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B&M Portfolio Teaser AJ del Rosario

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Menswear | Range Plan | Colorway | Event Plan | Website Analysis | Price Architecture | Shop Reports

Menswear | Range Plan | Colorway | Event Plan | Website Analysis | Price Architecture | Shop Reports


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  • 1. buying & merchandising portfolio by AJ Del Rosario MBA in Fashion Business 2012/2013 March 1, 2013
  • 2. 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!
  • 3. Men’s Shirts Spring Summer 2013/2014 by AJ Del Rosario MBA in Fashion Business 2012/2013 March 1, 2013 3
  • 4. 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
  • 5. Color Range/Story OLYMPIC! jungle Techno Flurry
  • 6. Colors: Fabric: Description: Budget Percentage: Fitted Basic F i t t e d s i l h o u e t t e | Regular collar | Single button cuff | Shaped hem Stretch fabric | 100% Cotton 4% Retail Price: RMB 299 Core Fashion Store Delivery: Top, Mid, All Stores
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. Men’s Knit for Spring Summer 2013/2014 by AJ Del Rosario MBA in Fashion Business 2012/2013 March 1, 2013 !!"
  • 12. 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 43 5 1 1 11 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
  • 13. Event Plan for s/s 2014 by AJ Del Rosario MBA in Fashion Business 2012/2013 March 1, 2013 13
  • 14. 6-mOnthevent plan 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].
  • 15. 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
  • 16. 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
  • 17. 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-sales 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
  • 18. Zara Men’s Coats Price Architecture by AJ Del Rosario MBA in Fashion Business 2012/2013 March 1, 2013 18
  • 19. 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
  • 20. Men’s Trousers Shop Reports by AJ Del Rosario MBA in Fashion Business 2012/2013 March 1, 2013 20
  • 21. Index ! Shop Reports: !  H&M !  Zara !  ME&City !  Metersbonwe !  Forever 21 ! Summary
  • 22. ME&CityShopReport ! Company Background ! Store Details! Trousers Analysis ! Store Analysis! Recommendations/Key Insights
  • 23. CompanyBackground !  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
  • 24. StoreDetails !  Branch: East Nanjing Rd. !  Location: 1st and 2nd Floor of 5-storey store!  Type: Flagship!  Date: Feb. 11, 2013 | 2PM !  Site Map:
  • 25. TrouserAnalyis: AreaBreakdown 60% 30% 10% Men's Area Breakdown by Category Tops Trousers Accessories 50% 40% 10% Area Breakdown by Category Women Men Kids
  • 26. TrouserAnalysis: TrouserDistribution 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.
  • 27. TrouserAnalysis: 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
  • 28. TrouserAnalysis:PriceAnalysis ! 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.
  • 29. TrouserAnalysis: ColorRange/Display 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.
  • 30. TrouserAnalysis: Sizing,Labeling,andPackaging
  • 31. TrouserAnalysis:Markdowns •  30-50% markdown + 20% off if you get 2 pieces •  30-50% markdown + 30% off if you get 3 or more pieces
  • 32. 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