Aug 22, 2020
Charlotte Holland 2FMM 504 1
BA(Hons) Fashion Merchandise Management
Charlotte Holland 2FMM 504 2
Charlotte Holland 2FMM 504 3
Figure 1 1971 Campaign Shot
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).
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
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
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).
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.
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 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
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
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
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
1971 Window Display Barrett Street Figure 3 1971 Campaign Shot
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
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. %
4. 52. % £146,559. £229,140. £82,581. 56. % 56. % 1. %