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

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Ana

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: A

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Brea

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60% 30%

10%

Men's Area Breakdown by Category

Tops

Trousers

Accessories

50%

40%

10%

Area Breakdown by Category

Women

Men

Kids

Tro

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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

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Pric

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! 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

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Ana

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s :

Col

or R

ange

/Dis

pla

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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.

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Sizi

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Lab

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Pack

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Tro

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Mar

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•  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