Fashion Merchandising Project By Alexandra Gonzalez Baldwin BA Fashion marketing & Communication level 4, 2016-2017 Marketing techniques & Strategy fashion merchandising Prof: laurent laigat 1
table of contents:
1. global swimwear trends 2017
P3
2. oysho
P 5-22
3. women’s secret
P 23-28
4. comparison
P 39-43
5. my collection
P 44-47
6. multi brand buyers selection
P 48
2
global Swimwear Trends 2017
bridal white
Sheer cutouts
High cut
Strappy Bottoms
one shoulder
Wrap tops
nude
Side Lacing
Crop tops
Tassles 3
http://www.cosmopolitan.com/style-beauty/fashion/news/g5924/bathing-suit-trends/
comparison of two mid priced swim brands s/s’17 collection:
& 4
•
Oysho is a Spanish clothing retailer specializing in women’s lingerie, gymwear , sleepwear , beachwear, accessories and footwear
•
mid priced
•
part of the index group and was founded in 2001
•
present in 60 markets and has 636 stores worldwide.
•
target: women 20-35
•
“Oysho's customers are independent, self-confident women who appreciate quality and love dressing in the latest fashion trends (inditex)”
5
6
Oysho: Total References & Total color references
Tops
Bottoms
Swimsuits
References vs. Color References 300
225
150
Total References:194 32 95
75
67 0
References
Total color References:234 33 122
79 Color References
7
Collection Plan: Tops
8
Oysho: Tops colors & prints
Color Ref Plain: 49 White+Nude= 7 Pink= 6 Red= 8 Green= 9 Blue= 6 Black =11
Other= 2 Color Ref Print: 30
• • •
more plains than prints for tops black is most popular color green is the second, and red is the third
9
Oysho: print analysis Tops
Bottoms
Swimsuits
30
22.5
4
2 13
13
3
15
10
4 3 6
7.5
6 0
7
1 3
7 5 3
2 Stripes
Gingham
4
Floral
Paisley
Tropical
3
3
Fruit
Other
10
Oysho: Tops Styles
•
most tops have more than one style
•
however, most of oysho’s tops have foam
•
second common is the bandeau style and third common is underwire
•
foam gives size & shape to the breasts 11
Oysho: Tops Sizes
•
Oysho carries small and medium sized tops equally
•
they also carry many large tops as well
•
shows availability for 3 top size groups 12
Collection Plan: Bottoms
13
Oysho: Bottom colors & prints
Color Ref Plain: 67 White= 10 Nude= 4 Pink= 7 Red= 9 Yellow= 4 Green= 11 Blue= 6 Black= 15 Other= 5
Color Ref Print: 55 •
•
• •
more plains than prints for bottoms black is again the most popular color green is the second white is the third 14
Oysho: bottom Styles
•
most of oysho’s bottoms are Brazilian
•
Brazilian=younger target (less coverage)
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second to Brazilian is the classic, for the more conservative
•
and in third is the hipster style 15
Oysho: Bottom sizes
•
oysho’s bottoms sizes are almost equally small, medium and large
•
shows high availability for a wide range of sizes
16
Collection Plan: Swimsuits
17
Oysho: Swimsuit colors & prints Color Ref Plain: 18 White= 5 Red= 4 Green= 2 Black= 6 Other= 1
Color Ref Print: 15
•
•
• •
more plains than prints for swimsuits black is again the most popular color white is the second red is the third 18
Oysho: swimsuit sizes
•
oysho’s swimsuit sizes are almost equally small, medium and large
•
small sizes are most used
•
shows high availability for a wide range of sizes 19
Oysho: price analysis Price: 17,99-25,99 €
Price: 11,99-19,99 €
Tops
Bottoms
Price: 29,99-45,99 € Swimsuits
12
11,99
77
12,99
9
14,99
25
17,99
38 1
19,99 22,99
2
25,99
2 16
29,99
14
35,99
3
45,99 0
20
40
•
12,99 is the most common price for bottoms
•
bottoms are cheaper than tops
•
most tops are 19,99
60
80
20
OYSHO: Visual merchandise
oysho also carries apparel for spring/summer swim attire
•
•
apparel grouped by collection & color scheme
•
bright & modern
21
•
Women'secret offers underwear, sleepwear, accessories and swimwear for women
•
mid priced
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prestige, femininity, modernity and affordable prices (cortifelgroup)
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women'secret is part of the Grupo Cortefiel
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women'secret has more than 652 stores in over 61 countries.
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Target: women 25-45 yrs old 22
23
women’s secret: Total References & Total color references
Tops
Bottoms
Swimsuits
References vs. Color Ref 300 225 150 75 0
Total References:194
28 91 75
Total color References: 231
34 99 98 24
References
Color References
Collection Plan: tops
25
women’s secret: Tops colors & prints
Color Ref Plain: 18 White 6 Pink 7 Red 3 Blue 9 Black 6 Yellow 1 Orange 3
Color Ref Print:63 •
more prints than plains for tops
•
blue has the most color references
•
pink is second, and white & black are tied in third highest referenced
26
women’s secret: print analysis Tops
Bottoms
Swimsuits
50
4 37.5
22
2 5
25
16 12.5
4 7
2 11
2 7
19
10 7 0
Ethnic
Stripes
5 Tropical
Floral
Plain w/Details
4 2
1 2 3
Dots
Tie-dye 27
Women’s Secret: Tops Styles
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four styles
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bandeau is the most popular
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bandeau is usually target towards smaller breasted women
•
triangular is second, and underwire is third 28
women’s secret: Tops Sizes
•
•
34 & 36 are most popular band size
b cup highly dominates over any other cup size 29
Collection Plan: Bottoms
30
women’s secret: bottoms colors & prints Color Ref Plain: 41 White 4 Pink 9 Red 2 Blue 13 Black 6 Yellow 1 Orange 5 nude 1
Color Ref Print: 58 •
more prints than plain bottoms
•
blue is most popular color reference
•
pink is second referenced
•
black is third
31
women’s secret: bottom Styles Culotte
Reversible
•
classic bottoms are most popular
•
aimed towards more conservative women
•
brazilian is second, showing interest for younger women
•
reversible & culottes tie in last 32
Women’s Secret: Bottoms sizes
•
women’secret offers a wide range of bottom sizes
•
shows availability of sizes
•
medium is the most referenced size
33
Collection Plan: Swimsuits
34
Women’s Secret: Swimsuits colors & prints Color Ref Plain: 19 White 1 Pink 1 Red 2 Green 1 Blue 4 Black 9 nude 1
Color Ref Print:15 •
more plains than print swimsuits
•
black is most referenced
•
blue is second
•
red is third
•
darker colors dominate
35
Women’s Secret: swimsuit sizes
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medium sized swimsuits are most referenced
•
large are third
•
small are second
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aimed toward medium-larger breasted/sized women 36
women’s secret: price analysis 16,99-34,99 Tops
16,99
Bottoms
31,99-44,99 Swimsuit
8
10,99 14,99
10,99-19,99
1 1
72 7
17,99
16
19,99
4
24,99
84
26,99 31,99 34,99
1 2 25
39,99
8
44,99 0
22.5
45
67.5
•
26,99 is the most referenced price (tops)
•
tops are more expensive than bottoms
•
most bottoms are 16,99
90
37
women’s secret: Visual merchandise
women’secret groups its products by collection and color scheme 38
comparing women’secret & oysho
39
color comparison Oysho
Women’secret
50
38
18
•
oysho has more colors than prints
•
black is the most common color for both brands
•
oysho’s most used colors are black, white+nude, & green
•
women’s secret most used colors are black, blue, & white+nude
13
32 17 7 25
26 1 22
21
13
18
14
13
7 8 6 4 0
White+Nude
Pink
Red
Orange
Yellow
Green
Blue
Black
Other
40
prints comparison
•
oysho’s main prints are stripes, floral, and tropical
•
while women’secret’s main prints are ethnic, plain w/details, & floral
•
overall, women’secret has more print references than oysho and a larger range of print styles
41
Size comparison oysho 400
206
women’secret 215
•
both brands have the majority of their references based in the s-l segments of the sizing
•
women’secret’s ref in xs & xl exceed the ones in oysho
•
only women’secret offers variations in cup sizes, hence why they aren't shown in the chart (not comparable)
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in addition, oysho carries an equal amount of s-l, while women’secret carries mostly b 42 cups
216
300
200
184
184
179
162
110 100
19 0
XS
11 S
M
L
XL
price analysis Oysho
Women’secret
300
•
majority of references for both brands are 10,99-17,99 euros
•
oysho’s majority of products are low priced and decrease as price ranges go up— >oysho adopts skimming pricing strategy
•
women’secret’s ref. majority fall in 10,99-17,99 & 25,00-34,99 euros ranges—> women’secret adopts a high low pricing strategy
225
88
150
123 87 75
20 35 41
0
10,99-17,99
18,00-24,99
18
17
25,00-34,99
35,00-45,99
43
my collection proposal •
swimwear and beach apparel focused brand
•
Target: women 16-30
•
unlike oysho & women’secret, i will provide:
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Specialization
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larger amount of bra sizes for bigger breasts (M-xl tops)
•
larger amount of bottom & swimsuit sizes (M-xl)
•
around equal amount of colors & patterns
•
however, smaller references than oysho & women’secret
•
smaller brand
44
my collection proposal: colors & patterns
Whites & nude
blues & ethnic
reds & pinks
florals
stripes, black & white
these colors and patterns are based on which were used most by oysho & women’secret’s in their 2017 collection • • •
blue, pinks and black were the most common colors ethnic, florals, and stripes were the most common styles whites & nudes are also a swim trend for 2017 45
my collection plan =E cup sizes
top sizes: a: 10 b: 10 c: 10 d: 10 e: 5
total ref: 22 total color ref: 29 prints: 17 plains: 12
avg. price tops: 18,99-29,99 avg. price bottoms: 12,99-22,99 avg. price swimsuits: 32,99-39,99
46
*All tops will come in cup sizes a-d
*All bottoms will come in xs-xl
*All swimsuits will come in xs-xl
my collection: visual merchandise •
visual merchandise organized by color
•
with color, tops are organized by cup sizes (a-e)
•
bottoms and swimsuits are organized by size
47
multi brand buyers selection my brand
=E cup sizes 48
Thank you! 49