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CMI Portfolio of Work Assignment One + Mood-board
- 1. ASSIGNMENT
- 2. • Page 1. Company’s Profile • Page 2.- 3. Executive Summary • Page 4. Company’s Profile • Page 5. Mood Board 1 • Page 6. Mood Board 2 • Page 7. Seasonal Calendar • Page 8. Customer Profile • Page 9. Range Plan - Financial Excel Spreadsheet • Page 10. - 11. Planogram • Page 12. Promotion – Launch Event • Page 13. Staffing – Organization Chart • Page 14. - 15. Bibliography • Page 16. - 17. Excel Sheet
- 3. “Look Good, Pay Less” “Amazing Fashion, Amazing Prices” Penneys branded as Primark in GB as the name Penneys could not travel to Britain as the American retailer JC Penney had the right to use the name in the region, is a Dublin based fashion retailer owned by ABF (Associated British Foods) Primark offers a diverse range of products, stocking everything from baby and kids to women’s, men’s, homeware, accessories, beauty products and confectionery. Primark is now run by Paul Marchant but for the fast-fashion chain It all began in 1969 when Arthur Ryan, who was poached by Garry Weston from Dunnes Stores, joined forces with finance director Paddy Prior to open the first store in Mary Street, the success in Ireland led to expansion to the UK, and the company opened a large store in Belfast in 1971 and one in Derby, England, in 1973 and now, the company sells more clothes than any other retailer in Britain. Primark expanded rapidly in the UK in the mid-2000s. In 2005, they bought the Littlewoods retail stores, retaining 40 of the 119 stores and it was a major turnaround. Meanwhile, close attention was paid to catwalk trends that Primark could make it chic as well as cheap for its customers. Today Primark operates in over 300 stores in eleven countries across Europe like Netherlands, Portugal, Germany, Belgium, Austria and France. Sales rose by 150% between 2009 and 2014, making Primark a new force in the global rag trade. The company has also expanded to America with stores in Boston, New Jersey, Pennsylvania, Philadelphia and will soon open a brand-new store in New York. Primark opened its current international headquarters back in 2015 in a redeveloped Dublin building, Arthur Ryan House, formerly Chapel House.
- 4. Primark is a very buying led business, so you have to know a lot about the merchandising - As the business continues to grow and grow, there is a lot more responsibility within the buying teams One of the responsibilities being attending trade fairs in places like Hong Kong and Bangladesh to meet, connect and negotiate with manufacturers. Around 700,000 people work in the Primark supply chain, meaning that there are numerous factories in the developing world producing clothing items season after season. Primark’s buying team works hand in hand with their ethical trade team, they receive regular updates and detailed reports of all suppliers and factories producing for their department. The report includes: ethical performance, recent audit results, and any outstanding non-compliance, along with other key sourcing data and that allows buyers to make informed sourcing decisions. The interface between Buyer & Exporter is the Merchandiser, responsible from order analysis to shipment. Merchandising is not only able to adjust to market variations rapidly but is capable of actually anticipating and helping to create market changes. The Merchandiser is the one who analyzes and decides on “How Much, How Many, How Often, How long & Where”. Planning product ranges and stock with buyers are parts of a Merchandisers role, as well as: • Planning Budgets • Forecasting Sales and profit margins, presenting forecasts to managers • Visiting manufacturers with retail buyers to learn about production cycles • Quality Control • Guide visual merchandisers on store layouts to promote key lines & special offers • Competitor’s analysis • Setting prices and sales targets for stores • Negotiating prices and orders with suppliers • Negotiate delivery times & track stock deliveries • Training and supervising staff
- 5. • Market research, Trend forecasting, and Design: I believe that first a buyer has to work with the design and research team to select and build the perfect range of clothes to the Department they are going to source for. • Technical Pack: Once the clothing items are identified and the product has been sourced the communication with manufactures starts, an informative sheet is created with all the necessary components needed to construct the products. Typically, the sheet will include measurements, materials, colors, labels, tags, etc. Any crucial aspect of the designs needs to be described. • Suppliers and Sourcing: The technical pack is then delivered to the sampling rooms of the supplier with Primark’s specifications briefs. Primark has their basic garments sourced and produced in Asia while “fast fashion” items are manufactured in Turkey or East Europe. • Product Sampling and Range Preparation: After the sample is approved, the range starts to be produced with a lead time of about 45 - 60 days for Asian Manufactures, while “fast fashion” items have a lead time of 1- 8 weeks which allows Primark to respond quickly to demand for popular items. • Delivery: For Primark, there is an extensive amount of work and a multistep process when it comes to delivery there is a very high volume of garments arriving every week mostly by sea, only key pieces or pieces that are late arrives by air with a lead time of 12 days. • Product placement: Consumer behavior research, planograms and promotion, there is a definite science to placing products in retail stores, it all starts with how the general consumer thinks and acts when he or she enters a store. It’s no different for Primark, bigger stores are located in prime locations and carry a wider range of items combined with fresh and modern shopping environment and a well thought out layout usually decided by the Merchandiser in a collaboration with the buyer and arranged by the Visual Merchandiser.
- 8. September 2017 October 2017 November 2017 December 2017 • 1h Autumn Begins – Welcome Autumn Promotions and Discounts • 6h - Back to School • Promotions and Discounts on uniforms & School Supply • 7th - NYFW • 15th - 19th London Fashion Week s/s • 26th Paris Fashion Week s/s • 20th - 27th Mans Fashion Week s/s • Trends Research, fabric, prints and material selection. Attending to trade fairs. • 24h – Halloween Merchandise arrives, POS placed around the store • 31h – Halloween Promotions & Halloween Discounts • A/W ’18 Range Design • Sourcing • 12h Remembrance Sunday- Promotions in Store and Online (social media discount codes) • 20th Christmas Collection arrives in store • 24th - Black Friday • 26th Pre-Fall Collection (New York) • 27th Cyber Monday • 21th Winter Solstice • 22th Christmas Promotions • 25th -Christmas • 26th Boxing Day • 27th - 29th Christmas Sales • Technical packs Development for A/W ‘18 • 31th New Year’s Eve – In Store Event (day) and Online Promo Codes (Social Media) January 2018 February 2018 March 2018 April 2018 • 1th January Sales • 16th Blue Monday Promotions • Technical packs sent and samples ordered for A/W ‘18 • 7th Valentine’s Day Merchandise and decor arrives in store • 4 th - 14th NYFW, London, Paris & Milan Fashion week • 14th Valentine’s Day Promotions in store events • A/W ’18 Samples received and approved • 10th - 17th St Patrick’s Day Promotions • 24th - 26th Mother’s Day in store event • Production order for A/W ’18 placed • 14th - 17th Easter Merchandise Promotions • 19th - 24th Mid-season Sales • A/W ’18 (Samples) Photoshoot and Campaign Development May 2018 June 2018 July 2018 August 2018 • Wedding season starts • 4th Star Wars Day In store event • A/W ’18 Marketing Campaign Development • 18th Father’s Day Promotions • 20th - 24th Summer Music Festivals Starts- Festival clothes Promotions • 1th - 5th Haute Couture (Paris) • 31th A/W ’18 First Shipment arrives, garments inspected and approved • Launch of the A/W ’18 Campaign & Promotion • 19th World Photo Day- Online Social Media Campaign • 28th Bank Holiday- instore event Summer Garments Last Clearance • 28th A/W ’18 Last Shipment arrives • 31th A/W ‘18 Range arrives in Store
- 9. Amanda is a sales assistant and student living within walking distance of Dublin city centre where her work is located as well as her school. She lives in a student house and have her own room. She studies journalism and hopes to move to London one day for a BA (Hons) in Fashion Journalism. She runs a lifestyle blog focused on events around Dublin City and where she practices her writing and content creation skills. Amanda only prize quality in some items she buys like gadgets, when it comes to fashion she belongs to the tech savvy Trend- aware generation, fashion is an essential part of her lifestyle, she takes purchasing decisions according to her social needs, such as the desire to belong and to be on trend while favouring lower priced clothing in order to save money, rather than buying less.
- 11. I’ve made my planogram inspired by the layout of Penneys Mary St. Ground floor. Letter + SKW Number: AW346/001 AW346/002 AW345/001 AW345/002 AW352/001 AW352/002 AW351/001 AW351/002 AW354/003 AW354/002 AW354/001 AW348/002 AW348/001 AW353/001 AW347/001 AW347/002 AW347/003 AW350/001 AW350/002 AW350/003 AW349/001 AW349/002 AW349/002
- 13. In terms of advertising and communication, Primark shines for its talent to create a buzz with few resources. Targeting young consumers, the Irish retailer essentially relies on social networks to get the word out, with contests, store opening events and new fashion pieces’ arrival announced on social media by the current favorite blogger, with that, Primark has managed to create a real community, for very low costs. For my A/W 2018 Womenswear Promotion, the clothes will be displayed and featured on Fashion Articles, Blog posts and it will be introduced through Social Media Marketing, the garments will be shown in trendy Window/Visual Displays and screens around every store being part of the modern and cool shopping environment that Primark is becoming (even more) famous for. And for the Launch, an event will be held at Primark’s Head office and livestreamed giving Primark’s 2.4 million followers a chance to “look around” the head office and be part of the event, every person on the event will be wearing something from the range and also livestream on their Social Media during the duration of the event. Also, promo codes will be given during the event so people can come instore to get the new pieces with an exclusive discount of 10% on new items and have a chance to be featured on Primark’s Social Media Channels by putting looks together with the new range and sharing on their social media profiles using a unique Primark Hashtag.
- 14. Shauna Twamley Trainee Merchandiser Emma Kehoe Assistant Buyer Merchandiser Olga Metcalfe Buying Controller The picture can't be displayed. Ann McCarrick Senior Buyer Joanna Doyle Junior Buyer Shauna Whelan Trainee Buyer Paul Marchant Chief Executive Officer Arthur Ryan Chairman Aidan Shields John Lyttle Ben Mansfield Breege O’Donoghue Chief Finance Chief Operating Sales Director HR, PR Sales Director Officer Officer Richard Hogan