Private Label Product Development FASM 310 Vittoria Zavatti Oriana Padron
1 Mission Statment 2 History 3 Swot Analysis 4.5 Competitors 6 Size and Scope 7 Customer Profile 8 Mood Board 9 Color Story 10 Fabric Swatches 11 Prints 12.13 Collection 14.15 Retail Price
16 Final Product 17 Assortment Plan 18 Manufacturer 19 TNA Calendar 20 Branding Marketing 21 Window Display 22 Catalagos 23 WebPage 24 Social Media 25 Launch Event 26 Sources
MISSION STATEMENT
TABLE OF CONTENTS
“Provide all of their buyers with high quality taste for the value of their money”
1
SWOT ANALYSIS STRENGTH
HISTORY The House of Fendi has a rich Italian history that began in Rome. In 1925, the House of Fendi is stablishes by the Italian couple Edoardo and Adele Fendi, and was originally known for being the first handbag and fur workshop in Via del Plebiscito Rome. The design house was immediately recognized for the quality and craftsmanship of the Fendi Products. Nowadays Fendi has 160 stores in 25 countries worldwide and continues to be one of the most covered and sought after labels in the world. Italian luxury fashion house. Founded by Edoardo Fendi and Adele Casagrande in 1925 in rome. Producing fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories. Parent Organization - LVMH.
2
Quality leather goods. Celebrity endorsement: Kim Kardashian, Lindsey Lohan, Rihanna. String quality control. Successful entry into various fashion accessories and apparel.
WEAKNESS High price for products. Excessive competition who are ranked higher in luxury brands. No discounts or sale promotions.
OPPORTUNITIES THREATS Market expansions to new regions. To source creative talent on a global level. Invest more in research and development.
Increase in labor costs. Economical/political conditions. Other luxury brand competitor.
3
COMPETITORS
4
5
SIZE AND SCOPE (1) the company Fendi Italia S.r.l. sells products covered by the “FENDI� trademark in Italy
Sizes: XS to L online XXS TO XXXL only on store Prices: $300 to $4,000 Products: Bags Ready to wear Shoes accesories Watches Casa
6
CUSTOMER PROFILE Name Juon Peij
(2) These General Terms and Conditions of Sale are applicable to all distance sales of FENDI products via the FENDI.com website, including with telephone assistance provided by FENDI Customer Service.
Country Tokyo, Japan
(3) The use of the distance sales service described herein is reserved solely for consumers.
Age 27 years Old
(4) FENDI may modify these General Terms and Conditions of Sale at any time. Therefore, the Customer is asked to accept the General Terms and Conditions of Sale in force at the time of purchase, a copy of which will be sent to the Customer at the e-mail address provided by the Customer.
Occupation Bussines Man
(5) These General Terms and Conditions of Sale are published on the Site for the Customer's knowledge, storage and reproduction. (6) It is understood that by placing an order on the FENDI.com website, the Customer fully and unreservedly acknowledges and accepts these General Terms and Conditions of Sale. sion of services by third parties.
Incomes $90,000 Hobbies He thinks that the best way to learn is TRAVELING He always wants to look professional but a the same time FASHIONABLE
7
MOOD BOARD
8
COLOR STORY
9
100% White Cotton Voile
100% Black Cotton Voile 100% White Viscose
100% Denim Cotton
FABRIC SWATCHES 10
3 PRINTS 11
12
13
STYLE: #V&O8 COST: $75.65 RETAIL: $465.51
STYLE: # V&5 COST: $55.02 RETAIL: $338.56
STYLE: # V&O6 COST: $31.63 RETAIL: $194.68
STYLE: # V&O3 COST: $25.76 RETAIL: $225.41
STYLE: # V&O7 COST: $69.10 RETAIL: $425.25
STYLE: # V&O2 COST: $32.29 RETAIL: $198.70 STYLE: # V&O1 COST: $18.38 RETAIL: $113.09
RETAIL PRICE 14
STYLE: # V&O4 COST: $24.60 RETAIL: $151.38
15
FINAL PRODUCT AVERAGE UNIT PLAN
16
ASSORTMENT PLAN
17
MANUFACTURER
TNA CALENDAR
SEASON S/S 2020 VENDOR Hoplites COUNTRY OF ORIGIN Italy ACCOUNT MANAGER Vittoria Zavatti, Oriana Padron
“We coordinate garments manufacture, managing each step of the process maintaining daily contact with various carefully selected manufacturers which we chose by exploiting years of experience in identifying the right partners who possess the necessary high end requirements, aiming to completely satisfy the customer’s needs. We lead, assists and coordinate the various stages of the manufacturing process using methods developed and improved during over 30 years experience.”
18
19
20
WINDOW DISPLAY
BRANDING MARKETING
21
CATALOGS 22
LIMITED EDITION
WEBPAGE
23
Search
Fendi
Fendi x Riggs
Follow
fendi Men’s SS20 collection: Limited edition collaboration. Fendi x Chris Riggs
Location: Fendi Palace in Rome Surprise: Chris Riggs present in the event Models wearing the pieces Promotion: 2 raffle winners for one work of Chris Riggs
40,132
Budget: $40,000
JULY 10, 2017
SOCIAL MEDIA
24
LAUNCH EVENT
25
SOURCES “Italian Architecture Sculpts Fendi Campaign.” WGSN, www.wgsn.com/content/board_viewer/#/53497/ page/1. “Fendi Women’s Spring/Summer 2019 Fashion Show | Fendi Women in 2019 | Fashion, Trendy Fashion, Pinterest Fashion.” Pinterest, 11 Mar. 2019, www.pinterest.com/pin/Aaa0BkVFeErV3s3pBb9J_DzbBPKB71QK6RiHWv8ez4t_4YBOo9Khk9s/. Fendi. “FENDI | Official Online Store.” Fendi Online Store, www.fendi.com/us?gclid=CjwKCAjwiZnnBRBQEiwAcWKfYvAVI7zEcm91-s0CgRbYETC1rNlPBOmXPJC2fxyhmPUaiXP8z586cxoCSQcQAvD_BwE&gclsrc=aw.ds. “Chriss Riggs Bio.” Chris Riggs Gallery, www.riggsgallery.com/about/.
26