X NIKE
MARINE SERRE BERLIN POP-UP LAUNCH/ creative workshop Krezburg, Berlin 15- 19 January 2019
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5 DAYS OF UPCYCLING FOR ALL FALL 2019
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NIKE
MARINE SERRE
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6 INTRODUCTION 8 Marine Serre 10 Nike
CONTENTS
12 OPPORTUNITY 12 Market 14 Environment 16 Customer 18 Solution
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SWOT
23 MARKETING STRATEGY 23 STRATEGIC ADVANTAGE 24 MARKET ANALYSIS 24 Inspired price point 26 Consumer analysis 30 START UP PLAN 32 The design 34 Products 40 Product units 42 Price. Place. Promotion. 48 Concept store moodboard 50 SALE FORECAST 52 Summary sale forecast & KPIs 53 Projected profit
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54 60
References Appendicies
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Fashion industry’s current operating system is broken. Especially when major highstreet brands have come under fire for fuelling a throwaway fast fashion culture, which has been linked to an unprecedented scale of fashion waste. INTRODUCTION
The need to adopt sustainable fashion practices are of paramount importance. Fashion and sustainability may seem like two inherently contradictory concepts. The former is defined by short product lifecycle, while the latter implies the reuse of products. However the idea of overlapping the two is certainly not new. The prime example being Stella McCartney, who has been a prominent advocate for ethical fashion, while embracing sustainability in all sphere of her designs (Lundblad and Davies, 2015). To dispel some of the gloom affecting the fashion sector, this range plan will introduce a...
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NIKE
MARINE SERRE 5 day upcycle themed, pop-up concept in Berlin,
parallel with Berlin Fashion Week (BFW). Considering the commitment both brands contribute to sustainability, this pop-up proposes a sneaker, 5 piece sportswear featuring an additional 3 special edition pieces, made from complete deadstock materials recycled from both brands, emphasising the idea of a circular model (McArthur, 2013).
MARINE SERRE MARINE SERRE MARINE SERRE MARINE SERRE MARINE SERRE MARINE SERRE MARINE SERRE 8 / MARINE SERRE x NIKE
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2017 LVMH Young Designer Winner
5 At the heart of this luxury label, her designs stands for everyday life and many crazy hybrids. Her garments ignores the division between contemporary sportswear cuts and traditional tailoring (Vogue, 2018). But rather, she combined all the techniques to create garments that semaphored a streetwise glamour, which has attracted the young and stylish celebrities like Kendal Jenner and Dua Lipa, just to name a few, to style their appearance with Marine Serre’s designs. Her choice of a crescent moon as the logo, which she announced has multiple meanings, one that being a symbol of the woman. On the latter, it is also a symbol that recurs in Islam and has caused controversy. But perhaps the most radical is Marine Serre’s commitment to sustainability. Seen from her autumn collection, Futurewear, 26 out of 35 looks made use of upcycled vintage scarves to create dramatic dresses, skirts, earrings and bags (Vogue, 2018). Marine Serre has truly uplifted the cheapening image of upcycling to a luxury level.
NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE NIKE 10 / MARINE SERRE x NIKE
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Nike has pushed itself to become a globe-spanning fashion brand (GQ, 2018). At the same time, Nike has been at the forefront in the production of sustainable products amongst other major sportswear brands. It is well known that. Nike have made World Cup kits out of recycled plastic bottles and NBA uniforms are made from recycled polyester. Nike is a powerful brand and it uses it to stand up for the values that they believe in (Clark, 2018). 75% of all Nike shoes and apparel now contain some recycled material.
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Beyond reusing, Nike manufactures some of its most iconic products in a sustainable way, for example one of the most sustainable innovation is the Nike air sole unit (Nike News, 2018). Nike’s purpose is to use the power of sport to move the world forward. Nike also believes in a fair, sustainable future as well as believing in a future in which materials can be used and reused, transforming the way we think about waste. Therefore, in their sustainability report, Nike have set up a ‘Circular Innovation Challenge’ where it invites designers, engineers, scientists and makers to join Nike to help create a more circular future by transforming waste into value streams (Nike, 2018).
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OPPORTUNITY
The reuse, rewear and resale economy is predicted to project $33 billion USD by 2021. (House of Commons, 2018)
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MARKET With the upcycle pop-up store launching in 2019, the potential success of this pop-up is validated by the given statistic which is predicted by its market’s worth. The sports fashion market is predicted to reach $231.7 billion by 2024, at an annual growth rate of 4.42%. Streetwear has undeniably resulted the boom in sportswear sales and has led fashion houses to embrace both fashion and sportswear (Medium, 2018). There is an opportunity for a small luxury brand like Marine Serre to work with huge sportsband like Nike, with an enomous bank of resources. With Nike’s design archives, the possibilities of creating will be limitless for Marine Serre.
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OPPORTUNITY
To end the destruction of a throwaway culture embedded in a fast-fashion world, recycled design is the ultimate expression of slow fashion. (Brown, 2013)
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ENVIRONMENT
Global consumption of textiles are constantly growing. Equally, the share of textiles waste in municipal soil waste has withal increased due to the result of increased disposable fashion consumption (Dahlbo et al, 2017). It is clearly visible to recognise that there is a gradual shift from fast fashion to a sustainable and socially responsible fashion around the globe (Khandual and Pradhan, 2018), therefore it would be a great opportunity to embed sustainable elements into this collection.
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OPPORTUNITY
This pop-up will also create streetwear that taps into a growing demand among young people for more sustainable alternatives to fashion.
CUSTOMER
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There is an increasing interest for consumers to make socially responsible choices when it comes to purchasing fashion, resulted from consumers becoming more educated about the materials and manufacturing process, through the demand of fashion transparency. Therefore, sustainable fashion, a widely used term in fashion, is not only about a trend with eco-friendly products but it also caters for the upcoming demands of conscious consumers to adopt sustainable fashion (Khandual and Pradhan, 2018).
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OPPORTUNITY
Luxury brands such as Burberry, have been highly criticised for burning £28.6 million worth of unsold stock to protect their brand name and exclusivity. (BBC, 2018)
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SOLUTION Conversely, ‘the sportswear sector is making the most out of growing consumer interest in brands with sustainable credentials’ (Clark, 2018: Online). Combining the newly emerged luxury designer, Marine Serre with the forefront sustainable sport giant, Nike, this pop-up concept will offer a new solution for luxury brands to better utilise their unsold materials for a more circular use of textiles and resources. While the short period of a pop-up concept exploits consumer demand for uniqueness, is in line with the demands of targeted luxury consumers.
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Marine Serre and Nike both have sustainable goals and ethos
ENGTH TR
This collection will create a visionary solution to unsustainable practice
Nike have worked with @miniswoosh (created products using existing Nike products), can lev-erage reworked manufacturing skills for this collection
EAKNE SS
W
PPORTUNIT Y
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Marine Serre’s product pricing is too high for Nike’s customers
Brands are capitalising on environmental waves, tapping into the consumer values and moti-vations behind sustainable consumption
Offering upcycled materials will attract those who care about the environment especially when waste and environmental impact is under spotlight (Abdulla, 2018)
HREAT
T
More fashion retailers putting initiatves to reduce fashion’s negative impact on environment Traditional business model is not working for retailers because young people’s shopping habits are changing (BBC, 2018)
Adidas aiming to use recycled polyester for all its footwear and apparel by 2024 (Cooper, 2018; Hounslea, 2018)
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MARKETING STRATEGY
Marine Serre x Nike will use the temporary space in Berlin for a maximum of 5 days, to push the limits of retail and create the ultimate experience for their customers. This pop-up will follow Hracs et al’s (2013) exclusivity-based strategy to compete in the oversupply marketplace for fashion. First, individuality is created through the unique design that involved the use of recycled textiles and creating garments that are ‘one-of-a-kind’. Secondly, this pop-up will blur the boundaries between production and consumption by employing customers to enjoy a workshop experience. This will allow customers to create their own Marine Serre x Nike product, while they engage in supporting the promotion of the pop-up by posting what they have created on their Instagrams or through word-of-mouth. Lastly, the exclusivity of the limited amount of product assortments and experiential workshop, albeit for a limited period, will generate a buzz and value around this pop-up space. STRATEGIC ADVANTAGE
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Nike is recognised worldwide for its reputable athletic sponsor as well as progression towards sustainability (Nike News, 2018), and Serre is synonymous with upcycling and youthful couture (Tashjian, 2018). The collaboration and flash retail opportunity will correspond to Nike’s sport silhouette that aligned with Serre’s streetwear and upcycling signature. The reworked collaboration will instantaneously elevate both of the brand’s status and generate brand awareness for being highly environmental conscious. Together, this collection is rooted in the mixing of functionality with fashion through a circular fashion lens, tackling style and environmental hot topic.
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MARKET ANALYSIS
Selling a Marine Serre collection through a collaboration with Nike, the price that is typically seen on Serre’s products will need a slight alteration as it is a luxury label. inspired price point
For example, the entry point for a Serre t-shirt cost £175 but this will need to be reduced in order to please the Nike customers and comply with the demographics of those who attends LOCK in terms of income. However, the popularity of the label favoured by celebrities is well recognised. As for the young luxury brand, heritage cannot become a part of its unique selling point. But after the label has received a substantial celebrity endorsement and credentials from Raf Simmon’s Dior and Demna Gvasalia’s Balenciaga, the higher cost of the garment can be justified.
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Adidas x Parley, Pepper and Mayne, Starseeds and Rumi X are brands that are currently making sustainable sportswear available in the market. These brands would be Marine Serre x Nike’s direct competitors. A like-for-like product pricing analysis is conducted to find the pricing for the special patchwork pieces in this collection (Appendix A). The analysis revealed the price of garments, on average, are too low to gauge for the special pieces for this collection. As this will be a collaboration with a luxury label, if the price are too low, this might degrade Serre’s brand image.
This collection should also consider looking back at Nike’s past collaboration with LVMH prize finalists, AMBUSH (Yoon) and A-Cold-Wall (Samuel Ross) respectively and use their price point as a guidance since the collaborations will be similar. However, it will be expected that this collection would cost slightly higher as Serre was the winner of the LVMH prize. Therefore her brand name and designs are more reputable than Yoon and Ross’s. Additionally, the pricing for this collection will also look at Adidas and Puma’s designer collaborations as these companies are in line with Nike for being the biggest leading sportswear companies by sales worldwide (Statista, 2018). From Adidas, the Stella McCartney and Alexander Wang’s collaboration will be examined. Respectively, Fenty for Puma and Puma x Karl Lagerfeld will also be reviewed (Appendix B).
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The targeted customers for this collection will be aimed towards those who have a strong celebrity style or Hypebae following.
consumer analysis Collectively, these destinations have been popular for women to find their fashion and streetwear inspiration. Respectively, both brands has been featured on @hypebae, which has proven their relevancy to the women’s streetwear market. Moreover, fashionable celebrities representing women’s fashion like Kendall Jenner, Dua Lipa and Arianna Grande, have embraced Serre’s designs. Those who look up to these figures for style inspiration will be a customer for this popup.
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Also, the feminine and sophistication of Serre’s design will attract high earning women. Especially when this popup will be launch at the same time as BFW, Nike’s collaboration with LVMH young designer winner will definitely be an attraction for the fashion editors, buyers and stylists to attend, catching the latest and most innovative, yet sustainable trend. This popup will attract the Gen Z ‘who self-identify with what they wear as a reflection of who they are’ (Clark, 2018: Online), especially when sustainable fashion topic is at an all-time high.
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START UP PLAN START UP PLAN START UP PLAN START UP PLAN START UP PLAN START UP PLAN START UP PLAN 30 / MARINE SERRE x NIKE
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The pop-up in Berlin- designed for Marine Serre x Nike Fall 19- will release a rare sneaker, mixing Nike’s FlyKnit with another Nike’s classic Air Zoom. This will be extremely limited, with only 25 pairs set to be released as luxury sportswear collaborations usually starts with an iconic sneaker (Medium, 2018). The collection is also inclusive of a limited edition womenswear collection featuring a 5 piece sportswear range in 2-3 colourways with an additional 3 ‘one-of-akind’ special reworked pieces, using the surplus of unsellable samples, damaged and left over textiles accumulated from both brands’ production system. A QR code is embedded in the reworked pieces, offering snippets that shows the transformation of unused textiles turning into fashionable garments. The inspiration behind this is to create a range that disrupts the incredibly wasteful fashion and apparel industry. With fashion waste issues firmly under the spotlight, it makes perfect sense for Nike x Marine Serre to make use of what others would consider as 23 waste.
NIKE
MARINE SERRE
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Together, their design will form a creative solution for a system that is broken. Besides, there is not a month goes by without a new collaboration between luxury houses and sport giants. This collaboration between Marine Serre and Nike will further add to the increasing popularity of merging luxury with sportswear and its booming market. There will also be an exclusive workshop that runs alongside the pop-up and its access can be redeem when customers spend over €80. In this workshop, customers have a chance to customise their purchased items or create something new using the surplus of Serre and Nike’s unused textiles. Now that customers can shop and access products at a click of a button, this exclusive workshop perfectly targets those who no longer want to just purchase, but they hunger for experiences. They want experiences which they can share and increase their social capital by doing something relevant to sustainability. Together the pop-up and workshop create a one-off experiential event with limited products.
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ESIGN Sustainability as design element continues to be at the forefront of clothing design. With textiles waste at an all-time high, this collection offered sustainable ideas on how to utilise deadstock fabric through panelling, motivated WGSN’s predic ted ‘Deadstock Design’ with the trend for athleisure (Walters, 2018). Not only individuality is promoted through ‘one-of-a-kind’ garments, but calculated craftsmanship is embedded by considering creative panelling of leftover materials and communicated the issue of fashion waste. This collaboration will provide a fresh perspective to Nike’s iconic sporty, streamline silhouettes.
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P A T C H W O R K
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RANGE
€17 EU 36-40/ 41-46
€205 EU 39, 40, 41, 42
€72 S/M/L/XL
€160 S/M/L/XL
€542 S/M/L
€210 S/M/L/XL
PLAN
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€115
€326
€265
THE SPECIAL PATCHWORK COLLECTION IS A COLLECTION MADE FROM USING SURPLUS UNUSED TEXTILES FROM BOTH MARINE SERRE AND NIKE. THE SIZING FOR THESE ITEMS ARE ONLY AVAILABLE IN ONE SIZE AS THE AMOUNT OF TEXTILES ARE LIMITED
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Marine Serre X Nike Air Zoom Size EU 39, 40, 41, 42 25 units RRP €205 Cost €51.25 Peach Tan colour way Made in China
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EU size UK size US size 39 5.5 8 40 41
42
6 7
7.5
8.5 9.5 10
women’s shoe size based on Nike’s sizing guide
Marine Serre X Nike Quarter socks
Size EU 36-40/ 41-46 180 units RRP €17 Cost €4.25 Black/White/Peach Tan colour ways Fabric: 53% Polyester 42% Nylon 5% Elastane Made in China
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Marine Serre X Nike Cropped Vest
Size S/M/L/XL 60 units RRP €72 Cost €18 Black/White/Peach Tan colour ways Fabric: 74% Polyester 26% Elastane Made in China
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Marine Serre X Nike L/S Skin Layer body
Size S/M/L/XL 60 units RRP €160 Cost €40 Black/White/Peach Tan colour ways Fabric: 95% Polyester 5% Elastane Made in China
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Marine Serre X Nike Panelled Flared pants
Size S/M/L/XL 180 units RRP €210 Cost €52.5 Black/White/Peach Tan colour ways Fabric: 74% Polyester 26% Elastane Made in China
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Marine Serre X Nike Patent Down Puffa Jacket
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Size S/M/L 180 units RRP €542 Cost €135.5 White/Peach Tan colour ways Fabric: Polyester shell and lining with Down insulation Made in China
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Marine Serre x Nike Special Patchwork bodysuit
Marine Serre x Nike Special Patchwork Crop vest
One size 30 units RRP €115 Cost €28.75 Crescent- Moon print Black and Peach Tan colour Fabric: 74% Polyester 26% Elastane Made in China
Marine Serre x Nike Special Patchwork Pants One size 40 units RRP €265 Cost €66.25 Crescent- Moon print Black and Peach Tan colour Fabric: 74% Polyester 26% Elastane Made in China
One size 25 units RRP €326 Cost €81.5 Crescent- Moon print Black and Peach Tan colour Fabric: 74% Polyester 26% Elastane Made in China
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Considerations
Nike x Ambush l/s body and crop top still remains on sale despite all other products were sold out within 3 days, therefore this suggests that Marine Serre x Nike can reduce the quantity of these products to minimise the possibility of left over stock that cannot be sold after the 5 day event
Puffa Jackets will be popular during January as the temperature in Berlin could hit as low as -2°
A lot of stylists and traders will be attending BFW, therefore, they are likely to buy the most popular items in bulk to sell on the resell market
Average women shoe size is a 6= EU40 which has increased from a size 4. Medical experts claimed rising obesity is likely to be the reason for increase in average shoe size (Laurence, 2014). Therefore, this range has decided to create sneakers starting from a size EU40, more fitting to the general public.
PRODUCT UNIT PRODUCT UNIT 40 / MARINE SERRE x NIKE
Product Name
Colour
RRP
Size
Marine Serre x Nike Quarter Socks
Black/White/ Peach Tan
36-40/ 41-46
€17
Marine Serre x Nike Cropped vest
Black/White/Peach Tan
S/M/L/XL
€72
Marine Serre x Nike L/S Skin Layer body
Black/White/Peach Tan
S/M/L/XL
€160
Marine Serre x Nike Marine Serre x Nike Panelled Flared pants
Black/White/Peach Tan
S/M/L/XL
Marine Serre x Nike Patent Puffa Jacket
White/ Peach Tan
€210
S/M/L
€542
Crescent- Moon print Black and Peach Tan
One Size
€115
Marine Serre x Nike Special Patchwork Pants
Crescent- Moon print Black and Peach Tan
One Size
€265
Marine Serre x Nike Special Patchwork Bodysuit
Crescent- Moon print Black and Peach Tan
One Size
€326
EU39, 40, 41, 42
205
Marine Serre x Nike Special Patchwork Crop vest
Marine Serre x Nike Air Zoom
Peach Tan
PRODUCT UNIT PRODUCT UNIT 41 / MARINE SERRE x NIKE
Cost
€4.25
Margin
75%
Total quantity 180
Total cost
Total sale
€765
€3,060
€18
75%
60
€1,080
€4,320
€40
75%
60
€2,400
€9,600
€52.5
75%
180
€9,450
€37,800
€135.5
75%
180
€24,390
€97,560
€28.75
75%
30
€862.5
€3,450
€66.25
75%
40
€2,650
€10,600
€81.5
75%
25
€2,037.5
€8,150
75%
25
€1,281.25
€5,125
780
€44,916.35
€179,665
€51.25
Total
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PRICE PLACE PROMOTION PRICE PLACE PROMOTION
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price
The price this collection is assumed from an analysis discussed on page 24 and converted into euros suited for the Berlin market. Indeed, the price range tilts toward the expensive end. However, this is justified as creating fashion using sustainable method, at the moment, come at a price. It is absolute that we see customers are happy to pay more for sportswear that matches with their views (Clark, 2018). Contrary to mass market collaboration, the entry price for this collection will be hefty due to the scarcity marketing nurtured by Serre’s luxury label.
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promotion It is observed that Nike does not participate in any form of promotion on its main Instagram, with past luxury designer collaborations. Whereas, promotions are only visible from the collaborating designers’ Instagram. This suggested that the promotion of this pop-up will be in Serre’s responsibility and control. Perhaps this is due to collaborating with luxury players will create a higher purchasing price for Nike’s customers. Therefore it is not directly in line with their mass market strategy, but a strategy that will attract a niche market and those who are fashion forward. In addition, it can be predicted that Serre’s customers are more likely to obtain the largest proportion of the purchase for this pop-up, since the price of this range is less desirable for an ordinary Nike customer who just want to buy an active piece as their everyday wear. Accordingly, Serre should produce all their promotion content such as snippets of the range production in anticipation of the pop-up release. The promotion should also em-phasise on the exclusive creative workshop opportunity addressing this pop-up is more than buying but it is also an experience, to attract the millennial experience consumers. The promotion should commence at the start of December up until the event. As this pop-up will be in conjunction with BFW, this can be a motivation for fashion forward people to book a trip to Berlin to catch the latest trends. However, the pop-up should not be promoted any time before as the outstretched waiting time for the product to be available might be off putting to some and the idea will not be as refreshing, the pop-up and its products will eventually be unappealing to consumers.
nstagram wil platform communicate Marine Serre’ customers.
ll be used as a
e with Nike x ’s target
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place Marine Serre x Nike’s BERLIN LAUNCH/ upcycle workshop will be arranged as a 5 day pop-up in Berlin that runs from 15-19 January, 2019, parallel with BFW which is scheduled for January 15-18. During this period, around 200,000 visitors will attend BFW and Berlin becomes an international stage for fashion bringing together fashion lovers, celebrities, buyers, trade visitors and media representatives in one city to find out about the latest collection and trends (Fashion Week Berlin, 2017). Firstly, by placing the pop-up at the centre of this city, the footfall for this event will be encouraged by the 200,000 fash-ion forward people who visits BFW, translating into potential customers for this pop-up, thus sales. Secondly, January will be a good time for retailers to release a sportswear collection as many people will have the mentality of ‘New Year, new me’ to embrace in new gym wear and be active in the New Year. Thirdly, the United Nation is preparing to launch the ‘UN Alliance on Sustainable Fashion’ in March, 2019, in bid to create an industry-wide push for action to reduce fashion’s negative social, economic and environmental impact. In the same light, the agenda for Berlin Fashion Tech will also be highly responsive in bringing sustainable fashion into the spotlight of discussion. Therefore, by bringing Marine Serre’s upcycling ethos and Nike’s sustainability goals into a collaboration, this fabulous duo will tap into the highly talked about sustainable fashion trend, targeting millennials’ need as they represent the future of fashion. This pop-up will sure-enough be successful.
CONCEPT STORE INTERIOR MOODBOARD 48 / MARINE SERRE x NIKE
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SALE FORECAST 50 / MARINE SERRE x NIKE
‘To-die-for’ collection Day 1
Style Marine Serre x Nike Quarter Socks Marine Serre x Nike Cropped Vest
Cost
Sell
Forecasted units sold
Day 2 Forecasted sales
Forecasted units sold
Fo un
€4.25 €17 50 €850 35
€18 €72 26 €1,872 15
Marine Serre x Nike L/S Skin Layer body
€40 €160 26 €4,160 16
Marine Serre x Nike Marine Serre x Nike Panelled Flared pants
€52.5 €210 60 €12,600 52
Marine Serre x Nike Patent Puffa Jacket
€135.5 €542 43 €23,306 21
Marine Serre x Nike Special Patchwork Crop vest Marine Serre x Nike Special Patchwork Pants Marine Serre x Nike Special Patchwork Bodysuit
Marine Serre x Nike Air Zoom
€28.75 €115 18 €2,070 4
€66.25 €265 15 €3,975 6
€81.5 €326 7 €2,282 4
€51.25 €205 25 €5,125 0
Total 270 €56,240 153
SALE FORECAST
orecasted nits sold
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Day 4
Day 3 Forecasted units sold
Forecasted units sold
Forecasted units sold
Day 5 Forecasted units sold
Forecasted units sold
Forecasted units sold
€595 35 €595 10 €170 50 €850
€1,080 7 €504 2 €144 10 €720
€2,560 12 €1,920 2 €320 4 €640
€10,920 31 €6,510 9 €1,890 28 €5,880
€11,382 56 €30,352 23 €12,466 37 €20,054
€460 3 €345 3 €345 2 €230
€1,590 8 €2,120 6 €1,590 5 €1,325
€1,304 7 €2,282 3 €978 4 €1,304
€0 0 €0 0 €0 0 €0
€29,891 159 €44,628 58 €17,903 140 €31,003
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It was challenging to decide what margin would be set for this sport giant and luxury label collaboration. Nike’s GPM in the last fiscal year revealed an average of 43.8% (Retail Index, 2019). But this figure is too low for any luxury fashion to operate in, for its expected industry norm should operate between 70-75% (Craig, 2018). The newness of Serre’s company to the luxury market also meant that it was difficult to obtain any of its financial data to make margin assumptions. But with Nike’s margin likely to improve in 2019 and past collaborations with Off-White designer Virgil Abloh and Ambush designer Yoon were a huge success, the margin for this similar collection can be assumed to operate at 75% with its garments manufactured in China, to reduce the cost of production . Ideally, we would assume this range to be a total sell out range due to the amount of people expected to be in Berlin during that 5 day period.
SUMMARY OF SALE AND KPIS
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The first day of the popup will be the products’ introductory phase but the sale for this day will not be low due to sufficient effort of social media promotion, generating an exciting buzz to catch this limited ‘to-die-for’ collection. The second, third day would be its growth phase as we see people who may had come in on the first day but didn’t buy to revisit and make a purchase. The pop-up sales will begin to mature on the fourth day since this pop-up have been consecutively opened for 3 days. Finally, the fifth day’s sale will similar to the first day even though BFW may have ended the day before. But more importantly, as BFW ends, the fifth day of the pop-up will be the only free day for those who had been attending the busy fashion week to spend the day visiting the pop-up. After revisiting the best sellers from recent Nike x Ambush collab, we could expect the similar thing to happen for Nike x Marine Serre’s release. Nike x Ambush NRG reversible jacket and pants became the sold out items 2 days after the release. Using this information, Nike x Marine Serre’s Puffa jacket and pants may be the sell-out items. If we increase the quantity of these product, there could be a larger return that the Ambush release.
The total budget for this pop-up collection comes to €44,916.35 for 780 units. The sale forecast highlighted the collection has the potential to projected revenue of €179,665 over the 5 days. As this is a one off pop-up, there will be a limited amount of stock. Once all of the forecasted stocks are sold, the products will not be replenish in order to maintain its exclusivity and minimising the risk of incurring significant waste amounts. Which would be highly contradictory with the real purpose of this collection.
REFERENCES 54 / MARINE SERRE x NIKE
Abdulla, H. (2018) UN to launch Alliance on Sustainable fashion next year. 20 November. Justin-style. [Online] [Accessed on 18th December 2018] https://www.just-style.com/news/unto-launch-alliance-on-sustainable-fashion-next-year_id135067.aspx
Adidas. (2018) Adidas and Parley. [Online] [Accessed on 18th December 2018] https://www. adidas.co.uk/parley Adidas. (2018) Adidas and Stella McCartney. [Online] [Accessed on 29 December 2018] https://www.adidas.co.uk/women-adidas_by_stella_mccartney-clothing
Backstage Tales. (2018) Off- White SS29: Nike Couture. [Online] [Accessed on 29 December 2018] https://www.backstagetales.com/off-white-ss19-nike-couture/ BBC. (2018) Can the ‘broken’ fashion industry become more sustainable? BBC. 27 Nov [Online] [Accessed on 28th of November 2018] https://www.bbc.co.uk/news/business-46347337?intlink_from_url=https://www.bbc.co.uk/news/topics/cx1m7zg05q3t/fashion&link_location=live-reporting-story
Brown, S. (2013) Refashioned: cutting-edge clothing from upcycled materials. Laurence King Publishing: London. Clark, T. (2018) Sports brand step up for sustainability. Drapers. [Online] [Accessed on 18th December 2018] https://www.drapersonline.com/news/sports-brands-step-up-for-sustainability/7031917.article Cooper, K. (2018) Fast fashion: inside the fight to end the silence on waste. BBC. 31st July. [Online] [Accessed on 28th of November 2018] https://www.bbc.co.uk/news/world-44968561
Craig, S. (2018) Industry Norm. Manchester: Manchester Metropolitan University. 1-page handout, distributed on October 2018, on Moodle. Farfetch. (2018) Fenty x Puma for Women. [Online] [Accessed on 30 December 2018] https:// www.farfetch.com/uk/shopping/women/fenty-x-puma/items.aspx Fashion Week Berlin. (2017) Facts and figures Berlin Fashion Week. 3 January [Online] [Accessed on 2 January 2019] https://fashion-week-berlin.com/en/blog/single-news/facts-figures-berlin-fashion-week.html Greenwood, D. (2018) ALCH debuts hybrid Nike creation at London fashion week men’s. Highsnobiety. 12 Jun 2018. [Online] [Accessed on 28th of November 2018] https://www. highsnobiety.com/p/alch-lfwm-ss19/
Hounslea, T. (2018) Adidas aims to axe virgin polyester by 2024. 16 July. Drapers. [Online] [Accessed on 18th December 2018] https://www.drapersonline.com/news/adidas-aimsto-axe-virgin-polyester-by-2024/7031240.article?blocktitle=Adidas:-Latest-News&contentID=14101
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House of Commons. (2018) Environmental Audit Committee Oral evidence: Sustainability of the fashion industry, HC 1148. V&A: London. Hracs, B., Jakob, D. and Hauge, A. (2013) ‘Standing out in the crowd: the rise of exclusivity-based strategies to compete in the contemporary marketplace for music and fashion’, Environment and planning A: economy and space. 45(5), pp.1144-1161.
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Tashjian, R. (2018) Why everyone is obsessed with Marine Serre. Garage Vice. [Online] [Accessed on 3 January 2019] https://garage.vice.com/en_us/article/a3qynb/marine-serre-interview Vogue. (2018) Meet Marine Serre, the French designer energising fashion. [Online] [
Walters, P. (2018) Deadstock Design: Pre-summer 19 sustainable design capsule. WGSN. 20 April. [Online] [Accessed on 3 January 2019] https://www.wgsn.com/content/board_viewer/#/78448/page/6 Wrap. (2016A) Financial viability of innovative business models in clothing. Wrap. 21st June. [Online] [Accessed on 28th of November 2018] http://www.wrap.org.uk/content/financial-viability-innovative-business-models-clothing Wrap. (2016B) Textiles market situation report. Wrap. 14th June. [Online] [Accessed on 28th of November 2018] http://www.wrap.org.uk/sustainable-textiles/reports/textiles-market-situation-report Wrap. (2017) Landfills falls out of fashion as UK embraces sustainable clothing. Wrap.11th July. [Online] [Accessed on 28th of November 2018] http://www.wrap.org.uk/content/landfill-falls-out-fashion-uk-embraces-sustainable-clothing Zalando. (2018) Fenty PUMA. [Online] [Accessed on 29 December 2018] https://www.zalando.co.uk/women/fenty-by-rihanna/
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Image referencing 1 Marine Serre (2018) [Online image] [Accessed on 9 January 2019] https://www.lyst.com/clothing/marineserre-allover-moon-print-top-1/ 2 Poujol, T. (2018) Marine Serre// FW18 ADV. Behind the blinds. [Online image] [Accessed on 12th December 2018] http://www.behindtheblinds.be/crush/marine-serre-/-fw18-adv 3 Nike bum bag (2018) [Online image] [Accessed on 9 January 2019] https://hypebae.com/2018/11/frankiecollective-rework-chest-rig-chain-purse-leg-bag-nike-gucci-louis-vuitton 4 Poujol, T. (2018) Marine Serre// FW18 ADV. Behind the blinds. [Online image] [Accessed on 12th December 2018] http://www.behindtheblinds.be/crush/marine-serre-/-fw18-adv 5 Marine Serre portrait (2018) [Online] [Accessed on 9 January 2019] https://next.liberation.fr/ mode/2018/09/24/marine-serre-moteur-hybride_1680927 6 Nike Tick on face (2018) [Online image] [Accessed on 9 January 2019] http://dbxnetwork.com/nike-airmax-imaginairs-featuring-junkai-wang-and-15-artists-works/ 7 Marine Serre scraf (2018) [Online image] [Accessed on 9 January 2019] http://www.theskinnybeep. com/2018/03/marine-serre-fall-winter-2018-womens-collection-paris-fashion-week/ 8 Poujol, T. (2018) Marine Serre// FW18 ADV. Behind the blinds. [Online] [Accessed on 12th December 2018] http://www.behindtheblinds.be/crush/marine-serre-/-fw18-adv 9 Poujol, T. (2018) Marine Serre// FW18 ADV. Behind the blinds. [Online] [Accessed on 12th December 2018] http://www.behindtheblinds.be/crush/marine-serre-/-fw18-adv 10 Nike (2018) [Online] [Accessed on 9 January 2019] https://hypebae.com/2018/12/nike-tech-pack-spring-2019-jessica-lomax-design-director-interview 11 Marine Serre outfit (2018) [Online] [Accessed on 9 January 2019] https://www.pusspussmagazine.com/ hello-sunshine/ 12 Poujol, T. (2018) Marine Serre// FW18 ADV. Behind the blinds. [Online] [Accessed on 12th December 2018] http://www.behindtheblinds.be/crush/marine-serre-/-fw18-adv 13 Models. (2017) THE LVMH 8: MARINE SERRE. [Online] [Accessed on 4 January 2019] https://models. com/mdx/the-lvmh-8-marine-serre/ 14 Ambush (2018) [Online image] [Accessed 9 January 2019] https://www.ambushdesign.com/collection_nike 15 Ambush (2018) [Online image] [Accessed 9 January 2019] https://www.ambushdesign.com/collection_nike 16 A cold wall (2018) [Online image] [Accessed 9 January 2019] https://hypebeast.com/2018/11/a-cold-wall-nike-collaboration-exclusive-look 17 Ambush (2018) [Online image] [Accessed 9 January 2019] https://www.ambushdesign.com/collection_nike 18 Fenty (2018) [Online image] [Accessed 9 January 2019] http://kleinmagazine.es/fenty-beauty/ 19 Adidas parley (2018) [Online image] [Accessed 9 January 2019] https://www.coggles.com/life/fashion/ adidas-x-parley-running-oceans/ 20-21-22 Celebrities (2018) [Online image] [Accessed 9 January 2019] http://www.instagram.com/ 23 Sophisticated women in Marine Serre (2018) [Online image] [Accessed 9 January 2019] http://fairaporter. com/brand-watch-marine-serre/ 24 MANIC SOUL (2018) [Online image] [Accessed 9 January 2019] http://onegmag.com/fashion/manicsoul-machine-marine-serre/ 25-26-27 Walters, P. (2018) Deadstock Design: Pre-summer 19 sustainable design capsule. WGSN. 20 April. [Online images] [Accessed on 3 January 2019] https://www.wgsn.com/content/board_viewer/#/78448/page/6
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28 MANIC SOUL (2018) [Online image] [Accessed 9 January 2019] http://onegmag.com/fashion/manicsoul-machine-marine-serre/ 29 Ambush (2018) [Online image] [Accessed 9 January 2019] https://www.ambushdesign.com/collection_nike 30 31 32 33 34 Nike Products (2018) [Online image] [Accessed 9 January 2019] http://www.nike.com/ 35 36 Marine Serre fabric (2018) [Online image] [Accessed 9 January 2019] http://www.instagram.com/ 37 MANIC SOUL (2018) [Online image] [Accessed 9 January 2019] http://onegmag.com/fashion/manicsoul-machine-marine-serre/ 38 MANIC SOUL (2018) [Online image] [Accessed 9 January 2019] http://onegmag.com/fashion/manicsoul-machine-marine-serre/ 39 Models. (2017) THE LVMH 8: MARINE SERRE. [Online] [Accessed on 4 January 2019] https://models. com/mdx/the-lvmh-8-marine-serre/ 40 41 42 43 Pinterest. (2018) Black female handstand. Pinterest. [Online] [Accessed on 12th December 2018] https://www. pinterest.co.uk/mannequinmall/female-mannequins/ Mannequins Madness. (2018) Sasha 3 Sitting Egghead Female Mannequin: Matte Black. Mannequins Madness. [Online] [Accessed on 12th December 2018] https://www.mannequinmadness.com/products/sasha-3sitting-egghead-female-mannequin-matte-black Audenza. (2018) Gatsby Pink Velvet Shell Armchair. Audenza. [Online] [Accessed on 12th December 2018] https://www.audenza.com/gatsby-pink-velvet-petal-armchair Houseology. (2018) Eichholtz Trapezium Chair Cameron Light Green Velvet Brass Legs. Houseology. [Online] [Accessed on 12th December 2018] https://www.houseology.com/eichholtz-trapezium-chair-cameron-lightgreen-velvet-brass-legs 44 MANIC SOUL (2018) [Online image] [Accessed 9 January 2019] http://onegmag.com/fashion/manicsoul-machine-marine-serre/
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