Fashion Product, Buying and Merchandising

Tutors: S.Liberman, A. Niccolai

Assessment 2: Range Proposal

8th of December 2016

Veronica Maccan: S00801544

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TABLE OF CONTENT:

Pag.3: Introduction Pag.4: Plan A and ETI Pag.5: PPM Pag.6: SWOT Pag.7: Emma Watson Pag.8: Mood Board Pag.9: Colour Board Pag.10: Fabric Sheet Pag.11: Garment 1 Pag.12: Price Architecture Pag.13: Trend Inspiration Pag.14: Garment 2 Pag.15: Price Architecture Pag.16: Trend Inspiration Pag.17: Garment 3 Pag.18: Price Architecture Pag.19: Trend Inspiration

Pag.20: Garment 4 Pag.21: Price Architecture Pag.22: Trend Inspiration Pag.23: Outfits Pag.24-25: Supplier Strategy Pag.26: Target Customer 1 Pag.27: Target Customer 2 Pag.28: In store display Pag.29: Conclusion Pag.30: Bibliography

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INTRODUCTION:

In this report I will assume the role of a junior buyer/merchandiser working for M&S and I will create a small capsule collection with a new inspirational celebrity, Emma Watson that will collaborate with M&S for a new clothing range.

The strategy used is to increase the percentage of ethically sourced product to highlight the commitment that M&S have made with ETI (Ethical Trading Initiative).

Furthermore I will use a supplier chain based in the UK to shorten the delivery time as the collection must be on sale within 8 weeks.

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Plan A an ethical and environmental campaign that focuses mainly on:reduction of waste

working with fair-trade company,using sustainable and recyclable materials, products that you can give back to the

environment (renewable)donating money to charity organisations

reducing carbon footprints released in the atmosphere (their aim is to become carbon neutral)

M&S ultimate goal is “becoming the world’s most sustainable major retailer“.

ETI (Ethical Trading Initiative) a coalition of companies, trade unions and non governmental organisations created in defence of the respect for workers' rights all around

the world. ETI’s aim is to create a world in which workers are not exploited or discriminated, and have the possibility to work with security and equity.

PLAN A and ETI:

PPM

HIGH PRICE

LOW PRICE

LOWFASHION

HIGHFASHION

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SWOT OF M&S:

STRENGHTS: large product range strategic location of the stores huge quantity of stores and outlets quality of the materials strong brand value and British heritage customers trust well structured website sells globally collaborations advertising

WEAKNESSES: lack of trendy and fashionable clothing targeting mostly “older” customers overpriced garments you can find similar garments more fashionable and for cheaper prices in other stores

OPPORTUNITIES: target younger audience increase fashionable clothing expansion in other European countries

THREATS: strong competition, local and global

competitors cheaper prices, better online communication, more up to date and fashionable, targeting both young and old customer

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EMMA WATSON:

Emma Watson:

25 years old British actress born in Paris.

huge career in the world of cinema, modelling and activism

perfect target customer for the collection

2009 collaboration with “People Tree”

collaboration with the high street Italian brand Alberta Ferretti

collaboration with net-a-porter and Livia Firth

regarding the collection with People Tree Emma stated: “I think young people like me are becoming increasingly aware of the humanitarian issues surrounding fast fashion and want to make good choices but there aren't many options out there."

won the British Fashion Award in 2014 as best British style

she has all the right competences and experience to create a successful ethical and sustainable collection for M&S.

she will be the model for advertising the collection because of her high influence.

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MOODBOARD:

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COLOUR PALET:

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FABRICS BOARD:

Wool

Cotton

Velour

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GARMENT 1:

DescriptionAntique white jumpsuit that comes with tailored fitted waist and wide leg silhouette for a trendy finish.

Color Antique White

Fabrics 80% cotton, 20% Polyester

Wash Machine Wash

selling price £83

selling price - vat £69,2

cost price £20

profit margin 71%

opening stock 16011

Price strategy:

PRICE ARCHITECTURE:

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TREND INSPIRATIONS:

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GARMENT 2:

DescriptionStructured black cape with collarless design and embroidered with buttons fastening on shoulder.

Color Black

Fabrics 85% cotton, 15%polyester

Wash Dry cleaning

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selling price £110

selling price - vat £91,7

cost price £23

profit margin 75%

opening stock 240

Price strategy:

PRICE ARCHITECTURE:

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TREND INSPIRATIONS:

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DescriptionKnit jumper, cut with a button trim to the shoulder, boxy silhouette teamed with complementary clean lines.

Color Antique White

Fabrics 85% wool,14% acrylic,1% elastene,

Wash Machine wash

GARMENT 3:

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selling price £60

selling price - vat £50

cost price £11

profit margin 78%

opening stock 240

Price strategy:

PRICE ARCHITECTURE:

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TREND INSPIRATIONS:

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DescriptionVelour red skirt with handy side pockets, concealed zip fastening at the back. Mid-lengthed with a series of wide box pleats.

Color Persian red

Fabrics 96% cotton velour, 4% Elastane

Wash Dry cleaning

GARMENT 4:

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selling price £195

selling price - vat £162,5

cost price £46

profit margin 72%

opening stock 160

Price strategy:

PRICE ARCHITECTURE:

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TREND INSPIRATIONS:

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OUTFITS:

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The four garments of the collection can be easily styled together to create fashionable

and stylish outfits.

Bysshe Partnership:

UK based

uses natural and organic fibres

provides: designer, highly qualified craft makers and ensure the best quality with very low environmental cost.

The factory is the perfect supplier for this capsule collection not just because it is based in the UK and it is sustainable, but also because they have a short production and delivery time (up from 4 to 8 weeks).

SUPPLIER STRATEGY:

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Pricing information £15-30/m

Product and services

• Classic, heavyweight and lightweight woven hemp and organic cotton. • Samples • Sampling lengths can be bought at retail price • Sample swatches are available free upon request. • designers and craft makers

Minimum order criteria 100 – 400m/ depending on colour for bespoke orders.

Product lead times 4-8 weeks

Shipping Ships globally

The factory ethical certification: “GOTS certified The Global Organic Textile Standard (GOTS) was developed by leading standard organizations with the aim to unify the various existing standards in the field of eco textile processing and to define world-wide recognised requirements that ensure organic status of textiles, from harvesting of the raw materials, through environmentally responsible manufacturing up to labelling in order to provide a credible assurance to the end consumer. http://www.global-standard.org”

SUPPLIER STRATEGY:

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http://www.global-standard.org

Age: 25-35

Social grade: middle class C1/B

Job: second-tier lawyer

Income: £3.300 monthly

Education: University degree

Geographical Location: London

Purchasing motives: casual wear, work wear, party wear.

Shops at: Debenhams, Zara, Cos, Maje, Top Shop and occasionally ASOS.

I TARGET CUSTOMER:

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II TARGET CUSTOMER:Age: 35-45

Social grade: middle class B

Job: banker

Income: £4.500 monthly

Education: Master degree

Geographical Location: London

Purchasing motives: casual wear, work wear

Shops at: M&S, Debenhams, Zara, Cos, Next, Ralph Luren.

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IN STORE DISPLAY:

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CONCLUSION:

Emma Watson is clearly perfect for this collaboration as:she has all the right competences and experience to create a successful collection for M&Sshe will promote and model for advertising the collection.

The four garments the jumpsuit, the cape, the jumper and the skirt are:fashionablecan be easily styled togethermainly made with sustainable fabricsproduced by a UK based factory that is provided with an ethical certification.target the current M&S customerswill target younger customers as well (weakness of M&S not to target a younger audience)

In conclusion I would affirm that this collaboration has all the right bases to make a high profit and to enlarge the fame of M&S between a wider variety of customers.

Additionally it respects the aim of the project to increase the percentage of ethically sourced products to highlight the commitment between M&S and ETI as the collection is highly sustainable.

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Corporate.marksandspencer.com, (2015). M&S Today. [online] Available at: http://corporate.marksandspencer.com/aboutus/mands-today [Accessed 17 Nov. 2015]. Pantone.com, (2015). Search - find a PANTONE Color. [online] Available at: http://www.pantone.com/pages/pantone/colorfinder.aspx?from=topNav [Accessed 26 Nov. 2015]. Pinterest.com, (2015). [online] Available at: https://www.pinterest.com/pin/463589355369670341/ [Accessed 21 Nov. 2015]. Peopletree.co.uk, (2015). Ethical Clothing & Fair Trade Fashion - People Tree. [online] Available at: http://www.peopletree.co.uk [Accessed 26 Nov. 2015]. Markets.ft.com, (2015). Marks and Spencer Group PLC, MKS:LSE summary - FT.com. [online] Available at: http://markets.ft.com/research/Markets/Tearsheets/Summary?s=MKS:LSE [Accessed 20 Nov. 2015]. Wikipedia, (2015). Emma Watson. [online] Available at: https://en.wikipedia.org/wiki/Emma_Watson [Accessed 18 Nov. 2015]. www.nivelo.co.uk, J. (2015). Ethical Fashion Forum. [online] Ethicalfashionforum.com. Available at: http://www.ethicalfashionforum.com/source-directory/member/1309 [Accessed 23 Nov. 2015] WGSN Fashion Trend Forecasting and Analysis, (2015). WGSN Fashion Trend Forecasting and Analysis. [online] Available at: http://www.wgsn.com/en/ [Accessed 2 Dec. 2015]. Theblondesalad.com, (2015). The Blonde Salad. [online] Available at: http://www.theblondesalad.com/it/ [Accessed 1 Dec. 2015].

Drawings by: Annachiara Zoppas

BIBLIOGRAPHY:

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