Creating an Apparel Line


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Creating an Apparel Line

  1. 1. CREATING AN APPAREL LINE<br />MARKET ANALYSIS & TARGET MARKET<br />Term 1 / Product Development & Design / Robin Hall<br />
  2. 2. BRAND OVERVIEW<br /><ul><li>Karen Walker started in 1988 with $80. She made one shirt and sold it on consignment. 
  3. 3. She now shows at New York Fashion Week and London Fashion Week and is stocked in over 350 stores in cities including New York, London, Paris, Los Angeles, Sydney and Tokyo.
  4. 4. There are five Karen Walker flagship stores in New Zealand and one flag ship store in Taipei.
  5. 5. Karen Walker also has a Jewellery line, Eyewear line, KW Paints and also a diffusion line, Hi There, sold exclusively through Myer.
  6. 6. Karen has dressed Björk, Sienna Miller, Jennifer Lopez, Claire Danes, Cate Blanchettand Liv Tyler.</li></li></ul><li>MARKET ANALYSIS<br />Identify and document long-term and short-term social and economic trends that are relevant to your target market, and explain how they influence apparel purchasing behaviour.<br />
  7. 7. SHORT TERM ECONOMIC TRENDS<br /><ul><li>Consumer confidence in Australia is still low and there’s more saving and less spending.
  8. 8. Significant portion of fashion spending is going offshore. Consumers want access to a greater product range and fashion-forward pieces. Australian retailers need to not just serve the Australian market but expand to new markets via online sales.
  9. 9. Zara opening in Australia with no competition. The Australian marketis devoid of giants such as H&M and Uniqlo, so Zara has its own niche. This will effect retailers such as Sportsgirl and Witchery.
  10. 10. Strong Aussie dollar has halved the number of international delegates to RAFW (110 international buyers and retailers down from 200 last year.) Designers are counting on buyers from Asia, Europe and the UK.</li></li></ul><li>LONG-TERM ECONOMIC TRENDS<br /><ul><li>Continuing strong dollar (On the other hand if our relationship is not maintained China may start to look elsewhere (to Africa and Latin America) as a different source for commodities.)
  11. 11. Global Textile industry affected by a price on carbon – will garment manufacturing cost grow?
  12. 12. Consumers will expect more from local brands and expect them to live up to global brands
  13. 13. Consumer confidence grows in Australia more spending less saving</li></li></ul><li>SHORT TERM SOCIAL TRENDS<br /><ul><li>With the death of Osama bin Laden and the eventual withdrawal of the US from Afghanistan, fashion will gradually become less somber and conservative and more joyful and experimental.
  14. 14. Brit-fever as William and Kate marry and London hosts the 2012 Olympics.
  15. 15. Boardwalk Empire hits Aussie screens – think drop waists and embellishment again.</li></li></ul><li>LONG-TERM SOCIAL TRENDS<br /><ul><li>Consumers will increasingly (and automatically) receive targeted ratings, recommendations and reviews from their social networks.
  16. 16. Shopping will become increasingly social, even when consumers and their peers are not physically together
  17. 17. The cult of the individual. As social media usage increases so do blogs and fashion galleries like The Sartorialist and People value unique garments and being ‘individuals.’
  18. 18. Custom-made becomes big. Bike by Meallows you to choose the colour of every part of your bicycle and Trikoton allows you to buy clothes that reflect the sound of your voice - a computer turns your speech patterns into knitting patterns.
  19. 19. A return to eco and natural fibres, and hand-made techniques</li></li></ul><li>MARKET ANALYSIS<br />Identify and analyse three competitors for your apparel line. Describe their strengths and weaknesses and how your apparel line will create a competitive advantage.<br />
  20. 20.<br />STRENGTHS<br /><ul><li>Collections are always youthful and fun
  21. 21. Great fabrics
  22. 22. Physical stores in Sydney and Bali
  23. 23. Online shopping</li></ul>WEAKNESSES<br /><ul><li>Prices are cheaper on other sites
  24. 24. No social media marketing
  25. 25. Online store technology quite dated</li></li></ul><li>PIXIE<br />STRENGTHS<br /><ul><li>Multi-label so more variety
  26. 26. Really strong social media marketing
  27. 27. Great fabrics
  28. 28. $15 international shipping
  29. 29. No physical store, so low overheads</li></ul>WEAKNESSES<br /><ul><li>Mostly only available in sizes under Aussie 10
  30. 30. Not a ‘happy’ brand
  31. 31. Small volumes, so quite pricey</li></li></ul><li><br />STRENGTHS<br /><ul><li>New products added daily
  32. 32. Multi-label so more variety
  33. 33. Sell homewares as well
  34. 34. No physical store, so low overheads</li></ul>WEAKNESSES<br /><ul><li>As they’ve grown bigger the fabrics used have decreased in quality
  35. 35. Doesn’t appear very exclusive – brand is a bit ‘cute’ – not great for Aussie market
  36. 36. No flat-rate international shipping</li></li></ul><li>MY BRAND<br />STRENGTHS<br /><ul><li>There aren’t a lot of Aussie online stores doing eCommerce well.
  37. 37. Intend to market to a worldwide audience, not just Australia.
  38. 38. Have eCommerce, advertising and Social Media marketing background
  39. 39. Inhouse fabric design
  40. 40. Want to work with only natural fibres (silk, cotton, linen, leather, wool)
  41. 41. Want to release two main and 12 mini-collections per year to keep website fresh and current.</li></li></ul><li>TARGET MARKET<br />Describe the target market in terms of geographic/demographic/behavioural and psychographic characteristics.<br />
  42. 42. GEOGRAPHICS<br /><ul><li>Live in Australia
  43. 43. Live in big cities
  44. 44. Live in urban areas
  45. 45. Have seasonal weather</li></li></ul><li>DEMOGRAPHICS<br /><ul><li>25-34 years old
  46. 46. In a relationship
  47. 47. Have a Bachelor’s and Post-Grad degree
  48. 48. Make less than $50,000
  49. 49. They are professionals
  50. 50. They work in an office</li></li></ul><li>PSYCHOGRAPHICS<br /><ul><li>Middle class
  51. 51. They somewhat/subconsciously care about fashion trends
  52. 52. They identify as ‘individuals’ and do not belong to a fashion tribe/pack
  53. 53. Identify as urban and edgy</li></li></ul><li>BEHAVIORAL<br /><ul><li>Spend under $100 a fortnight on clothing
  54. 54. They value how garments flatter their bodies, individuality/uniqueness of garment and bargains
  55. 55. Willing to pay more for individuality/uniqueness of garment, natural fabrics (silk, linen, cotton, wool, leather) and tailoring</li></li></ul><li>THEIR STYLE<br /><ul><li>Eclectic and urban
  56. 56. Rate Audrey Hepburn, Kate Moss and Chloë Sevigny as top style icons
  57. 57. Prefer neutral colours (blacks, greys, beiges, khakis) and jewel colours (amethyst purple, ruby red, emerald green, sapphire blue)
  58. 58. They like colour blocking and classic prints (houndstooth, spots, stripes)</li></li></ul><li>THEIR SHOPPING HABITS<br /><ul><li>They shop online often–at least once a month
  59. 59. Favourite online storesareEtsy, Ebay + Urban Outfitters
  60. 60. Mostthey’vepaidfor a garment (excludingshoes/handbags) is $100-$300</li></li></ul><li>FASHION TRENDS ANALYSIS<br />Identify and analyse current fashion trends for your target market. Describe the direction in which these trends are headed, drawing on principles of fashion and theory of fashion.<br />
  61. 61. OVERALL TRENDS<br /><ul><li>Nautical
  62. 62. Preppy
  63. 63. Military
  64. 64. Stripes
  65. 65. 70s Pucci/DVF influence (flares, prints becoming brighter)
  66. 66. Subtle 80s does 40s influence
  67. 67. Textures (lace, leather, fur)
  68. 68. Muted organicprints</li></ul>COLOURS<br /><ul><li>Magentaand red
  69. 69. Dull plum/dark lavendar
  70. 70. Neutrals (khaki, beige)
  71. 71. Naturals (rust, ochres, mustard)</li></li></ul><li>KW’s MAIN COLLECTION<br /><ul><li>Mod and 60s
  72. 72. Feminine/romantic
  73. 73. Vintage-feel
  74. 74. Beach Boys beach party</li></ul>KW’s HI-THERE<br /><ul><li>Much more ‘on trend’
  75. 75. Nautical/Sailor
  76. 76. 1940s dresses
  77. 77. Stripes
  78. 78. Muted organic abstract prints</li></li></ul><li>MILITARY<br /><ul><li>On the decline (especially with death of bin Laden). To be replaced with androgynous or dominatrix look.</li></ul>NAUTICAL/PREPPY<br /><ul><li>This look is classic and the Australian market is conservative so I think this is here to stay. The shapes might become more 40s-inspired.</li></ul>STRIPES<br /><ul><li>Stripes are on the decline (they are in discount and low-end stores). A/W 2011/12 showed a lot of spots and circles.</li></li></ul><li>TEXTURE<br /><ul><li>Here to stay – especially as Winter is approaching. Leather, fur, sequins, beading were in much evidence at A/W 2011. Everything – all at once!</li></ul>MUTED ORGANIC PRINTS<br />On the decline – bold prints are back. Dots, baroque, bright loud floral, feathers and lions and tigers and bears, oh my.<br />WHAT DECADE IS IT AGAIN?<br /><ul><li>The state of the world has put us all in a nostalgic mood. Take your pick from the Sixties, Seventies or the Forties. </li></li></ul><li>BIBLIOGRAPHY<br />Trendwatching May 2001<br />The ConversationZara’s Australian Entrance to Challenge Local Retailers<br />Fashion AllureSpring Summer 2011 Trend Must<br />The EconomistThe status seekers, Global stretch: When will Zara hit its limits?, I've got you<br />VogueA-Z Trend<br />Creative3 When you are in a creative world, inspiration can come from everywherewww.<br />Karen<br />