About
& Other Stories is a fashion brand offering women a wide range of shoes, bags, accessories, beauty and ready-to-wear to create their personal style, or story. Our creative ateliers in Paris and Stockholm design diversified fashion collections with great attention to detail and quality at an affordable price.
Website http://www.stories.com Industry Apparel & Fashion Type Public Company
Today, a woman with a love for fashion creates her own style. She wears things that feel right to her and reflect her personality. & Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewellery, lingerie and beauty are key for styling and just as important as clothing.
& Otherstories collections are built around inspiring fashion stories. All our lines are diverse, ranging from masculine tailoring to feminine chic and designed to provide endless styling choices. Carefully selected materials are an important ingredient in every piece. & Other Stories aims to design lasting wardrobe treasures within a wide price range.
Founded 2013 Company Size 201-500 employees
STORE LOCATIONS
Poland - Warszawa Belgium - Antwerp,Brussels,Ghent Spain - Barcelona,Madrid,Malaga Denmark - Aarhus,Copenhagen,Frederiksberg France - Bordeaux,Cagnes-sur-Mer,Paris,Strasbourg Sweden - Malmo,Solna,Stockholm Italy - Rome,Milan,Torino,Bologna Ireland - Dublin United Kingdom - London,Manchester,Leeds,Surrey Netherlands - Amsterdam Finland - Helsinki -36 stores Germany - Berlin,Cologne,Frankfurt,Hamburg,Munich,Mannheim -10 store markets United States - Beverly Hills,Costa Mesa,New York -13 onlime markets
Colour Swatch of brand’s stores design
Recycling
& Other Stories allowed customers to bring back empty containers from their beauty line, but now the initiative has expanded to items of clothing. How it works is that you can bring any textiles in any condition and from any brand (doesn’t have to be purchased from them), to any branch and receive a thank you voucher knocking 10% off your next purchase.
How recycling with &otherstories:
Activity Beauty collections
The beauty range includes skincare and sweet-smelling body lotions, as well as a Pantone-breadth of shades, such as pistachio and midnight blue nail varnish; coral and rose blushes engraved with a quote from Romeo and Juliet, and cobalt metallic eyeshadow. Everything is packaged in clinical white with black lettering, unutterably cool and “something we'd like to have on our shelves,” according to the similarly cool beauty collection manager Frida Fagerholm.
Colour Swatch of
collections
The colour palette of the main part of &otherstories collections consist of basic and neutral colours.
Brand has prints like underwater,carbon print, pouring rain,stripped and agate print.
In new collections, they often use more vibrant colours like blue,pink,red and purple.
There is a small part of ready-to-wear with patterned colours.
& OTHER STORIES VALENTINES DAY CAMPAIGN – #LOVESTORY
A London Love Story! Swedish retailer & Other Stories has presented a same-sex love story editorial with London based and real-life couple Eden Clark and Lizzie Tovell.The campaign was shot by the model duo themselves, creating a lovely portrait campaign.
Positioning Map High Quality
High Price
Low Price
Low Quality
Product Categories &other stories "Our aim is to create collections, with well thought-out solutions, that give people the opportunity to express their personality"
Knitwear
Tops
Jackets
Skirts
Coats
Swimwear
Dresses
Jeans
Shoes
Bags
Trousers
Accessories
Lingerie
Jewellry
Price brand matrix Tops
£45
£17
£325
£125
£55
Jackets
£79
Skirts £165
£55
£35
Dresses
£79
£29
£195
Trousers
Beauty
£12
£4
£245
£55
£39 £29
Lingerie £19
£10
£55
Jewellery £55
£17
£5 Bags
£89
£39
£185
£165
£45
£125
£275
Shoes
325
300
280
265
250
235
220
205
190
175
160
145
130
115
100
90
80
70
60
50
40
30
20
10
4
0
PESTLE Analysis Political •Ending import quotas (no problems with delivery of products) •Trading policies (law-abiding)
Economic
Technological
Environmental
•Presence of social media (growth of brand’s popularity)
•Reward customers for recycling
•New ways of distributing fashion and adressing customers
•Long term availability of natural resources
T
Social
•Economic crises context
•Modern lifestyles
• Competetive market sector (possibility of price reduction)
•Support demand for fast fashion(good marketing)
•Currency stability - weights of the euro compared to the pound (the absence of a rise in prices)
•Good selection of basic clothes (customers attraction)
Legal •Restriction on import/export (difficulties with opening new stores) •Complies to Swedish legislations and Swedish companies Act
About
•Collaborations(with brands, & Other Stories is a fashion brand celebrities,bloggers,artists) offering women a wide range of shoes,
•Only womenswear •There is no personal personal shopping service
bags, accessories, beauty and ready-to-wear
•Part of the their H&M personal group style, or story. to create creative ateliers in Paris and Stockholm Strong Our brand group, design diversified fashion collections with great can be attention draw in customers to detail and quality at an affordable price. that already shop at H&M stores
SW OT
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Website •Store locations ( 12 European http://www.stories.com countries and 3 stores inIndustry US Apparel & Fashion
•Big range of products(clothes, Type shoes,jewelry,cosmetics, Public Company lingerie)
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.
• No app for the brand • Stores located only on 2 Today, a woman with a love for fashion continents creates her own style. She wears things • reflect Less her followers on Instagram, that feel right to her and personality. & Other Stories thatis about brand’s competitors bringing everything she can wear into one place, focusing on the whole look. •No collaborations with We believe shoes, bags, jewellery, bigforbrands lingerie and beauty are key styling like Loewe,Joseph, and just as important as Gucci. clothing.
your look using brand’s hashtag to feature folloowers on &otherstories profile •Try to reach a slightly older audience •Collaborations with more designers, beauty care collaborations. •Invite popular make up artists and orginize master classes for costumers
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& Otherstories collections are built around inspiring fashion stories. Founded All our lines are diverse, ranging from masculine tailoring 2013 to feminine chic and designed to provide endless styling choices. Carefully selected materials are an important ingredient in every piece. Company Size •Competitors •Create& Other rubric on aims Instagram “share Stories to design lasting wardrobe treasures within a wide price range. 201-500 employeeshave
strong
online awareness. •Economic downturns in different countries •Risk that another brands from H&M group can become more popular
Product Information Clothing
Best-sellers
Fabrics
& Other Stories uses a lot of different fabrics such as cotton, elastane, viscose,polyester and silk.
Prices
According to the London’s store staff, the items that sell well season over season are silk shirts and evening dresses, cosmetics and jewelry.
Sizes
& Other Stories stores sizes from 8 to 20 being 8 a small and 18-20 a large (U.K. size)
Prices vary according to the fabrics used; for example, a cotton shirt will be cheaper than a silk shirt. Dresses can go from £29 to £195, blouses and shirts from £29 to £69 and skirts from £29 to £165; a wide range of different products with different prices for different budgets.
Store layout
Shop Report
Atmoshpere,music,light,uniform
& Other Stories store has two floors. Ground The atmosphere of the store is placid and calm, floor: fashion clothes are at the front and accompanied with relaxing music and not bright beauty is at the back. 1st floor: the light blocks , which illuminate stands with accessories, clothes are at the front products.Workers in store do not have uniform and the shoes at the back. and they wear theit own clothes. The look and feel of the store it's like walking around a "work-in-progress"space or Product layout somebody's creative studio, drawin customers into the intimacy of a behind the scenes process. Lookbook images are tacked up, garments sometimes come with plastic-coverer images like you get backstage at a fashion show, room dividers, boxes dot around the room and accessories are haphazardly scattered in their trays.Nothing looks too neat or orderly. The placing of copious amounts of pictures is a nod towards the fact that we are now ingrained with an innate desire to see how "real" people wear it from online personal Products are grouped by design aesthetic and style sites and blogs. often accompanied bby shorts ‘stories’,for example like “ designed in our atelier in Paris, ”try me” and “shoe department 1st floor”. The collections were put together with the matching shoes,accessories, bags, sunglasses, 256-258 Regent St, Soho, London W1B 3AF giving customer the overall look for styling at one corner.Clothing distributed by its colour palette.
Window displays
According to the store, the store’s fashion displays have been divided up into collections that are supposed to bring to mind four major cities: Paris, Stockholm, New York and Berlin. That is one of the reason the store display have sections of collections at one place. Location
There are 2 entrances of &other stories in the center of London. One of them on Regent street , where on the right side from store located “Accessories” store and on the left is “Omega”. Another entry is on Argyll St, where there is only one shop “Oasis”, which is in front of &otherstories
Customer Profile “& Other Stories is about bringing everything a woman can wear into one place,” explains creative director Samuel Fernstrom. The & Other Stories Customer is fashion conscious. She uses social media and visits blogs, trying to find something new and interesting. Overall,the & Other Stories customer loves fashion and aspires to create her very own personal style as well as long lasting wardrobe. She can wears femenine and masculine style and she is style-minded woman schooled in the latest clothing and make up trend. According to the store’s staff, the & Other Stories main target customer is 20-25 y.o. with differnt social status,from metropolitan areas and mostly middle-income. Although affordable, & Other Stories quality comes with a higher price than other retailers, making the brand more exclusive; “For us, our customer is ageless and someone who wears things that she feels are right for her,” Creative Director Sara Bengtsson added.
Communications: Social Media
&Otherstories has different Social Media channels. They use Facebook,Instagram,Pinterest,Twitter,Tumblr and have a Youtube channel.
Youtube
Tumblr
#andotherstories
Brand’s Collaborations
A successful brand collaboration can provide a huge boost to a company and help keep a brand relevant. &Otherstories are doing collaborations with other brands,bloggers and designers, which have different levels of popularity.
Rodarte & Other Stories
Zana Bayne & Other Stories
Sadie Williams & Other Stories Vika Gazinskaya & Other Stories
Rachel Antonoff & Other Stories
Ada Kokosar & Other Stories
Vans & Other Stories
Lykke Li and & OtherStories
Clare Vivier&Other Stories Gilda Ambrosio & Other Stories
Nike & Other Stories
Faux/Real & Other Stories
Communications:Advertising
Many popular magazines have published articles about brand on their websites. The main reason for this was information about brand’s collaborations.It is possible to find these articles on sites like Vogue,Elle...
Marketing ideas for progression Line of stationary Shopping bag designs
The story continues with your What is
ery station
colour?
stationery in your bag
Logo designs
Colour Scheme & o t h e r s to r i e s
& oth er
sto ri e s
s ta t i o ne ry
We’d love to tell you a story which you can write down in our brand new NOTEBOOK COLLECTION
Bibliography & other stories (2017a) Available at: http://and-other-stories.tumblr.com (Accessed: 12 January 2017). & other stories (2017b) Available at: http://and-other-stories.tumblr.com (Accessed: 16 January 2017). & other stories (@andotherstories) • Instagram photos and videos (no date) Available at: https://www.instagram.com/andotherstories/ (Accessed: 16 January 2017). & other stories (andotherstories) (no date) Available at: https://es.pinterest.com/andotherstories/ (Accessed: 12 January 2017a). & other stories (andotherstories) (no date) Available at: https://es.pinterest.com/andotherstories/ (Accessed: 16 January 2017b). & other stories (andotherstories) (no date) Available at: https://es.pinterest.com/andotherstories/ (Accessed: 19 January 2017c). & other stories Financials (2012) Available at: https://fashionbi.com/brands/other-stories/financials (Accessed: 16 January 2017). & other stories most Covetable (2017) Available at: http://www.vogue.co.uk/gallery/-other-stories-vika-gazinskaya-collection-collaboration (Accessed: 19 January 2017). 2017 (2016) & other stories salaries. Available at: https://www.glassdoor.co.uk/Salary/-and--Other-Stories-Salaries-E1102105.htm (Accessed: 16 January 2017). Andotherstories (no date) Available at: https://www.youtube.com/user/andotherstories (Accessed: 16 January 2017). Ashtaryeh, S. (2015) Vans and & other stories team up for a killer Collab. Available at: http://www.elle.com/fashion/news/a27846/vans-other-stories-collaboration/ (Accessed: 19 January 2017). Chan, M.-A. (2016) & other stories’ beauty line is as french-girl cool as it gets. Available at: http://www.refinery29.com/and-other-stories-best-beauty-products#slide (Accessed: 19 January 2017). characters, M. of 3, letters, only, or hyphens, TPG, 17 0145 -, C, 123 and C, . 2113 (2016) Search - find a PANTONE color. Available at: http://www.pantone.com/color-finder?q=green&q=black&q=blue&q=vanilla&q=grey&q=beige&q=white&q=black&q=pink&q=yellow&q=burgundy&q=black&q=yellow&q=pink&q=white&q=white&q=blue&q=white (Accessed: 25 January 2017). Colon, A. (2015) & other stories’ new Collab is made for west coast girls at heart. Available at: http://www.refinery29.com/2015/02/83028/and-other-stories-clare-v-collaboration (Accessed: 19 January 2017). Colon, A. (2016) This Beyoncé-Vetted designer is doing an & other stories Collab. Available at: http://www.refinery29.uk/2016/05/114510/and-other-stories-zana-bayne-collaboration (Accessed: 19 January 2017). Contributor, Pe. (2011a) Examples of PESTLE analysis. Available at: http://pestleanalysis.com/examples-of-pestle-analysis/ (Accessed: 18 January 2017). Contributor, Pe. (2011b) Examples of PESTLE analysis. Available at: http://pestleanalysis.com/examples-of-pestle-analysis/ (Accessed: 25 January 2017). Contributor, Pe. (2011c) Examples of PESTLE analysis. Available at: http://pestleanalysis.com/examples-of-pestle-analysis/ (Accessed: 18 January 2017). FIRST LOOK: Rodarte & other stories collaboration (2017) Available at: http://www.vogue.co.uk/gallery/rodarte-and-other-stories-full-collection-imagery (Accessed: 19 January 2017). Fumo, N. (2014) Six crucial things to know about & other stories. Available at: http://www.racked.com/2014/10/15/7573427/other-stories (Accessed: 16 January 2017). George, K. (2016) An illustrated history of the early ’00s status symbol. Available at: http://www.refinery29.uk/history-of-expensive-status-symbols?utm_r29_redirect=us#slide (Accessed: 19 January 2017). Gonzales, E. (2016) Street style Star Gilda Ambrosio collaborates with & other stories. Available at: http://www.harpersbazaar.com/fashion/trends/a14278/gilda-ambrosio-for-other-stories/ (Accessed: 19 January 2017).
H&M annual report 2015 (2016) Available at: https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual%20 Report%202015.pdf (Accessed: 16 January 2017). H&M group | & other stories (2016) Available at: https://about.hm.com/en/brands/stories.html (Accessed: 16 January 2017). H&M group | social media (no date) Available at: https://about.hm.com/en/media/social-media.html (Accessed: 16 January 2017). Kleiman, J. and Snobette, T. (2016) Zana Bayne & other stories collection. Available at: http://thesnobette.com/2016/09/a-full-look-at-the-zana-bayne-other-stories-collaboration/ (Accessed: 19 January 2017). Krause, R. (2016) The 25 best beauty products to buy at & other stories right now. Available at: http://stylecaster.com/beauty/best-beauty-products-other-stories/ (Accessed: 19 January 2017). Lidbury, O. (2016) What to expect from the Rodarte for & other stories collaboration. Available at: http://www.telegraph.co.uk/fashion/brands/rodarte--other-stories-collaboration/ (Accessed: 16 January 2017). LLC, P. (2016) PANTONE cool gray 10 XGC - find a PANTONE color. Available at: http://www.pantone.com/color-finder/Cool-Gray-10-XGC (Accessed: 12 January 2017). londonslatest (2013) London’s latest store – & other stories. Available at: http://londonslatest.com/other-stories/ (Accessed: 16 January 2017). McIntyre, M. (2015) & other stories makeup line is the stuff beauty dreams are made of. Available at: http://www.refinery29.com/and-other-stories-makeuplaunch (Accessed: 19 January 2017). new, 2017 and require (2017a) & other stories. Available at: https://www.facebook.com/andotherstories/ (Accessed: 12 January 2017). new, 2017 and require (2017b) & other stories. Available at: https://www.facebook.com/andotherstories/ (Accessed: 16 January 2017). new, 2017 and require (2017c) & other stories. Available at: https://www.facebook.com/andotherstories (Accessed: 25 January 2017). News | A sneak peek at ‘& other stories’ | StyleLab (2013) Available at: http://www.style-laboratory.net/2013/01/news-a-sneak-peek-at-other-stories/ (Accessed: 16 January 2017). Panych, S., Rosenstein, J. and Sherin, K. (2015) Get an exclusive First look at the & other stories makeup line. Available at: http://www.allure.com/gallery/and-other-stories-makeup-collection (Accessed: 19 January 2017). Pinterest (2017) Available at: https://uk.pinterest.com/search/pins/?q=%26%20other%20stories&rs=remove&term_meta[]=%26%7Ctyped&term_ meta[]=other%7Ctyped&term_meta[]=stories%7Ctyped&remove_refine=campaign%7Cguide%7Cword%7C12 (Accessed: 12 January 2017). root (no date) Available at: http://fashionista.com/2016/03/rodarte-other-stories-collaboration (Accessed: 19 January 2017a). root (no date) Available at: http://fashionista.com/2015/08/and-other-stories-ada-kokosar (Accessed: 19 January 2017b). S, C. (2016) Rodarte x & other stories collaboration dinner. Available at: http://www.thefashionistastories.com/2016/03/rodarte-x-other-stories-dinner.html (Accessed: 19 January 2017). Schlutt, M. (2015) ‘& other stories Valentines day campaign - #LoveStory | KALTBLUT magazine’, Fashion, 6 February. Available at: http://www.kaltblut-magazine. com/other-stories-valentines-day-campaign-lovestory/ (Accessed: 19 January 2017). Smith, K. (2013) SWEDEN: H&M to launch & other stories brand in Europe. Available at: http://www.just-style.com/news/hm-to-launch-other-stories-brand-ineurope_id116593.aspx (Accessed: 16 January 2017). st, cate (2013) The story behind & other stories. Available at: http://catesthill.com/2013/03/26/the-story-behind-other-stories/ (Accessed: 19 January 2017). Stories, O. (no date) & other stories - online store. Available at: http://www.stories.com/gb/ (Accessed: 12 January 2017). Stories, O. & (2012) & other stories on Twitter. Available at: https://twitter.com/andotherstories (Accessed: 16 January 2017).
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Kleiman, J. and Snobette, T. (2016) Zana Bayne & other stories collection. Available at: http://thesnobette.com/2016/09/a-full-look-at-the-zana-bayne-other-stories-collaboration/ (Accessed: 19 January 2017). (Kleiman and Snobette, 2016) Krause, R. (2016) The 25 best beauty products to buy at & other stories right now. Available at: http://stylecaster.com/beauty/best-beauty-products-other-stories/ (Accessed: 19 January 2017). (Krause, 2016) Lidbury, O. (2016) What to expect from the Rodarte for & other stories collaboration. Available at: http://www.telegraph.co.uk/fashion/brands/rodarte--other-stories-collaboration/ (Accessed: 16 January 2017). (Lidbury, 2016) LLC, P. (2016) PANTONE cool gray 10 XGC - find a PANTONE color. Available at: http://www.pantone.com/color-finder/Cool-Gray-10-XGC (Accessed: 12 January 2017). (LLC, 2016) londonslatest (2013) London’s latest store – & other stories. Available at: http://londonslatest.com/other-stories/ (Accessed: 16 January 2017). (londonslatest, 2013) McIntyre, M. (2015) & other stories makeup line is the stuff beauty dreams are made of. Available at: http://www.refinery29.com/and-other-stories-makeuplaunch (Accessed: 19 January 2017). (McIntyre, 2015) new, 2017 and require (2017a) & other stories. Available at: https://www.facebook.com/andotherstories/ (Accessed: 12 January 2017). (new and require, 2017a) new, 2017 and require (2017b) & other stories. Available at: https://www.facebook.com/andotherstories/ (Accessed: 16 January 2017). (new and require, 2017b) new, 2017 and require (2017c) & other stories. Available at: https://www.facebook.com/andotherstories (Accessed: 25 January 2017). (new and require, 2017c) News | A sneak peek at ‘& other stories’ | StyleLab (2013) Available at: http://www.style-laboratory.net/2013/01/news-a-sneak-peek-at-other-stories/ (Accessed: 16 January 2017). (News | A sneak peek at ‘& other stories’ | StyleLab, 2013) Panych, S., Rosenstein, J. and Sherin, K. (2015) Get an exclusive First look at the & other stories makeup line. Available at: http://www.allure.com/gallery/ and-other-stories-makeup-collection (Accessed: 19 January 2017). (Panych, Rosenstein, and Sherin, 2015) Pinterest (2017) Available at: https://uk.pinterest.com/search/pins/?q=%26%20other%20stories&rs=remove&term_meta[]=%26%7Ctyped&term_ meta[]=other%7Ctyped&term_meta[]=stories%7Ctyped&remove_refine=campaign%7Cguide%7Cword%7C12 (Accessed: 12 January 2017). (Pinterest, 2017) root (no date) Available at: http://fashionista.com/2016/03/rodarte-other-stories-collaboration (Accessed: 19 January 2017a). (root, no date) root (no date) Available at: http://fashionista.com/2015/08/and-other-stories-ada-kokosar (Accessed: 19 January 2017b). (root, no date)