b&m portfolio teaser aj del rosario
DESCRIPTION
Menswear | Range Plan | Colorway | Event Plan | Website Analysis | Price Architecture | Shop ReportsTRANSCRIPT
buying & merchandising portfolio
by AJ Del Rosario
MBA in Fashion Business 2012/2013 March 1, 2013
Table of contents
! Range Plan 3
! Colorway 11
! Event plan 13
! Website Analysis 15
! Price Architecture 18
! Shop Reports 20
This portfolio is designed to be viewed on a landscape setting for optimum
viewing (i.e. iPad).
This portfolio focuses on menswear for mass-market brands.
Hope you enjoy!
Men’s Shirts Spring Summer 2013/2014
by AJ Del Rosario MBA in Fashion Business 2012/2013
March 1, 2013
3
Index • Formal
– Fitted Basic – Basic Short-Sleeve – Buttondown Oxford – Floral Printed – Penny-Collar – Pin & Eyelet Collar – Pyjama
• Casual – Utility – Military – Tunic – Printed Short-Sleeved – Boxy Resort – Baseball – Contemporary Sweat – Scoop-neck Nautical Tee – Polo Shirt – Rounded Polo Shirt
– Cycling Jersey – Diagonal-Block Tee – Shallow Soft V-Neck – Cap-Sleeved Tee – Logo Henley – Boxy Tee – XXXL T-Shirt – American Football Jersey – Varsity Vest – Boxy Gilet – Sleeveless – Oversized Tank Top – Elongated Vest
Color Range/Story
OLYMPIC!
jungle Techno Flurry
Colors:
Fabric:
Description: Budget Percentage:
Fitted Basic
Fitted silhouette | Regular collar | Single button cuff | Shaped hem
Stretch fabric | 100% Cotton
4%
Retail Price:
RMB 299
Core
Fashion
Store Delivery:
Top, Mid, All Stores
Colors:
Description:
Buttondown Oxford
Relaxed fit | Classic chest button | Double-button cuff | Curved hem | S m a r t c a s u a l o r dressed-up
Fabric:
Budget Percentage:
100% Cotton
4.5%
Retail Price:
RMB 299
Core
Store Delivery:
Top, Mid, All Stores Fashion 1 – Spring Delivery Fashion 2 – Summer Delivery
Prints :
Description:
Printed Short-Sleeve
Easy body fit | Wider a n d l o n g e r s l e e v e proportions (regular-elbow) | Summer staple | Smart casual
Fabric:
Budget Percentage:
100% Cotton
3.6%
Retail Price:
RMB 249
Store Delivery:
Top, Mid, All Stores
Colors/Prints:
Description:
Boxy Tee
Classic fit | Breast p o c k e t | S h o u l d e r epaulettes
Fabric:
Budget Percentage:
8 0 % C o t t o n 2 0 % Polyamide
3.2%
Retail Price:
RMB 149
Store Delivery:
Top Stores
Colorways :
Description:
Elongated Vest
Loose fitting vest | Racer back | Elongated to mid-thigh
Fabric:
Budget Percentage:
100% Cotton
3.2%
Retail Price:
RMB 79
#1
#2
#3
#4
#5
Store Delivery:
Top, Mid, All Stores
Men’s Knit for Spring Summer 2013/2014
by AJ Del Rosario MBA in Fashion Business 2012/2013
March 1, 2013
!!"
Colorways:
Fabric:
Description:
Fine-Gauge Crew Neck
Fully-fashioned crew neck knit with geometric color blocking | Regular fit
45% Linen | 55% Cotton
Retail Price:
RMB 299
1
2 4 3 5
1
1 1 1
1
2
3
4
5
!""#$%&%'#()*+,#%'#')(-+#()*+,#
A
B
C
Buying Distribution: A: 40% | trendy, but still masculine color palette B: 20% | least trendy with pinks, pastels C: 40% | greyscale is very classic and commercial
Event Plan for s/s 2014
by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013
13
6-mO
nt
h ev
ent
pla
n
Chinese New Year ~ Chinese New Year sale (end of season sale) ~ Updated visual merchandising ~ In-store signages ~ New product piling
New Collection Launch ~ RMB 500 shopping spree for select bloggers ~ Updated visual merchandising ~ In-store signages ~ New product piling
Lantern Festival ~ Update visual merchandising to celebrate Lantern Festival
Valentine’s ~ Dinner date promo (Chance to win a set dinner in romantic resto with a minimum purchase of RMB 1,000) ~ Single’s promo (Free beer in pub for minimum purchase of RMB 500)
Chinese Cool ~ RMB 500 clothes sponsorship for Shanghai’s select club promoters ~ timing is before major holidays/sales so that enough time for PR to spread
Shop with your Friends ~ Get a 15% discount when you and your friend purchase a minimum of RMB 500 combined ~ Encourage group buying
Check-In Promotions ~ Get 10% off when you check-in on social media ~ Timing will be on “slow” weeks
Qing Ming Jie/Labor Day ~ Discounts on non-moving items as store traffic will be high
Mid-Season/Summer Sale ~ Initial and Final discounts on spring/summer items
Month Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 ! ! ! ! ! ! ! ! ! ! ! ! ! New Collection Launch ! ! ! ! ! ! ! ! ! ! ! ! Chinese New Year ! ! ! ! ! ! ! ! ! ! ! ! ! ! Valentines ! ! ! ! ! ! ! ! ! ! ! ! ! Lantern Festival ! ! ! ! ! ! ! ! ! ! ! ! ! H&M dresses Chinese Cool ! ! ! ! ! ! ! ! ! ! ! ! ! ! Shop with your friends ! ! ! ! ! ! ! ! ! ! Check-In Promotion ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Qing Ming Jie ! ! ! ! ! ! ! ! ! ! ! ! Mid-Season Sale ! ! ! ! ! ! ! ! ! ! ! ! ! Labor Day ! ! ! ! ! ! ! ! ! ! ! ! Summer Sale ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
Source: Timeanddate.com (2013) Holidays and observances in China in 2014. [online] Available at: http://www.timeanddate.com/holidays/china/2014 [Accessed: 28 Feb 2013].
VANCL WEBSITE ANALYSIS BY AJ DEL ROSARIO MBA IN FASHION BUSINESS 2012/2013 MARCH 1, 2013
Source: En.vancl.com (2013) Business shirts, Casual shoes & Accessories Online Store | VANCL. [online] Available at: http://en.vancl.com/ [Accessed: 26 Feb 2013].
15
USER FRIENDLINESS | VISUAL APPEAL |
Easy to navigate: the layout of the website is pretty idiot-proof as all the icons are easily accessible
Magazine-like: homepage appears like a magazine but rest of pages are not so appealing
Cluttered: the banners on the left hand side look like annoying advertisements
: the sale tag on the photo + the red numeric sales item is an overkill and just over-stresses products are on sale
: the filter turned on is “What’s New” but all the products showing are on sale; this is very misleading and cheapens the brand
FILTERS | MULTIPLE PURCHASES | INTERACTIVITY
Incomplete filters: size, price range, color filters can be added to aid customer refine his search
Focused purchase: the website does not encourage cross-sa les as there is no complimentary recommendations icons i.e. matching tie for long-sleeved shirt
Blog: Vancl has a separate blog where customers can interact via Facebook, Twitter, Pinterest
: but this is only limited to certain posts of Vancl but no option to interact with the brand on its actual selling platform
Zara Men’s Coats Price Architecture
by AJ Del Rosario MBA in Fashion Business 2012/2013
March 1, 2013
18
Zara Men's Coats Price Architecture
0 2 4 6 8
10 12 14 16 18 20
CNY 399
CNY 459
CNY 499
CNY 599
CNY 699
CNY 759
CNY 799
CNY 899
CNY 1,299
CNY 1,399
CNY 1,999
• The price range displayed by Zara is wide, which is indicative of its diverse customer segment.
• There are close to 60 styles for men's jackets alone and this directly coincides with Zara's business model for providing a wide range of current fashion at affordable prices
• The CNY 799 & 899 price points seem to be the sweet spot for Zara's clientele as most of the styles are concentrated at these price points.
• The price points ending with 59 may mislead the consumer and I may just round this items to the nearest 99. But, maybe they are just targeting a certain margin %.
Source: http://translate.google.com/translate?hl=en&sl=zh-CN&u=http://www.zara.cn/&prev=/search%3Fq%3Dzara%2Bchina%26hl%3Den%26client%3Dsafari%26rls%3Den&sa=X&ei=NXcvUdzsAYesjALps4DICg&ved=0CDMQ7gEwAA
Men’s Trousers
Shop Reports by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013
20
Index
! Shop Reports:
! H&M
! Zara
! ME&City
! Metersbonwe
! Forever 21
! Summary
ME
&C
ity
Sho
p R
epor
t ! Company Background ! Store Details ! Trousers Analysis
! Store Analysis ! Recommendations/Key
Insights
Com
pan
y Ba
ckg
roun
d
! ME&City is a diffusion brand of the
Metersbonwe Group ! First store opened in 2008
! Targeted at 18-35 year-old urban
white-collar workers ! 9 stores in Shanghai; 700 branches
spread across China
Stor
e D
etai
ls
! Branch: East Nanjing Rd.
! Location: 1st and 2nd Floor of
5-storey store ! Type: Flagship ! Date: Feb. 11, 2013 | 2PM
! Site Map:
Tro
user
Ana
lyis
: A
rea
Brea
kdow
n
60% 30%
10%
Men's Area Breakdown by Category
Tops
Trousers
Accessories
50%
40%
10%
Area Breakdown by Category
Women
Men
Kids
Tro
user
Ana
lysi
s:
Trou
ser
Dis
trib
utio
n 25%
35%
25%
15%
Men's Trouser's Distribution by Category
Urban
Casual
Jeans
Formal
ME&City’s trouser focus is on their urban, casual and denim lines. However, the formal wear has a sizeable portion in the store, which semi-resembles a gentleman’s club.
Tro
user
Ana
lysi
s:
Fit
20%
45%
35%
Men's Trousers By Fit
Regular
Slim
Straight
There is a strong emphasis on the slim cut across all lines in their trousers which could be perceived as a safe word to use to connote being modern without to trendy/young (i.e. skinny). In addition, there is a sizeable amount of trousers that are regular and straight, which can be indicative relatively older clientele (20-35 yrs old). There is no mention of rise of the pants but it most probably is low-rise
Tro
user
Ana
lysi
s:
Pric
e A
naly
sis
! Price Range Fabric Composition Country of
Origin
Urban RMB 399 65% Cotton, 30%
Polyester, 5% Elastane China
Casual RMB 299 100% Cotton China Jeans RMB 349 100% Cotton China
Formal RMB
299-499 100% Cotton | 98% Cotton, 2% Elastane China
ME&City’s price points is at a premium of 3 0 - 4 0 % o f H & M , F o r e v e r 2 1 a n d Metersbonwe’s. This higher price points can be demanded due to Zara’s (perceived) higher quality products.
ME&City’s price points is directly competing with Zara’s. It is China’s answer to Zara.
Tro
user
Ana
lysi
s :
Col
or R
ange
/Dis
pla
y
Trendy collections are displayed at the front of the store. Majority of trousers are displayed together with the same style placed near its accompanying collections. Trousers are also combined with matching tops to aid the consumers create a complete look and thereby, encourage cross sales.
Tro
user
Ana
lysi
s:
Sizi
ng,
Lab
elin
g, a
nd
Pack
agin
g
Tro
user
Ana
lysi
s:
Mar
kdow
ns
• 30-50% markdown + 20% off if you get 2 pieces
• 30-50% markdown + 30% off if you get 3 or more pieces
Store Analysis : Store Ambiance/Layout
Modern version of a gentleman’s club No foul odors Mainstream hip-hop and techno music Bright fluorescent lighting Safe shopping environment Sales items are on the 5th floor Sales attendants are quick to rearrange messy stock piles Attentive, casually dressed sales personnel