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.
1. NEW WOMEN BUSINESSWEAR LINE BY
Rosella Arena
Fatih Alpay
Victoria Ferrere
Fashion Business
Istituto Marangoni
2. History of the brand.-
FOREVER 21 is a US based, family-ran company,
with the company’s headquarters in LA, California.
(on the right: Forever 21’s founder Do Won Chang with his daughters
Esther and Linda, the firm’s creative director and head of marketing.)
FOREVER 21 operates over 480 stores selling men’s and
women’s clothing throughout the U.S. and in Canada,
Europe, across Asia and the Middle East.
Valued at $5 billion as of 2013.
3. Brand architecture.-
Seven sub-brands all broken up by style:
• XXI Forever: The large flagship that typically houses all of the smaller labels under the
Forever 21 umbrella.
• Forever21 Girls: This line focuses on popular designs specific to the emerging pre-teen
market and sizes.
• Love21 Contemporary: This line is aimed at the over 21 aged buyers.
• Forever 21+: This line allows plus size women to wear the same clothes as the rest of
Forever 21 shoppers at the same price point.
• 21Men: line designed and tailored specifically for men also in their mid-20s.
• For Love21: A French boutique styled accessory store with women’s jewelry, shoes,
handbags, cosmetics, and more.
• Heritage 1981: This particular line is an attempt by the brand to penetrate the midmarket
of consumers
4. Situation analysis.-
Marketing Research:
“Young women continue to drive fashion sales, as they place such high
importance on the latest trends” - Tamara Sender, Senior Fashion Analyst.
• Mintel estimates that women fashion market will grow 22% between 2013
and 2018 to reach £30.4 billion, as women’s confidence increases on the
back of a recovering economy.
• Growth opportunities from the sector 20-30 years.
• Predicted fall in women unemployment.
• ¾ of women browse online for shopping.
• Women continue to prioritize buying clothes over other expenses.
5. PEST Analysis.-
Political:
• The UK government is debating about abandoning
the European Union. USA fears it and warn Mr.
Cameron about the consequences.
• UK fears a “yes” vote for Scottish independence.
• Scottish Independence Could Hinder UK's
Economic Recovery.
6. PEST Analysis.-
Economic:
• UK economy showed clear signs of recovery during 2013 and it is
expected to continue in 2014-15.
• The number of people claiming Jobseeker’s Allowance
decreased. Lowest level since September 2008.
• Record high house prices in London are forcing more singletons to
club together and buy with friends or siblings.
7. PEST Analysis.-
Socio-Cultural:
• Top universities are recruiting record numbers of students from mainland
Europe.
• Britain to be one of the most highly qualified countries.
• Discount chain sold out of its debut women’s clothing range in
three days.
8. PEST Analysis.-
Technological:
• Fashion retailers eye up image-recognition apps for
smartphones.
• Asap54: Free iPhone app uses visual recognition
technology and crowdsourcing to find similar products
for sale online.
• Smartphones are fundamentally changing the consumer
purchase experience. (Forbes)
9. Consumer Trend.-
1. Multiplicity. We are increasingly interacting with all
our senses looking for new experiences.
2. Hyper Efficiency. We are seeking and discovering
ever-smarter and more efficient ways to solve fitness,
lack of space, shortness of time and limited resources.
3. The New Industrial Revolution. Digital and
technological advances are enabling us to create in
new ways.
4. Escape. In a world of austerity and grown up
responsibility, we are seeing the increasing desire to
let go, let loose and indulge in childlike freedom or
sheer hedonistic joy.
5. Mindfulness. In a world full of buzz and surface
interactions, people are seeking more depth and
meaning, craving time that is more about self-
development.
6. Super-personalized. Personalization has been
taken out of the hands and tastes of consumers.
Products are able to read consumers and give them
what they want.
11. Rationale.-
Young women want to dress professionally at work
but they still want to keep that “fresh” attitude that
only Forever 21 knows how to feature for an
affordable price.
Biz collection will be shown in a separate area inside
Forever 21 stores, quick and easy to access. Shop
with confidence and fast. Exclusive cashier to make
the shopping experience go faster.
12. PEN PORTRAIT.-
Louise Wallace
25 years old / UK
Lives in Western London with two friends.
Studied Communication.
Assistant editor in a Women’s Magazine.
Active on Instagram and Twitter.
Blogs on her free time.
A band: Velvet Underground
A drink: Caramel Latte
A book: The Book Thief (Markus Zusak)
13. PEN PORTRAIT.-
Rei Himura
27 years old / JP
Lives in New Jersey with her boyfriend.
Studied Finance.
Junior Development Executive in bank.
Active on Facebook, Twitter and LinkedIn.
Jogs on her free time.
A singer: Beyoncé
A drink: Chai Tea
A book: Eat, Pray, Love (Elizabeth Gilbert)
14. Objectives.-
• Increase online sales by 10% before 2016.
• Establish 15% of sales in the first year.
• If this objective is reached, add the line to 300
stores worldwide in the next three years.
16. SWOT analysis.-
•Trend to wear casual clothing in
the office is getting common
•Import of similar articles of
clothing – competition.
•Acquiring good reputation
within a difficult target market
•Expand to other markets
•In a year there will be two
cycle for Job interviews.
•F21 is mostly known as
teenager brand.
•Work wear is quite standard,
risk of not been recognized.
•A lot of competition.
•Increasing % of new
graduates.
•F21 already has appeal on
older target
•New design concept: Fresh
ideas + comfortable fit.
Strength Weaknesses
ThreatsOpportunities
17. STP.-
SEGMENTATION
• Geo-demograpchic:
USA & UK
Urban areas
Female
20-30 year gap
Just graduated
Aspiring professionals
• Psychographic:
Sense girls
Self expression
TARGETING
• Undiferentiated
POSITIONING
VALUE
QUALITY
21. Product.-
- Biz(byF21) aims to bring affordable businesswear clothing to the young aspiring
professionals at the best quality-price relation. It offers a big range of garments that
can be easily combined to create a complete outfit for work.
- Biz(byF21) pieces are made from wool, cotton and silk blends in plain and
printed fabrics in a variety of colours and sizes.
24. Place.-
- Biz(byF21) will have a designated space to showcase the products in the
following stores: Midtown West (Los Angeles), Theater District (New York City), The
Strip (Las Vegas), Oxford Street (London) and Buchanan Quarter (Glasgow).
- The sector is located next to the main womenswear area.
- Visual requires this area to have wooden floors and walls painted in a light tone.
- All Hangers and racks will be matte back.
- All Shelves and desks will be made of wood.
25. - Long rack for pants, skirts and dresses (3-3-3/S-M-L).
- Two long mirrors at the sides of a desk with a vintage
typewriter and accesories from ForLove 21.
- Two shelves with hangers for jackets and blouses
(3-3-3/S-M-L; more sizes on shelves).
- Two desks with pants, skirts and dreses in more sizes
than the displayed on the rack. Bag from accesories
line.