AI_FRM335_W6_A1_Short_Ashley_Revised

Online
Operations:
Stallone
FRM 335: Merchandising
Menswear
Ashley Short

Executive Summary:
Our company, Stallone, would like to bring fashionable and quality
merchandise to our men consumers.
Marketing Research and Analysis
Our target market for our new company is as follows:
 Gender: Male
 Age: 25-49 years old
 Education: Bachelor’s Degree and Higher
 Income: $50,000 and Higher
 Geography: Large Cities, such as Chicago, New York City and Los
Angeles
 Hobbies and Interests: Watching Sports, Reading, Playing Chess,
Playing Golf, Playing a Musical Instrument, Being a Cigar/Pipe
Connoisseur
In order to appeal to our wide range of target market, we will
manufacture clothing to fit both their professional and personal lifestyles.
Forecasting, Advertising and Visual Merchandising
Currently, we are looking to the Autumn/Winter 16/17 season for our
collections. Trends include using warm and rustic tones of fabrics, outsized
silhouettes and crafted materials. Textiles that will be used include cottons and
tweeds. Fibers will incorporate organic and recycled materials, cashmere blends
and linen.
The logo we have selected as displayed above is simple, yet classy.
“Stallone” is an Italian word for “stud” in English, and therefore matches the
brand because we are marketing towards a manly and sexy man.

Various promotions, such as a dollar or percentage off total purchase and
free shipping, will be used to attract consumers and entice them to complete a
purchase. Advertisements will be placed in newspapers, magazines, billboards
and social media sites, such as Facebook, Twitter and Instagram.
Merchandise Assortment: Tailored, Designer and Outerwear
Stallone will carry a wide variety of merchandise in order to appeal to
their wide target market. Our goal is to be a one stop destination for our
consumers to find everything they need for their wardrobe. A large amount of
merchandise that will be carried will be tailored and designer clothing in order
to fit the needs of the consumer’s professional lifestyle. Brands that will be
carried will include moderately priced designers such as Michael Kors, Calvin
Klein and Kenneth Cole, as well as more expensive designers including Dolce
and Gabbana, Hugo Boss and Ralph Lauren. Since our target market consists of
consumers who wear this type of clothing at least 40 hours a week, we have
decided to provide a lot of this type of merchandise. Such merchandise will
include blazers, suits, dress pants, dress shirts, ties, dress socks, belts and pocket
squares.
Merchandise Assortment: Casualwear and Accessories
In addition to the tailored and designer clothing, we will also carry
merchandise to fit the personal lifestyles of our consumers. We will carry majority
long sleeved merchandise considering the Autumn/Winter season; however will
still produce some short sleeved styles. Tops that will be carried include woven
button-downs, knit t-shirts, polo/sports shirts, sweaters and sweatshirts. Bottoms
will include khakis/chinos, jeans and a small amount of shorts. Accessories that
will be carried in the store will include hats, dress shoes, casual shoes, belts,
gloves, and scarves.
Fiber, Fabric and Color
Our merchandise will include garments made of cotton, wool, polyester
and blends of these fibers. Merchandise will be made to the highest quality.
Colors of merchandise will include neutrals-black, brown, white, gray and navy
blue-and more vibrant colors of blues, greens, reds and oranges.

Market Research and Analysis
Part One: Define Your Target Market
The target market demographics for our consumers will be directed
towards men between the ages of 25 and 49. These age ranges will be a
mixture of generation X and generation Y. Generation X consists of the
population between the ages of 34 and 49 years old, therefore our target
market will contain the younger population of that range. This generation is
between the Baby Boomers and Generation Y, and they are sometimes
overlooked for the other two larger generations. Pew Research Center
conducted much research about demographics and views of both Generation
X and Generation Y. With this research, it was discovered that a little over half of
Generation X (61%) and Generation Y (57%) are Caucasian. In regards to
education, the research concluded that 54% of Generation X and 64% of
Generation Y possessed at least a Bachelor’s Degree. It is noted in the research
from Pew Research Center that the Generation X characteristics include self-
reliant, savvy, skeptical, they are not concerned with what others think of them,
and they are not interested in pampering themselves. (Taylor.)
Considering our company is large scale and sells designer, name brand
and private label merchandise, we will be selling merchandise at a moderate to
better quality price point. The moderate price point will include clothing in
ranges from $150 to $600, and the better quality price point will include
merchandise at a cost of $600 and up. With these price points, we will also be
targeting professional men with at least a Bachelor’s degree. Their average
annual income will be $50,000 and up. (“Table 703: Average Earnings of Year-
Round, Full-Time Workers by Educational Attainment: 2009.”) The target market
will be men who live in large cities throughout the United States, such as
Chicago, New York City and Los Angeles. These areas are full of businesses who
employ workers who need to dress professionally.
These consumers will be middle to upper class citizens. Careers of these
individuals include professionals in their field, managers/supervisors and
executives. Lifestyles of the consumers may be mainstream (domestic,
sentimental, habitual), an aspirer (materialistic, image, charisma), or succeeder

(strong goal orientation, confident, stability). (“8 Psychographic Segmentation.”)
Interests and hobbies of the consumers include watching sports, playing chess,
reading, playing a musical instrument, playing golf, and being a cigar/pipe
connoisseur. (McKay.)
Summary of Target Market:
 Gender: Male
 Age: 25-49 years old
 Education: Bachelor’s Degree and Higher
 Income: $50,000 and Higher
 Geography: Large Cities, such as Chicago, New York City and Los
Angeles
 Hobbies and Interests: Watching Sports, Reading, Playing Chess,
Playing Golf, Playing a Musical Instrument, Being a Cigar/Pipe
Connoisseur
Part Two: Competition
Retailer #1: Calvin Klein
 Calvin Klein is comparable to the moderate pricing merchandise of our
retailer. They both offer a variety of quality clothing for professionals to
afford.
 Target Market:
 Gender: Men
 Age: 25-40 years old
 Education: Bachelor’s Degree and Higher
 Income: $40,000 and Higher
 Price Ranges: Basic Tops at $89.50 to Suits at $650
 Merchandise Offered: Polos, Tees, Shirts, Dress Shirts, Ties, Suiting, Blazers,
Pants, Sweaters, Denim, Swim, Outerwear
 Promotions to Consumers: Current promotion includes 50% off suiting, 30%
off apparel and free shipping on purchases over $99
 Customer Service Policies:
 Live Chat Monday-Friday 9am-10pm
 Gift Services: Gift Cards, Gift Boxes
 Payment Options
 Orders: Status, Tracking, Cancellations, Wish List

 Account: Opening, Managing
 Shipping: Methods, Cost, Item Availability, Rules and Restrictions
 Secure Shopping Guarantee, Privacy Commitment
 Return Process
 Preferred Customer Program
 Size Guide
 Product Care
Retailer #2: Hugo Boss
 Hugo Boss is comparable to the better quality pricing merchandise of our
retailer. Both offer luxurious textiles and impeccable designs to consumers.
 Target Market:
 Gender: Male
 Age: 30-50 years old
 Education: Bachelor’s Degree and Higher
 Income: $70,000 and Higher
 Price Ranges: Basic Tees and Henleys Start at $45 to Jackets at $2395
 Merchandise Offered: Basic Tees, Polos, Shirts, Sweaters, Pants, Jeans,
Suits, Jackets, Outerwear
 Promotions to Consumers: No promotions listed other than free returns
 Customer Service Policies:
 Email to Contact
 Live Chat
 Call Customer Service 24/7
 Size Charts
 Product Care Information
 Ordering: Placement, Cancellations/Changes, Availability, Sale
Terms and Conditions, Order Status
 Payment
 Shipping: Standard, Express and Next Day Shipping, International
Shipping, Status
I feel like the promotion advertising methods for both retailers work well for
them. While Hugo Boss does not have any promotional advertising other than
free returns, it works for them because of their status with their consumers. Their
consumers are able to purchase their merchandise regardless of the price and
will purchase because of the image that comes along with the brand. Calvin
Klein is currently offering 50% off suiting, 30% off apparel and free shipping with
purchases over $99. This promotion will effectively attract new consumers
needing suits, while attracting current consumers who are brand loyal.

Calvin Klein and Hugo Boss do successfully incorporate current trends in
their merchandise. Such merchandise includes bomber jackets, slim fit pants
and pops of color.
Part Three: Memo
TO: Vice President
FROM: Ashley Short, Merchandising Director
DATE: April 28, 2015
SUBJECT: Successful Merchandising and Marketing Strategies
Specific Products to Carry
For our company’s store and online store, we should carry a wide range of
merchandise in order to fit the target market’s lifestyle needs. Merchandise
should include casualwear pieces, such as polos, sweaters, trousers and blazers.
These products can be worn for leisure activities and the consumer’s downtime.
In addition to the casualwear, tailored clothing for our target market’s
professional lifestyle. Outerwear will also be sold and will include pieces for both
the professional lifestyle-pea coats, etc. - and casualwear-bomber jackets.
Brands to Carry
Brands that should be carried should be at both the moderate and better
quality price points. Moderate priced brands will include Calvin Klein, Kenneth
Cole and Michael Kors. Better quality priced brands will include Ralph Lauren,
Hugo Boss and Dolce and Gabbana.
Moods and Themes of Website
The website should be clean and easy to navigate. Colors should be
attractive to the men consumers, and it has been researched that the most
popular colors among men are blue and green. (Wolchover.) The theme of the
website will match the season it is, and display ensemble ideas in a revolving
banner.
Promotional Strategies
Various promotions, such as a dollar or percentage off total purchase and
free shipping, will be used to attract consumers and entice them to complete a

purchase. Advertisements will be placed in newspapers, magazines, billboards
and social media sites, such as Facebook, Twitter and Instagram.
Customer Service and Return Policies
Our company will offer to consumer’s assistance 24/7 through a customer
service phone line. In addition to the phone line, there will also be an email
feature that consumers may email and a live chat option through the online
store. Our online store will also offer a Customer Service and Help Page, which
will display frequently asked questions, sizing information, and shipping
information. Returns will be allowed within a 90 day period with a receipt.

Ashley Short
FRM 335:
Merchandising
Menswear
Week 2
Assignment 2
TREND FORECASTING,
ADVERTISING AND WEB
DEVELOPMENT

 This collection is based
on simplicity,
craftsmanship and
authenticity
 Warm, Rustic Tones and
Textures
 Outsized Silhouettes
 Crafted, Upcycled Materials
 Textiles and Materials:
 Casual Cottons
 Lacework
 Patchwork
 Crafted Tweeds
 Patina Look
 Fibers:
 Organic/Recycled
 Cashmere w/ Winter Cotton
 Slub Linen
 Recycled Cotton and
Polyester
 (“Megatrends A/W 16/17-
Artisan.”)
TREND BOARD

Logo and
AdvertisementPART TWO

 This advertisement portrays a
man wearing current trends
for Fall/Winter 2015
 This logo was chosen because
of the simplicity and
classiness of the design
 The location of the photo
seems as though it could be a
sophisticated area
 “Stallone” translates from
Italian to “Stud” in English
 The name, therefore, matches
the label because we are
trying to market to a manly
and sexy man.
 The logo is able to stand out
when placed on top of the
trees
 If it were to be placed anywhere
else in the photo, it may get a bit
washed out
ADVERTISEMENT

Merchandise Assortment: Tailored, Designer and Outerwear
Season: Autumn/Winter 16/17
Task 1: Merchandise Mix
Step #1
Product
Category
% of Mix Justification based on Target Market and
Season
Tailored 35% Target Market Dresses Professionally
Casualwear 30% Target Market Needs Casualwear for Personal
Lifestyle
Tailored
Outerwear
20% Target Market Needs Professional Outerwear
for Their Work Week
Casual
Outerwear
15% Target Market Needs Casual Outerwear for
Personal Lifestyle When Not Dressing
Professional and for More Casual Settings
=100%
My target market is men between the ages of 25 and 49 years old. These
men are business professionals living in large cities whose annual income is
$50,000 and up. Because of their occupations and their location, the majority of
the focus will be on tailored clothing. Next, we will focus on their casualwear for
outside the office and their personal time. Considering many large cities are in
colder climates during the winter, there will be more of a focus on tailored
outwear than casual outerwear. The men going to work will need nice coats for
their work week. We want to be a one-stop for the men consumers to fit all of
their daily needs.
Step #2:
Based on your target customer, choose product categories, and choose
percentages of mix that will be designer brands and/or private label for each
retail category.
* Note- you must choose at least 2 product categories, and percentages should add up to 100%
for each item in each price category.

Moderate Better
Product
Category
Y/N %
Designer
% Private
Label
%
Designer
% Private
Label
Suits Y 60% 40% 80% 20%
Blazers Y 60% 40% 80% 20%
Dress Pants Y 60% 40% 80% 20%
Dress shirts Y 60% 40% 80% 20%
Ties Y 70% 30% 80% 20%
Dress socks Y 75% 25% 90% 10%
Belts Y 65% 35% 75% 25%
Pocket Squares Y 70% 30% 80% 20%
Explanation of above percentages, including pros and cons for designer vs.
private label:
Our target market consists of professional business men who are either up-
and-coming or established in their careers. These men have an annual income
of $50,000 and up and work in larger cities. Because of their status, I have
decided a moderate and better quality of lines would best fit their needs. Within
these two price ranges, we will carry a variety of Designer and Private Labels.
The moderate price will sell a more even range of Designer and Private Labels in
order to attract more consumers who may not be able to afford the Designer
Labels. The better quality price point will consist of mostly Designer Labels
because of their status and our consumers’ want for that status. Considering the
established name and well-known status of the Designer Labels, majority of the
merchandise will be in this category. Sometimes consumers prefer designer
names, especially consumers who are concerned with having the best and are
concerned with their status and reputation. Private Labels do possess great
quality to consumers, but do not have the following and well-known status that
the Designer Labels have. (Quelch.)

Task 2: Designer Choices
*Note- select 2 product categories from Step #2 above. Recommended categories are suits or
blazers, and shirts or ties.
Price Category #1: Moderate
Product Category #1: Blazers
Designer #1: Topman
Price Range: $140 - $300
Explanation of choice:
Topman provides quality
merchandise to their consumers,
while still being extremely
affordable. Their blazers come in
neutral colors, as well as ones in
brighter colors to add a pop of
color.
Pictures (at least 2):
(“Topman Navy Jersey Slim Fit
Blazer.”)
(“Topman Blue Oxford Skinny Fit
Blazer.”)
Designer #2: John Varvatos

John Varvatos provides
merchandise to their consumers
with comfortable textiles and
quality. Their merchandise is
appealing to all ages, with more
casual styles for younger consumers
who are looking for a casual look to
more classic blazers for older
generations.
(“Trim Fit Linen Blend Blazer.”)
(“Trim Fit Cotton Blazer.”)
Product Category #2: Dress Shirts
Designer #1: Ralph Lauren Black
Label
Ralph Lauren Black Label offers soft
and comfortable dress shirts that
are made with strong fabrics and
sturdy construction.

(“Tailored-Fit Bond Checked Dress
Shirt.”)
(“Slim-Fit Sloan Dress Shirt.”)
Designer #2: Burberry London
Burberry London also offers quality
merchandise that is durable and
well-constructed. Their dress shirts
come in various styles and prints to

appeal to all generations of
consumers.
(“Halesforth Tailored Fit Dress Shirt.”)
(“Slim-Fit Polka-Dot Print Dress Shirt.”)
Price Category #2: Better
Designer #1: Canali

Price Range: $1395 - $2795
Canali produces their blazers with
the best textiles and are made of
the best quality. Their brand also
offers merchandise that is
appealing to all ages. The blazers
could be worn dressed up with
dress pants or casual with jeans and
pants.
(“Canali Classic Fit Wool Blazer.”)
(“Canali Classic Fit Hopsack Wool
Blazer.”)
Designer #2: Corneliani
Price Range: $1210 - $1600
Corneliani produces top of the line
merchandise to consumers, which
are made of the best textiles and of
the best construction.

(“Corneliani Classic Fit Wool & Flax
Blazer.”)
(“Corneliani Trim Fit Wool Blazer.”)
Designer #1: Brioni
Brioni offers solid and simple
patterned dress shirts to consumers.
These shirts are made of the best
textiles and of the best construction.

(“Regular-Fit Striped Cotton Dress
Shirt.”)
(“Regular-Fit Check Cotton Dress
Shirt.”)
Designer #2: Charvet
Price Range: $550

Charvet is similar to Brioni, in that it
offers solid colored and simple
designs in their dress shirts. Their
merchandise is made of high
quality cotton and made with the
highest levels of construction.
(“Micro Check Cotton Dress Shirt.”)
(“Plaid Slim-Fit Cotton Dress Shirt.”)
Task 3: Outerwear Assortment

Product Category and explanation
for why these will be appropriate for
target market
Pictures of garments to represent
assortment.
Tailored Outerwear: Peacoat
Peacoats are a classic style of
tailored outerwear. This style can
accommodate any wardrobe and is
appropriate for any age.
(“Harris Peacoat.”)
(“Wool/Cashmere Nautico Coat.”)

Tailored Outerwear: Topcoat
The topcoat is similar to the peacoat
and is another classic style. This coat
fits well in any professional wardrobe,
and is very sleek and sophisticated.
(“Virgin Wool and Cashmere
Topcoat.”)
(“Wool and Cashmere Topcoat.”)

Casual Outerwear: Bomber Jacket
The bomber jacket style is very
popular for the current season and
comes in many variations. As
depicted in the pictures to the right,
they can be produced with different
materials. They can also be
manufactured with printed materials
or bright colors to appeal to younger
generations.
(“Mixed Media Bomber Jacket.”)
(“Metallic Raffia Bomber Jacket.”)

Casual Outerwear: Puffer Jacket
Puffer jackets are another timeless
piece to have in one’s wardrobe.
They provide great warmth and go
well with any casual wardrobe. It also
can appeal to any generation.
(“Hooded Nylon Puffer Jacket.”)
(“Borden Fur-Trimmed Puffer
Jacket.”)

Season: Autumn/Winter 16/17
Part 1: Clothing
TOPS
Product Category- % of Mix Justification based on Target Market and
Season
Long-sleeved woven
button-downs
15% Winter season, therefore I have chosen
to carry more long sleeves than short
sleeves. Men can wear this product in
their workplace or in their free time.
Short-sleeved woven
button-downs
10% Considering the season is for
Autumn/Winter, I have decided to carry
less of the short sleeved merchandise.
This particular piece will still be able to
be incorporated into work or the
personal lifestyle by adding a sweater or
jacket.
Short-sleeved knit t-
shirt
The knit tops are more for casualwear
and will be incorporated into ensembles
for their personal lifestyles.
Long-sleeved knit t-
shirt
sleeves. This top will be more casual and
geared towards their time away from
the workplace.
Short-sleeved
polo/sports shirts
This top, similar to the short sleeved
woven top, can still be incorporated
with ensembles for both the workplace
and the consumer’s personal lifestyle by
adding a sweater or jacket.
Long-sleeved
polo/sports shirts

Sweaters 15% Winter season, therefore I have chosen
Sweatshirts 10% I do not foresee my target market
wearing a lot of sweatshirts, therefore I
have decided to carry less of this long
sleeved product. I do believe the
younger generations will wear it, but not
as much with the older generations of
the target market.
=100%
*Note- you may choose to include 0% of some items, as appropriate for your customer, but you
must carry at least some of the following categories: woven, knit, sweaters and sweatshirts.
Product Category
(from above) and
explanation for why these
will be appropriate for
target market
Pictures of garments to carry (3 for each)
Casual Shirts-Woven
(“Roll-Sleeve Button-Down Shirt.”)

(“Embroidered Oxford Shirt.”)
(“Fred Check Cotton Shirt.”)

Casual Shirts-Knit: T-Shirts
(“Striped Jersey Long Sleeve Tee.”)
(“Striped Henley Long Sleeved T-Shirt.”)

(“Cotton V-Neck Tee.”)
Casual Shirts-Knit:
Polo/Sports Shirts
(“Chambray Shirt.”)

(“BOSS Nemos Slim-Fit Plaid Sportshirt.”)
(“Double Spade Cotton Sportshirt.”)

Sweaters
(“Campus Crewneck Sweater.”)
(“Garret Shawl Collar Sweater.”)

(“Tesar Check Zip Sweater.”)
Sweatshirts
(“Pullover Hoodie.”)

(“Retro Jacquard Sweatshirt.”)
(“Double Face Jersey Sweatshirt.”)
BOTTOMS
Season
Khakis/Chinos 45% This type of bottom could be worn
casually at work, after work dinners or for

the consumer’s personal lifestyle. They
are versatile and are great to wear
during the Autumn/Winter season.
Jeans 45% Jeans are a staple piece in everybody’s
closet, therefore we have decided to
carry a decent amount of denim.
Shorts 10% Since the season is Autumn/Winter, we
do not look for much of our target
market to be in need of shorts. We will,
however, have a small amount on hand
for areas with warmer climates, such as
the West Coast.
Sweat pants 0% We do not anticipate sweat pants
would attract many from our target
market, therefore will not carry at this
time.
=100%
must carry at least some of the following categories: khakis/chinos, jeans.
Product Category
(from above) and
target market
Pictures of garments to carry (3 for each)
Khakis/Chinos

(“Cotton Chino Pants.”)
(“The Rover Traveler Chinos.”)
(“Classic Fit Lightweight Chino Pants.”)

Jeans
(“Luxe Performance: Austyn Relaxed Straight-
Leg Jeans.”)
(“Regular-Fit Denim Jeans.”)

(“Grim Tim Straight-Slim Jeans.”)
Part 2: Accessories and Personal Care
Season
Baseball Hats 0% Not a large need based on target
market.
Other Hats 5% Not a large amount of hats will be
carried. Some trendy hats, such as
fedoras or newsboy caps, will be
carried. Also warm hats for the winter will
be carried.
Dress Shoes 30% Many of our consumers will be coming
to us for their business wear, therefore
will need shoes to go along with
ensemble.
Casual Shoes 25% We want our consumers to come to us
for just about every type of clothing they
need for their daily lives. This includes
supplying casual footwear.
Belts 15% A wide range of our consumers wear
belts every day, therefore we will carry a
selection.
Suspenders 0% Not a large need based on target
market.

Gloves 15% Considering the season (Autumn/Winter)
and the frigid climates of some of our
consumers, we will carry a selection.
Bags 0% Not a large need based on target
market.
Scarves 10% Considering the season (Autumn/Winter)
and the frigid climates of some of our
consumers, we will carry a selection.
Jewelry 0% Not a large need based on target
market.
Cologne 0% Will not be carried.
Skin Care 0% Not a large need based on target
market.
=100%
must carry at least 3 categories.
Product Category
(from above) and
target market
Pictures of Items to carry (3 for each)
Belts
(“Leather Plaque Belt.”)

(“Flannel & Suede Belt.”)
(“Intreccio Scolptio Woven Leather Belt.”)

Gloves
(“Leather & Cashmere Driving Gloves.”)
(“Lodge Mitts.”)

(“Ribbed Knit Gloves.”)
Other Hats
(“Dip Dyed Woven Hat.”)

(“Textured Wool Hat.”)
(“Stetson Leather Driving Cap.”)

Season: Autumn/Fall 16/17
Part 1: Fiber and Fabrics
Product Categories Swatches
Suits and Blazers
Reasons for choice:
Wool is a natural fabric and
breathes well. It can be worn for all
seasons. This fabric is also soft and
doesn’t wrinkle. (Fitzgerald.) Wool is
also excellent at draping. The fabric
can be water-repellent; however it
will absorb the water “once the
moisture seeps between the scales
of the fiber.” Because the fabric
does adhere to dirt, garments
should be cleaned thoroughly. Heat
could result in shrinking; therefore
garments should be dry cleaned.
(“Characteristics of Wool Fabrics.”)
Swatch #1: Wool
(“Italian Burnt Charcoal Plaid Wool
Suiting.”)
Suits and Blazers
Reasons for choice:
Cotton is another natural fiber and
is a popular choice for suiting. This
fabric also breathes well and moves
easily. This fabric does crease easily,
and would possibly need to be
blended with another fabric that
could balance this out such as wool
or heavier cotton. (Fitzgerald.)
Cotton is a strong, durable material,
Swatch #2: Cotton

as well as highly absorbent. The
fabric does hold color well and
drapes easily. Cotton fabric can be
machine washed and dried so it is
easy to care for. (“Physical
Properties of Cotton Fiber.”)
(“Rag & Bone Black/Blue Plaid Cotton
Suiting.”)
Chinos
Reasons for choice:
Chino pants are made of a twill
weave of 100% cotton, and are
densely woven. (Shoultz.) This type
of weave covers better than plain
weave, and also provides more
cloth thickness. (“Twill Weave.”) This
fabric is also soft to the touch and
drapes well. (“Dark Midnight Blue
Satin-Faced Cotton Twill.”)
Swatch #1: Cotton Twill
(“Dark Midnight Blue Satin-Faced Cotton
Twill.”)
Dress Pants
Reasons for choice:
This fabric is soft and slightly fuzzy.
The material is also easy to drape.
(“Olivine/White Herringbone Wool
Swatch #2: Wool Tweed

Tweed.”) Wool is a great fabric to
use for any season, as it is able to
insulate the wearer and hold its
heat. The fabric also holds its shape
and can last for a long time. The
best method to care for wool fabric
is to dry clean. (“Everything a Man
Needs to Know About Wool
Fabrics.”)
(“Olivine/White Herringbone Wool Tweed.”)
Jeans
Reasons for choice:
Denim jeans are made of 100%
Cotton. This thread is used to make
a particular weave. “The denim
weave is one of the strongest and
longest lasting textiles that cotton is
made into.” In order to add comfort
and stretch for the wearer, spandex
fibers are sometimes added. (Gray.)
Swatch #1: 100% Cotton
(“Ralph Lauren True Blue Indigo Jeans
Denim.”)

Jeans
Reasons for choice:
Polyester is a durable fabric to use
for denim jeans. This fabric also
allows for the material to withstand
more impact in comparison to other
blends. The treads are some of the
strongest that can be used,
therefore creating a stronger,
quality jean that can be worn for a
long time. The polyester also helps
to control any shrinkage that may
occur with 100% cotton. (“The Truth
About Polyester in Denim Jeans.”)
Swatch #2: Polyester/Cotton Blend
(“Mermaid Blue Cotton-Polyester Denim.”)
Dress Shirts
Reasons for choice:
Poplin fabric is typically used for the
classic dress shirt because it
provides a smooth texture and the
material is lightweight. (Hucklebury.)
This is a tightly-woven plain weave,
and would be typically worn for a
formal event or professional setting.
(“Style Guide: Know Your Fabrics.”)
Swatch #1: Cotton Poplin
‘
(“Steal Blue Solid Poplin.”)
Casual Woven Shirts
Reasons for choice:
This chambray cotton fabric has a
look of denim. It is light-weight and
Swatch #2: Chambray Cotton

soft to the touch. Cotton lawn is “a
fabric designed using fine, high
count yarns, resulting in a silky,
untextured feel.” This fabric has
sheer qualities and a soft drape.
(“Black Chambray Cotton Lawn.”)
(“Black Chambray Cotton Lawn.”)
Knit T-shirts
Reasons for choice:
Cotton jersey is a light fabric that is
comfortable to wear and soft to
touch. This fabric is also stretchy and
can fit closely to the body. (Potter.)
This fabric is priced in the
inexpensive to moderate price
category. It is able to be machine
washed and dried.
Swatch #1: Cotton Jersey
(“Black Heathered Cotton Jersey.”)
Polo Shirts
Reasons for choice:
Swatch #2: Knit Cotton Pique

Knit Cotton Pique is one of the most
popular fabrics used when it comes
to production of polo shirts. Some
consumers describe the fabric as
“bumpy” or “holey.” (“Polo Shirt
Buyers Guide.”) Since it is a cotton,
it is easy to care for, soft to the
touch and strong.
(“Paradise Pink Knit Cotton Pique.”)
Sweaters
Reasons for choice:
Cashmere is an extremely soft and
luxurious fabric that can be used for
sweaters, outerwear and
accessories. This fabric is also warm
and delicate. (Harris.)
Swatch #1: Cashmere
(“Deep Red Cashmere Woven.”)
Sweatshirts
Reasons for choice:
This wool fleece fabric is incredibly
soft and is of medium weight.
(“Dusty Purple Single-Faced Wool
Fleece.”) Wool is an excellent
Swatch #2: Wool Fleece

insulator, regulates body
temperature, and has a water-
repellant exterior. The fleece adds
the soft touch for the wearer. (“The
Wool Guide.”)
(“Dusty Purple Single-Faced Wool Fleece.”)
Tailored Outerwear
Reasons for choice:
This blended fabric makes for a soft
and warm garment. The fabric is
strong and durable, and is able to
last for a long time. (“Theory Black
Wool and Cashmere Coating.”)
Swatch #1: Wool/Cashmere
(“Theory Black Wool and Cashmere
Coating.”)
Casual Outerwear
Reasons for choice:
This deer leather is a soft,
stretchable, breathable textile. It is
also one of the thinnest types of
leather. (“Medium Black Coffee
Deer Leather.”) This textile is offered
Swatch #2: Leather

at a moderately to quality price
point.
(“Medium Black Coffee Deer Leather.”)
Part 2: Colors
Product Categories Swatches
Suits, Suit Separates and Blazers
Reasons for choice:
For suits, suit separates and blazers,
we will use neutral colors that can
be versatile for our consumers.
These colors include black, dark
gray/charcoal, light gray, brown,
and navy blue. (“9 Suit Colors for a
Man’s Wardrobe.”)
Swatches
(“Wool/Wool Blends.”)

Formal Shirts
Reasons for choice:
Our collection of formal shirts will
have the basic colors, such as
white, black and gray, as well as
prints such as stripes and plaid.
(Joe.) These selections will be also
be versatile, and the prints could
offer more pops of color.
Swatches
(Joe.)
(“Pronto Uomo Black Modern Fit
Non-Iron Dress Shirt.”)

Casual Shirts
Reasons for choice:
For the casual clothing, we will offer
more variety of colors other than
neutrals. These colors will add a little
bit of pop to the consumer’s
wardrobe, and are anticipated
trends for the A/W 16/17 season.
(“US Colour Direction A/W 16/17-
Artisan.”)
Swatches
(“US Colour Direction A/W 16/17-Artisan.”)
Casual Pants
Reasons for choice:
These colors are all chosen to be
trends for the A/W 16/17 season. For
the casual pants, they will be
consisted of chinos/khakis, jeans
and some shorts. The colors to the
right will be choices for the
chinos/khakis and short selections,
which will be able to match well
with the casual shirts because the
pants colors are more neutral.
Swatches
Sweaters and Sweatshirts
Reasons for choice:
These colors also come from
WGSN’s colors that are to be
trending for the A/W 16/17 season
for men. Sweaters will be on the
Swatches

more subtle side with colors to
match every occasion, whereas the
brighter colors will be for the
sweatshirts.
Tailored and Casual Outerwear
Reasons for choice:
Just as with the suiting colors, the
outerwear will also have neutral
colors in order to be more versatile
and fit for any occasion. Colors will
include the same as suiting, such as
black, dark gray/charcoal, light
gray, brown and navy blue.
Swatches
(“Wool/Wool Blends.”)

Images Cited
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4374306418197&PRODUCT%3C%3Eprd_id=845524446714236&R=773289060767&P_name
=Canada+Goose&N=306418197&bmUID=kRtFkJQ
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heathered-cotton-jersey-305977.html
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6lvnb5?FOLDER%3C%3Efolder_id=2534374306607796&Nao=180
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4374306418197&PRODUCT%3C%3Eprd_id=845524446712588&R=7613301527959&P_nam
e=Belstaff&N=306418197&bmUID=kRrB0ko
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kRrb6wq
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e=EA7+Emporio+Armani&N=306418197&bmUID=kRrDk2A
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wool-suiting-307200.html
“Leather & Cashmere Driving Gloves.” Saks Fifth Avenue. Web. 20 May 2015.

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http://www.moodfabrics.com/medium-black-coffee-deer-leather-305650.html
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polyester-denim-fc13792.html
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=Alexander+Wang&N=306418197&bmUID=kRtFkKt
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=Charvet&N=306421071&bmUID=kRr9bzJ
“Mixed Media Bomber Jacket.” Saks Fifth Avenue. Web. 15 May 2015.
e=Versace+Collection&N=306418197&bmUID=kRrzAZ9
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knit-cotton-pique-305980.html
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=Charvet&N=306421071&bmUID=kRran_z
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shirts/pronto-uomo-black-modern-fit-non-iron-dress-shirt-510H511H08
“Pullover Hoodie.” Saks Fifth Avenue. Web. 19 May 2015.
“Rag & Bone Black/Blue Plaid Cotton Suiting.” Mood Fabrics. Web. 26 May 2015.
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plaid-cotton-suiting-306828.html
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indigo-jeans-denim-304002.html
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“Regular-Fit Denim Jeans.” Saks Fifth Avenue. Web. 19 May 2015.
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“Ribbed Knit Gloves.” Saks Fifth Avenue. Web. 20 May 2015.
“Roll-Sleeve Button-Down Shirt.” Saks Fifth Avenue. Web. 19 May 2015.

“The Rover Traveler Chinos.” Saks Fifth Avenue. Web. 19 May 2015.
“Slim-Fit Polka-Dot Print Dress Shirt.” Saks Fifth Avenue. Web. 15 May 2015.
e=Burberry+London&N=4294918681+4294962759+1897+4294962744+306421071&bmUID=
kRrb6x9
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