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menswear comparative shop report & trend forecasting pack

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channels of distributionmanufactuer

(England & Portugal)

consumer

retailersFred Perry has over

120 stores worldwide.

e-commerceThe Fred Perry website offers menswear, womenswear & kidswear. It also provides

everything you need to now about the brand including its history, the store locations and its

music project.

department storesAlthough Fred Perry has a lot of stores, in Britain, Fred Perry is mostly seen in

department stores as concessions.

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store photographs

fred perry store on Newburgh street, London.

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competitor store photographs

Levii’s store on Carnaby Street, London.

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competitor store photographs

lacoste store on oxford street, london.

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Consumer profileThe Fred Perry menswear consumer is aged between 16 & 28. He adopts a casual & carefree lifestyle but invests in his style.He is from a mid to high socio-economic background which occasionally enables him to spend around £100 per garment.He looks after himself but maintains the outdoorsy, manly look.

He is more interested in expressing himself as an individual than following conventions therefore his interest in expensive things, like cars, is limited. His taste in these things is more classic & traditional than modern.

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psychographic profile graph

inno

vato

rs

earl

y ad

opte

rs

earl

y m

ajor

ity

late

maj

orit

y

lagg

ards

fred perry target customer

fred perry actual customer Men often shop more for convenience than to be up to date with the latest trends.

Brands such as Lacoste, Levi’s and Fred Perry are popular concessions in department stores which, make it much easier for men who are buying all their essential items in one place.

Fred Perry target their marketing towards the “early majority” consumer but the men who buy into the brand fall more under the late majority category due to their shopping habits.

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price/style matrix

high fashion

high price

low price

low fashion

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product categories

shoesknitwear

bags

coats & jackets

t-shirtstrousers

accessories

woven shirts

Twin Tipped Fred Perry Shirt

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price/band matrix

£10 £30 £50 £70 £90 £110 £130 £150 £170 £190

accessories

footwear

trousers

t-shirts

woven shirts

coats & jackets

polo shirt

£80 £95

£70£55

£75

£110£60

£30 £45

£150

£95£12

We can see from this chart that the cheapest products offered by all three brands are accessories.The most expensive product by Fred Perry is a coat priced at £175. Both Levi’s and Lacoste offer products that are more expensive such as some shirts, trousers and some bags.

lacoste

levi’s

fred perry

price exceeeds graph limit

£50

£175

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comparative chart

fred perry

levi’s

lacoste

Price - £30100% Cotton Machine WashableOffered in a range of core Fred Perry colour.

Price - £100100% Cotton Machine WashableThis shirt has the original button-down collar for a trim neckline, with adjustable 2-button cuffs.

Price - £395100% Cotton Dry clean only.Made in Nelson, Lancashire,

Price - £25100% Cotton Machine WashableSlim fit t-shirt with Crew neck &Short sleeves.

Price - £85100% CottonPlain weave poplin Machine WashableSlim fit denim shirt with faux pearl snaps & western snap-flap pockets with Levi’s® tab.

Price - £200100% Cotton Non-stretch satinMachine WashableSlim fit shirt with snap closure &Western yokeChest pockets

Price - £30 Cotton (65%), Polyester (35%)Crew neck t-shirt with embroided crocodile on chest.“Boasting a technical look.”

Price - £100 100% CottonMachine WashableCollar with contrasting buttons“It defines an elegant, contemporary look.”

Price - £460100% CottonPeter Pan collarFlap pocketsThree-quarter length“This Lacoste coat is crafted in water-repellent cotton.”

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boston matrixstar question mark

cash cow dog

Slim Fit Twin Tipped Shirt - £55This polo shirt is one of the cheaper items of clothing but sells consistently which brings steady cash flow into the stores.

Concealed Tape Chambray Shirt - £75This item continues to be a best seller which is due to the reasonable price and popular style.

Cameraman Windcheater Bomber - £375This is a high risk product mainly due to the price.

Space Invaders T-Shirt - £40This particular T-shirt has been unsuccesful in making sales due to its niche market appeal.

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current season analysisbest sellers

Paper Touch Harrington jacket - £150Flat Knit Placket Shirt - £75.00Bradley Stripe Panel Shirt - £75.00

This polo shirt is part of the Bradley Wiggins collection.The sporty aspects of the shirt give it both practical and stylish qualities.With standard polo shirts costing £55, the extra £20 gives the consumer confidence that they are buying a higher quality product.

The Fred Perry button down shirts are continuously a best seller for the brand. They deliver good value for money costing only £75 and live up to the brands stylish, modern reputation.

At £150, the Paper Touch Harrington Jacket is one of the most popular jackets in this collection, this design also comes in red and blue.This is lightweight and fashionable so it appeals to the majority of the Fred Perry customer.

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current season analysisworst sellers

Twill Chino - Mineral Red - £80Chevron Track Jacket - Navy - £80.00Space Invaders Shirt - £70.00

Fred Perry’s collaboration with Space Invaders consists of a t-shirt, 2 polo shirts, a jacket and two styles of shoes. The Fred Perry customer hasn’t shined to this particular piece because of vivid colours and childishness of the design. It is also more expensive than the classic polo.

This particular colourway of track jacket hasn’t sold as well as the other colours. It would possibly suit someone looking for a practical, bright sports jacket but for everyday use, it has not been very popular.

Fred Perry only do a small selection of chinos/trousers and his piece is struggling to sell, purely due to the bright colour.

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swot analysisstrenghts weaknesses

opportunities threats

• The brands heitage is very strong, it sticks to the original sporty style.

• Marketing products that already sell well

• Strong celebrity faces/endorsements e.g Bradley Wiggins.

• Easy website to navigate.• All market sectors covered with

Menswear, Womenswear, Accessories & Kidswear.

• Some products appear to carry too high a price point for what they are. (poor value for money)

• Not a huge variety of different products offered.

• Dated designs, not very trend focusssed.

• Having concessions could damage brand.

• Competition from cheaper brands selling similar products.

• Online sales VS In-store sales jeopardising store presence.

• Need more brick & mortar stores around London.

• Could possibly experiment with more contemporary designs to compete with other brands.

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Trend forecasting pack aw/15

fred perry menswear

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inspirational brands & stores

hugo boss burb

erry

• Light, open spaces.• Glass & mirrors.• Flattering, bright lighting.• Clean, shining surfaces.• Clear displays.• Smartly dressed

mannequins & staff.• Pristine seating areas.• Ample sized dressing

rooms.• Appropriate POS.• Welcoming ambience.• Trend forward collections.• Correct knowledge of

consumer.

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designer catwalk trends

tailoring

street ski logde

military greens

camel

shearling

roll neck

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fashion week review

Creative director, Mehmet Ali got the inspiration for this collection while climbing Mount Snowden in Wales. He tried to give the collection an outdoor, active and manly vibe which we can see from the variety of furs, tweeds and also fabric printed to look like climbers tube rope.

The models hair and makeup have been styled to look windswept and earthy.The use of greens, greys and blues are typical across the board for AW/15 as we can see from the next few collections I looked at.

We can see that Burberry Prorsum also utilised this colour scheme with some brighter shades of mustard and red as well.

Christopher Bailey labelled this collection as “Classically Bohemian” but, as before, we can still safely say that its not so overly edgy that it scares the everyday customer away. The “Man Bag” has more presence in this collection, which is one of the major trends in menswear we can see coming through.

Coach’s colour palette is also typical for the season. Military greens and browns are emphasised across the collection. The wintery scene in the background sets the scene, which calls for big bomber jackets, fur hoods and practical leathers.

The “Man Bag” makes another appearance in this show and has been teamed with more casual outfits but the same trends resonate throughout.

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fabric, print & colour trendsreds & orangesThere have been plenty of striking red & orange hues seen on leathers, cottons and knitwear. We can see tartan being the main print for this colour

camels & beigesThese colours are mainly on fabrics such as shearling, fur and knits.The fabrics in this colour are usually non-printed and are seen more on outerwear.

blues & denimsKeeping with the 70s theme, denim is making a strong appearance in different washes. Blues are also popular with tweed, cotton suits & knits of course.

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style icons

Harry Styles is an influencial celebrity when it comes to fashion. His style is bohemian and rugged, which works for him and also makes him look different to other celebrities who go for the more formal street style look.He often wears leather or suede ankle boots teamed with jeans and desert style tops and coats.Harry could be a good ambassador for Fred Perry as they try to move away from the practical sport theme and look more towards casual everyday fashion.

David Beckham is famous for his smart casual, effortless style and sex appeal. He seems to pull off anything he wears which is usually well fitting jeans or chinos with coloured tops and jackets. He’s not afraid to wear hats or bold colours & his shoes are often practical, yet stylish.

Harry

Style

sDavid Beckham

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street style photography

the man bag

While visiting Somerset House and Kensington Gardens for London Fashion Week, we observed all sorts of people who attended.There were various trends coming through while photographing these men. Here are examples of some of the trends that appeared.

There was a definite adundance of men adopting the female habit of carrying a bag, this is both practical and fashionable.Different styles include holdalls, clutch bags and totes.

the oversized coat

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street style photography

the modern day gentlem

an

the i

nnov

ator

Recently, we have seen a rise in men dressing smarter and smarter for everyday, casual events. Brogues, 3 piece suits and garish ties are must have peices for AW/15.

The Innovator sees Fashion Week as the perfect opportunity to express their individuality. We can see a variety of colours and fabrics teamed with accessories such as glasses and clutch bags.

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mini rangesmart

chelsea boot - £23075% leather10% cotton5% elastane10% rubber

new woven shirt - £100100% cottonmachine washable

linen shirt - £9080% linen20% cottonmachine washable

tie - £40100% silkdry clean only

bow tie - £35100% silkdry clean only

navy tweed

navy check tweed

khaki tweed

black leather

tan leather

leather wrap parka coat - £420100% leather100% silk lining

tweed two piece suit jacket - £180trousrs - £12075% tweed 25% cotton100% silk liningdry clean only

red silk

black silk

charcoal silk

neutral cotton

charcoal cotton

gray marl cotton

gray blue cotton

green linen

neutral linen

white linen

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mini rangecasual

hooded sweater - £60100% CottonMachine Washable denim jacket - £230

70% denim10% shearling20% Cotton

heavy knit fleece cardigan - £12080% wool15% shearling5% cottondry clean only

cashmere roll neck sweater - £10090% cashmere10% cottondry clean only

button down cardigan - £7540% cotton55% wool5% suade machine washable

khaki wool

gray wool

blue wool

tan suade elbow patch

tortoise shell buttons

dark & light shearling

gray cotton

navy cotton

khaki cotton

brown cashmere

gray cashmere

red/brown cashmere