Content Company Information Customer Profile Competitor Analysis SWOT Analysis Inspiration Concept Tech Pack Prototype Assortment
Company information
About Disney The Walt Disney Company started as a cartoon studio in the 1920s. It incorporated on 28July 1995. It has a diversified international family entertainment and media enterprise with 5 business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. (Walt Disney Co, 2016)
Mission Statement The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using their portfolio of brands to differentiate our content, services and consumer products, they seek to develop the most creative, innovative and profitable entertainment (Walt Disney Co, 2016) experiences and related products in the world.
The five business segments Media Networks
Digital businesses across two divisions the Disney/ ABC Television Group and ESPN Inc. Products include Broadcast, Cable, Radio, and Publishing.
Walt Disney Parks and Resorts
A provider of family travel and leisure experiences. Walt Disney's Parks and Resorts segment owns and operates the Walt Disney World Resort, Disneyland Resort, Aulani, the Disney Vacation Club, the Disney Cruise Line, and Adventures by Disney .
The Walt Disney Studio
It distributes these products under the Walt Disney Pictures, Pixar, Marvel, Touchstone, Lucasfilm, and UTV banners. Products include Movies, Music, and Stage plays.
Disney Consumer Products
Delivers product experiences across thousands of categories from toys and apparel to books and fine art. It also engages in retail and online distribution of products through The Disney Store and DisneyStore.com.
Disney Interactive
Disney Interactive produces mobile, social and console games, including hit mobile franchise Where’s My Water?, multiplatform video game Disney Infinity and No. 1 virtual world for kids, Club Penguin.
(Walt Disney Co, 2016)
Under the Consumer Product segment, they offer a wide range of product classification, which includes categories such as clothes, toys, accessories, home decor, and entertainment.
Product Classification Clothes
Costume; Sleepwear; Swim; Tees, Tops & Shirts; Fleece & Outerwear; Shorts & Pants; Top & Bottom Sets; Dresses & Skirts; Rompers; Disney Park Clothes.
Toys
Dolls, Plush, Action Figures, Play Sets, LEGO, Die Cast Cars and Planes; Vehicles & RC Toys; Games; Small Toys.
Accessories
Bags & Totes; Wallets; Jewelry; Tech Accessories; Sunglasses & Goggles; Beach Towels; Backpacks & Lunch Totes; Luggage; Watches; Ties & Cufflinks; Shoes & Socks; Hats, Gloves & Scarves; Ear Hats; Umbrellas; Beauty; Costume Accessories.
Home & DĂŠcor:
Kitchen & Dinnerware; Stationery & Office; Home Accents & Lighting; Bed & Bath; Blankets & Throws; Ornaments; Seasonal; Photo & Memories.
Entertainment
Movies; Books; Video Games; Music.
(Walt Disney Co, 2016)
Customer profile
val test VAL Test was took under the perspective of target audience to experiment what type of shoppers they are. Primary Type: Experiencers Want everything Are first in and first out of trend adoption Go against the current mainstream Are up on the latest fashions Love physical activity (are sensation seeking) See themselves as very sociable Believe that friends are extremely important Are spontaneous Have a heightened sense of visual stimulation.
Secondary Type: Innovators Are always taking in information (antennas up) Are confident enough to experiment Make the highest number of financial transactions Are skeptical about advertising Have international exposure Are future oriented Are self-directed consumers Believe science and R&D are credible Are most receptive to new ideas and technologies Enjoy the challenge of problem solving Have the widest variety of interests and activities.
online survey An online survey was conducted to investigate preferences for target market of the private label developing. Link to survey: https://www.surveymonkey.com/r/C5DGZPD The survey was distributed to 40 females of different ages. 27 responses were collected. 18 of the respondents were chosen as the sample group. Questions mainly focus on identifying interviewee’s perception to the Disney brand products and their consciousness to fashion. It also aimed to find out people’s buying behaviors and their dressing habits.
Demographic The target customer is aimed at female, age 31-40 years old. They are of income level slightly higher than the average of middle class in the United States. Their income would range from USD$33,000 to $45, 000 annually. They are mainly women with successful career and high income. Their educatioin level is at college graduate.
Psychographic Frequency of the target market to dress formally is from sometimes to often. They have fantasy for Disney characters, and they also want to dress like them. They own some everyday items which have Disney character print patterns on it. They are aware about the latest fashion looks and are interested about the trend.
Geographic The shop is targetted to locate at Central district in Hong Kong. It is an area that most professionals, tourists or middle to high income shoppers concentrate at. Neighborhood consisted of high-end luxury brands, which can help raise the brand’s class. It is among one of the most busy areas in Hong Kong.
Buying Behavior The target customers shop for clothes two to three times a week. They do not buy clothes every time they shop. They would buy clothes two to three time a month. And their average spending for each purchase is at USD$250-750.
Competitor analysis
Marc Jacobs Marc Jacobs is a renown design house that creates men's and women's apparel collections and children's line, as well as footwear, handbags, sunglasses, timepieces, and fragrances. The company operates more than 250 stores internationally and sells through high-end department and specialty retailers. (MARC, n.d.)
In order to obtain information about the main audience of the brand, an interview with salesperson and observation at the Central Landmark Marc Jacobs store was conducted on 26th April, 2016, at 2:20-2:55pm. From the salesperson, main audience was thirty to fifty years old female. They mostly shop for accessories like handbags and shoes in the store. USD $375
Pleated Ribs Ruffle Sweater Dress
USD $795
Angel Dress
USD $795
Angel Dress
USD $1,200
Satin Stripe Party Dress
USD $1,200
Satin Stripe Party Dress
USD $1,600
ž Sleeve Collage Silk Dress
USD $1,600
ž Sleeve Collage
From observation, mainland tourists Silk Dress at age forty to fifty years old, and local female at thirty to forty years old who shop with their family and friends, were the main audience of the store.
KAte Spade Kate Spade was engaged in the design and marketing of a range of accessories and apparel. The company owns brands which named kate spade new York, KATE SPADE SATURDAY, and JACK SPADE. It operates specialty retail stores within the United States and outside the United States (primarily in Japan, Southeast Asia, Europe, Latin America and Canada). The company also operates outlet stores within the United States and outside the United States. Concession stores are operatied in select retail stores, which are either owned or leased by a third-party department store or specialty store retailer. (Dresses, n.d.)
In order to obtain information about the main audience of the brand, an interview with salesperson and observation at the Central IFC mall Kate Spade store was conducted on 26th April, 2016, at 1:00-1:45pm. From the salesperson, main audience of the clothing in store was female at age twenty to thirty-five years old. They mostly worked as office workers. USD $598
USD $348 Crepe Bow Back Dress
USD $898
Collared Fit and Flare Moonbeam Laney Dress Dress
USD $898
USD $1298
Tari Dress
Lissie Dress
From observation, shoppers were mainly twenty to thirty years old women. They either shop alone or with their friends. Occasionally, some office workers would shop in the store during their lunch break.
Kenzo Kenzo is a French luxury house founded by Japanese designer Kenzo Takada. The brand uses Asian and Japanese influenced style with the expert construction of European high fashion. It operates retail shops in over 30 places internationally, with base in Paris. The company operates as a subsidiary of LVMH. Creative Director Humberto Leon explained that the Kenzo customer is youthful in spirit and is very confident. They like to have fun. The brand hopes that the positive feeling may continue. Hence, in 2016, Kenzo collaborated with Disney to introduce the Jungle Book capsule collection. (KENZO, n.d.)
In order to obtain information about the main audience of the brand, an interview with salesperson and observation at the Central Landmark Kenzo store was conducted on 26th April, 2016, at 3:00-3:30pm.
USD $395 Cartoon Cactus Dress
USD $552 Hawaii Dress
From the salesperson, main audience of the particular Kenzo X Disney collection in store was twenty to thirty years old male and female. They would be working class who may wear the collection during their holiday. From observation, main audience of the collection was couple at age range from twenty-five to forty-five years old.
USD $733 Long Pleated Dress
USD $1,580 Maxi Flared Dress
SWOT analysis
Strength •Diverse Business Operations. •Proficient marketing activities. •Strong Operating Performance. Showed an increasing revenue from financial data.
The diversed business operation of the company implies that they have the willingness to expand their business. Besides, they also have the ability to boraden their scope of products because of their already existed well-structured operation and brand name. With the name, it is easy for the company to expand into a new market. (Walt Disney Co, 2016)
Weakness •Increasing Trade Receivables. •Working Capital Concerns.
By develooping a private label, the increasing trade receivables problem may be improved. The consumer products segment maybe expanded further for a st a bl e i n c o me, an d p ro p o rt io n of entertainment segment to the whole business may be reduced. Stability of the business can be increased as a result. (Walt Disney Co, 2016)
Opportunity •Advertising Market Potential. •Growth in Entertainment and Media Industry. •Strategic Initiatives.
The advancement of technology will make promotion of the brand more easy. Disney can also make use of the brand's newwork that is already established to promote the new product line. They could make use of the entertainment and media segments for promotion when the new product line is first set up. For example, they can create a documentary television show about secrets behind the beginnig of this provate label, or ask celebrities to wear the new label's garments on television programs. Disney can also consider forming alliances or partnerships with other existing apparel brands, which share similar vision as the new label, so to share advantages in operation of an existing fashion company. (Walt Disney Co, 2016)
Threat •Competitive Pressure. •Regulatory Environment. •Vulnerability of Intellectual Property.
The company should have the ability to obtain patents for their products and technologies to protect their intellectual properties. Each cartoon characters produced under Disney's brand name should obtain a corresponding coyright, trademark or patent. These elements are unique to the brand. (Walt Disney Co, 2016)
Why this private label? From the survey conducted previously.. Around 70% of the respondents for the survey still have fantasies for Disney characters. Around 80% of the respondents own some items with Disney patterns on it. Around 50% of the respondents still wants to dress like one of the Disney characters even if they have already grown up. Therefore, it shows that Disney images can be popular among young adults' market. Besides, fashion brands also used Disney characters as reference for their designs..
Dolce & Gabbana VS Cinderella
Marchesa VS Belle
Marc Jacobs VS Cruella de Vil
Binzario Couture VS Winnie the Pooh
Jenny Packham VS Snow White
Marc Jacobs VS Maleficent
Delpozo VS Flounder
Opening Ceremony VS Buzz Lightyear
Inspiration
Queen under the Sea
Disney Pre-Fall Collection 2016
Concept
Tech Pack
Style # 16001 Creation Date 2016 May Style Name Purple Wavy Skirt Initial Date Sent 5/31/2016
Style Name Description Season Size Range Vendor Coo/Fcty
Purple Wavy Skirt Little Mermaid Ursula Collection Pre-fall 2016 XS, S, M, L Harvey Nichols Grand Workshop
Fabric Name: Lavender Cotton Fabric Number: J2307 Fabric Content: Cotton, Polyester Fabric Construction: 60% Cotton, 40% Polyester Fabric Weight: 272 gr Color: Light purple (Pantone: 516up)
2 7
4
3 6
1
5
1. Length : 2. Waist round: 3. Width : 4. Zipper : 5. Hem round : 6. Each layer : 7. Waist band :
55cm 71cm 40cm 10cm 86cm 18cm 5cm
Colored sketch
Invisible Zipper Color: White
Cost Sheet Style# 16001 Date: 30-5-2016 Materials Item# Fabric Qty. Cost/yd Total Cost(HKD) #1 Lavender Cotton Polyester 2.5 35 87 Item# Fabric Qty. Cost/ea. Total Cost(HKD) #2 Zipper 1 4 4 #3 Label 1 0.5 0.5 #4 Tag 1 1 1 #5 Thread - - 10 Detailed Operations Operation Cost (HKD) Cut 0.29 Make 2.31 Trim 0.46 Packaging 0.52 Embellishment 0.29 Finishing 0.69 Labour 600 Total Cost(HKD) 707.06
Prototype
Front:
Details:
Back:
In order to give the brand a high-end sense of mood, the packaging will be designed in luxury style. Gold paper bag, and even receipt will be like a certificate. Tags that are attached to each g a r m e n t w i l l tel l stories of each collection. A small paragraph about the character that each collection is based on, will be written on the tag for people to learn more.
Packaging and Label
Markup According to "Entrepreneur" magazine, small retailers would use a 50-percent markup for their merchandise. This is known as the "keystone", and means that retail price is used to set double the total cost. (Locsin, n.d.) If the same philoshophy is applied to my product, retail price of the purple wavy skirt will be double the total cost. Mark-up percent is 50%. According to the cost sheet, total cost of the skirt amounted to HKD$707.06. It can be converted into US dollars, USD$90.6. The selling price of this purple wavy skirt wil hence be set at around USD$181.
Assortment plan
Style The assortment of styles was based on factors like season, working and living environment of the target market, and fashion trends. The black wavy dress will hold the heaviest weighting because black dress is considered as one of the most essential items in women's fashion trend, that was introduced by Coco Chanel in the 1930s. Hence, it is forseed that public will adopt to this style easier than the other.
25% White Dress Shirt with purple collar and buttons.
The white dress shirt and purple wavy skirt are distributed in the same weighting because they are seen as a matching style, which one of the item would go with the another. The lavender purple maxi dress will be bought at a slightly lower proportion, as it is a new item to the trend. reaction of the public to this style is uncertain.
25% Purple Wavy Skirt
30% Black Wavy Dress
20% Lavender Purple Maxi Dress
Color The basic colors in the collection have been picked to occupy a slightly heavier weighting compared to the other two purple color. Neutral colors may fit everyone's preference, while sharp colors are not. As the lavender purple and dark purple have been the most significant characteristics on Ursula. It is essential for the colors to be put in the designs. However, they are mainly used to set-off other color garments in this collection.
30% 20% 20% 30%
Fabric The brand is set as a high-end luxury brand. Therefore, fabric with higher quality and price will be chosen as material for garments. The more wearable cotton will be used at the largest percentage, followed by silk, and then velvet and leather. Velvet is most commonly to be seen during winter, thus, it is a seasonal fabric.
15% 5% 45% 35%
pricing USD $300 or below
-
5%
USD $300-800 -
15%
USD $800-1280
-
40%
USD $1280-1900
-
25%
USD $1900 or above
-
15%
Price will mainly be set at middle-high level because the brand is postioined at the same middle-high level in merket. Price is not at the highest point because we want to attain the goal that target market can buy more options with the least price they may be able to afford.
Sizing XS -
20%
S
-
25%
M
-
25%
L
-
20%
XL -
10%
According to observation, Hong Kong women's sizes are mostly ranging from small to medium. Hence, it is expected that these sizes can be sold more quickly than the others.
Reference WOMEN Ready to Wear Dresses & Skirts. (n.d.). Retrieved April 17, 2016, from http://www.marcjacobs.com/ women/ready-to-wear/dresses-skirts/#srule=price-lowest-to-highest Dresses & skirts. (n.d.). Retrieved April 17, 2016, from https://www.katespade.com/clothing/dresses-skirts/ Women. (n.d.). Retrieved April 17, 2016, from https://www.kenzo.com/en/women/clothing/dresses MARC JACOBS INTERNATIONAL, L.L.C. Company Information. (n.d.). Retrieved April 17, 2016, from http://www.hoovers.com/company-information/cs/company-profile.Marc_Jacobs_International_LLC. a990d7d939545f25.html KENZO SA: Private Company Information. (n.d.). Retrieved April 17, 2016, from http://www.bloomberg.com/ research/stocks/private/snapshot.asp?privcapid=30374518 Walt Disney Co. (2016). [online] Global Business Browser. Available at: http://globalbb.onesource.com/web/ Reports/ReportMain.aspx?KeyID=9191&Process=CP&FtrID=UNIFIEDSUMMARY [Accessed 17 Apr. 2016]. Locsin, A. (n.d.). What Is the Markup Percent for Most Boutiques? Retrieved June 07, 2016, from http://smallbusiness.chron.com/markup-percent-boutiques-35432.html
Private Label Development Walt Disney Co. apparel Yoyo Chow Spring 2016 Prof. Cory Quach