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BA(Hons) Fashion Merchandise Management tailoring pieces, coats and leather jackets (see Appendices

Aug 22, 2020

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  • Charlotte Holland 2FMM 504 1

    BA(Hons) Fashion Merchandise Management

    Charlotte Holland

  • Charlotte Holland 2FMM 504 2

    Contents Page

  • Charlotte Holland 2FMM 504 3

    Introduction

    Figure 1 1971 Campaign Shot

    Reiss Background

    Reiss originally started in 1971, selling men’s suits. Traditionally customers might buy a

    Reiss suit for work or a dress for an occasion, but not necessarily for relaxing at the weekend.

    With today’s current climate and shoppers looking for lower price points, Reiss’s casual offer

    over performed in the business.

    The female population profile is ageing but women are maintaining a younger mindset,

    making fashion and design more important than ever. UK Womenswear Retailers 2009 –

    Verdict.p2. With this in mind Reiss launched a younger, lower- priced sub- brand this

    Autumn/Winter 09 to widen its customer base. % of range for AW09

  • Charlotte Holland 2FMM 504 4

    Andy Rogers Reiss Brand Director stated that “Not enough people know about us and know

    how good the prices are.” The new sub-brand is called ‘1971’, this allows Reiss to reference

    people, music, culture and world events of 1971 to give the brand back a story that is

    appropriate to a denim collection (see Appendices Figure 1).

    Brand Values

    The Reiss denim range provides an opportunity to exaggerate certain brand values. These

    values are shown below.

    Iconic Sexy Confident Modern

    Design led Globally relevant Accessible luxury

    Aspiring

    Reiss denim should be the most overtly sexy part of the brand, it’s a chance for Reiss to have

    fun with its brand values and excite customers with a distinctly new offering (see Appendices

    Figure 2).

    Positioning

    In referencing 1971 it is important not to be retro or ironic but to be inspired by the best

    elements of that era. Think Rolling Stones brown sugar – rather than glam rock.

    The distinct and separate brand positioning allows Reiss to communicate a slightly edgier

    message whilst retailing the premium status that Reiss has (see Appendices Figure 3).

    Product

    The AW09 collection is denim-led but still retains strong Reiss handwriting. The new label

    is an exciting cool, edgier range with 1971 branding and detailing in the latest cuts and

  • Charlotte Holland 2FMM 504 5

    finishes. Sitting alongside the denim features rock-inspired T-shirts, denim mini skirts, sharp

    tailoring pieces, coats and leather jackets (see Appendices Figure 4). Prices are slightly

    cheaper than mainline.

    Branding

    The sub brand has its own 1971 labels and tickets to clearly define the product from mainline,

    as shown below. The collection will be displayed separately for launch (see Appendices

    Figure 5).

    Figure 2 1971 Branding

    Research Question and Objectives

    With the new launch it is important that the range is tracked, in terms of trading –

    sales/units/cash/cover, in order to analyse and move forward with this range this research is

    crucial. This will benefit the company as this report will provide in depth research for the

    trading of the new range. Including reliable factual information which could spot missed

    potential and influence the planning for next season. This leads to the question.

  • Charlotte Holland 2FMM 504 6

    ‘Has 1971 been successful in capturing the right customer and marketing position in today’s

    economic climate and how can 1971 be maximised next season through sufficient profiling

    and grading for each individual store?’

    The research question being examined will be defined and accomplished using the following

    objectives;

    1. To understand the customer of the new sub-brand and how this has been affected by

    the economic climate.

    2. To investigate the new market that 1971 sits in and new competitors Reiss faces.

    3. To evaluate the performance of the new 1971 denim styles and determine a plausible

    offer for AW10.

    4. To review store performance for AW09 and set up a new store grading system for the

    1971 collection.

    Methodology

    The research for this project will be conducted within Reiss and with employees and

    customers. By collecting data internally and externally this will increase reliability and

    determine two different perspectives. The staff and customer will be from different stores

    around the UK in order to increase validity and generalisability. This will also ensure a true

    representation of the customer profile is captured. To minimise threat to reliability and to

    ensure the existing and new customer is included, it will be ensured that factors such as age

    of the participants are balanced. The research methods will be as followed.

    1. Complete thorough analysis of literature on the marketing position in the economic

    climate.

  • Charlotte Holland 2FMM 504 7

    2. In order to pursue the first objective, a questionnaire will be developed in order to gain

    perceptions of the 1971 brand and the customer. The questionnaire will be external to Reiss

    customers - old and new. These questionnaires will gather knowledge of the 1971 customer

    demographics, attitudes, spending power, personality, and lifestyle.

    3. Interviews will be carried out internally with area managers and stores, in order to

    understand the changing customer they may have noticed in store. The interview will

    determine how they feel the reaction of 1971 has been in their stores and if it works. This

    will back up objective 4 as the interviews will focus on stores that have over/underperformed.

    The interviews will be face to face where possible, with a sufficient count across the

    spectrum of stores to provide appropriate representation.

    These methods have been selected as they are most relevant for this project and will provide

    useful data in order to fulfil the objectives. All methods will be conducted in a way that will

    optimise validity and increase reliability.

  • Charlotte Holland 2FMM 504 8

    Customer

    1971 Window Display Barrett Street Figure 3 1971 Campaign Shot

    Customer Profile

    As stated by Andy Rogers “it was not our intention to go younger. It was our intention to

    make the pieces more youthful but the collection is relevant for everyone.” The new

    collection has driven the brand further and catered for a wider audience, with a more casual

    element. This will not only appeal to new customers who primarily buy casual clothing, but

    also to existing customers enabling them to buy a higher proportion of their clothing from the

    retailer as a result of its stretched offer.

    Women are maintaining a younger outlook on life for longer. Social trends such as women

    deferring childbirth are making the 25-34 age sector more attractive to retailers. Women are

    getting further in their careers before having children, achieving higher disposable incomes

    and are more able to indulge. – UK Womenswear Retailers 2009 – Verdict.p4.

  • Charlotte Holland 2FMM 504 9

    History of Department Mixes

    De pt Dept Desc

    Lyr Ytd Sales

    Tyr Ytd Sales

    £ Var Lyr

    Var Lyr %

    Lyr Ytd Core Sales

    Tyr. Ytd Core Sales

    Core Var Lyr £

    Core Var Lyr

    %

    Core Contr ibutio

    n

    Sell Thr u %

    16 FORMAL JACKETS £13,272. £33,444. £20,172. 152. % £9,779. £19,055. £9,276. 95. % 6. % 2. %

    17 L LEATHERS £1,538. £8,191. £6,653. 433. % £1,321. £6,235. £4,914. 372. % 3. % 2. %

    18 L CASUAL JACKETS £20,787. £33,064. £12,277. 59. % £11,720. £22,130. £10,410. 89. % 7. % 2. %

    25 L FORMAL TROUSERS £19,318. £24,540. £5,222. 27. % £10,060. £8,818. -£1,242. -12. % -1. % 1. %

    26 L CASUAL TROUSERS £6,958. £9,838. £2,880. 41. % £3,888. £5,160. £1,272. 33. % 1. % 2. %

    27 FORMAL SKIRTS £7,819. £10,094. £2,275. 29. % £4,981. £4,883. -£98. -2. % 0. % 1. %

    28 CASUAL SKIRTS £20,857. £23,733. £2,877. 14. % £11,128. £14,312. £3,184. 29. % 2. % 1. %

    29 DRESSES £71,059. £82,142. £11,083. 16. % £29,482. £35,083. £5,601. 19. % 4. % 1. %

    35 L SHIRTS £10,892. £21,237. £10,345. 95. % £6,416. £11,381. £4,964. 77. % 3. % 1. %

    45 L COTTONS £7,407. £16,193. £8,786. 119. % £4,572. £9,172. £4,600. 101. % 3. % 1. %

    46 L TOPS £15,918. £33,590. £17,672. 111. % £8,617. £14,827. £6,209. 72. % 4. % 2. %

    55 L KNITWEAR £32,905. £40,630. £7,725. 23. % £16,432. £28,336. £11,904. 72. % 8. % 1. %

    65 L COATS £47,631. £84,618. £36,987. 78. % £28,161. £49,748. £21,587. 77. % 15. % 2. %

    £276,360. £421,31

    5. £144,95

    4. 52. % £146,559. £229,140. £82,581. 56. % 56. % 1. %

    The