CREATING AN APPAREL LINE MARKET ANALYSIS & TARGET MARKETTerm 1 / Product Development & Design / Robin Hall
BRAND OVERVIEW • Karen Walker started in 1988 with $80. She made one shirt and sold it on consignment. • 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.• There are five Karen Walker flagship stores in New Zealand and one flag ship store in Taipei. • Karen Walker also has a Jewellery line, Eyewear line, KW Paints and also a diffusion line, Hi There, sold exclusively through Myer. • Karen has dressed Björk, Sienna Miller, Jennifer Lopez, Claire Danes, Cate Blanchett and Liv Tyler.
MARKET ANALYSIS Identify and document long-term and shor t-term social and economic trends that are relevant to your target market, and explain how they influence apparel purchasing behaviour.
SHORT TERM ECONOMIC TRENDS • Consumer confidence in Australia is still low and there’s more saving and less spending.• 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. • Zara opening in Australia with no competition. The Australian market is devoid of giants such as H&M and Uniqlo, so Zara has its own niche. This will effect retailers such as Sportsgirl and Witchery. • 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.
LONG-‐TERM ECONOMIC TRENDS • 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.)• Global Textile industry affected by a price on carbon – will garment manufacturing cost grow?• Consumers will expect more from local brands and expect them to live up to global brands• Consumer confidence grows in Australia more spending less saving
SHORT TERM SOCIAL TRENDS • 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.• Brit-fever as William and Kate marry and London hosts the 2012 Olympics.• Boardwalk Empire hits Aussie screens – think drop waists and embellishment again.
LONG-‐TERM SOCIAL TRENDS • Consumers will increasingly (and automatically) receive targeted ratings, recommendations and reviews from their social networks.• Shopping will become increasingly social, even when consumers and their peers are not physically together• The cult of the individual. As social media usage increases so do blogs and fashion galleries like The Sartorialist and Lookbook.nu. People value unique garments and being ‘individuals.’ • Custom-made becomes big. Bike by Me allows 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. • A return to eco and natural fibres, and hand-made techniques
MARKET ANALYSIS Identify and analyse threecompetitors for your apparel line. Describe their strengths and weaknesses and how your apparel line will create a competitive advantage.
SHAKUHACHI www.shakuhachi.net.au STRENGTHS• Collections are always youthful and fun• Great fabrics• Physical stores in Sydney and Bali• Online shoppingWEAKNESSES• Prices are cheaper on other sites• No social media marketing• Online store technology quite dated
PIXIE MARKET www.pixiemarket.com STRENGTHS• Multi-label so more variety• Really strong social media marketing• Great fabrics• $15 international shipping• No physical store, so low overheadsWEAKNESSES• Mostly only available in sizes under Aussie 10• Not a ‘happy’ brand• Small volumes, so quite pricey
MODCLOTH www.modcloth.com STRENGTHS• New products added daily• Multi-label so more variety• Sell homewares as well• No physical store, so low overheadsWEAKNESSES• As they’ve grown bigger the fabrics used have decreased in quality• Doesn’t appear very exclusive – brand is a bit ‘cute’ – not great for Aussie market• No flat-rate international shipping
MY BRAND STRENGTHS• There aren’t a lot of Aussie online stores doing eCommerce well.• Intend to market to a worldwide audience, not just Australia.• Have eCommerce, advertising and Social Media marketing background • Inhouse fabric design • Want to work with only natural fibres (silk, cotton, linen, leather, wool) • Want to release two main and 12 mini-collections per year to keep website fresh and current.
TARGET MARKET Describe the target market in terms of geographic/demographic/behavioural andpsychographic characteristics.
GEOGRAPHICS • Live in Australia• Live in big cities• Live in urban areas• Have seasonal weather
DEMOGRAPHICS • 25-34 years old• In a relationship• Have a Bachelor’s and Post- Grad degree• Make less than $50,000• They are professionals• They work in an office
PSYCHOGRAPHICS • Middle class• They somewhat/ subconsciously care about fashion trends• They identify as ‘individuals’ and do not belong to a fashion tribe/pack• Identify as urban and edgy
BEHAVIORAL • Spend under $100 a fortnight on clothing• They value how garments flatter their bodies, individuality/uniqueness of garment and bargains• Willing to pay more for individuality/uniqueness of garment, natural fabrics (silk, linen, cotton, wool, leather) and tailoring
THEIR STYLE • Eclectic and urban• Rate Audrey Hepburn, Kate Moss and Chloë Sevigny as top style icons• Prefer neutral colours (blacks, greys, beiges, khakis) and jewel colours (amethyst purple, ruby red, emerald green, sapphire blue) • They like colour blocking and classic prints (houndstooth, spots, stripes)
THEIR SHOPPING HABITS • They shop online often – at least once a month• Favourite online stores are Etsy, Ebay + Urban Outfitters• Most they’ve paid for a garment (excluding shoes/ handbags) is $100-$300
FASHION TRENDS ANALYSIS Identify and analyse current fashion trends for your targetmarket. Describe the direction inwhich these trends are headed,drawing on principles of fashion and theory of fashion.
KW’s MAIN COLLECTION • Mod and 60s• Feminine/romantic• Vintage-feel• Beach Boys beach party KW’s HI-‐THERE • Much more ‘on trend’• Nautical/Sailor• 1940s dresses• Stripes• Muted organic abstract prints
MILITARY • On the decline (especially with death of bin Laden). To be replaced with androgynous or dominatrix look. NAUTICAL/PREPPY • 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. STRIPES • Stripes are on the decline (they are in discount and low-end stores). A/W 2011/12 showed a lot of spots and circles.
TEXTURE • Here to stay – especially as Winter is approaching. Leather, fur, sequins, beading were in much evidence at A/W 2011. Everything – all at once! MUTED ORGANIC PRINTS On the decline – bold prints are back. Dots, baroque, bright loud floral, feathers and lions and tigers and bears, oh my. WHAT DECADE IS IT AGAIN? • The state of the world has put us all in a nostalgic mood. Take your pick from the Sixties, Seventies or the Forties.
BIBLIOGRAPHY Trendwatching May 2001 Updatewww.trendwatching.com The ConversationZara’s Australian Entrance to Challenge Local Retailerswww.theconversation.edu.au Fashion AllureSpring Summer 2011 Trend Must Haveswww.fashion-allure.com The EconomistThe status seekers, Global stretch: When will Zara hit its limits?, Ive got you labelledwww.economist.com VogueA-Z Trend Reportwww.vogue.com.au Creative3 When you are in a creative world, inspiration can come from everywherewww. creative3.com.au Karen Walkerwww.karenwalker.com