minimal interiors with use of whites and Grey, thus attention is drawn straight to clothing. Store has a clean and streamlined aesthetic with a futuristic element depicted through geometric lighting. The staff is kind and helpful.
The store has womeswear collections as well the accessories and handbags range offers by the brand. Large verity of garments, mainly tops, skirts, dresses and a few jackets offed by the brand.
Max price £30,450 for highly embellished coat. Min price £195 for basic trousers.
LAYOUT
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STRENGTHS
WEAKNESSES
Established brand thus loyal consumers
High price points and no diffusion line
Large number of stores and online presence, thus
Comes with a stigma of exorbitant prices for new
attracting consumers internationally
consumers
Clear brand ethos depicted in all collections
Appeals to niche target market
Avant garde and futuristic designs
Does not advertise itself enough Fig: 11
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BRAND
DAVID KOMA
MARY KATRANTZOU
BALENCIAGA
DESIGN Sculptural and feminine silhouettes, classic and clean design aesthetic.
PRODUCTS Ready to wear womenswear garments Entry Level price: £299 for top Exit Level price: £4107 for highly detailed Jacket
OWNER
Promoted on online boutique website, company website and social media like Instagram and Twitter. Editorial shoots with magazines and dressing celebrities for events.
K Fredriksen LTD
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Ready to wear - womenswear garments, denim, swimwear, footwear and accessories. � � Entry Level price: £515 for printed jeans Exit Level price: £10,260 for highly embellished dress
Promoted on online boutique web sights, company website and social media like Instagram, Twitter, Facebook, Youtube. Editorial shoots with magazines and dressing celebrities for events.
Tatoumik Limited
Structured and sculptural silhouettes, clean, sharp, experimental yet timeless aesthetic
Ready to wear – womenswear and menswear collections along with accessories, handbags and footwear collections.
Promoted via advertisement campaigns in leading magazines, newspapers and online boutiques. Social media presenceTwitter, Facebook, Youtube, Instagram
Kering Group
Promoted via advertisement campaigns in leading magazines, newspapers and online boutiques. Social media presenceTwitter, Facebook, Youtube, Instagram
Kering Group
Structured and chick silhouettes, highly embellished and experimental garments
Ready to wear – womenswear and menswear collections along with accessories, handbags, footwear and fragrance collections. Entry Level price: £140 for basic T-Shirts Exit Level price: £15,750 for highly detailed jacket.
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PROMOTION
Structured and experimental silhouettes highly embellished and printed garments.
Entry Level price: £195 for basic tops and trousers. Exit Level price: £30,450 for highly detailed coat.
BALMAIN
AVAILABILITY
BRAND
DELPOZO
STELLA MCCARTNEY
DESIGN Structured and innovative silhouettes, embellished and unique garments.
Sustainable products with feminine and streamlined design aesthetic. Classic and tailored silhouettes
PRODUCTS Ready to wear – womenswear garments. Entry Level price: £425 for top. Exit Level price: £6670 for highly detailed and embellished dress
Ready to wear – womenwear and childrenswear lines, along with eyewear, perfumes and accessories collections. Entry Level price: £70 for basic Tank Top. Exit Level price: £3690 for highly detailed Jumpsuit
IRIS VAN HERPEN
HUSSAIN CHALAYAN
Structured, innovative and futuristic design aesthetic
Haute couture and ready to wear womenswear line.
Classic, timeless and innovative aesthetic
Ready to wear womenwear and menswear line along with eyewear, fragrance and handbags.
Entry Level price: £391 for basic knit skirts. Exit Level price: £3988 for highly detailed dress
Entry Level price: £175 for basic pants. Exit Level price: £1305 for highly detailed dress
AVAILABILITY
PROMOTION
OWNER
Promoted on online boutique web sights, company website and social media like Instagram, Twitter, Facebook, Youtube. Editorial shoots with magazines and dressing celebrities foe events.
Gruppo Perfumes y Diseño
Promoted via advertisement campaigns in leading magazines, newspapers and online boutiques. Social media presence- Twitter, Facebook, Youtube, Instagram.
Kering Group
Company website along with participation in fashion week and blogs.
Iris Van Herpen
Promoted on online boutique websits, company website and social media like Instagram, Twitter, Facebook, Youtube. Editorial shoots with magazines and dressing celebrities foe events.
Kering Group
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30000
1400 00
Balenciaga
1300 300 00
David Koma Mary Katuranzo
1200 200 00
Balmain
1100 100 00
Iris van Herpen 1000 000 00
Hussain Chalayan 900 00
Delpozo 800 00
Stellla McCartney 700 00
600 600 00
500 00
400 00
300 300 00
200 00
100 00
10 100 00 COATS AND JACKETS
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DRESSES
TOPS
SKIRTS
TROUSERS
NAYANA KODESIA
BALENCIAGA
BALMAI N
MARY KATRANTZOU
DAVID KOMA
DELPOZO
Experimentation in design Price Variation in product range
STELLA MCCARTNE Y
CHALAYAN
IRIS VAN HERPEN
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Seasonal (25.8%)
During Sales (16.1%)
Others (16.1%)
Impulsive (67.7%)
SHOPPING HABITS Yes (31.3%)
Sometimes (56.3%)
No (12.5%)
FOLLOW TRENDS Classic, timeless clothing (30.2%)
Clothing that is extremely bold and trendy (5.7%) Clothing that is unique yet timeless (64.2%)
STYLES OF CLOTHING
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Very Important (20.8%)
Not important, only product matters (24.5%)
ETHICAL RESPONSIBILITIES AS A BRAND
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Product Quality and Social Responsibility should go hand in hand (54.7%)
No (9.4%)
Yes (90.6%)
PROMOTING TRADITIONAL HANDICRAFT INTEREST
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Fig: 19
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Core
Entry Level
Ultra Level
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Dresses Tops and Blouses Skirts Trousers Jumpuits Jackets and Coats
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1000
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3250
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JACKETS & COATS TOPS SKIRTS TROUSERS JUMPSUITS DRESSES
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Inspiration
Research Trends Silhouettes Consumer Lifestyle
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Competitors
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Design Development Initial Ideas Frabrication Testings Trimmings Colour Pallet
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Contact Suppliers Embelishments samples Trimming Samples
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Feasability Study
Consumer Feedback Depatment Stores Boutiques Website
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Distribution
Packaging
Promotion Photoshoot Lookbook Marketing
Manufacturing Final Garments Quality Control
Approve Designs
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Sampling & Toile Development
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Womenswear Matrix S/S 16 Laura Pickard 09.17.14
WOMENWEAR MATRIX The womenswear key items matrix provides an at-a-glance view of all the main shapes for S/S 16, grouped by casual and formal items.
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S/S 16
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