SWIMWEAR A/W 16/17
CONTENTS
I. Company History ... 4-5 II. Demographics + Psychographics ... 6-9 III. Inspiration + Mood ... 10-11 IV. Colors + Fabric ... 12-13 V. Flats ... 14-17 VI. Label + Care Tag ... 18-19 VII. 10 Piece Line-up ... 20-21 VIII. Sizing ... 22-23 IX. Tech Packets ... 24-33 X. Costing + Manufacturing ... 34-35
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COMPANY HISTORY
OVERVIEW - Founded in Vancouver, BC in 1998 - First lululemon shared its retail space with a yoga studio. - Technical yoga and run clothes are now available in countries all over the world. - The lululemon name was chosen in a survey of 100 people from a list of 20 brand names and 20 logos. The logo is actually a stylized “A” that was made for the first letter in the name “athletically hip”, a name which failed to make the grade. - A key tactic of lululemon’s business strategy is its focus on more than just clothing. - Lululemon foremost promotes a healthy lifestyle to follow a path that is centered around a healthy lifestyle that can be versatile from day to night. MISSION Creating components for people to live longer, healthier, fun lives. PRODUCTS We make technical athletic apparel for yoga, running, dancing, and most other sweaty pursuits. Check out our fabric info (including care instructions), and our size chart and fit information. STORES All lululemon locations have strong ties to our local communities. We host in-store events ranging from self-defense to goal-setting workshops to complimentary yoga classes led by our community ambassadors. Our online store also sends out weekly emails to keep you in the loop.
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DEMOGRAPHICS + PSYCHOGRAPHICS
DEMOGRAPHIC - Aim to target young professional women between the ages 25 – 34 who are busy with their career and family but still manage to be concerned about maintaining a healthy lifestyle. - “ The fit mom ” - Well educated women with a high income to spend on merchandise - Women who give off the perception of working out PSYCHOGRAPHIC - Women who live an active lifestyle and find yoga especially exhilarating - Since lululemon’s mission extends further than apparel it also educated its customer on being healthy in all aspects of their lives. - Customers are loyal to the brand because of its mission, and feel inspired by the sense of community - Women who want a more fashionable workout attire with more of an interest on quality - Women who casualize workout wear to everyday use even if they don’t use it to specifically work out
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MARNI HALL
YOUNGER DEMOGRAPHIC - AGE: 18 - 27 - ANNUAL INCOME: 12K (SUPPLEMENTED BY PARENTS) - OCCUPATION: COLLEGE STUDENT - IN SPARE TIME SHE ENJOYS WRITING A BEAUTY BLOG, ROAD-TRIPPING WITH FRIENDS AND, FINDING NEW WAYS TO WORKOUT - CAN BE FOUND TRAVELING AND AT THE BEACH ENJOYING AN ACTIVE LIFESTYLE
CUSTOMER PROFILES
LAURIE MITCHELL
OLDER DEMOGRAPHIC - AGE: 30 - 45 - COMBINED ANNUAL INCOME: 200K - OCCUPATION: YOUNG MARRIED MOTHER; PART-TIME YOGA INSTRUCTOR - IN HER SPARE TIME SHE CAN BE FOUND MAKING PLAY DATES FOR HER CHILDREN, FIXING GREEN JUICE AND WALKING AROUND HER NEIGHBORHOOD - SHE ENJOYS DAILY YOGA ALONG WITH TEACHING HER CHILDREN A HEALTHY LIFESTYLE
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THEME + INSPIRATION sea sugar
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COLORWAY 1
COLORS + FABRICATION
COLORWAY 2
Additional Fabric’s: Neoprene, with the Aquelu (recycled nylon with extra life lycra)
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FLATS
15
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LABEL + CARE TAG
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10-PIECE LINEUP
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SIZING
23
STRING BOTTOM
TECH PACKETS
HIPSTER BOTTOM
25
HIGH WAIST BOTTOM
26
TRIANGLE TOP
27
HALTER TOP
28
BANDEAU TOP
29
RASHGAURD
30
WETSUIT
31
SLEEVELESS ONE PIECE
32
LONG SLEEVE ONE PIECE
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COSTING 50% MU Rashgrand - $83 * .50 = $41.50 o Cost: 240 * $41.50 = $9,960 o Retail: 240 * $83 = $19,920 Wetsuit - $128 * .50 = $79.00 o Cost: 240 * $79.00 = $18,960 o Retail: 240 * $128 = $30,720
Bottoms - $54 * .50 = $27.00 o Cost: 240 * $27.00 = $6,480 o Retail: 240 * $54 = $12,960
Tops - $58 * .50 = $29.00 o Cost: 240 * $29.00 = $6,960 o Retail: 240 * $58 = $13,920
- o o
$56 * .50 = $28.00 Cost: 240 * $28.00 = $6,720 Retail: 240 * $56 = $13,440
- o o
$62 * .50 = $31.00 Cost: 240 * $31.00 = $7,440 Retail: 240 * $62 = $14,880
- o o
$58 * .50 = $29.00 Cost: 240 * $29.00 = $6,960 Retail: 240 * $58 = $13,920
- o o
$64 * .50 = $32.00 Cost: 240 * $32.00 = $7,680 Retail: 240 * $64 = $15,360
COSTING + MANUFACTURING
Manufacturers for Production = La Isla Fashion Group LLC **Manufacturing in Columbia, but they are a U.S. company, therefore, there is a free trade agreement resulting in no duties or tariffs. - Fabric’s: Neoprene, Aquelu (recycled nylon with extra life lycra) - Lead Times: 90-60 days
UNITS - Mainly online - Small % in stores - 240 hundred of each individual style
DELIVERY DATES FIRST - 9/25 SECOND/RESORT 11/25
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FASM 310
PRIVATE LABEL PRODUCT DEVELOPMENT SAVANNAH COLLEGE OF ART & DESIGN FINAL 10 PIECE CAPSULE COLLECTION CAROLINE LOWE MARTHA COCKERHAM EMILY TINDAL ANDERSON
THANK YOU!