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Similaire à InDesign Mini Me project for M&S (Individual Negotiated Project)
Similaire à InDesign Mini Me project for M&S (Individual Negotiated Project) (20)
InDesign Mini Me project for M&S (Individual Negotiated Project)
- 1. ALEX SHORTLAND S/S 19 ‘MINI ME’ X HOLLY WILLOUGHBY S/S 19
- 2. ALEX SHORTLAND S/S 19 CONTENTS 3 Concept 4 Executive Summary 5-6 Customer Profile 7 Brand Summary 8 Brand position 9 PEST 10 SWOT 11 Research 12 Market Overview 13 Research - Holly Willoughby 14 Catwalk/Celebrity inspiration 15 Holly Willoughby - What does she wear? 16-18 Comp Shop 19 Trend Predictions of S/S 19 20 Mood Board 21 Key Patterns/Product 22 Key Fabrics 23-24 Product Development 25-28 Range - Mini Me 29 Price Architecture 30 Colour and Print Mix % 31 Outfit Building 32-33 Technical Pack 34 Labels & Care 35-37 Sourcing Strategy - Turkey 38 Sales Plan - Womens 39 Sales Plan - Kids 40 Sales Plan 41 Space Layout 42 Planogram 43 Marketing 44 Evaluation 45 Bibliography
- 3. ALEX SHORTLAND S/S 19 CONCEPT My concept is to create a Mini-Me collection for Marks and Spencer. I have decided to launch this for Spring/Summer 19 and will be doing this over a 12 week period in Summer which will launch in March. The reason I have chosen to do a Mini Me collection is because it is something that is currently trending on social media as it seems everyone is wanting to match with their little one. I have decided to just do this collection for Mothers before expanding it for Fathers as well as I would want to see how the collection goes first and I believe it will attract Women over Men. I got the inspiration on Instagram from a mother matching with her children and thought it was very sweet and noticed a lot of people asking where the outfits were from. After going online I have seen some brands that have done it themselves, one being George which is a current competitor. There are also brands solely on this idea so I would need to consider what will attract customers specifically to Marks and Spencer and I am hoping this is through the quality . Due to M&S focusing more on quality rather than trend I have decided to base this collection on Hol- ly Willoughby as I feel a lot of Women will be able to relate to her and see her as an influencer. She is very well known and I think more so for the M&S customer. With her flattering, girly outfits I think she would be the perfect person to base this collection on as her clothes are able to be adapted for children. I have researched a bit on trend as well as it is important to look at all factors to make sure that it will sell and be commercial while still being flattering with good quality following M&S’ reputation. With this concept, this may boost sales from not just the average M&S customer because this may attract any mothers who may like the idea which is not currently available in their normal retailers. They have a lot of marketing strategies as a brand and I will definitely consider doing adverts, using social media and their websites to promote this idea. I have made the decision to place it first only into the flagship store and online.
- 4. ALEX SHORTLAND S/S 19 EXECUTIVE SUMMARY M&S is a unique retailer who operate Food, Clothing & Home and are focused on delivering great value for money. M&S re- tains market-leading positions in core categories such as lingerie, denim, business shirts, suits and Back to School. The company has been trading in the UK market since 1884 and is established as one of the tops its field. Clothing & Home revenues were down although the business successfully recovered margin by improving the percentage of full- price sales and continue to drive their successful direct sourcing programme. Although clothing sales were down at M&S, Childenswear in general saw the highest growth in sales globally in 2017 and will continue to do so in years to come and as such is a good area to focus on to boost sales which is what M&S need. Considering we are seeing the rise of the Mini Me trend alongside childrenswear, I feel that a commercial idea such as Mini Me will be the best idea in order for M&S to bring sales back up. We are seeing the average British childs wardrobe totalling to around £1300 and 71% of mums are spending more money on their children than themselves or their partners. Mini Me is an up and coming trend that not many other competitors are done or have done very successfully, therefore collaborating with a well known celebrity such as Holly Willoughby will influence customers and possibly not the usual M&S customer as well to buy into this cute and excit- ing trend. We are expecting the customers to still appreciate the good quality clothes that we provide along with value for money which is why this could really work for M&S as apposed to potentially other competitors such as Primark who have done this before. I personally didn’t hear about their range they brought out until I did some research, so with our marketing capabilities this could be a massive success and hopefully draw a lot of attention. I will be creating a range that will consist of lots of dresses, nice tops and trousers, along with some jackets. These pieces will be perfect for special occassions and will launch in our flagship store and online. It will launch on the 10th March 2019 ready for Spring/Summer 19. Regarding the figures, we have an average planned margin for the womens range of 65% and for the girls range an average margin of 59% along with an annual turnover of £294,000.
- 5. ALEX SHORTLAND S/S 19 CUSTOMER PROFILE The M&S Mini Me customer Expecting mothers, mothers with young children. Age: 35 - 48 Gender: Female Main occupation: Part-time work, full-time work. Office adminastrater, teacher, housewife, management, secretary. Accomodation: Home-owner. Status: Married, living with partner. Income: £30,000+ Personality: Organised, family-orientated, strong-willed, confident. Ca- reer-driven. Hobbies/Interests: Catching up with friends, going for dinner, spending time with family, reading, watching films, attending flower shows, holidays, coffee shops. Behaviour: Prefers to read the newspaper then go online. Less technolog- ical, would prefer to go shopping in store. Beginning but enjoying social media and online shopping. Shopping habits: Shops at least twice a month up to once a week. Enjoys looking through fashion magazines or gets inspiration from day-time TV. Prefers convenience over trend. Fashion needs: Looks for something that is flattering and feminine. Qual- ity and comfort is important and she will spend a little more in order to get this. Where else do they shop: Wallis, Next, George, F&F, M&Co, Evans. How to communicate with them: Radio adverts as they mainly drive, tel- evision adverts, newspapers, magazines, online catalogues and Facebook.
- 6. ALEX SHORTLAND S/S 19 ACORN CLASSIFICATION Financially comfortable families: Many of these families live in modern estates of relatively large detached houses, a number of which will have been built in the past decade. The majority have a mortgage. Most are employed in white-col- lar managerial or professional occupations and most household incomes are above the national average. A number may have built up savings and investments although at this stage in their lives this might be limited by outgoings, mortgage payments and other borrowing. Leisure interests amongst these families could include golf, com- puters, football, fashion and films. Amongst this type are some people more likely to regularly read, comment on and write blogs, read magazines and manage their finances online. A high proportion own modern technology, DAB radio, games con- soles, and portable audio. Ownership of smart- phones, iPads and tablet devices is higher than average CUSTOMER PROFILE
- 7. ALEX SHORTLAND S/S 19 BRAND SUMMARY Marks & Spencer’s mission is to make “aspirational quality accessible to all. Our vi- sion, experience, and expertise are helping Marks & Spencer regain its leadership by meeting the changing needs of customers, and improving our competitiveness.” 1884: Marks & Spencers was formed by Mi- chael Marks 1894: Marks went into partnership with Thomas Spencer. 1904: Marks & Spencer opened their first shop in a covered arcade in Leeds 1926: Marks and Spencer Limited became a public company 1930: The flagship Marble Arch store was opened 1931: A food department was introduced, selling produce and canned goods 1934: The first British retailer to set up its own research laboratory to pioneer new fabrics 1975: the first stores opened in continental Europe in France and Belgium 1999: online shopping was introduced via our website 2001: The first Simply Food stores opened in Surbiton and Twickenham and the Per Una range, designed by George Davis, was launched. They are based in the UK and sell into 57 countries from 1,463 stores and 20 websites around the world. They employ 81,000 colleagues serving about 32 million customers. Clothing & Home revenue: £3.7bn UK stores: 1035
- 8. ALEX SHORTLAND S/S 19 BRAND POSITION PRICE FASHIONABILITY i have chosen to place M&S in the centre for fashionability as I do think that compared to shops such as Gap and Joules it does show potential. However for price, I have placed it at the mid-high point as it is in the higher end due to the quality of clothing.
- 9. ALEX SHORTLAND S/S 19 PEST POLITICAL o As M&S sources and manufactures their products from throughout the world, following Brexit this will have a nega- tive impact as the cost prices will increase. o Importing goods into the UK could become more expensive and therefore having to increase prices we charge for product to our consumer. o Due to the current tension between Russia and the UK this could have affected trading when choosing to source inter- tionally. ECONOMICAL o The value of the pound decreasing means that it would cost more to import goods and manufacturing outside the UK will be more expensive therefore having to increase product cost. o Could encourage tourists to spend here as they will have better value for money o The changing amounts of populations age groups can alter overall spend- ing rates and habits forcing retailers to adapt and change the businesses needs and demands. o The national living wage increasing to £7.83 in April means increasing retailers costs for staff. SOCIAL o As online shopping is becoming more and more popular, having an online shop and app will increase sales as it is easy to buy and more convenient. o Grey pound is the economic power of elderly people which is estimat- ed to be £215 billion. Over 50s control 70% of their disposable income and as 54% of M&S customer are over 50 this is an advantage. o Consumer preferences change, celebrities/influencers can easily change a consumers idea of fashion meaning that it is harder to keep up to date and fast with trends. o Due to heavy discounting, lots of consumers do not expect to pay full price these days which can see a knock on effect with sales. o Some consumers will buy from retailers who support ethical practises such as outsourcing manufactur- ing to unethical sweatshops in poor countries. TECHNOLOGICAL o Social media/website/app is easy, accessible and convenient leading to more sales e.g. click and collect or home deliveries. oThe number of online only-retailers has increased meaning more compe- tition as people are wanting clothes quicker and without having to leave the house. o Block chain market is predicted to grow massively in 2021 it will allow cus- tomers to have complete certainty that their garment is genuine or not. Block chain will allow retailers to gain trust and loyalty through the product lifecy- cle. o Social media/ multichannel - when M&S launched its Sparks card they increased their website visits from 6.5m per week to 11.5m per week 6 months later.
- 10. ALEX SHORTLAND S/S 19 STRENGTHS o In January, we launched our new Curve collection, offering styl- ish clothing to our plus-size customers o M&S focus on quality on their garments o Has loyal customers o High recognition of the brand o Wide variety of products o 1035 UK stores and 428 international o Popular designer brands o Comfortable shopping environments o Marketing platforms such as M&S app and use of social media WEAKNESSES o Competitors such as Amazon and ASOS has highlighted the marked weakness in our online capability. o Higher price than other retailers on the high street o Known for having an older customer therefore missing sales from the younger market. o Online website is poor and lacks sub categories. o Publicity for not being fashion forward or trendy OPPORTUNITIES o Increasing global presence and opening stores all over the world. Internet technology - buying products online is becoming increasinly popular, this will increase the demand for online products. Improving our website will increase online sales as this year we had a 3% online growth when we are actually on about 8%. Sales do well when there is an event e.g. mothers day so we should use more promotions and events to improve sales. Growing multi channels by using social media platforms to promote products. Future opportunities by expanding the brand into China and India. THREATS o M&S has not closed and upgraded store locations in line with a changing high street. As a result, although we retain a loyal customer base and very strong posi- tions in some markets, our customer base has narrowed. o Competitiors such as Next and George could be seen as a threat due to focusing a bit more on trend than M&S. o Over the past 5 years the rate of unemployment has increased which may have a negative effect as customers may opt to shop somewhere cheaper due to not having the funds. o Although we tend to have strong customer loyalty, these days consumers will shop around to make sure they find the best price. SWOT
- 11. ALEX SHORTLAND S/S 19 RESEARCH Who else is doing/has done this collection? Matalan: They have a very small collection for both men and women and they have focused mainly on holiday wear for the current Spring/Summer season. I think the collection isn’t the easiest to find as it is listed under “Girls-Collections-Mini Me” and there is quite a lot to look through to notice it. I think to at- tract adults more it should be advertised on the home- page or under the adults section as it is for them too. However, it seems like a collection that isn’t too big or focused on as it is limited. The prices are really reason- able from £3 for a girls top to a £30 coat for a woman. There doesn’t seem like a massive price difference between the adult and child garment. H&M have also created a collection on this concept, They have included kaftan-style dresses, kimono dresses, long statement skirts, and ruffled blouses or tunic tops with coordinating trousers. The kids’ dress- es meanwhile come in the same prints, jacquards and soft sheen materials. Next also have a collection called “Just like me” how- ever I couldnt see many matches so thought it wasn’t displayed very well. Joules are also doing a mini me collection - how- ever I found this from specifically searching Mini Me collection into the search bar. I am unable to find it just by going on the website. Some peo- ple wont know that they want it until they see it. George created a collection for christmas which included a £10 purple bell sleeve dress for the child. For the mums they could match in a near-identical purple velour dress, costing £14. Again, the prices being really reasonable.
- 12. ALEX SHORTLAND S/S 19 MARKET OVERVIEW The name has been taken by Austin Power’s tiny doppleganger and we are seeing this trend becoming increasingly popular. It has been inspired by various celebrities such as Beyonce and Kim Kardashian. The childrenswear market is increasing and becoming more popular and it is also found that parents are willing to spend a little more on their children. In 2015, childrenswear sales grew by 6%. Many designers have added into the childrenswear market such as Marc Jacobs and Stella McCartney. Some other designers are also copying into the desire for “mini me” outfits where parents and chil- dren dress the same. Another example is on the autumn/winter 2017 runway, the show opened with the designer-model couple Jason and Amanda Harvey with their children, all dressed in head-to-toe in matching feline prints. “I realised how much moms enjoy buying dresses for their daughters. It’s a different perception in buying for your daughter than buying for yourself — you would indulge in her much more than you would yourself,” says London-based designer Roksanda Ilincic,who launched Blossom, a line of girls’ clothing which features many of the same fabrics and colours used in her womens collection.
- 13. ALEX SHORTLAND S/S 19 RESEARCH - HOLLY WILLOUGHBY She uses Instagam to show her outfits to her followers and she has created quite a fan base with a following of 3.7 million. Being a UK sweetheart, English Television presenter, model and mother she would be the perfect woman to do a collaboration with for M&S. Showing an interest in fashion but not necessarily the most fash- ion-forward person would work well with M&S especially for our customer. Our customer being someone who would potenially watch This Morning and other shows where she presents such as Dancing on Ice. You can find her in magazines such as Glamour which is gen- erally something that appeals more to the older generation. There are articles online where you can steal her look or buy her outfits that you see on TV and in pictures which shows she is somewhat an influence. Her style is very much girly, dresses and skirts with lots of floral and print which is what I have included in my range.
- 14. ALEX SHORTLAND S/S 19 CATWALK/CELEBRITY INSPIRATION
- 15. ALEX SHORTLAND S/S 19 HOLLY WILLOUGHBY - WHAT DOES SHE WEAR? STRIPES FLORAL HIGH NECK LEATHER PLEATED SKIRTS CULLOTTES SUEDE PINAFORE MINI SKIRT
- 16. ALEX SHORTLAND S/S 19 COMP SHOP For my comp shop I had a look at both in store and online for my competitors to see how they compare and what they do well that maybe M&S aren’t doing so well in. This is important to do to evaluate where we could improve. I have looked at space, clothes and their website. I looked at places that stocked both adults and children clothes. I completed this on the 24th June in Kingston Upon Thames at around 1pm on a warm and sunny day. When I went to Gap I found the space was very small and all the rails were close to each other. I found it quite busy and messy with lots of sale signs and and undecorated walls. It didnt make me want to shop here as it felt quite cheap looking and the rails were bare.There was not a lot of merchan- dise so you can tell they did not focus on trend. Looking at M&S I found it pleasant to shop here, the space was wide and each bit was sectioned out and colour co-ordinated with mannequins in front of each section. I found it easy to navigate and knew I could easily find what I was looking for here. The de- cor was nice and felt a lot more luxury than the other brands. I also looked at the kids section as you can see above and this was displayed nicely as well, also sectioned with nice merchandise making it clear and easy to shop.
- 17. ALEX SHORTLAND S/S 19 I compared this with Next which was also of a nice standard, the interior decoration was nice and it looked tidy. It wasn’t too busy and therefore pleasant to shop.The Kids section had a good variety of clothes however there was hardly any visual merchandise and due to this I wouldnt place my concept in a store like this that seems like they do not focus on Kids much. Joules had a nice space as well but it was quite small. It is quite a cute and quirky shop which makes it nice to shop in and there was hardly anyone inside. I chose to look at Joules because they currently have a Mini Me collection online and in-store but when I asked the staff about the collection they werent too sure and said that it probably had gone into sale, they werent displayed togeth- er and there was just random bits left of the collection. So you wouldn’t know it was in the store unless you really looked at the sale pieces. COMP SHOP
- 18. ALEX SHORTLAND S/S 19 COMP SHOP M&S JOULES NEXT GEORGE - ASDA F&F - TESCO TU - SAINSBURYS M&S Adults: £39.50. COO: Bangladesh. 96% polyester, 4% elastane. Kids: £8. COO: India. 100% cotton. I found that in M&S they offer quite a lot in terms of mixture of trend and not. A lot of basics and the kidswear was also the same and being reasonably priced. Having a look at the website as well which is very basic and could be focused on in order to promote sales and make it more appealing. Although it is very easy to navigate. JOULES Adults: Discounted from £39.95 to £26.95. 100% cotton. Kids: £27.95. COO: Made in China. 55% cotton, 45% viscose. Everything seemed to be in the sale and the stock was very limited. Some nice pieces but generally lower in fashionability. For the kids top I felt it was overpriced for the composition and COO. KEY FINDINGS NEXT Adults: £30 COO: Turkey. 96% polyester, 4% elastane. Kids: £13. COO: India. 100% cotton. I do think that Next and M&S are very similar in terms of price and quality which is expected when the compositions are similar. However, I find that Next is possibly higher in terms of fashionability. GEORGE Adults: £16. 100% polyester. Kids: £7. 100% cotton I looked online for this brand and found that the website wasn’t particularly appealing or special, it was very basic. However, the clothes were all really cheap and they bring a good amount of fashionability. F&F Adults: Discounted from £28 - £14. 100% Polyester. Kids: Discounted from £9 to £5. 52% Polyester, 48% Cotton. Again, much like the other supermarket retailers, a majority of their clothes were also in the sale and very cheap but not a wide selection. Basic website, not very appealing. TU Adults: £20. 100% viscose. Kids: £8. 100% cotton. Nearly everything being discounted and not a lot of focus on trend. The website was basic however included reviews. Very well priced but is expected with the composi- tion.
- 19. ALEX SHORTLAND S/S 19 TREND PREDICTIONS OF S/S 19 Although I am basing this collection mainly on what Holly Willoughby wears, an element of the collection still has to be based on trend in order for it to sell. I have had a look at Trend Stop, WGSN and Edited for predictions on trends for Spring/Summer 19. I have included pieces that I think would work for M&S and that could also be adapted for kidswear. These pictures are a mixture of high street and designer.FINE KNIT CARDIGANFRILLS/RUFFLES SAFARI SHORT PRINTED JUMPSUIT HALTERNECK SUMMER DRESS ASSYMETRIC PLEATED SKIRT SPECIAL TRIM TEE SOFT PEPLUM TEE BOXY DENIM JACKET BOLD COLOUR COMBINATIONS STEEL PINK FROZEN MARGARITA PEACH TAN PALE LAVENDER BRIGHT BLUE SKIES SPICY ORANGE KEY COLOURS
- 21. ALEX SHORTLAND S/S 19 KEY PATTERNS/PRODUCT
- 22. ALEX SHORTLAND S/S 19 KEY FABRICS Viscose Elastane Denim Cotton For this range I will be using basic fabrics in order to make it appro- priate for Kids including Cotton, Denim and Polyester. It needs to be comfortable but also quite light- weight due to this being a Summer range and because of the basic fab- rics this is why I have chosen to source from one country to make the outfits match.
- 23. ALEX SHORTLAND S/S 19 PRODUCT DEVELOPMENT
- 24. ALEX SHORTLAND S/S 19 PRODUCT DEVELOPMENT
- 25. ALEX SHORTLAND S/S 19 RANGE - MINI ME Holly Ruffled Blouse MS483021 - £29.50 100% polyester Holly Girls Ruffled Blouse MS308547 - £16 100% cotton Holly Striped Heart T-shirt MS872929 - £17.50 58% viscose, 42% polyester Holly Girls Striped Heart T-shirt MS396849 - £12 95% viscose, 5% elastane Holly Off the Shoulder Blouse MS985892- £27.50 75% viscose, 25% polyamide Holly Girls Off the Shoulder Blouse MS736492- £18 83% cotton, 17% polyester Holly Paperbag Waist Shorts MS824386- £25 100% viscose Holly Girls Paperbag Waist Shorts MS769373- £18 100% cotton WOMENS GIRLS
- 26. ALEX SHORTLAND S/S 19 RANGE - MINI ME Holly High Neck Blouse MS897932- £35 72% viscose, 28% polyester Holly Girls High Neck Blouse MS309507 - £22 100% cotton Holly Assymetric Pleated Skirt MS902373- £32 100% viscose Holly Girls Pleated Skirt MS872489- £18 100% cotton Holly Pinafore Frill Dress MS389729- £33.50 100% cotton Holly Girls Pinafore Frill Dress MS296292- £22 100% cotton Holly High Neck Frill Dress MS876849- £45 100% viscose Holly Girls Pinafore Frill Dress MS339872- £26.50 100% cotton WOMENS GIRLS
- 27. ALEX SHORTLAND S/S 19 RANGE - MINI ME Holly Sleeveless Floral Midi Dress MS087320 - £49.50 100% cotton Holly Girls Floral Top MS834610 - £22.50 100% cotton Holly Trench Coat MS475639 - £79.50 100% cotton Lining - 100% polyester Holly Girls Trench Coat MS729297 - £38 100% polyamide Lining- 100% polyester Holly Tunic Dress with Collar MS579392 - £39.50 63% polyester, 33% viscose and 4% elastane Holly Girls Tunic Dress with Collar MS937374 - £24 81% cotton, 19% linen WOMENS GIRLS
- 28. ALEX SHORTLAND S/S 19 RANGE - MINI ME Holly Straight Leg Jeans MS936972 - £35.50 88% cotton, 9% polyester and 3% elastane Holly Girls Jeans MS874397 - £16 67% cotton, 31% polyester and 2% elastane Holly Parka Jacket MS934692 - £89 87% polyester, 13% polyamide Lining - 100% polyester Holly Girls Parka Jacket MS279462- £35 Outer jacket- 100% polyure- thane, lining- 100% cotton Holly Wide Leg Culottes MS564826 - £35 98% cotton, 2% elastane Holly Girls Wide Leg Trousers MS429764 - £22.50 100% cotton WOMENS GIRLS
- 29. ALEX SHORTLAND S/S 19 PRICE ARCHITECTURE WOMENS EXIT: £79.50 - £89.00 MID: £32.00 - £49.50 ENTRY: £17.50 - £29.50 GIRLS EXIT: £35.00 - £38.00 MID £22.00 - £26.50 ENTRY: £12.00 - £18.00
- 30. ALEX SHORTLAND S/S 19 COLOUR AND PRINT MIX % 18% 23% 14% 10% 10% 10% 5% 5% 5%
- 31. ALEX SHORTLAND S/S 19 OUTFIT BUILDING
- 32. ALEX SHORTLAND S/S 19 BUYERS TECH PACKTECHNICAL PACK
- 33. ALEX SHORTLAND S/S 19 TECHNICAL PACK CONSTRAINTS: - An issue that would need to be considered is potential pattern scaling issues with varying sizes, this would need to be checked so the print is the same among every size. - Ensure the zip is not exposed and the fabric covers it on the other side of the jeans. - Ensure the pockets are not too low and are measured at the most appropriate posi- tion for different sizes and heights. - Make sure fabric dye doesn’t rub off onto other materials - Stitch the hole for the fly on the button so it does not get any bigger. - Make sure the zip isn’t stiff and there is no chance of it breaking.
- 34. ALEX SHORTLAND S/S 19 LABELS & CARE Brand label will include brand and “Mini Me”. Swing tag includes collaboration and concept idea with a childs handprint on both adults and childrens garments to make clear which ones are part of the collection Care label will include care details, country of origin and size. WASH AT 30 DEGREES TUMBLE DRY LOW COOL IRON DO NOT BLEACH MAY BE DRY CLEANED
- 35. ALEX SHORTLAND S/S 19 SOURCING STRATEGY - TURKEY I have decided to source only from one country due to having a small collection and I didn’t want it to be somewhere far due to wanting quick lead times. Technically there is only 21 different options in each range so I want to make sure they are made in the same country so the result is the same between the adult and child garments. Why source from Turkey? PROS o Delivery times are quick o They have the flexibility to make repeat orders fast or to make quick changes. o Don’t need to order in big quantities – they can test things first and then order more in. o The production ability is a wide range – you are able to find most fabrics, embel- lishments or washing needed for the garment within the country. o They have manufacturers for denim, jersey, lingerie, swimwear, outerwear etc. o Good quality. CONS o Production costs can be more expensive compared to other countries such as China. o However, this can be leveled out by the benefits of short lead times. o Potentially a communication problem SPECIALITIES Home to the worlds largest denim manufacture under one roof and raw mate- rials are produced in Turkey.
- 36. ALEX SHORTLAND S/S 19 SOURCING STRATEGY - TURKEY PESTLE POLITICAL -Terrorists attacks could mean that it is not a safe place for a factory - New trade deal with Turkey ECONOMICAL - Turkey is the 18th largest economy which will increase Turkeys manufacturing capability. - The British pound value against the Turkish Lira has increased therefore we are achieving good value for money. SOCIAL - Turkish companies are generally more interested in partnerships and knowledge transfer, rather than a commercial relationship solely focused on the deal. - Small orders will allow us to experiment with more seasonal ranges and specific unusual trends, pre- senting them as small limited edition ranges. TECHNOLOGICAL - The recent invention of 3D printing and 3D rendering software means face to face meetings and sample approvals could all happen in a day. - Turkey has the most modern textile machines in Europe, Africa and Asia, meaning their factories are more reliable resulting in better quality clothing and deliveries on time. LEGAL - Modern slavery act 2015 means that we need to closely watch who we deal with in the supply chain. - Occupational Health and Safety and Labour Law, came into effect in 2012 which means factory and working conditions have improved for the workers. ENVIRONMENTAL - With great improvements in textile machinery, such as laser cutting machines and fusing machines, the manufacturing process if made more efficient with less garment wastage.
- 37. ALEX SHORTLAND S/S 19 SOURCING STRATEGY - TURKEY CRITICAL PATH FOR M&S CULOTTES TRANSPORT METHODS SEA: PROS: Cheaper than other options CONS: Longer delivery time AIR: PROS: Faster delivery time CONS: More expensive ROAD: PROS: Sustainable from Europe CONS: Petrol price cost is uncertain I will be using road because it is quicker and the easiest mode of transport for importing goods around Europe. MANUFACTURE DIRECT - FOB PROS o Greater negotiating power / provides more control o Direct line of communication o Cheaper CONS o Possible time difference o Significant language barriers Week 1: Confirm order, send order confirmation, raise on system. Week 2: First fit Week 3: Second fit, approve trims and print Week 4: Bulk fabric approval and sealer sample approved Week 5: Approve graded spec & test reports & cut garments Week 6: Production starts, production sample sent for approval Week 7: Exit factory by truck. Week 8: Garments arrive. RRP: £35 MARGIN: 70% FOB: £9.98 LANDED PRICE: £10.50
- 38. ALEX SHORTLAND S/S 19 SALES PLAN - WOMENS
- 39. ALEX SHORTLAND S/S 19 SALES PLAN - KIDS
- 40. ALEX SHORTLAND S/S 19 SALES PLAN
- 41. ALEX SHORTLAND S/S 19 SPACE LAYOUT RAILS MIRROR COLUMN/ WALL MANNEQUINS TABLES WALL RAILS 3m 10m
- 43. ALEX SHORTLAND S/S 19 MARKETING Want to twin with your daughter? Shop our Mini Me x Holly Willoughby collection here. Click here What is cuter than matching with your little one? Shop our new Mini Me x Holly Willoghby collection here! www.marksandspencer.com/minime Shop our Mini Me x Holly Willoughby collection, out now! www.marksandspencer.com/minime These are examples of how social media marketing would look. On the M&S homepage you will see this straight away for the launch to attract customers straight to this. Posts will also be made on both the Instagram, Facebook and Twitter page to attract attention with a link so they can click straight to the website. An advert will also be broadcasted on television of Holly Willoughby and her baby matching which should capture the audiences as being adorable and will also show an adult and child model with the matching clothes.
- 44. ALEX SHORTLAND S/S 19 EVALUATION Overall I have found this project very fun and exciting to do. I think the idea is something re- alistic that is up and coming which will be very commercial. I thought about who would be the perfect person to collaborate with and Holly Willoughby seemed fitting for M&S and for this idea seeing as she is an influencer and is known for wearing M&S as well as loving babies. I think what I enjoyed the most was putting the range together because as I was basing it on Holly I had to have a look to see what she wore and use ideas to make appropriate for children. I started from fresh with M&S as I am not their customer and wasn’t sure about cost prices and clothing but after conducting my research I had noticed that M&S although they aren’t focused on trend, they do incorporate it more than I thought. Therefore, this range would be appropri- ate for the customer as they may need a little influence and help with what to wear and having it based on Holly Willoughby may attract a customer to buy her range. It isn’t necessarily trend driven enough to be seen in Topshop for example, but this is why it would work for M&S. Another thing that suprised me was the cost prices in M&S, originally I thought they would be more than I expected but the cost prices I have chosen for the range is all based on current products online which actually worked out quite reasonable. As this range is very specific, I made the decision only to place it in the flagship store in Lon- don and online because I believe that customers that are wanting to buy this will be specifically looking for this and seeing as there isnt much core product in the range, I thought that would be suitable. I doubt you would choose to match with your child to walk to the shops so it would more than likely be for a special occasion. After completing my comp shop and research I found that their is lots of room in the market for this idea, some other companies have done/doing it but it doesn’t seem as big as what this range would be. I think by using marketing to my advantage and a well known brand would be a good combination to get this idea out there, which is potentially where other brands failed. I found the garment tech aspect the hardest when completing this project because there was a lot of things to consider, especially with open costing which is not something we went over a lot in class so I really had to think hard about this. Overall, this project has summarised everything I have learnt during my time at the Fashion Retail Academy and displays my knowledge on Buying and Merchandising and my strengths within the industry.