The document provides an analysis of the market trends and customer demographics for Juicy Couture's women's department in San Francisco for Spring 2010. It finds that while economic factors may pose some threats, fashion trends align well with Juicy's merchandise. Specific modifications are suggested to the merchandise mix and promotions to better target the key customer segments in the area. Overall, opportunities are estimated to outweigh threats by around 3% due to new product lines and alignment with consumer preferences, though price points slightly higher than most consumers will buy pose a minor threat.
Fashion Merchandising Final - Sandra PostMarie Post
This was my final capstone project for FM 225 at FIT.
Subject to copyright. All work belongs to Sandra Post.
The following instructions were given for this project:
PROJECT OBJECTIVE
To function as a buyer, planner and merchandiser To plan, buy and assort the business of your choice using the merchandising concepts learned in class during the semester.
To distribute your buy to stores and fixtures based on the parameters of your business.
To create a pricing and promotional plan that will attract the customer to your business.
PROCEDURE
1 Pick a department or category of merchandise that you would like to be the merchant for. Keep in mind that you will need to represent your department visually using fashion websites, magazines sketches, etc.
You can pick an existing department in a store or create one of your own. You can be branded merchandise or private label. You must "OK" this business with me before you begin.
2 Break down your department into classifications. You must have at least 5 classifications representing distinct differences within the department. Be specific.
Creating an analysis of your class breakdown in EXCEL is mandatory.
3 What styles are you going to buy? Pick the assortment you would like to see on the floor for the season you are buying for. Research magazines, fashion forecasting sites, existing retailers, to help you decide what to buy . You need to see how your Department is merchandised. You will then build an assortment by searching for the examples that represent each classification and key item. Make sure key items are a meaningful % of your classification. The fashion forecasting sites can help you with your decisions of what to buy. Remember not every class has to have a key item and some classes may have more than one.
4. Think about what you want your department to look like and layout a floor plan. Draw the fixtures (t-stands, 4-ways, tables, wall presentations)
(Your department should not have less than 10 fixtures or more than 20.)
THE FINANCIALS
1 You will be making your buy for 10 stores. You will assign a cost and retail to each item in your department. When you are done you will total up the buy, by vendor, on purchase orders. If you have 5 vendors than you will need 5 separate purchase orders. You will have TWO clusters for this buy. It will be your decision on how many stores will be in each cluster and the differences in Customer base. This must be documented in your projects.
2 Total up your purchases by classification. How much does each classification represent to the total department. Include key items.
I had to put together a plan for the Ferris State University\'s Racquet and Fitness center. This presentation showcases the results that were generated from the given data that was collected
Fashion Merchandising Final - Sandra PostMarie Post
This was my final capstone project for FM 225 at FIT.
Subject to copyright. All work belongs to Sandra Post.
The following instructions were given for this project:
PROJECT OBJECTIVE
To function as a buyer, planner and merchandiser To plan, buy and assort the business of your choice using the merchandising concepts learned in class during the semester.
To distribute your buy to stores and fixtures based on the parameters of your business.
To create a pricing and promotional plan that will attract the customer to your business.
PROCEDURE
1 Pick a department or category of merchandise that you would like to be the merchant for. Keep in mind that you will need to represent your department visually using fashion websites, magazines sketches, etc.
You can pick an existing department in a store or create one of your own. You can be branded merchandise or private label. You must "OK" this business with me before you begin.
2 Break down your department into classifications. You must have at least 5 classifications representing distinct differences within the department. Be specific.
Creating an analysis of your class breakdown in EXCEL is mandatory.
3 What styles are you going to buy? Pick the assortment you would like to see on the floor for the season you are buying for. Research magazines, fashion forecasting sites, existing retailers, to help you decide what to buy . You need to see how your Department is merchandised. You will then build an assortment by searching for the examples that represent each classification and key item. Make sure key items are a meaningful % of your classification. The fashion forecasting sites can help you with your decisions of what to buy. Remember not every class has to have a key item and some classes may have more than one.
4. Think about what you want your department to look like and layout a floor plan. Draw the fixtures (t-stands, 4-ways, tables, wall presentations)
(Your department should not have less than 10 fixtures or more than 20.)
THE FINANCIALS
1 You will be making your buy for 10 stores. You will assign a cost and retail to each item in your department. When you are done you will total up the buy, by vendor, on purchase orders. If you have 5 vendors than you will need 5 separate purchase orders. You will have TWO clusters for this buy. It will be your decision on how many stores will be in each cluster and the differences in Customer base. This must be documented in your projects.
2 Total up your purchases by classification. How much does each classification represent to the total department. Include key items.
I had to put together a plan for the Ferris State University\'s Racquet and Fitness center. This presentation showcases the results that were generated from the given data that was collected
This is a presentation that i created for my Fashion Buying class at Ryerson University.
The goal was to forecast spring summer 2012 trends and buy an assortment of clothing based on that trend.
Marketing and merchandising ideas were also discussed.
Applied Buying: 6 Month Plan Presentation: Nordstrom Men's DepartmentQuinn Nevares
This presentation highlights the key points in creating a 6 month plan for Nordstrom's Men's Dept. Fall 2013 season. Key learning points include: retail & merchandise math, market trend analysis, fashion trend forecasting, analyzing the target market, creating a private label, and promotional campaign.
An increasingly complex ecosystem requires business leaders to adopt a different kind of skillset and mindset, a mindset that is common among design professionals.
This is a presentation that i created for my Fashion Buying class at Ryerson University.
The goal was to forecast spring summer 2012 trends and buy an assortment of clothing based on that trend.
Marketing and merchandising ideas were also discussed.
Applied Buying: 6 Month Plan Presentation: Nordstrom Men's DepartmentQuinn Nevares
This presentation highlights the key points in creating a 6 month plan for Nordstrom's Men's Dept. Fall 2013 season. Key learning points include: retail & merchandise math, market trend analysis, fashion trend forecasting, analyzing the target market, creating a private label, and promotional campaign.
An increasingly complex ecosystem requires business leaders to adopt a different kind of skillset and mindset, a mindset that is common among design professionals.
Compression for Everyday Lifestsyle - Consuelo Bañon and Sybille Bald, INVISTALYCRAbrand
Building on the ‘look good, feel good’ concept and based on research from over 4,390 consumers in North & South America and Europe, INVISTA launched its new lifestyle compression offering - LYCRA® ENERGIZE™ powered by FUSION™ technology - designed to offer the consumer the extra benefits of all-day vitalising and energising support to empower them in their busy schedules.
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.
For style enthusiasts, work in fashion may be the perfect job; a chance to influence culture and change the way in which a country dresses during the day and night. Read onto see that branch from the fashion industry may be right for you personally.
Mac Feel is one of the products I created with 2 of my friends and tried to promote in San Francisco, New York and Los Angeles in 2008. Marketing Class
35. Lifestyle: She spends all her time with her family when she doesn’t work. She loves shopping with her kids. She enjoys cooking at home and watching movies with her family at night after dinner. She personally loves fashion, music and looks very trendy. In her spare time, she always plays sports with her kids.Merchandise Mix Modification<br /> Based on the analysis, the San Francisco County population seems to have a higher range of income, from $30,000 - $100,000, than the other cities. They loves spend money on fashion clothing and especially sport wear and casual wear. Therefore, Juicy Couture fits to the target markets they try to sell. However, if they can make a bigger range of the price points, they may able to attract more target customers to purchase their products. Also, the San Francisco population loves to have sports during their spare time, so that they may have better, healthy body shapes. In order to increase the sales, they can adjust the size range a little to fit the target market.<br /> I didn’t make many changes for the merchandise mix. The changes that I did are only giving a bigger range of price points and the sizes.<br />Classification 1: Print T-shirtIn this classification, the ratio of print T-shirts is right to the department, because our population is a big fan of casual wear. Therefore, I will just make a bigger range of the price points, in order to attract more customers. The price points will be from $48, $62, $88 and $102. Also, the proportions in the price points will mostly buy for the average price range, which is $62 and $88. Therefore, I will increase the total percentage of $62, from 25% to 40%, and also increase the price point of $88 to 35%. For making these changes, I will buy 20% of the $48 print t-shirts instead of 35% and the rest will be in price point of $102. The proportions in sizes, I will increase the size XS from 15% to 25%, and decrease the Size M to 25%. <br />Classification 2: TracksuitsFor the tracksuits’ section, I didn’t make many changes because I think it fits the target market strongly in the department. However, the only thing I want to make corrections is the proportions of the sizes. I will buy more the size XS, from 13% increase to 30%, and decrease the size M from 38% to 21%.<br />Classification 3: SwimwearThe swimwear classification will remains mostly the same, except getting more size XS, from 12% to 30%, and decrease the size M, from 40% to 22%.<br />Classification 4: Accessories HandbagThe price point, size and color and the proportions of the department are good for the target market. Therefore, I will only get less size S handbag, from 42% decrease to 20%, and get more of the Size L, from 23% to 45%. The reason why I do that is because the San Francisco population loves outdoors activities and loves to carry their apple products. Therefore, they may need a larger size of handbags to carry their personal belongings out.<br />Market Trend Analysis<br />190503810 Company: Juicy Couture<br /> Department: Women’s Clothing<br /> Season: Spring 2010<br />Current Sales<br /> From Juicy Couture’s report, their net sales of first quarter are $132 million in 2009, which represents a decrease of 22% in the sales from last year. Comparing the net sales from last quarter, their net sales fell 6% in the store at Downtown San Francisco. Also, they just closed down one of their main flag store on Madison Ave, New York. Therefore, they are having trouble with their sales now. However, Juicy launched a new fragrance line that they confidently think it can boost up the sales in the future. Based on the data that I analyzed, I estimate that in spring 2010 their sales will do better than now, sales will have 5% threats in the San Francisco’s store because they will have a new line of fragrances coming out to the market. Therefore, I think they will have 1% opportunities to help their business improve.<br />Economic Trends<br /> Based on the Consumer Confidence Survey reports for July 2009, the Consumer Confidence Index has a decrease from 49.6 to 46.6. According to the Conference Board, The Present Situation Index, which measures shoppers' current assessments of the economy, has declined to 23.4 from 25 last month. The Expectations Index measures shoppers' outlook over the next six months fell to 62 from 65.5 in June. The economists mention that many of the consumers worry about their jobs. Franco, one of the economists, points out that quot;
More consumers are pessimistic about their income expectations, which does not bode well for spending in the months ahead.quot;
Therefore, consumers are not willing to purchase anything in this moment because jobs cut rates is still increasing in the few months. However, there is good news that the housing market is showing some good signs of stabilization. The decrease of the housing is getting better than the last few months. Therefore, less people are bankrupt than before. <br /> Based on the information from the Consumers Confidence Survey, I would estimate that the economic will continue to decrease. However, if the foreclosure houses get more stable than before, I still think there will be a 2% threats on the recession market on spring 2010.<br />Social Factors<br /> According to the recession, the consumers are buying clothing in lower price ranges. They buy what they thinks is durable and fashionable. The fashion forward consumers will get cheap clothing in Forever 21 and Wet Seal instead of buying brand names. Therefore, they can stay trendy and save money. Moreover, technology is getting better nowadays. In Trendwatching.com, they mention that the consumers would rather shop online instead of going out to the store because they can compare and search for the lowest price that they can get.<br /> I definitely think that this trend will continue to be larger and larger in the future. Therefore, it will affect the sales in the Juicy Couture store at Downtown San Francisco. I would estimate that it should be a negative effect on the sales that will be a 1.5% threat in spring 2010.<br />Political Factors I don’t think there will be any significant effect on political factors in spring 2010 since we already elected our new president and no special elections are coming up in this few months.<br />Climate<br /> Based on the Farmer’s Almanac and the Weatherchannel.com, they predict that the weather in the Northern California will be warmer last year because of the global warming. According to the long range weather forecast for spring 2010, northern California will have less rain than past years. Therefore, it will help to increase sales in some cases. However, the weather is getting warmer, which affect our tracksuit in the department because those are all long sleeves and more appropriate for the colder weather. Therefore, I assume that Juicy will have 2% opportunities because of the less raining days and more sunny days in summer to sell the swim wear in the next spring. On the other hand, I put 1% threat because the warmer weather can affect Juicy sales in the tracksuits with long sleeves.<br /> Competition<br /> In the Juicy Couture’s Downtown store, there are many competitors in the area. Based on Hoover’s, the biggest competitors are H&M and Guess. For H&M, they have very positive results in the first quarter during this big recession. H&M’s prices and assortments are totally better than Juicy. Also, they will launch an exclusive clothing and accessories line with Jimmy Cho in this coming fall. I can assume that they will also launch new lines with other famous designers for their spring collection in 2010. Therefore, they will totally affect Juicy sales on the next coming. For Guess, their clothing is somehow different from Juicy. However, their store is always on sale and in promotion. That may also affect to our sales because the Guess store is only 1 block away from Juicy. So according to all of those affect, I estimate that Juicy will have 2% threats on spring 2010.<br />Fashion Trends<br /> Juicy has a high positive rating on the fashion trend because the upcoming trend is more into sporty looks, with bright colors. That is what Juicy’s women line is selling it right now. In the Stylesight.com forecasts for the spring and summer 2010, they have a category named Jubilation. This fits Juicy clothing perfectly. It mentions that “Happiness is the secret to staying young,” and also “Stay young, Stay Bright” which blends the trend with the store for sure. Moreover, the colors that Juicy have in the store right now, it is the exact colors that the trend is going for in next spring. <br /> In addition, there is a trend of being Princess Narcissists, people who wearing clothing with pinky and princess style. It must be one of our biggest trends in the store because the merchandise that we are selling, such as pink t-shirts, pink tracksuits and pink handbags, will definitely sell in the next spring too. Also, Juicy will create an exclusive clothing line for customizing your own words on their tracksuits. It will be a great idea to have it when most of the consumers love to purchase exclusive products now. However, most of the consumers will buy cheaper price ranges for the clothing in the future. It may affect Juicy sales a little bit of because we selling high quality and middle to luxury price. <br /> For all the information above, I estimate that Juicy will have 5% opportunities in the next spring because the merchandise will be more in the trend. However, they will have 1% threat because of the price range are higher than the consumer will buy.<br />Promotion<br /> Juicy will have the same promotion with 25% off for all the merchandise in the store that they have offered for years. However, they will launch a new line called Bird to Juicy, which is more feminine and city-looking women in next quarter. Therefore, they will have more promotion sales going on the coming season. We will have a in-store party to introduce our new line to customers and also we will have advertising on magazines to report the clothing. In addition, we will have more mark downs merchandise during the season and giving out special sales coupon to our potential customers. We can attract the customers to come in the store with their coupon and also we can increase out sales. Based on that, I estimate Juicy will have 1% opportunity because of their Bird to Juicy.<br />Other<br /> Swine Flu will spread out to more countries now that makes less people traveling out to other countries. Therefore, the Juicy’s store is located in Downtown San Francisco, which is the biggest tourist shopping area, will decrease the sales because of that. For, this case I assume that Juicy will have 1% threat in spring 2010.<br />Net Changes<br /> Based on all the factors above, I estimate Juicy will have a 4.5% decrease in the sales plan for next spring. In this recession, I think 4.5% is a reasonable estimation because people are buying less than before. Also, they are looking for something more valuable and durable.<br />Part II - V<br />6 Month Merchandise Plan- STS Method<br />6 Month Merchandise Plan – WOS Method<br />Assortment Plan<br />Operation Statement<br />DEPARTMENT ANALYSIS4762547625Company: Juicy CoutureDepartment: Women's ClothingSeason: Summer 2009Class 1Price Points$58 $62 $78 $102 Total% of Total35%25%20%20%100%Print T-shirtsSizesXSSML%of Total15%45%35%5%100%30%ColorsRedPinkWhiteBlack%of Total10%30%35%25%100%Class 2Price Points$72 $82 $128 $148 Total% of Total22%40%24%14%100%TracksuitsSizesXSSML%of Total13%42%38%7%100%45%ColorsWhiteGreyBlackPink%of Total30%14%35%21%100%Class 3Price Points$82 $92 $128 $148 Total% of Total34%38%20%8%100%SwimwearSizesXSSML%of Total12%45%40%3%100%15%ColorsPinkPurpleRedNavy%of Total36%38%16%10%100%Class 4Price Points$128 $188 $215 Total% of Total38%52%10%100%Accessories:SizesSMLHandbags%of Total42%35%23%100%10%ColorsCarmelBrownNavyPurple%of Total20%18%26%36%100%<br />Modified Merchandise Mix4762547625Company: Juicy CoutureDepartment: Women's ClothingSeason: Spring 2010Class 1Price Points$48 $62 $88 $102 Total% of Total20%40%35%5%100%Print T-shirtsSizesXSSML%of Total25%45%25%5%100%30%ColorsRedPinkWhiteBlack%of Total10%30%35%25%100%Class 2Price Points$72 $82 $128 $148 Total% of Total22%40%24%14%100%TracksuitsSizesXSSML%of Total30%42%21%7%100%45%ColorsWhiteGreyBlackPink%of Total30%14%35%21%100%Class 3Price Points$82 $92 $128 $148 Total% of Total34%38%20%8%100%SwimwearSizesXSSML%of Total30%45%22%3%100%15%ColorsPinkPurpleRedNavy%of Total36%38%16%10%100%Class 4Price Points$128 $188 $215 Total% of Total38%52%10%100%Accessories:SizesSMLHandbags%of Total20%35%45%100%10%ColorsCarmelBrownNavyPurple%of Total20%18%26%36%100%<br />24765076200Company: Juicy CoutureDepartment: Women's ClothingSeason: Spring 2010Classification PlanFebMarAprMayJunJulTotalDept Purch65.1225.1240.2153.8229143.71056.9% TTL6.2%21.3%22.7%14.6%21.7%13.6%100.0%Classification Breakdown:$$$$$$TotalPrint T-Shirt30%19.567.572.146.168.743.1 $ 317.4 Tracksuits45%29.3101.3108.169.2103.164.7 $ 476.1 Swimwear15%9.833.836.023.134.421.6 $ 158.5 Handbag10%6.522.524.015.422.914.4 $ 105.7 100%65.1225.1240.2153.8229143.7 $ 1,057.7 <br />The End<br />