Miu Miu for Topshop

Kristen Hendy Patricia Hermogenes Sarah Weir

Styling & Design Considerations The Miu Miu for Topshop collection is theperfect mix of luxury and affordability. It is a unique mix of Italian couture and British high-street, targeting the young, fashion- forward individual.

Styling & Design Considerations Inspiration: • East asian inﬂuences • Rich and vibrant fabrics • Chunky knits Silhouettes: • Cocoon silhouettes • High-waisted trousers • Covered necks Key Details: • Pleating •Color blocking • Fur trims

Styling & Design ConsiderationsThe collection will still remain true to Miu Miu’s distinct design aesthetic.

Target Customer Demographic:! Geographic:!•  18-30 years old! •  Lives in an urban setting, most likely fashion capital!•  Female!•  Middle and upper-middle class! Psychographic:! Behavioral:!•  Fashion conscious! •  Buys fashion for fun!•  Aspires to be successful! •  Wants to dress in designer clothes but not willing to•  Not afraid to experiment pay designer prices! with different styles!

CompetitorsZara:• Spanish-based apparel retailer•1,557 stores in 73 countries (48 in US)• Part of Inditex Group• Leader in fast fashion - launches over10,000 new styles each year• Targets wide age-range of women

CompetitorsH&M Guest Designers:• Swedish-based apparel retailer•Over 23,000 stores in 41 countries (213 in US)• Collaborating with guest designers since 2004• Targets young, fashion savvy women seekingaffordable prices•Past designers: • Karl Lagerfeld • Matthew Williamson • Versace • Lanvin • Viktor & Rolf •Versace • Roberto Cavalli •Marni (Spring 2012) • Comme des Garcons

Competitive Analysis Miu Miu for H&M Zara Topshop Guest DesignersAverage Price Point $180 $150 $90 • Wool • Silk • Acrylic • Acrylic • Cotton • Polyamide/Nylon • Polyester • Wool • Wool Materials • Viscose • Polyester • Polyester • Polyamide • Leather • Cotton • Modacrylic * Varies by collection •Viscose/Rayon • Leather • Microsuede • China • Cambodia • Spain • India • China • MoroccoCountries of Origin • Brazil • Romania • Portugal • Romania • Vietnam • Turkey • Cambodia • Bulgaria • Tops • Tops • Tops • Bottoms • Bottoms • Bottoms • Dresses • Dresses • DressesDepth & Assortment • Blazers & Jackets • Blazers & Jackets • Blazers & Jackets of Styles • Outerwear • Outerwear • Outerwear • Shoes • Shoes • Shoes • Handbags • Accessories • Handbags • Accessories

Style Assortment

Tops Cocoon Sweater Sizing: 2-12Country of Origin: India Composition: 70% Acrylic 30% Wool Price: $149

Bottoms Straight Leg Trouser Sizing: 2-12Country of Origin: India Composition: 50% Wool 50% Viscose Price: $129

Dresses Armadillo Sleeved Dress Sizing: 2-12Country of Origin: China Composition: 65% Wool 35% Viscose Price: $169

Dresses Drop Waist Collared Dress Sizing: 2-12Country of Origin: India Composition: 100% Polyester Price: $199

Blazers & Jackets Faux Fur Sleeved Jacket Sizing: 2-12Country of Origin: China Composition: 41% Wool 34% Acrylic 25% Polyester 100% Modacrylic (Sleeves) Price: $299

Outerwear Faux Fur Trimmed Coat Sizing: 2-12 Country of Origin: China Composition: 60% Wool 40% Polyamide 100% Modacrylic (Trim) Price: $349

Shoes Cutout Ankle Boot Sizing: 5.5-11.5Country of Origin: Brazil Composition: 100% Leather Price: $199 Leather and Suede Ankle Boot Sizing: 5.5-11.5 Country of Origin: Brazil Composition: 100% Leather 100% Microsuede (Trim) Price: $199

Shoes Zip Up High-Heel Boot Sizing: 5.5-11.5Country of Origin: Brazil Composition: 100% Leather Price: $269

Handbags Satchel Purse Sizing: One Size Country of Origin: Romania Composition: 100% Polyester Price: $159 Chiffon Clutch Sizing: One SizeCountry of Origin: Romania Composition: 100% Leather Price: $139

Handbags Fringe Hobo Bag Sizing: One SizeCountry of Origin: Romania Composition: 100% Microsuede Price: $199

Marketing Plan

Sales Plan• Merchandise will be available at the Topshop ﬂagship stores in New York, Chicago and Las Vegas•A pop up store at the Grove in LA will be created to cater to the West coast customers

Sales PlanCollection will also be available on Topshop website: http://www.topshop.com

Advertising PlanBillboards will be placed in high-trafﬁc areas in cities where collection is available.

Advertising Plan Print ads will run in major fashion publications three months before collection launch.

Advertising PlanThe advertisement will also be featured on Topshop’s ofﬁcial Twitter account.

Advertising PlanCustom Topshop shopping bags will act as advertisement during sales period.

Promotional PlanPolyvore contest will be held - fans can style looks using pieces from collection. The best looks will be posted on Topshop’s Facebook page, and users will vote for winner.

Promotional Plan• Launch party will be held one week before collection launch• Looks from collection will be sent to inﬂuencers (fashion editors, celebrities, and bloggers) to wear to launch party• Pop-up store will be present at event• Fashion show for collection - streamed live on Topshop website

Possible Problem Areas Problem SolutionThere are only three Topshop stores in the Pop-up shops US.; collection is inaccessible to many and online shopping will increase customers. distribution points. The Topshop website might crash due to An extended IT team will be on call for the excessive trafﬁc from collection. duration of the collection’s run.

Coming Fall 2012

Miu Miu for Topshop

by Kristen H. on Sep 01, 2012

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 5

Statistics

Miu Miu for Topshop Presentation Transcript

http://www.chericlouds1.tumblr.com	4
http://yandex.ru	1