Group project for Basics of Fashion Business.
Create a new brand or a line for an existing brand, do market research and analysis. Branding, promotion and communication.
Topshop (A Marketing Management Project for MBA)mahakhalid1
Topshop a retail phenomenon on the high street, enjoying a huge growth in sales profits and carving out a distinctive personality with an individual brand mix. Topshop has received numerous accolades in recent years - style bible 'The Face' called Topshop "a dream factory that initiates and innovates, and creates its own fashion"
The Strategic business unit proposed for this project is Clothes & Accessories for Working Individuals by the name of Working Class H2T. TOPSHOP is already in the market with clothing lines for men & women, this particular niche will augment its dominance in the market for working class fashion.
Propuesta de Plan de Marketing elaborada para una agencia de publicidad que lleva la promoción de los centros de Primark en España. Trabajo elaborado junto a mi compañero del IE - Carlos Morales (@cmorales)
This presentation is a comprehensive marketing analysis of Victoria's Secret, the world's largest retailer of female lingerie. This is made by Pallabh Bhura from Jadavpur university under Prof. Sameer Mathur, IIM Lucknow.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Case study for Zara for the brand management process; competitors and positioning in the market, brand wheel and 4P strategy and historical development process of the company articulated.
Trabajo realizado por un grupod e estudiantes de economía en la Université Lille 1 (Juliette Jeandel, Noémie Radon y Chloé Fourdin) sobre la empresa española Desigual
Topshop (A Marketing Management Project for MBA)mahakhalid1
Topshop a retail phenomenon on the high street, enjoying a huge growth in sales profits and carving out a distinctive personality with an individual brand mix. Topshop has received numerous accolades in recent years - style bible 'The Face' called Topshop "a dream factory that initiates and innovates, and creates its own fashion"
The Strategic business unit proposed for this project is Clothes & Accessories for Working Individuals by the name of Working Class H2T. TOPSHOP is already in the market with clothing lines for men & women, this particular niche will augment its dominance in the market for working class fashion.
Propuesta de Plan de Marketing elaborada para una agencia de publicidad que lleva la promoción de los centros de Primark en España. Trabajo elaborado junto a mi compañero del IE - Carlos Morales (@cmorales)
This presentation is a comprehensive marketing analysis of Victoria's Secret, the world's largest retailer of female lingerie. This is made by Pallabh Bhura from Jadavpur university under Prof. Sameer Mathur, IIM Lucknow.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Case study for Zara for the brand management process; competitors and positioning in the market, brand wheel and 4P strategy and historical development process of the company articulated.
Trabajo realizado por un grupod e estudiantes de economía en la Université Lille 1 (Juliette Jeandel, Noémie Radon y Chloé Fourdin) sobre la empresa española Desigual
Project for Advanced Fashion Production.
Istituto Marangoni, Milano, July 2014
Analysis on existing brand and past collections. Develop and design the concept of a new collection respecting the brand's identity and based on the season's trends.
Era: A business plan created for the Final Major Project for my Fashion Marketing BA(Hons) from London College of Fashion (University of the Arts, London)
Marketing campaign created for Contemporary Issues in Advertising course. Product is hypothetical, but provides insightful marketing takeaways. Please note the makeup industry competitive analysis.
7 Alternatives to Bullet Points in PowerPointAlvis Oh
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Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
1. NEW WOMEN BUSINESSWEAR LINE BY
Rosella Arena
Fatih Alpay
Victoria Ferrere
Fashion Business
Istituto Marangoni
2. History of the brand.-
FOREVER 21 is a US based, family-ran company,
with the company’s headquarters in LA, California.
(on the right: Forever 21’s founder Do Won Chang with his daughters
Esther and Linda, the firm’s creative director and head of marketing.)
FOREVER 21 operates over 480 stores selling men’s and
women’s clothing throughout the U.S. and in Canada,
Europe, across Asia and the Middle East.
Valued at $5 billion as of 2013.
3. Brand architecture.-
Seven sub-brands all broken up by style:
• XXI Forever: The large flagship that typically houses all of the smaller labels under the
Forever 21 umbrella.
• Forever21 Girls: This line focuses on popular designs specific to the emerging pre-teen
market and sizes.
• Love21 Contemporary: This line is aimed at the over 21 aged buyers.
• Forever 21+: This line allows plus size women to wear the same clothes as the rest of
Forever 21 shoppers at the same price point.
• 21Men: line designed and tailored specifically for men also in their mid-20s.
• For Love21: A French boutique styled accessory store with women’s jewelry, shoes,
handbags, cosmetics, and more.
• Heritage 1981: This particular line is an attempt by the brand to penetrate the midmarket
of consumers
4. Situation analysis.-
Marketing Research:
“Young women continue to drive fashion sales, as they place such high
importance on the latest trends” - Tamara Sender, Senior Fashion Analyst.
• Mintel estimates that women fashion market will grow 22% between 2013
and 2018 to reach £30.4 billion, as women’s confidence increases on the
back of a recovering economy.
• Growth opportunities from the sector 20-30 years.
• Predicted fall in women unemployment.
• ¾ of women browse online for shopping.
• Women continue to prioritize buying clothes over other expenses.
5. PEST Analysis.-
Political:
• The UK government is debating about abandoning
the European Union. USA fears it and warn Mr.
Cameron about the consequences.
• UK fears a “yes” vote for Scottish independence.
• Scottish Independence Could Hinder UK's
Economic Recovery.
6. PEST Analysis.-
Economic:
• UK economy showed clear signs of recovery during 2013 and it is
expected to continue in 2014-15.
• The number of people claiming Jobseeker’s Allowance
decreased. Lowest level since September 2008.
• Record high house prices in London are forcing more singletons to
club together and buy with friends or siblings.
7. PEST Analysis.-
Socio-Cultural:
• Top universities are recruiting record numbers of students from mainland
Europe.
• Britain to be one of the most highly qualified countries.
• Discount chain sold out of its debut women’s clothing range in
three days.
8. PEST Analysis.-
Technological:
• Fashion retailers eye up image-recognition apps for
smartphones.
• Asap54: Free iPhone app uses visual recognition
technology and crowdsourcing to find similar products
for sale online.
• Smartphones are fundamentally changing the consumer
purchase experience. (Forbes)
9. Consumer Trend.-
1. Multiplicity. We are increasingly interacting with all
our senses looking for new experiences.
2. Hyper Efficiency. We are seeking and discovering
ever-smarter and more efficient ways to solve fitness,
lack of space, shortness of time and limited resources.
3. The New Industrial Revolution. Digital and
technological advances are enabling us to create in
new ways.
4. Escape. In a world of austerity and grown up
responsibility, we are seeing the increasing desire to
let go, let loose and indulge in childlike freedom or
sheer hedonistic joy.
5. Mindfulness. In a world full of buzz and surface
interactions, people are seeking more depth and
meaning, craving time that is more about self-
development.
6. Super-personalized. Personalization has been
taken out of the hands and tastes of consumers.
Products are able to read consumers and give them
what they want.
11. Rationale.-
Young women want to dress professionally at work
but they still want to keep that “fresh” attitude that
only Forever 21 knows how to feature for an
affordable price.
Biz collection will be shown in a separate area inside
Forever 21 stores, quick and easy to access. Shop
with confidence and fast. Exclusive cashier to make
the shopping experience go faster.
12. PEN PORTRAIT.-
Louise Wallace
25 years old / UK
Lives in Western London with two friends.
Studied Communication.
Assistant editor in a Women’s Magazine.
Active on Instagram and Twitter.
Blogs on her free time.
A band: Velvet Underground
A drink: Caramel Latte
A book: The Book Thief (Markus Zusak)
13. PEN PORTRAIT.-
Rei Himura
27 years old / JP
Lives in New Jersey with her boyfriend.
Studied Finance.
Junior Development Executive in bank.
Active on Facebook, Twitter and LinkedIn.
Jogs on her free time.
A singer: Beyoncé
A drink: Chai Tea
A book: Eat, Pray, Love (Elizabeth Gilbert)
14. Objectives.-
• Increase online sales by 10% before 2016.
• Establish 15% of sales in the first year.
• If this objective is reached, add the line to 300
stores worldwide in the next three years.
16. SWOT analysis.-
•Trend to wear casual clothing in
the office is getting common
•Import of similar articles of
clothing – competition.
•Acquiring good reputation
within a difficult target market
•Expand to other markets
•In a year there will be two
cycle for Job interviews.
•F21 is mostly known as
teenager brand.
•Work wear is quite standard,
risk of not been recognized.
•A lot of competition.
•Increasing % of new
graduates.
•F21 already has appeal on
older target
•New design concept: Fresh
ideas + comfortable fit.
Strength Weaknesses
ThreatsOpportunities
17. STP.-
SEGMENTATION
• Geo-demograpchic:
USA & UK
Urban areas
Female
20-30 year gap
Just graduated
Aspiring professionals
• Psychographic:
Sense girls
Self expression
TARGETING
• Undiferentiated
POSITIONING
VALUE
QUALITY
21. Product.-
- Biz(byF21) aims to bring affordable businesswear clothing to the young aspiring
professionals at the best quality-price relation. It offers a big range of garments that
can be easily combined to create a complete outfit for work.
- Biz(byF21) pieces are made from wool, cotton and silk blends in plain and
printed fabrics in a variety of colours and sizes.
24. Place.-
- Biz(byF21) will have a designated space to showcase the products in the
following stores: Midtown West (Los Angeles), Theater District (New York City), The
Strip (Las Vegas), Oxford Street (London) and Buchanan Quarter (Glasgow).
- The sector is located next to the main womenswear area.
- Visual requires this area to have wooden floors and walls painted in a light tone.
- All Hangers and racks will be matte back.
- All Shelves and desks will be made of wood.
25. - Long rack for pants, skirts and dresses (3-3-3/S-M-L).
- Two long mirrors at the sides of a desk with a vintage
typewriter and accesories from ForLove 21.
- Two shelves with hangers for jackets and blouses
(3-3-3/S-M-L; more sizes on shelves).
- Two desks with pants, skirts and dreses in more sizes
than the displayed on the rack. Bag from accesories
line.