COMPARATIVE SHOP REPORT SIGNIJA LUDBORZA 1410792 EFMM 4002
brands & store locations
1 460-490 OXFORD STREET, LONDON, W1C 2QB DATE AND TIME OF VISIT 19/02/2015
brands & store locations
2 360-366 OXFORD STREET WEST,LONDON, W1N 9HA DATE AND TIME OF VISIT 19/02/2015
3 OXFORD CIRCUS, LONDON, W1B 2ES DATE AND TIME OF VISIT 19/02/2015
4 225-235 OXFORD STREET, MARYLEBONE, LONDON, W1D 2LP DATE AND TIME OF VISIT 19/02/2015
PROMOTIONAL MIX BUILDING FACADE - 21st century look with massive glass plates and steel constructions WINDOW DISPLAY - shows trends from current season, such as Wide Leg Trousers VM - rails made of steel in silver and copper colours, white manikins with lashes on one eye FITTING ROOMS - black curtains, two side mirrors and white stool inside the cabin UNIFORMS - formal trousers in black or blue combined with blue top and black blazer BRANDING - two main colours (white and black) used for logo, swing tags, back neck label etc. Shopping bags made of recycled paper combined with deep blue colour
promotional mix - ZARA
PROMOTIONAL MIX
BUILDING FACADE - glass plates and steel constructions in black colour WINDOW DISPLAY - shows trends from current season, at the same time reflecting brand identity VM - materials such as wood and bricks gives a cozy feeling, rails made of steel, glass and wood used for shelves FITTING ROOMS - white colour and steel used throughout interior design, details such as black curtains gives a necessary contrast UNIFORMS - clothes provided by “Mango” BRANDING - two main colours (white and black) used for all packaging and labelling. Shopping bags made of recycled paper
promotional mix - Mango
PROMOTIONAL MIX
BUILDING FACADE - massive glass plates WINDOW DISPLAY - shows trends from current season such as jumpsuits and dungarees in neutrals, sales promotions VM - rails made of steel in gold colour, 3D arrows with fancy writings used as a directions to fitting rooms or cash desk, projectors and light bulbs used as a details of in - store design FITTING ROOMS - walls covered in mirrors, purple curtains with geomatric details, white stool and mirror inside the cabin UNIFORM - black trousers and T - shirt with writing “Let’s talk about fashion” on it BRANDING - 3 main colours (white, black and red) used for labelling and packaging. Shopping bag made of recycled paper in white colour
promotional mix - H&M
customer profile
ALINA MATVEJEVA AGE: 20 GENDER: Female GENERATION: Millenial Generation LIFE STAGE: Dependent COUNTRY: Latvia, Riga OCCUPATION: Student (RTU Clothing and Textile Technology) BUYING MOTIVES: Intrinsic - desire to look trendy and to stand out from the crowd HOBBIES: running, dancing, modelling, sewing FAVOURITE BLOGGER: Alina Keller OTHER BRANDS PURCHASING: H&M, Asos
psychographic profile graph
INNOVATORS
EARLY ADOPTERS
EARLY MAJORITY
LATE MAJORITY
LAGGARDS
2.5%
13.5%
34%
34%
16%
BRANDS TARGET CONSUMER
ACTUAL CONSUMER
CURRENT COLLECTION SS15
price/style matrix
HIGH PRICE
CLASSIC
FASHION
LOW PRICE
e x
product categories OUTERWEAR
SWEATSHIRTS
JACKETS
KNITWEAR
TOPS
T - SHIRTS
DRESSES
JUMPSUITS
TROUSERS
JEANS
DENIM
SKIRTS
SHOES
SWIMWEAR
ACCESSORIES
HANDBAGS
price band matrix
ZARA
JACKETS
DRESSES
SKIRTS
TROUSERS
HANDBAGS
SHOES
£19.99
£59.99
£179
£15.99 £25.99
£69.99
£12.99 £25.99
£69.99
£12.99
£9.99
£239
£29.99
£39.99
£12.99 £39.99
£139
£89.99
£230 £220 £210 £200 £190 £180 £170 £160 £150 £140 £130 £120 £110 £100 £90 £80 £70 £60 £50 £40 £30 £20 £10 0
price band matrix
A
ZARA,MANGO,H&M
£19.99
JACKETS
£17.99
£179
£59.99
£34.99
£199.99
£24.99 £29.99
£199.99
£12.99 £29.99
TROUSERS
£9.99
£239
£39.99
£199.99
£5.99 £14.99
£12.99
SHOES
£199.99
£39.99
£19.99
£7.99 £29.99
£59.99
£89.99
£99.99
£79.99
£230 £220 £210 £200 £190 £180 £170 £160 £150 £140 £130 £120 £110 £100 £90 £80 £70 £60 £50 £40 £30 £20 £10 0
comparative chart
CLASSIC/ ESSENTIALS BLAZER WITH COMBINED LAPEL COLOUR: BLACK SIZES: S M L FABRIC: 85% POLYESTER, 15% ELASTANE Blazer with combined lapel. Hook and eye fastening on the front. Notched lapels, four pockets at front and long sleeves with buttoned cuffs.
£69.99
CONTRAST FLAP BLAZER COLOUR: BLACK SIZES: 6 8 10 12 14 16 18 FABRIC: 65% POLYESTER, 30% VISCOSE, 5% ELASTANE
£59.99
Blazer with padded shoulders and button fastening on the front. Notched lapels, twin decorative flap pockets at front, long sleeves with buttoned cuffs, back vent and inner lining.
DINNER JACKET COLOUR: BLACK SIZES: 8 10 12 14 16 18 20 FABRIC: 100% POLYESTER Figure-fit jacket in woven fabric with satincovered lapels, no buttons and welt pockets at the front. Lined.
£24 .99
comparative chart STANDART/ MAINSTREAM SOFT RIPPED SUPERSKINNY JEANS COLOUR: BLUE SIZES: 6 8 10 12 14 16 FABRIC: 92% COTTON, 6% ELASTOMULTIESTER, 2% ELASTANE 5 - pocket low - rise jeans in vintage wash with ripped details. Belt loops, zip and button fastening.
£39. 99
SKINNY ARIZONA JEANS COLOUR: MEDIUM BLUE SIZES: 4 6 8 10 12 14 16 18 FABRIC: 98% COTTON,2% ELASTANE Mid-rise light vintage wash skinny jeans with ripped details and frayed edges. Five pockets, belt loops, zip and button fastening.
£34. 99
SUPER SKINNY SUPER LOW JEANS COLOUR: DENIM BLUE SIZES: 6 8 10 12 14 16 18 20 FABRIC: 98% COTTON, 2% ELASTANE 5-pocket low-rise jeans in washed stretch denim with ultra-slim legs, hard-worn details and raw-edge hems.
£29. 99
comparative chart
DIRECTIONAL TREND LINES CULOTTES COLOUR: NAVY BLUE, CLAY SIZES: XS S M L FABRIC: 53% COTTON, 44% POLYESTER, 3% ELASTANE Midi length high-waisted culottes with pleated detail on the front, twin side pockets and button fastening.
£29. 99
CULOTTES COLOUR: BLACK SIZES: XS S M L FABRIC: 100% VISCOSE Culottes with pleated detail on the front crafted in a flowy fabric. Twin side pockets and elastic waist band at back.
£39. 99
CULOTTES COLOUR: BLACK SIZES: 6 8 10 12 14 16 18 20 FABRIC: 67% POLYESTER, 33% VISCOSE Wide, calf-length trousers in woven fabric with a hook-and-eye fastener, pleats at the top, side pockets, and welt pockets at the back.
£24. 99
HIGH
MARKET GROWTH
boston matrix
STUDDED BIKER JACKET
TANK TOP
LOW
TIE - UP BIKINI BOTTOM
REVERSIBLE METALLIC SHOPPER BAG
LOW
HIGH MARKET SHARE
STAR - REVERSIBLE METALLIC SHOPPER BAG
Available in store shelves from last season, still sold for full price. Comes in 5 colors, 2 of them (salmon pink, silver) added to SS15 collection based on trends from LFW.
PROBLEM CHILD - STUDDED BIKER JACKET
Materials such as real leather and studs make it expensive to manufacture. Price (£129) is too high for “Zara” customer, besides it is possible to get a similar jacket in other stores for much better value. As it is appropriate for particular style only, there is no guarantee of sales volume.
CASH COW - TANK TOP
Product is always stocked in store. It’s simple design and affordable price (£9.99) makes it desirable for anyone. Available in 13 different colours and 3 sizes (S, M, L).
DOGS - TIE - UP BIKINI BOTTOM
“Zara” has a low market share for swimwears, it offers only 4 styles in total. Customers most likely will look for this product in other stores. Moreover, there is no matching top available in bikini range.
best sellers analysis
LONG COTTON TRENCHCOAT As to this season trenchcoats are one of the most desirable things to get, that is why one of the best sellers from “Zara” is Long cotton trenchcoat. Despite the high price (£99.99), it’s ice - colour, fabric (44% cotton), straight cut and details such as classic shirt collar, press studs and belt makes it unique, as well as more desirable then the same product from other high street stores.
OVERSIZE SWEATER Another trend for this season is oversized clothing, which makes “Zara” oversize sweater a following best seller. It comes in 3 colours - white, lime green and turquoise and has been made in coarse knit. “Zara” definately is one of the best places to look for high quality knitwear sold in a good price.
REVERSIBLE CONTRAST SHOPPER Reversible contrast shopper bag has been in store shelves since last season, and it is still sold for full price, only now there are more colours available. Red colour inside it and leather gives it a luxurious look, while price (£29.99) makes it affordable for an average “Zara” customer.
s s
worst sellers analysis
PRINTED DRESS WITH GATHERED FRONT One of the worst sellers from “Zara” is Printed dress with gathered front. The print of the fabric, gathered front and loose cut instead of straight makes it look cheap and not appropriate for “Zara” customer. People would most likely look for the same product in lower end stores.
BELTED RIBBED TROUSERS Despite the fact Wide Leg Trousers are this seasons trend, these Belted ribbed trousers are another worst seller from “Zara”. The item doesn’t sit properly on the body, which makes it look far too big for anyone. Moreover, it has been sold for inadequate price (£35.99) knowing that this style of trousers will be appropriate only for a particular group of customers.
GATHERED MIDI SKIRT Lastly is the Gathered midi skirt. The use of tiger pattern and gathered front makes the skirts look too detailed, while material reminds of “H&M” basics, that are sold for a much better value. None - the pattern neither do cut of these skirts are on this season’s trend list.
SWOT analysis
S
Smart on - trend clothes for affordable prices Fast - changing colections Welcoming shopping environment High product turnover
W
Lack of Advertising and Marketing Customer Service (Sales Assistants are not offering help when you enter the store) Limited sizes Limited stocks Discounting Strategy
Expansion and growth (especially in Asia) Demand for high - fashion at affordable prices Construction of the second distribution center in Zaragoza, Spain
O
Fierce competition Fluctuation in exchange rate Other retailers copying the idea of “Zara�
T
T s
TREND FORECASTING PACK
inspirational brands&stores VICTORIA BECKHAM
ROW
CHLOE
VICTORIA BECKHAM
THE ROW
CHLOE
VICTORIA BECKHAM
THE ROW
CHLOE
VICTORIA BECKHAM
THE
CHLOE
designer catwalk trends
BALENCIAGA BLACK WHITE RED FUR OVERSIZE WIDE LEG TROUSERS GREY AKRIS BLUE
VICTORIA BECKHAM THE ROW NEUTRALS KNIT YELLOW LEATHER ORANGE SNAKESKIN
fashion week review
AW15
“Ask The Row’s woman how she likes to feel in her clothes and the answer will be “expensive”. That was clearer here this morning than ever before in what was probably Mary Kate and Ashley’s best collection to date.” /Vogue There is only one word to describe AW15 collection by Olsen twins - it was posh, even though the colours used were mainly neutrals - beige, chocolate brown, grey, deep blue, as well as white and black. The key elements of the collection were wide centre - crease trousers, tissue - thin leather coat, huge sweater, gentleman’s tail short and crocodile skin top. Trends such as turtlenecks and satin took place in The Row’s fall collection also.
“Tonight there seemed to me a meeting in the middle - a couture take on a streetheroine.” /Vogue Alexander Wang influenced collection by Ballenciaga was elegant in all the right places, but up close made to look tough and industrial. The most part was eveningwear made in silver, grey and black palette, with a hint of bright red here and there. Garments were made in scholarly style with details such as brooches and pearls used.
fashion week review
AW15
“Kriemler’s main interest here was surface treatments, so he stuck to a restrained palette of barely there neutrals and black, save for a one-off bright yellow leather tunic.” /Nicole Phelps for style.com The key subject Akris focused on this season is jackets in colour palette of grey, black, white and yellow in details giving collection a bit of freshness. Emerging trends such as high necks, oversized garments, fur details and layering have been worked out very well throughout all Akris AW15 collection.
“… staying true to the line’s signatures, while injecting some fun and modernity in for good measure.” /fashionbombdaily.com Bally is a brand known for simplicity and luxury, with classic designs being their trademark, thus the myriad of bold hues in the iconic fashion house’s Fall 2015 collection was both shocking and exciting. Key looks from the catwalk are a green leather tie-waist trench with contrast lapels, purple totes, a yellow bomber with a cozy fur collar, matching slingback heeled loafers, and printed trunks for jetsetters. Main colours used are black and white, khaki, brown, purple and yellow, combined with materials such as leather, crocodile skin and fur.
fabric,print &colour trends
style icons MIROSLAVA DUMA
POPPY DELAVIGNE
VICTORIA BECKHAM
OLSEN TWINS
street style photography
mini range
WIDE LEG TROUSERS
WIDE CREASE FRONT TROUSERS
LEATHER SKIRT AND TOP
LEATHER TRENCH COAT WITH PURPLE LAPEL
TOP WITH FUR DETAIL