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Gucci Snooze Brand Extension Presentation - Fall 2018
- 4. Brand
- 5. Gucci was founded by Guccio Gucci in Florence, Italy in 1921. The company originally specialized in leather saddles, later introducing suitcases and footwear. In 1953, Guccio Gucci died at the age of 72 leaving his descendants to lead the company. In 1995, Maurizio Gucci (Guccio Gucci’s grandson) was killed by a hit man hired by his ex-wife. The current creative director, Alessandro Michele ,was appointed in 2015 bringing his maximalist philosophy to the brand. His creative approach resonated with the millenial consumer and Gucci rose to become one of the trendiest luxury brands. Expanding beyond leathergoods, Gucci now carries shoes, bags, apparel, accessories, fragrances for men and women, as well as a childrens line and a home décor. History
- 6. Customer Age: 25 - 40 Salary: $80,000-$300,000+ Target Generation: Millenials Characteristics: Metropolitan Dweller Brand Conscious Luxury Devotee Disposable Income Trend Focused Social Media Enthusiast Fashion Risk-taker
- 7. Competitors Balenciaga Balenciaga carries apparel, footwear, bags and accessories for men, women, and children. The brand has captivated millenials through their incorporation of streetstyle and bold graphics to their aesthetic. Pieces such as their Triple S sneakers and their boot-socks have risen in demand. Dior In its efforts to captivate a younger audience, Dior has modernized its iconic style. It has proven a success for them with the J’adior pumps and saddle bags becoming key trend items. Louis Vuitton This major luxury brand has always maintained its relevance in the market. Recent collaborations such as SuprimexLouisVuitton and the creative direction of Virgil Abloh, have enticed younger consumers. The brand seems to continue being a competitive power.
- 9. Gucci Snooze is an extension of the classic Italian Gucci brand. Our designers have dreamt up the first 10 women’s sleepwear pieces of this extension. They drew inspiration from the atmosphere of the Rococo art period, combined with popular silhouettes from around the 60’s. The Gucci sales team have decided to do an unconventional drop in late September, just in time for Paris Fashion Week. The end goal, if the Gucci Snooze launch goes well, is to expand into both men’s and children’s sleepwear, but for the initial drop, only women’s sleepwear pieces will be available.
- 10. Inspiration
- 11. Color Palette ZILCH: 60s terms for nothing ZWOODER: 19th century term for a drowsy and stupid state of mind BLITZED: 60s terms for drunk ZECCA: italian for mint ZELOTYPIA: 17th century word for jealousy RITZY: fashionable or expensive ZAZZY: 60s slang for something showy or colourful
- 12. Fabric & Trims 100% Italian Silk -velvet -prints -chiffon
- 15. Manufacturing
- 16. Line List FW1901 Cost...... $242.25 Retail.... $1,500 FW1902 Cost...... $185.02 Retail.... $4,500 FW1903 Cost...... $260.15 Retail.... $5,700 FW1904 Cost...... $286.45 Retail.... $2,800 FW1905 Cost...... $309.54 Retail.... $5,100 FW1906 Cost...... $311.08 Retail.... $2,980 FW1907 Cost...... $292.99 Retail.... $2,980 FW1908 Cost...... $173.71 Retail.... $1,600 FW1909 Cost...... $144.95 Retail.... $1,800 FW1910 Cost...... $134.14 Retail.... $1,300
- 17. Manufacturer Gucci manufactures its garments and accessories in Italy, specifically the city of Prato. This production mainly consists of silk, which has for centuries been an Italian staple. Sampietro S.p.A. is a manufacturer located in Prato, Italy that specializes on silk fabric and garment production.
- 18. Time & Action Calendar STYLE Loungewear SEASON: Fall/Winter VENDOR: Sampietro S ACCOUNT MANAGER: GraceTaylor/PaolaRios COUNTRY OF ORIGIN 2/24 2/25 3/20 3/23 4/10 5/1 5/8 5/16 5/25 6/1 5/22 4/21 4/17 4/14 4/30 5/1 6/1 5/28 6/10 6/15 6/20 8/17 9/20 PRODUCTON CUTTING PRODUCTION SEWING COMMENCE TOP SAMPLE SUBMIT SHIPMENT AT CONSOLIDATOR DATE IN NY (20TH OF THE MONTH) PIECE GOODS DYEING (SOLIDS) DATE BULK FABRIC SUBMIT FOR APPROVAL AD SAMPLES SUBMIT FABRIC EX MILL FABRIC IN FACTORY(PRODUCTION COO) DATE ACTIONABLE PREPRO SUBMIT IST FIT SAMPLE COMMENTS DYE 2ND FIT SAMPLE SUBMIT 2ND FIT SAMPLE COMMENTS DUE FIT APPROVAL DUE DATE LATEST TRIMS/ACCESSORIES APPROVAL DATE PIECE GOODS KNITTING/WEAVING DATE ORDER CONFIRMATION/PRODUCTION RESERVATION DATE COMPLETE COLOR/PATTERNS BREAKDOWN DUE 1ST LABDIP/STRIKE OFF SUBMISSION FROM VENDOR 1ST LABDIP/STRIKE OFF COMMENTS FROM BUYER FINAL LABDIP/STRIKE OFF APPROVAL DUE 1ST FIT SAMPLE SUBMIT TIME & ACTION CALENDARStyle: Loungewear Season: Fall/Winter ‘19 Account Manager: Paola Rios/Grace Taylor Vendor: Sampietro S.p.A. Country of Origin: Italy
- 19. Assortment Plan COMPANY LINE PLAN SEASON F/W 19 DROPS September 20 Fall/ Winter Holiday STYLE # NAME UNITS% AUG SEP OCT NOV DEC JAN TOTAL Cost COST RETAIL RETAIL Margin Margin % Quantities Quantities Quantities Quantities Quantities Quantities Quantities Units PER UNIT TOTAL PER UNIT TOTAL $ % FW1901 Pants 8% NA 454 504 302 252 168 1680 242.25$ 406,980.00$ 1,500.00$ 2,520,000.00$ 2,519,757.75$ 83.9% FW1902 Dress 3% NA 170 189 113 95 63 630 185.02$ 116,562.60$ 4,500.00$ 2,835,000.00$ 2,834,814.98$ 95.9% FW1903 Tunic 16% NA 907 1008 605 504 336 3360 260.15$ 874,104.00$ 5,700.00$ 19,152,000.00$ 19,151,739.85$ 95.4% FW1904 Short Robe 18% NA 1021 1134 680 567 378 3780 286.45$ 1,082,781.00$ 2,800.00$ 10,584,000.00$ 10,583,713.55$ 89.8% FW1905 Romper 7% NA 397 441 265 221 147 1470 309.54$ 455,023.80$ 5,100.00$ 7,497,000.00$ 7,496,690.46$ 93.9% FW1906 Sleeve Top 14% NA 794 882 529 441 294 2940 311.08$ 914,575.20$ 2,980.00$ 8,761,200.00$ 2,668.92$ 89.6% FW1907 Long Nightgown 5% NA 284 315 189 158 105 1050 292.99$ 307,639.50$ 4,980.00$ 5,229,000.00$ 4,687.01$ 94.1% FW1908 Ruffle Bottoms 3% NA 170 189 113 95 63 630 173.71$ 109,437.30$ 1,600.00$ 1,008,000.00$ 1,426.29$ 89.1% FW1909 Shorts 13% NA 737 819 491 410 273 2730 144.95$ 395,713.50$ 1,800.00$ 4,914,000.00$ 1,655.05$ 91.9% FW1910 Top 13% NA 737 819 491 410 273 2730 134.14$ 366,202.20$ 1,300.00$ 3,549,000.00$ 1,165.86$ 89.7% TOTAL 100% NA 5670 6300 3780 3150 2100 21000 234.03$ 5,029,019.10$ 3,226.00$ 66,049,200.00$ 2,991.97$ 91.3% 18% 30% 27% 15% 10% Average Average Average 27% 30% 18% 15% 10% 42,598,319.72$ Season: Fall/Winter ‘19 Collection Launches: September 20, 2019 Locations: 8 US flagship stores exclusive Average Cost per unit..............................$234.03 Average Retail per unit.........................$3,226.00 Average Margin............................................91.3%
- 20. Sales Plan FW1901 Pants.......................................... $ 504,000 FW1902 Dress......................................... $ 567,000 FW1903 Tunic.......................................... $ 3,830,400 FW1904 Short Robe................................ $ 2,116,800 FW1905 Romper..................................... $ 1,499,400 FW1906 Sleeve Top................................ $ 1,752,240 FW1907 Long Nightgown...................... $ 1,045,800 FW1908 Ruffle Bottoms........................... $ 201,600 FW1909 Shorts........................................ $ 982,800 FW1910 Top............................................. $ 709,800 TOTAL Sales............................................... $13,209,840 AVG Monthly Total Sales...................... $ 1,320,984 FW1901 Pants.......................................... $ 2,519,557.75 FW1902 Dress......................................... $ 2,834,814.98 FW1903 Tunic.......................................... $ 19,151,739.85 FW1904 Short Robe................................ $ 10,583,713.55 FW1905 Romper..................................... $ 7,496,690.46 FW1906 Sleeve Top................................ $ 2,668.92 FW1907 Long Nightgown...................... $ 4,687.01 FW1908 Ruffle Bottoms........................... $ 1,426.29 FW1909 Shorts........................................ $ 1,655.05 FW1910 Top............................................. $ 1,165.86 TOTAL Sales............................................... $ 42,598,319.72 AVG Margin....................................... $ $2,991.97 Average Margin
- 22. Packaging “Night Time” Packaging For a limited time of five months (September to January), Gucci will use the “night-time” version of their packaging that compliments the Gucci Snooze loungewear collection. The labels on the loungewear garments will have the official Snooze logo. They will be considered collectable pieces thus increasing their value.
- 25. Advertisement
- 26. Advertisement Wild Postings: Major cities like New York, London, Paris, Milan, Stockholm, etc. Murals: New York, London, Milan & Hong Kong
- 27. Window Display
- 28. Show & Afterparty Gucci will show its loungewear capsule collection six-months prior to its launch. The event will consist of a runway show of the collection and an afterparty in the Palace de Versailles. Location............................................ Catering............................................ Decor................................................ Photographer...................................... Music.................................................. TOTAL $128,000 $80,000 $10,000 $25,000 $8,000 $5,000