Asda George
Women’s Activewear Collection Buying & Merchendising FAS4029 - Oli Southall 1
Contents 4 Core Consumer 5 Introduction 6 George Review 8 Tu Review 10 F&F Review 12 Key Piece Store Comparison 1 14 Key Piece Store Comparison 2 16 Key Piece Store Comparison 3 18 Activewear SWOT 20 Activewear Moodboard
2
22 Catwalk Activewear Moodboard 24 Key Trend WGSN 26 Catwalk Inspiration 28 Street Style Inspiration 30 Range Inspiration 31 Key Colours 33 Textiles & Materials 34 Key Shapes & Details 40 Final Range 42 Range Phasing 44 Outfit Suggestions 46 Critical Path
3
Core Consumer at ASDA, George The core consumer at ASDA would generally be middle aged women depending on the area - generally, mothers take their children with them after school or work to do the weekly shop which results in them generally going around all of Asda including the George selection. With the guardian of the children taking them on this trip , they can shop for almost everything in the same store so why would they need to go clothes shopping when they could just do it while doing the food shop? Students also shop a lot in Asda as they build large stores in heavily populated student areas because every student spends sufficient amounts of money on food every week and with being on a budget, they can get cheap clothing while doing their food shop so saving time and money opposed to if they went to their closest fashion retailer instead. When I visited the Small Heath store in Birmingham, I found the store consumers were mostly middle aged women and men with their children after work and school. I found the women’s department to be much more in depth and interesting than the men’s as it was just styled very dull and didn’t have a lot of depth of range - I feel I can make an impact to the women’s collection with a fresh, innovative and stylish activewear range.
4
An Introduction to ASDA Third leading supermarket in the United Kingdom, ASDA was first founded in 1949 as the first grocer to be available and to be more convenient for the consumer being the first store to open later hours in the week so people had the opportunity to shop after work or school throughout the country being the first innovative supermarket to hit the United Kingdom. Founded by brothers Peter and Fred Asquith in Leeds seeing a huge gap in the market for grocery/convenience stores to be opened at convenient times. ASDA has grown throughout the 20th century to become one of the leading stores and trough to the 1990s where George Davies joined the company to create “George” the stores exclusive, accessible and cheap clothing range. George Davies, the main face of Next from it’s early creation in the 80s saw the opportunity of ASDA from his experience leading what is now one of the top high street fashion brands for generally middle-aged people as an opportunity to create a cheap, accessible and stylish brand for the ASDA audience while doing their weekly food shop. George is now a leader in the supermarket fashion sector competing with competitors like Tu from Sainsbury’s and F&F From Tesco all creating the most accessible, affordably priced yet stylish collections. The George collection consists of menswear, womenswear, children’s wear and home wear to provide almost everything the general customer needs from the single source store - ASDA. In 1999, American supermarket Walmart bought out ASDA for £6.7 billion and since then, the direction of the company has lead to huge growth in both ASDA in terms of product and George in terms of fashion direction and consumer needs because it’s being directed for a wider audience from a larger company.
5
George Store Visit Analysis
Womenswear I visited the Asda Small Heath store to analyse the collections they have in their store and the audience they aim their certain bought in stock for and how much of it there is. The store had a full selection of men’s, women’s, boy’s and girl’s clothing along with home wear with a big jumble sale section at the entrance. The women’s section consisted of 8 aisles of clothing including everything you would need from casual wear, underwear and smart wear but didn’t have an activewear section at all because of the population of Small Heath not needing the gym gear as the key consumers don’t exercise much. The price gap is £4 to £30 quite a small gap with everything being very reasonably priced but products always are improved with a bigger price. The sizing of the garments range from size 8 to size 22 fitting most women shopping in Asda so it’s accessible to everyone at a low price and fitting for all. They had a very varied stock of clothing with everything you’d need in a
6
town like Small Heath - had a large selection of underwear from all sizing and core items like t-shirts and a large jeans wall and everything the women of the area would need to work in. Jackets were mixed with new summer season swimwear to show the switching of seasons and trying to shift new stock while preparing for summer - everything was good quality and all reasonably priced for what it was ranging from £18-£30 for the “shower resistant technology”.
7
Wombourne Sainsburys “TU” Store Visit Analysis I visited my local Sainsburys store in Wombourne to check the store’s “TU” collection and from parking the car all the way into the store there were banners along the car park and all the way through the store to the Tu department screaming 25% off everything and reduced lines available showing the popularity of the range in the area - they’re trying to get rid or the small winter stock for summer. The store only held one aisle of garments of a
women’s core collection with staple and sale pieces on the ends of the aisle. The collection ranged from size 8 to size 22 which is generally the average range of sizes and ranged from £4 to £40 which makes it very accessible especially for the area population because they’re generally retired people staying in Wombourne so a Sainsburys clothing shop is so easy and convenient for them so the Tu aisle works. The range was generally dull
8
- they had minimal selection, minimal colour and minimal differentiation of garments it was just shirts and jeans for casual wear and a load of underwear and loungewear again, showing the audience. The general aesthetic of the collection was simple with uses of lines and dots as pattern with use of flower for a trial product to make the collection seem more contemporary and detailed than it actually is. The aisle wasn’t even big enough for any activewear but with the store target audience being at an older generation it’s very similar to the Small Heath Asda were the community have other commitments other than gym so the supermarkets selling the stock is just pointless because nobody will buy it to wear but if the activewear range was aimed more at elderly people it would be bought a lot more. The store displayed the fashion pieces on the end of the aisle to prompt the season trend with use of some interesting trial jeans with pearls checked on them sat next to a floral print dress (more of a fashion piece) with a deeper colour palette to show moving into the winter season. These pieces are in next seasons trend report hence their attention on the end of the aisle but they’re
also at a higher price with the jeans at £20 instead of £12.50 usually and the dress at £20 in Sainsburys’s attempt to move their customers through to winter and make some profit for the new season.
9
Dudley Tesco “F&F” Store Visit Analysis The Dudley F&F department had an excellent range of women’s, mens and children’s wear all following current and future fashion trends and all for reasonable prices. The women’s section was huge with everything you’d need with casual wear, smart wear, activewear, swimwear and nightwear. I found their selection of jumpers and jeans really good but extensive because of the audience. The sale section was also big and ranged from £8-£18 giving something for everyone to want to buy. The sizes ranged from 8-22 so they can be worn by all.
10
Activewear at F&F Tesco dedicated a whole wall to activewear with a varied selection of core and fashion gym pieces including leggings, vests, bras and jackets. The section had a lot of patterns and gradients and generally followed a monochrome scale with accents of pinks and corals (Panetone colour of 2019).
11
Best Seller Comparison - Animal Print Blouse
ASDA, George
F&F, Tesco
£14
£16
12
These 3 key shapes from Asda, Tesco and Sainsburys are on very much on season trend with the coloured animal print on the loose fitting capped sleeve, open chest blouse - the new-season casual shirt for women.
Tu, Sainsburys
£18
Asda is priced the lowest because it’s sourced from Bangladesh and would compromise the quality compared to the £18 Sainsburys product sourced elsewhere. Tesco are currently searching for a completely sustainable source for their clothing to move out of just the supermarket fashion sector and move into and be known in the sustainable fashion sector because working conditions and quality control from Bangladesh isn’t good enough. When sourcing the garment, Asda need to source not just the making to the garment but need to consider all the buttons that are needed, labels, pockets which are sourced separately and can be, with the correct research and information, much more sustainable and safe for workers.
13
Best Seller Comparison - Roll Neck Knit Jumper
ASDA, George
F&F, Tesco
£16
£12
14
The essential for a spring season moving from winter to summer - the high roll knit jumper is an extremely popular product this spring season especially in colour as summer is slowly approaching. The Tesco store knit quality was very impressive with the jumpers being very thick, having very high thread count and had a very large selection of colours and options. Asda and Sainsburys also have selections of jumpers of average quality with less range more workcasual jumpers like cardigans and crewneck jumpers and less fashion items.
Tu, Sainsburys
ÂŁ20
15
Best Seller Comparison - Roll Neck Knit Jumper
ASDA, George
F&F, Tesco
£12.50
£22
16
The basic black work trouser - one of the key pieces in a working woman’s wardrobe. The blend of the trouser will show what materials were used and how locally sourced or economically friendly the trousers are. George and F&F are both sourced from Bangladesh so comparing the 2 trousers is difficult when they’re near enough the same product. The price spike from Tesco comes out at almost double ASDA for the same production method meaning unless they’re considerably better quality, Asda have the edge. Sainsburys had a huge range of different fits of these same trousers with skinny, slim, straight and bootcut trousers available but during my in-store visit found the quality control of the garment to be thin and not very durable especially for a higher price margin.
Tu, Sainsburys
£15
17
SWOT Activewear at George ASDA
S W
Strengths
George have core range of activwear available for women online for a very reasonable price for very reasonable quality. The collection is limited in colour and style making shopping for new products online very un-inspiring and short winded most likely offputting customers and thus losing George sales. Product reviews are mostly very positive though so what they do have is good enough but I feel I could vastly improve it.
Weaknesses The Small Heath store did not have any activewear because of the area and the consumer of that secific store - ASDA wouldn’t make any money due to people not buying the stock because the area is generally around middle aged and inactive due to city living and religious culture of the local population.
18
T
Threats Competitor brands like Tesco with their F&F range are a huge threat to George because of their trend department keeping up with style trends and key trends through seasons better than George with their limited, mostly core collection. F&F work much harder with trends to make their stock more popular.
19
O
Opportunities George have a great opportunity to improve their activewear range to have a more stylish and improved line of products to compete against competitors if the correct technology is used to create the garments they can be made to breathe and look stylish and be the accessible price range that ASDA want to encourage more exercise.
20
Activewear Moodboard Key Shapes, Trends & Colours Predicted for Spring/Summer 2020
KEY STYLE CONCEPTS SHOWING KEY SHAPES IN ACTIVEWEAR WITH COLOUR IDEAS AND STYLING FOR SS2020. Huge use of contrasting monochromatic tones with bursts of pinks and neo-mint. Garments fit skin tight for leggings, bras and complimenting pieces like the Nike arm bands. Fits contrast with baggier fitting tracksuit bottoms and jackets worn with generally a thick-soled trainer with small brand detailing and special product features such as breathing vents and phone holders.
21
22
Catwalk Inspired Activewear Moodboard
Current Inspiring Key Shapes, Colours and Styling from WGSN’s 2020 Spring/Summer Forecast KEY STYLE CONCEPTS SHOWING KEY SHAPES IN ACTIVEWEAR WITH COLOUR IDEAS AND STYLING FOR SS2020. Season trend highlights show more contrast of tight and loose garments layered with vast uses of the monochrome scale with accents of colour mainly orange and neo-mint (2019, 2020 colour of the year). Branding is very subtle but detail is heavy throughout the stitching and panelling alongside with the choice of textile creating a feeling for the garment - for example, use of silver silk creating a futuristic look to the piece.
23
24
My Key Trend (WGSN) Code Create “Code Create explores the marriage of science, nature and technology, and sees activewear embrace neo-futurist designs, bio-engineered materials and emotionally intelligent AI.” Code create communicates thre future vision of activewear through simplistic garments generally skin tight and layered with a loose fitting co-ord jacket with accents of futurism through colour, subtle detailing and advanced shoe technology like the bubble of the Nike Vapormax. I feel the Alexander Wang interpretation of Code Create describes it the best (image to the left) because of its simple use of silhouette using the woman’s body to create the garment form and the detailing of the small classic logo on the belly with the accent of the reflection of the glasses shows the core simplicity yet detail the trend holds for the future.
25
Spyder Autumn Winter 2019 This Spyder collection really inspired me for my range because of it’s simplicity through the use of monochrome and use of textiles to give the pieces depth and differentiation. I love the contrast between the reflective greys and leather-like leggings along with the contrast of the oversized piece over the sports bra with the co-ord leggings or shorts. I also feel the seemless detailing is very complimentary to the girl’s bodies and would be more sustainable to create. I feel I can translate these elements to make it suitable for George for the audience and price.
26
Fenty X Puma Spring Summer 2018 Rhianna’s Puma collection represents young, stylish women sporting a futuristic aesthetic with vibrant colours and simple designs showing the season trends with stripes and minimal branding. The collection also shows the year’s sports style for women with halter necks, cycling shorts and cycling glasses contrasting with high heels and accessories like bucket hats and drawstring bags. 27
28
Reebok X Cottweiler Spring Summer 2018 During my research, I found this Reebok (popular modern casual sportswear brand) collaboration with British concept lead designers “Cottweiler”. The collection is based off a futuristic sports scene where I feel resources are low and so they created a collection that can be worn and be durable in any environment with use of toggle ties as laces and as the technology for the co-ord trousers and jacket. The collection includes sets of cycling shorts and vests working with sheer nylon to simply let water and sweat roll off making it practical and durable. The collection even holds a water bottle holster showing the practicality of the range that’s built into the trousers. I feel the styling of the collection gives away the aesthetic of futurism and optimism with mass use of white and orange showing the freshness of the collection but contrasts with the black and blue part of the collection still annotating the collection as fresh and innovative with the use of gradients. I really feel this collection is aesthetically going to inspire my George collection with contrast of cycling shorts with baggy nylon tracksuit bottoms I can create to be more breathable and styled for George. The use of colour has also inspired me a lot with the uses of gradients and blues showing freshness I feel with the correct colour research, I can apply the perfect colours to match the collection’s intentions.
29
Range Inspiration Performance Wear Body Detailing Use of Sets
30
Key Colours Moodboard
31
Key Colours PANTONE 11-4001 TPG - White PANTONE 2254 C - Neo-Mint PANTONE Black 6 C - Black PANTONE 13-4108 - Light Grey PANTONE 7540 - Dark Grey
vv
32
Textiles & Materials
33
Key Shapes
Track Jacket Details & Inspiration
Water Resistant Matte Nylon Material Mesh Lining for Breathability Technical Pocket for Detailing Elastic Toggles for an Adjustable Hood Jacket Panelling for Jacket Structure Hooded for Outdoor Protection
34
Track Bottoms Details & Inspiration
Straight Fit Trouser Ideal for Mobility - Lots of Leg Room Ideal for Outdoor Activity because of the Water Resistant Matte Nylon Material Mesh Lining for Breathability Technical Pocket for Detailing Elastic Drawstring Waist Waist Drawstrings for Adjustments The tracksuit works together to create the perfect outdoor set with breathability and mobility while being comfortable and stylish.
35
Key Shapes
Performance Top Details & Inspiration
Breathable Sections to Reduce Sweat Compression Top for Maximum Mobility Mock Neck for Warmth & Protection During Outdoor Activity Thumb Holes Stretchy Lycra Material to Fit Everyone
36
Legginngs Details & Inspiration
High Waisted Waistband for Compression and Comfort 2 Small Utility Zip Pockets Crotch Seam for Comfort Lightweight, Stretchy Lycra Material to Fit Everyone This set works together to create the perfect outdoor performance set that’s extremely comfortable, breathable and stylish.
37
Key Shapes
Cycling Shorts Details & Inspiration
Zip Pocket on the Right Hip High Waisted Waistband Panelled Back of Shorts for Structure Crotch Seam for Comfort Stretchy Lycra Material to Fit Everyone
38
Sports Bra Details & Inspiration
Frontal Half Zip Detail Thicker Waist Band Phone Pocket on the Back Mesh Panelling for Breathability Stretchy Lycra Material to Fit Everyone This shorts and bra set works to create the ideal summer exercise outfit with stretchy lycra for comfort and mobility, mesh for breathability in warm conditions and is on trend for Summer 2020.
39
Final Range Best Seller Core
Mesh Lined Waterproof Nylon Made in Bangladesh Made from XS-XXL XS:1 S:2, M:3, L:3, XL:2, XXL:1, XXXL:1 Made in White/Neo-Mint and Black/Grey £25 RRP 50% Margin
Core
Fashion Mesh Lined Waterproof Nylon Made in Bangladesh Made from XS-XXL XS:1 S:2, M:3, L:3, XL:2, XXL:1, XXXL:1 Made in White/Neo-Mint and Black/Grey £20 RRP 50% Margin
Fashion
Core
Trial
Breathable Lycra/Mesh Made in Bangladesh Trial Made in Turkey Made from 8-22 8:1, 10:2, 12:3, 14:3, 16:2, 18:1, 20:1, 22:1 Made in Black/Grey and White/Pebble Print £13 RRP 40% Margin
40
B S
Breathable Lycra Made in Bangladesh Made from 8-22 8:1, 10:2, 12:3, 14:3, 16:2, 18:1, 20:1, 22:1 Made in White/Neo-Mint and Black/Grey £16 RRP 55% Margin
Fashion
Best Core Seller
Breathable Lycra Made in Bangladesh Made from 8-22 8:1, 10:2, 12:3, 14:3, 16:2, 18:1, 20:1, 22:1 Made in Black/Grey and White/Neo-Mint £14 RRP 40% Margin
Core
Fashion Breathable Lycra Made in Bangladesh Made from 8-22 8:1, 10:2, 12:3, 14:3, 16:2, 18:1, 20:1, 22:1 Made in Black/Grey and White/Pebble Print £12 RRP 55% Margin
41
Trial
Range Phasing
42
43
44
45
3 Critical Paths for My Range Track Jacket Critical Path Department
Track Jacket
Product Type
Core
1
11/10/19 Order Placed
Product Description
Straight Fit Waterproof Zip Jacket with Breast Pocket
2
18/10/19 First Fit
Country of Origin
Bangladesh
3
25/10/19 Lap Dip/Trim Approval/Strike Off Approval
Quanitity
Week
40,000
Date
Garment Stage
4
1/11/19 Seal Approval 8/11/19
Options
Black/Grey, White/ Neo-Mint
5
Size Range
XS-XXXL
6
15/11/19 Bulk Approval
Size Ratio
XS:1 S:2, M:3, L:3, XL:2, XXL:1, XXXL:1
7
22/11/19
29/11/19
Cost Price
£10.42
8
Selling Price
£20.84
9
RRP
£25.00
10
13/12/19 Cut Daye
50%
11
20/12/19 Production Sample
Margin
6/12/19 Raw Materials in House
Lead Time
20 Weeks
12
27/12/19
Shipping
4 Weeks
13
3/1/20
46
14
10/1/20 Ex Factory
15
17/1/20
16
24/1/20
17
31/1/19
18
7/2/20
19
14/2/20 ETA
20
21/2/20 Phasing
Sports Bra Critical Path Department
Sports Bra
Product Type
Trial
1
24/1/20 Order Placed
Product Description
Tight Fit Sports Bra with Half-Zip Detailing and Pebbles Print
2
31/1/20 First Fit
Country of Origin
Turkey
3
Garment Stage
7/2/20
4
14/2/20 Lap Dip/Trim Approval/Strike Off Approval
White/Grey/Pebbles Print, Grey, Black
5
21/2/20 Seal Approval
8-22
6
28/2/20 Bulk Approval
Size Range Size Ratio
Date
1000
Quanitity
Options
Week
7
8:1, 10:2, 12:3, 14:3, 16:2, 18:1, 20:1, 22:1
Cost Price
6/3/20
£4.33
8
13/2/20 Raw Materials/Cut Date
Selling Price
£10.84
9
20/2/20 Production Sample
RRP
£13.00
10
40%
11
Margin Lead Time
12 Weeks
Shipping
1 Week
27/2/20 Ex Factory 3/3/20 ETA
12
10/3/20 Phasing
Performance Top Critical Path Department
Performance Top
Product Type
Fashion
1
Product Description
Muscle Fit Long Sleeve Compression Top with Thumb Holes, Mock Neck and Breathable Fabric
2
1/11/19 First Fit
Country of Origin
Bangladesh
3
8/11/19
5,000
Quanitity
Options
Black/Grey, White/ Neo-Mint 8-22
Size Range Size Ratio
Week
8:1, 10:2, 12:3, 14:3, 16:2, 18:1, 20:1, 22:1
Cost Price
Date
Garment Stage 25/10/19 Order Placed
4
15/11/19 Lap Dip/Trim Approval/Strike Off Approval
5
22/11/19
6
29/11/19 Seal Approval
7
6/12/19 Bulk Approval
£6.00
8
13/12/20
Selling Price
£13.34
9
20/12/20 Raw Materials/Cut Date
RRP
£16.00
10
27/12/20 Production Sample
45%
11
Margin Lead Time
16 Weeks
Shipping
4 Weeks
1
12
10/1/20
13
17/1/20
14
24/1/20
15
31/1/20 ETA
16
47
3/1/20 Ex Factory
7/2/20 Phasing