river island maternity submission
TRANSCRIPT
River IslandAs the mini range is designed for maternity the silhouette is particularly important in order to mask the pregnancy and make the wearer look as slim. After looking at River Islands competitors for maternity wear such as New Look, Topshop, H&M and Next similar silhouettes were found throughout including clothing with high waist bands and loosely fitted outfits. Examples of clothing in the maternity ranges include loose vests, high waisted dresses, over sized shirts and cardigans paired with leggings and trousers with an extended elastic waistband. Mothercare (2015) supports this suggesting jeans that will allow stretch, layering vest over leggings and using maxi dresses will enable the wearer to continue looking chic throughout the pregnancy. In terms of garment details maternity clothing must be comfortable and so drawstring and elastic waistbands would be appropriate. Futhermore cloth-ing which compliments the shape of the wearer is advised as it will adjust with the babies growth therefore lasting longer. Whilst having the basic silhouette of mater-nity clothing in mind River Islands maternity range is also set to be highly fashion-able as Mintel Reports (2013) found that over a fifth of young mothers struggled to find fashionable maternity wear. A lack of sales in the maternity wear market may be due to the unfashionable appearance which may be associated with specialist maternity retailers clothing. Autumn/Winter 2015 templates sourced from WGSN (2015) are shown below for maternity wear silhouettes.
In order for the maternity range to be both fashionable and meet the target market of maternity customers and retailer River Island, WGSN has been used in order to provide colour research for the range. As the target market is women for Autumn/Winter 2015 the colour matrix and key colours for the season was analyzed to firstly give an idea of the colours in trend for the season. The colour usage was viewed in particularly the ‘casual’ colour palette within the ‘social superheroes’ macro trend, which focused on super darks with brights which was deemed as the most appro-priate. Inspiration for this colour palette was found from the colour premiere ‘Disso-nance’ (WGSN 2015). This was the most appropriate for the intended target market due to River Island commonly using a variety of colours incorporating both darks and brights throughout the collections. Furthermore as the retailer is known for being sophisticated and trendy the dark shades would work really well in being both fashionable and slimming for the wearer. The Dissonance pantones will be used for the maternity mini range.
WGSN Colour Forecasting
Fabric
Silhouette & Garment Details
Mamas and Papas (2015) showed that viscose, cotton, elastane, polyester and denim were the essential fabrics for maternity clothing as they are commonly used in their maternity range. For the River Island maternity range the chosen fabrics need to be both comfortable and flexible but also have drape to look fashionable and to appear slimming. In order to take all this into account a mix of Mamas and Papas chosen materials will be used aswell as other fabrics such as chiffon. My key fabrics will be Cotton, Polyester, Elastane and Denim.
Pinterest was also used for colour research to see if there was supporting evidence for WGSN’s colour trend predic-tion. Positive results were found and are shown in Figure 5 as the key fashon colours for the season Autumn/Winter 2015 were burgundy, hunter and deep sea. There was also alot of interest in super dark colours shown in colour swatch pantones which were similar to those found in dissonance.
Pinterest Colour
Mothercare SilhouetteAs Mothercare is a leading specialist in maternity wear silhouette research was also conducted through looking at their maternity product range to see if they support WGSN’s trend prediction. The garments below show how the silhouette was similar.
Denim Wool CottonJersey
Premiere Vision was firstly used in order to conduct fabric research and samples were collected for Jersey, Denim, Wool and Cotton which are shown below in Figure 6. However many of the fabrics shown in Premiere Vision were elabourate and wouldn’t meet the intended target market of maternity customers as the price would be increased and the materials wouldn’t be primarily for comfort. In order to get a better idea of the mate-rials that should be used for the range Mamas and Papas was also used for fabric research.
The River Island mini range is aimed at pregnant customers in search of maternity clothing for the season Autumn/Winter 2015. The purpose for this particular target is due to the gap in the market as River Islands competitors such as Topshop, New Look, H&M and Next offer maternity clothing where as River Island does not. Fur-thermore River Island previously released a maternity range during 2009 however it has since been discontinued both in store and online therefore suggesting that a new fashionable comfortable maternity range is due to both increase the customer base and the overall sales of the retailer.
Maternity Leggings Mothercare (n.d.)
Maternity Grid Tee Mothercare (n.d.)
Maternity HoodieMothercare (n.d.)
Figure 3 - WGSN (2015)
Figure 1 -WGSN (2015)
Figure 4 - WGSN (2015)
Figure 5 - Pinterest (2015)
Figure 2
Figure 6 - Premiere Vision (2015)
River IslandAs a maternity range for casual wear it is important for the clothing to keep in style with other products sold by the retailer and be sold at a similar price. When researching the pricing of products shown on the River Island website (River Island 2015) a variety of existing prices were seen, example are shown in Figure 8. However aswell as keeping prices similar to those already within store it is also important for River Island to have a competitive advantage and therefore a comparative shop is shown on the next page.
Sizing
WINTER WHITE REFORM AMELIE SUPERSKINNY JEANS £40.00 - River Island (2015)
BLACK HIGH WAISTED LEG-GINGS £10.00 - River Island (2015)
NAVY STRIPE COLOUR BLOCK OVERSIZED T-SHIRT £14.00 - River Island (2015)
Price Points
As River Island already has a known successful size guide in place the mater-nity range shall maintain this to avoid customer dissatisfaction and confusion. In site of this the range will still follow the same guide but will not include very small sizes. The sizing for all of the products in the range will be 8-18. When buying items from the range customers will be advised to chose their normal size. An example of a current River Island size guide is shown in Figure 7 for dresses.
The BrandAccording to Minter Reports (2014) River Island is an affordable womenswear, menswear and childrens wear retailer that has reached a fair-ly mature stage within the UK market. The brand has achieved global expansion and is now progressing in International expansion through-out the past few years through opening in new markets as a fashion forward brand. This should benefit the brand through opening new opportunities which are now limited within the UK.
Futhermore River Island has incorporated numerous collabotions in order to draw in it’s potential customers and gain a competitive advan-tage and has succeeded with strong sales. An example of one of their popular collaborations was the 2013 Rihanna collection where Rihanna was described to have ‘seasonal celebrations’ in mind producing a range with florals, metals and warm winter faux fur. (Vogue 2013)
In terms of expansion River Island expanded the menswear range as the fashion demand amoung young men has continued to increase. In order to account for this change they aimed for a more even split between womenswear and menswear. They also worked on expanding the childrens wear range which succeeded despite their core customer base ranging between 16-24. (Mintel Reports 2014)
Styling & Garments
Personal appearance statements, by women expecting to give birth and women not expecting togive birth in the next 12 months, 2012 Base: women aged 16-44As River Island currently offers womenswear, menswear and childrens wear the next logical step would be to introduce a maternity range.
Statistics support this move as for example Mintel (2014) analysed customer profile research and concluded that young fashion retailers are attracting more slightly older demographics than ever before with River Islands customer base consisting of 41% 16-24 year olds but also 30% 25-34 year olds. This therefore supports the introduction of a maternity range as Mintel (2014) also showed how women are now hav-ing children later in life and the average age of first birth is now 29.7 years therefore lying within River Islands key range of target customers. As the number of 25-34 year olds is also increasing this futher leads to the increase in demand for maternity wear.
As these target customers are now at a mature age with established careers they are also more financially stable providing disposable in-come for the purchase of fashionable high street maternity clothing rather than specialist maternity clothing from Mothercare and Mamas and Papas which may not be seen as fashionable.
Research from Passport (2013) also portrays positive research for the release of a River Island maternity range as British women was found to have the most children with an average of 2 each which suggests that if retailers catch their target customer early they are most likely to become loyal to the brand and remember them next time around. Passport (2013) also states that expectant women are willing to spend more for their own comfort and wellbeing which further suggests they’d be likely to shop the River Island maternity range for its perceived quality and value.
Why Maternity?
Mintel (2013) describes the difference in clothing preferences between women expecting to give birth within the next 12 months and women who aren’t. From the results shown in the table below I have concluded that the styling of the mini range must include an elegant sophisticted style whilst offerring both comfort and value for money as those who were expecting were more likely to spend less on cloth-ing and buy comfort clothing. Futhermore as a very large percentage of women expecting stated they usually wore jeans they are a must for the collection. In order to provide comfort styles will include slim fitting jumpers, leggings, denim stretch jeans and large comfortable clothing with space for growth.
Figure 7 - River Island (2015)
Figure 8
Figure 9 - Recreation of Mintel Reports (2013)
River IslandCustomer ProfileAs it was previously found that River Islands main customer base is 41% 16-24 year olds and 30% 25-34 year olds (Mintel 2014) the River Island customer is likely to be a current customer taking advantage of the new specialised range. This will allow River Island to maintain their customors and their sales and may also influence their customer to shop the childrenswear range later on.
Alternatively the maternity range may attract new customers who would usually shop at their competitors such as Topshop, New Look and H&M who already offer maternity clothing. This may therefore lead to an increase in the customer base and sales within the store.
As the average age of pregnancy is around 29 (Mintel 2014) the customers are most like-ly to have a secure job title and live in a nice area allowing them to have the disposable income to spend on quality fashionable clothing.
Maternity Competitors
Mamas & Papas
Mother Care
Topshop
H&M
New Look
Next
Marks & Spencer
Doro
thy P
erki
ns
River Island
ASOS
The digram in Figure 10 shows River Islands competitors in terms of maternity wear. They have been split up into primary, secondary and tertiary competitors. Firstly, the primary competitors are Topshop, H&M, ASOS and New Look who sell similar styled clothing in comparison to River Island. The secondary competitors include Dorothy Per-kins, Marks & Spencers and Next who sell maternity clothing however aren’t as fashion forward as the primary competitors. Lastly are Mamas and Papas and Mother Care who offer specialistic maternity wear.
H&MPrice: £7.99Sizes: XS-XLColourways: 6Materials: 91% Cotton, 6% Vis-cose, 3% Elastane
NextPrice: £8-10Sizes: 8-22Colourways: 3Materials: 100% Cotton
TopshopPrice: £18Sizes: 8-16Colourways: 1Materials: 100% Viscose
ASOSPrice: £9.99Sizes: 8-18Colourways: 1Materials: 95% Cotton, 5% Elastane
New LookPrice: £14.99Sizes: 8-18Colourways: 1Materials: 95% Viscose, 5% Elastane
M&SPrice: £35Sizes: 8-20Colourways: 1Materials: 97% Vis-cose, 3% Elastane
Dorothy PerkinsPrice: £20Sizes:6-22Colourways: 1Materials: 95% Viscose, 5% Elastane
MothercarePrice: £24Sizes: 14 16 20Colourways: 1Materials: N/A
Mamas & PapasPrice: £20.80Sizes: 10-16Colourways: 1Materials: Stretch Jersey
The research conducted on maternity clothing has shown that the range of sizes available is consistant mainly ranging from size 8 to around size 18 depending on the type of retailer. The price points are futher relatively similar with the fashion-focused retailers ranging from around £10 to £20 whilst the specialitist retailers being slightly more expensive at £20 to £24. Materials are consistant throughout with comfort being the main characteristic as cotton, elastane and viscose were found to be the most popular. The amount of colourways availble varied with the majority of the retails only offering one where as H&M offerred a large number of 6 and Next 3.
Mintel Reports (2013) states that Mothercare remains to be the best selling maternity retailer with 20% share of the market despite store closures and a de-cline in sales. However Mothercare now faces a wider range of competition in particuarly due to fashion retailers launching maternity wear ranges. Within the non-specialist sector of maternity wear Next takes the lead with 14% market share closely followed by Dorothy Perkins at 11%. New look however has seen a decrease and dropped to 1% due to a struggle with womenswear overall.
H&M (2015) Topshop (2015) New Look (2015) ASOS (2015)
Next (2015) M&S (2015) Dorothy Perkins (2015) Mothercare (2015) Mamas & Papas (2015) Figure 10
River Island
Price: £20Sizes: 8-18Colourways:1Materials: 100% Cotton
Price: £25Sizes: 8-18Colourways: 1Materials: 100% Viscose
Price: £10Sizes: 8-18Colourways: 2Materials: 95% Cotton, 5% ElastanePrice: £15
Sizes: 8-18Colourways: 1Materials: 95% Cotton, 5% Elastane
Price: £15Sizes: 8-18Colourways: 1Materials: 100% Vis-cose
Price: £18Sizes: 8-18Colourways: 1Materials: 95% Poyes-ter, 5% Elastane
Price: £25Sizes: One SizeColourways: 1Materials: 100% Polyeurethane, 100% Cotton Lining
Colour
Colour Colour Colour
Colour
Colour 2
ColourColour
Colour
Colour 2
Oversized Checkered Shirt
Drawstring Waist LeggingsElasticated Waist Leggings
Faux Leather Bag
Oversized Checkered Coat
Drop Neck JumperKnitted Sweater
WGSN (2015)
WGSN (2015)
WGSN (2015)
WGSN (2015)
WGSN (2015)
WGSN (2015)
WGSN (2015)
Price: £25Sizes: 8-18Colourways: 1Materials: 70% Cotton, 25% Polyester, 5% Elas-tane
Price: £18Sizes: 8-18Colourways: 2Materials: 100% Viscose
Price: £20Sizes: 8-18Colourways:Materials: 95% Polyes-ter, 5% Cotton
Price: £25Sizes: 8-18Colourways: 1Materials: 90% Cotton, 10% Elastane
Price: £8Sizes: One SizeColourways: 1Materials: 100% Viscose
Price: £28Sizes: 8-18Colourways: 2Materials: 95% Viscose, 5% Elastane
Price: £25Sizes:8-18Colourways:1Materials: 100% Cotton
ColourColour
Colourway 2
Colour
Colour
Colour
Colour
Colour
Colour 2
River Island
Elasticated waist Jeans Elasticated Waist Jeggings Bodycon Wrap Dress
Jersey Scarf
Waterfal Jersey Gathered Shirt Collarless Wrap Coat
WGSN (2015) WGSN (2015)
WGSN (2015)
WGSN (2015) WGSN (2015) WGSN (2015)
WGSN (2015)
References:
ASOS. (2015). New Look Maternity 1/2 Sleeve Stripe Bardot Top. Retrieved from http://www.asos.com/New-Look-Maternity/New-Look-Maternity-1/2-Sleeve-Stripe-Bardot-Top/Prod/pgeproduct.aspx-?iid=5040442&cid=5813&sh=0&pge=0&pgesize=36&sort=-1&clr=Multi&totalstyles=567&gridsize=3.Dorothy Perkins. (2015). Maternity Royal Pocket Dress. Retrieved from http://www.dorothyperkins.com/en/dpuk/product/clothing-203535/maternity-clothing-203572/maternity-royal-pocket-dress-3687732?bi=1&ps=20.H&M . (2015). MAMA Jersey top. Retrieved from http://www.hm.com/gb/product/40943?article=40943-F&cm_vc=SEARCH.M&S. (2015). Maternity Wrap Dress. Retrieved from http://www.marksandspencer.com/maternity-wrap-dress/p/p22339730.Mamas and Papas. (2015). Essentials. Retrieved from http://www.mamasandpapas.com/range/essentials/8991/.Mintel Reports. (2013). Market Environment. Retrieved from http://academic.mintel.com/display/651808/.Mintel Reports. (2013). Maternity Wear Market Share. Retrieved from http://academic.mintel.com/display/651813/?highlight#hit1.Mintel Reports. (2013). Maternitywear - UK - January 2013. Retrieved from http://academic.mintel.com/display/651819/?highlight#hit1.Mintel Reports. (2014). River Island Clothing Co 2014. Retrieved from http://academic.mintel.com/display/720008/?highlight#hit1.Mintel Reports. (2014). The Consumer – Retail Customer Profile Comparison. Retrieved from http://academic.mintel.com/display/719978/?highlight#hit1.Mothercare. (2015). Maternity Blue and Cream Double Layer Nursing Top. Retrieved from http://www.mothercare.com/Maternity-Blue-and-Cream-Double-Layer-Nursing-Top/LE0440,default,pd.html.Mothercare. (2015). Top tips for maternity shopping. Retrieved from http://www.mothercare.com/Maternity-top-tips/buyersguide-ms-maternity-sub3,default,pg.html.Mothercare. (n.d.). Maternity Grid Print Tie Back Top. Retrieved from http://www.mothercare.com/Maternity-Grid-Print-Tie-Back-Top/LE8612,default,pd.html.Mothercare. (n.d.). Maternity Hoodie. Retrieved from http://www.mothercare.com/Navy-Maternity-Hoodie/LC5716,default,pd.html.Mothercare. (n.d.). Over The Bump Seam Free Maternity Leggings. Retrieved from http://www.mothercare.com/Blooming-Marvellous-Maternity-Seam-Free-Legging/LW7026,default,pd.html?dwvar_LW7026_color=Black.New Look. (2015). Maternity Blue Stripe Print Ruched Long Sleeved Top. Retrieved from http://www.newlook.com/shop/maternity/tops/maternity-blue-stripe-print-ruched-side-long-sleeve-top-_330104949.Next. (2015). Three Quarter Sleave T-Shirt. Retrieved from http://www.next.co.uk/x55258s6#808104x55.Passport. (2013). Consumer Lifestyles in the United Kingdom. Retrieved from http://www.portal.euromonitor.com.libaccess.hud.ac.uk/portal/analysis/tab.Passport. (2013). Parents-in-Waiting: Global Perinatal Market Trends. Retrieved from http://www.portal.euromonitor.com.libaccess.hud.ac.uk/portal/analysis/tab.Pinterest . (2015). Key colours Autumn/Winter 15. Retrieved from https://uk.pinterest.com/search/pins/?q=colour%20trends%202015%20autumn%20winter.Premiere Vision. (2015). A15 W16 Premiere Vision Fabrics. Retrieved from http://www.premierevision.com/season/aw1516/aw1516-fabrics/aw1516-fabrics-fabrics/tissus-aw1516-2/.ReferencesRiver Island. (2015). BLACK HIGH WAISTED LEGGINGS. Retrieved from http://www.riverisland.com/women/trousers--leggings/leggings/Black-high-waisted-leggings-613348.River Island. (2015). Women. Retrieved from http://www.riverisland.com/.River Island. (2015). NAVY STRIPE COLOUR BLOCK OVERSIZED T-SHIRT. Retrieved from http://www.riverisland.com/women/t-shirts--vests--sweats/print-t-shirts--vests/Navy-stripe-colour-block-oversized-t-shirt-667583.River Island. (2015). WHITE AMELIE SUPERSKINNY REFORM JEANS. Retrieved from http://www.riverisland.com/women/jeans/skinny-jeans/White-Amelie-superskinny-reform-jeans-663499.Topshop. (2015). MATERNITY U-Neck Top. Retrieved from http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?searchTerm=gry+top&storeId=12556&productId=18740109&urlRequestType=Base&category-Id=&langId=-1&productIdentifier=product&catalogId=33057.Vogue . (2013). http://www.vogue.co.uk/news/2013/10/21/rihanna-for-river-island-final-christmas-collection---pictures-and-videos. Retrieved from http://www.vogue.co.uk/news/2013/10/21/rihanna-for-river-island-final-christ-mas-collection---pictures-and-videos.WGSN. (2015). IMAGE AND DESIGN LIBRARY. Retrieved from http://www.wgsn.com.libaccess.hud.ac.uk/search/design_library.