COMPARATIVE SHOP REPORT / ANALYSIS
ALLSAINTS MEN'S DENIM
PORTFOLIO FASM 430 DR. LO SICCO
COMPOSED BY ROSARIO CANLES
IDENTIFYING OPPORTUNITIES IN MEN'S DENIM This report intends to analyze the current
Included are company overviews,
market for men's denim, specifically in
consumer profiles, product categories,
Atlanta, Georgia. The information is
promotional mixes, comparative charts,
intended for AllSaints to understand the
matrixes, as well as a SWOT analysis.
branding of its distinct competitors that are prominent in the denim industry. Note
Examining these documents will help
that the AllSaints location selected for
identify any areas AllSaints can seek
study is inside of department store,
improvement in and potentially use to
Bloomingdale's. The report will assess
their advantage regarding the
the UK brand's progress in this location,
merchandising and marketing of their
more specifically in their men's denim
denim for men.
line, and how they stand next to competition in their own stores within the Lenox Square Mall.Â
PROCESS
OBSERVE
ANALYZE
ACTION
Compare current standing to competitors'
Assess strengths and weaknesses of both sides
Identify opportunities and plan how to move forward with them
02
COMPANY OVERVIEW
ALLSAINTS
Established in 1994, AllSaints is a British fashion dedicated to creating with deep roots to music through their menswear, womenswear, footwear, and accessories. The retailer is Headquartered in London, UK and (3,200-5,000) employees across 25 countries. Products are sold through 219 stores, including stand-alone stores and through department stores. (1)
The company prides itself in its activeness in social causes such as combatting human trafficking. Despite their edgy aesthetic most commonly seen in their iconic leather biker jackets, they emphasize the importance of treating and recruiting employees with respect and humility. (2)
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In 2006, the company launched its ecommerce website, followed by its launch of its US e-commerce and US store in 2010. With locations now in cities such as New York, Boston and Los Angeles, almost half of its revenue comes from overseas. (2)
directly operated stores
+3200 employees
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BLOOMINGDALE'S Regarding the physical presence of AllSaints in Atlanta, it is currently only sold through Bloomingdale's. The company owned by Macy's, Inc. has been in Lenox Square since 2003. (3)
MACY’S, INC. SALES BY MERCHANDISE CATEGORIES 2015 (3)
Men's/Children's 23% Women's Other 38%
Women's Apparel 23% Home/Misc 16% .
Bloomingdale's and Macy's in Lenox Square make up a combined 281,000 sq. ft. presence. Bloomingdales currently has only 37 stores, and prides itself in providing upscale, contemporary fashion. (4) The company also shares an incentive to be part of social causes, as they participate in a variety of organizations such as sustainability and ethical social conduct. (4) .
Unsurprisingly, they agreed to carry AllSaints, where they have a considerable amount of floorspace in both the women's and men's department.
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1
directly operated stores
location in GA
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THE CUSTOMER The AllSaints man looks cool without attracting too much attention. He values quality knits and neutral pieces, and lets it serve as a foundation for his creative attitude.
NAME: ELIJAH AGE: 25 OCCUPATION: MARKETING CONSULTANT LOOKS FOR: NEUTRALS, VERSATILITY, COMFORT, SUBTLE COOL ACCENTS CHARACTERISTICS: MYSTERIOUS, LAID BACK, MINIMALIST HOBBIES: VISITING CAFES AND VINYL SHOPS, INTIMATE DINNERS
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COMPANY OVERVIEW
POLO RALPH LAUREN BEST SELLER
Founded in 1967 in New York, Ralph Lauren consists of lifestyle products in categories such as: apparel, home, accessories, and fragrances. Polo by Ralph Lauren was originally intended on being a line of clothing appropriate for polo players, but has then evolved into becoming the definitive style of the American. (5)
SULLIVAN SLIM SELVEDGE JEAN IN RESIN RINSE V3
$185 Comfort Roomy Enhance color with wear Durable
$185 average price of jeans
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THE CUSTOMER The Polo man is not the traditional polo fanatic many assume to be. He is an outdoorsy man who values tradition and quality, with a modern silhouette.
NAME: MICHAEL AGE: 25 OCCUPATION: SOFTWARE ENGINEER LOOKS FOR: QUALITY, CLASSICS, VERSATILITY, COMFORT CHARACTERISTICS: LOYAL, TRADITIONAL HOBBIES: CABIN TRIPS, HUNTING, VISITING CLASSIC PUBS WITH FRIENDS
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COMPANY OVERVIEW
DIESEL BEST SELLER
In 1979, Diesel was launched and focused its empire on denim before diversifying to clothing, footwear, and accessories. It is perceived to be the brand that supplies the celebrity-look to anyone who aspires to be one. Internationally known, Diesel aesthetically still lives up to its Italian origin, of being sexy and adventurous. (7)
SAFADO 0885K IN BLUE JEAN
$198 Stretch Laid-back Edgy Worn effect
$228 average price of jeans
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THE CUSTOMER The Diesel man invests in his wardrobe to achieve an effortless sexy look. He always wants to stand out from the crowd and prefers pieces that express his individuality.
NAME: AXEL AGE: 26 OCCUPATION: MUSIC PRODUCER LOOKS FOR: STYLE, EDGE, UNIQUENESS, QUALITY CHARACTERISTICS: DARING, EXTROVERTED HOBBIES: ATTENDING SHOWS, NIGHTS IN THE CITY
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COMPANY OVERVIEW
7 FOR ALL MANKIND BEST SELLER
Launched in 2000, 7 For All Mankind came to the spotlight after being worn by celebrities and other style influencers. The brand has been recognized amongst other retailers for their very "Californian" aesthetic. They are also known to be characteristically tight-fitting and low-rise. Despite being mostly known for their denim, they also carry a line of sportswear, footwear, eyewear, handbags, belts and children's wear. (6)
AUSTYN RELAXED STRAIGHT INÂ LOS ANGELES DARK
$178 Comfort Versatile Slimming Quality
$199 average price of jeans
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THE CUSTOMER 7 For All Mankind's customer is a trendy man who is always in the know of the latest and the greatest. He is influential in his wardrobe and leads an "instagram-worthy" lifestyle.
NAME: PORTER AGE: 27 OCCUPATION: LIFESTYLE EDITOR LOOKS FOR: , COMFORT, QUALITY, STYLE CHARACTERISTICS: ADVENTUROUS, COOL HOBBIES: NIGHTS OUT WITH FRIENDS, BEING FIT, TRYING NEW TRENDY SPOTS
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STORE LOCATIONS
LENOX SQUARE MALL 3393 PEACHTREE RD NE ATLANTA, GA
PLAZA LEVEL INSIDE OF BLOOMINGDALE'S DATE OF VISIT: 2/10/17
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MALL LEVEL DATE OF VISIT: 2/10/17
UPPER LEVEL DATE OF VISIT: 2/10/17
MALL LEVEL DATE OF VISIT: 2/10/17
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PROMOTIONIAL MIX
Nestled in the Plaza Level floor of Bloomingdale's stands AllSaint's men's line. The space stands apart from the majority of the men's department, with its neutral yet bold visuals. It is important to consider that the promotional mix of the Atlanta location includes that of Bloomingdale's own with the respect of the floorspace they share with other labels.
MANNEQUINS: A cluster of mannequins
they are shared with another brand.
besides the new arrivals and denim
Room has a white panel door, located
wore minimalist looks, and one wore
behind the cash wrap.
the iconic leather biker jacket. EMPLOYEE ATTIRE: Salesperson VISUAL DISPLAYS: The visuals are
assigned to the floor is dressed
minimal since they are inside of
accordingly to Bloomindale's dress
Bloomingdale's, but include the
code, but carries aesthetic of AllSaints.
signature rustic wood and aged metal
He wears dark denim, a taupe knit
look throughout their shelves and cash
sweater, and suede shoes.
wrap. Denim is either hung or folded on BRANDING: Despite having to use
a table.
Bloomingdale's classic shopping bag, FITTING ROOMS: Fitting rooms are very
the AllSaints colors are seen throughout
standard of Bloomingdale's, since
their labels and tags, They include mixed textures, creating a luxe feel.
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PROMOTIONIAL MIX
Located conveniently where Neiman Marcus is, stands Polo Ralph Lauren, The store consisted of 2 levels, having the men's department stand on the mall's level. The store is known for its classic, preppy aesthetic.
MANNEQUINS: The mannequins are in very interactive poses. They portray a variety of looks (preppy, laid-back, adventurous, and formal). VISUAL DISPLAYS: The visuals
have their own rug and resemble a
encourage the shopper to delve into the
closet of a home, with multiple mirrors
Ralph Lauren lifestyle. There are
and warm lights.
elements of the outdoors with plants and polo equipment. The wooden
EMPLOYEE ATTIRE: Employees wore Polo
shelves and rugs make the store give
or clothing that was similar. A salesperson
the illusion of Ralph Lauren's house
wore a navy sweater with khakis, paired
itself, equipped with a staircase
with dress shoes.
decorated with paintings and a room with a pool table. The denim is scattered
BRANDING The store has cohesive
in clusters throughout the men's
classic warm tones and navy throughout.
department and is hung, folded, and
It can be seen on the paper shopping
dressed on mannequins.
bags, labels, and tags.
FITTING ROOMS: The fitting rooms
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PROMOTIONIAL MIX
With its bold entrance and mysterious window that show just enough to attract curious customers inside, stands Diesel on the upper level.with its bold entrance and mysterious windows that show just enough to attract curious customers inside.
MANNEQUINS: The mannequins are placed in the front of the entrance, where customers are forced to observe them in order to make their way around the clothing. They are decked out in the
located close to where most
classic bold leather jackets and sexy
employees access inventory. They
denim.
have rustic paneled floors and high ceilings.
VISUAL DISPLAYS: To give a cool, warehouse feel, the store is furnished
EMPLOYEE ATTIRE: Employees wear
with wood, metal, and refurbished
the traditional Diesel look, of graphic
chandeliers made of bowling pins. Denim
tees, sexy denim, and fashion forward
is emphasized greatly with its own
sneakers.
section, with some it being hung, laid on tables, and stacked on shelves (sorted by
BRANDING: From the entrance to the
fit and style).
tags to shopping bags, the signature black and white branding is seen
FITTING ROOMS: Fitting rooms are
throughout the store.
separated into their own spacious area,
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PROMOTIONIAL MIX
On the mall level behind the escalators near Bloomingdale's is 7 For All Mankind. Its small size is still a welcoming space for shoppers.
MANNEQUINS: Due to its small size, the store has two mannequins out in the windows and two inside. They are dressed in the classic denim look with white tees. VISUAL DISPLAYS: The store has warm
EMPLOYEE ATTIRE: Employees are easy
lights, and light colored wood, creating
to mistake for customers with their laid-
a welcoming space. All of the wall
back attire of jeans and t-shirts.
space is used, creating visuals with shelves stacked with denim, as well as
BRANDING: The main colors of the
wooden tables with neatly folded jeans
brand are black and white, shown
on them. Clothing is also hung on
throughout both the labels and tags of
minimal metal and wooden hangers.
the clothing. It is also reflected on both the shopping bags, and cursive neon
FITTING ROOMS: Despite the small size
lights inside the store.
of store, fitting rooms are in a separated area, creating a surprisingly spacious feel. They have floor to ceiling mirrors and modern light fixtures in each room.
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COMPARATIVE CHART
THE STRAIGHT LEG SIZES: 28-36 COLOR: Black FABRIC: 100% Cotton
Huran Iggy Jeans $178
Non-stretch denim with 5 pocket styling. Gunmetal rivet details.
SIZES: 26-42W / 30-34L COLOR: Medium Indigo FABRIC: 100% Cotton
Hampton Straight-FIt Jean $89.50
5 pocket styling with signature metal rivet. Leather "Polo" patch.
SIZES: 26-40W / 30-34L COLOR: Medium Blue FABRIC: 98% Cotton 2% Elastane
Safado 0885K $198
Snug fit. Faded, worn effect. 5 pocket styling. Small studs logo details.
SIZES: 28-44 COLOR: Los Angeles Dark FABRIC: 98% Cotton 2% Elastane
Austyn Relaxed Straight $178
Roomy through hip and thigh. 5 pocket styling. Signature back pocket stitching.
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COMPARATIVE CHART
THE SKINNY SIZES: 28-38 COLOR: Jet Black FABRIC: 98% Cotton 2% Elastane
Print Cigarette Jeans $160
Hand sprayed for a vintage look, detailed with hardware. 5-pocket styling and slight fading on knees.
SIZES: 28-42W / 30-34L COLOR: Billings Black FABRIC: 98% Cotton 2% Elastane
Eldridge Super Slim Jean $145
Slimmest fit Polo carries. Sleek look with 5 pocket styling with signature metal rivet. Leather "Polo" patch. SIZES: 26-38W / 30-32L COLOR: Dark Blue FABRIC: 89% Cotton 9% Polyester 2% Elastane
Sticker 0856V $198
Slimmest fit Diesel carries. Low waist, tight throughout leg. Button and fly with pockets. Very Stretchy. SIZES: 28-42 COLOR: Virtue, Retrograde FABRIC: 78% Modal 14% Cotton 6% Polyester 2% Elastane
Luxe Sport Paxtyn Skinny $189
Extremely snug and stretchy. Silver hardware, burgundy woven label, zip fly and button closure.
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COMPARATIVE CHART
THE DISTRESSED SIZES: 28-36 COLOR: Dark Grey, Black FABRIC: 99% Cotton 1% Elastane
Raveline Cigarette Jeans $178
Whiskering at lap, faded through hips, thighs, knees and seat. Distressed detailing and frayed spots. 5 pocket styling. SIZES: 28-42W / 30-34L COLOR: Harrington Repaired FABRIC: 100% Cotton
Sullivan Slim-Fit Jean $185
Japanese treated denim with whiskering at knees. 5 pocket styling with signature metal rivet. Leather "Polo" patch.
SIZES: 28-30W / 30-32L COLOR: Light Blue FABRIC: 98% Cotton 2% Elastane
Tepphar 0857K $228
Fit has relaxed, regular waist that narrows to the ankle for a modern silhouette. Stretch. Distressed throughout leg,
SIZES: 28-42 COLOR: High Line Grey FABRIC: 98% Cotton 2% Elastane
Paxtyn $229
Whiskering at lap. Gunmetal hardware, grey woven labels, single button closure and zipper fly.
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BCG MATRIX STAR: Print Cigarette Jeans $160
Question Mark: Huran Iggy Jeans $178
HTWORG TEKRAM
CASH COW: Stamp Cigarette Jeans $160
DOG: Goree IggyJeans $178
MARKET SHARE STAR: The Print Cigarette Jeans are currently the best selling pair of jeans that AllSaints carries. It has stretch, demanded by most consumers, has the partially cropped looked, and pairs the classic cool aesthetic of the brand in versatile black denim. QUESTION MARK: The Huran Iggy Jeans are very similar to the slightly less expensive, best selling pair that AllSaints carries, yet does not have stretch, a quality many customers seek in denim. The company could find an opportunity to promote the pair, however, it is currently a successful style that confuses customers with its fit. CASH COW: The Stamp Cigarette Jeans are a classic pair of jeans that any AllSaints man would have in their closet. This solid pair of jeans isn't the only of its kind, and could use some help in terms of branding to stand out from its competitors. DOG: The combination of the price and style of the Goree Iggy Jeans is not worth the purchase to the AllSaints man. The customer shops specifically at AllSaints to get that cool, lean look that they won't get elsewhere. Since more figure-flattering styles are trending, the Goree Iggy Jeans will not stick around for long.
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SWOT ANALYSIS STRENGTHS
WEAKNESSES
Edgy style that is more modern than Polo, more unique than 7 For All Mankind, and more affordable than Diesel.
Located in Plaza Level in Bloomingdales, making it not very visible Not many color ways of each style.
Strong customer base, since the aesthetic is very unique and consistent.
Fabrics not very consistent in terms of stretch, could use better specifications.
Originated in UK, has the feeling of being different and mysterious.
OPPORTUNITIES
THREATS
Carry more distressed styles and color ways instead of having different styles for different colors and treatments.
Competition could come up with cheaper and similar styles. Cost of developing new fabrics and promotion.
Create more fabric blends with competitive stretch.
Sell out or have too much of certain inventory after narrowing selection.
Create a story behind the style of jeans or fabric.
The manipulation of assortments and visuals by Bloomingdale's management.
Refine selection of AllSaints jeans in Bloomingdales, to reduce chances of markdowns.
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CONCLUSION
AllSaints needs to reevaluate their
to have AllSaints find a way to rejuvenate
assortment of men's denim offered in
its story behind its styles and materials.
Bloomingdale's (Lenox Square). Dominant
This is especially appropriate since
players in denim are present with
AllSaints is know for including vintage
competitive store locations within the
equipment into their visual displays. Why
mall.
not use this to the advantage of the garments themselves?
By narrowing down the selection of denim being sold on the sales floor and
AllSaints has so much potential for its
carrying more colors and more
denim, and it is critical for it to take action
treatments for each style, the shopping
if it wants to thrive against it competitors.
experience can be simplified. If a
The AllSaints man is loyal to the brand
customer loves the fit and stretch of their
and lives the lifestyle of an effortless
Stamp Cigarette Jeans, why can't they
rockstar. Most men do not want to go
buy it in multiple washes and
through the hassle of trying multiple pairs
treatments?Â
of denim to find the perfect fit. If they have a favorite style in mind, they should
AllSaints is very big on textures, and
be able to have it in variety. By keeping
would benefit greatly if they developed
the brand refreshing by updating washes
their own blend of fabric for their denim.
and treatments of certain styles, it is
7 For All Mankind has seen success with
possible to get loyal customers to
their Luxe Sport versions of their best
purchase their favorites more frequently.
sellers, by adding a stretch most men don't have in their denim. Polo Ralph Lauren adds character to the description of their denim, by creating styles such as jeans made from Japanese denim with a modern silhouette. It only seem natural Â
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