Buying & Merchandising Project
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- The brand focuses on luxury menswear with a minimal, clean, and contemporary aesthetic. It targets urban men ages 25+ who are fashion and socially conscious. - Key products are coats and knitwear. Coats performed well, exceeding sales targets. Top sellers were leather and cashmere coats. Knitwear also met targets, with simple wool and cotton styles outperforming detailed or patterned pieces. - For next season, customers preferred classic coats in darker colors and higher quality fabrics. For knitwear, simpler designs in soft colors like grey and beige sold best over detailed or vibrant styles.
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- 2. Content The Brand Positioning Target Moodboard Flagship Store Mood-board Website Global Analysis SS16 Strategy Planning Conclusion
- 3. Positioning & Target Luxury Menswear Minimal Clean Architectural Contemporary Up-cycling Fashion Urban men 25 plus Fashion conscious Social conscious Positioning Target
- 8. Flagship - Stores Plan
- 9. First Page Product Description Page About Us Page Online Website
- 13. Global Analysis Spring Summer 2016
- 14. Global 638油830 35% 0 300000 600000 900000 1200000 Luxury Top Luxury Sales Mix: Sales: 65% 1油188油270 Sales by Sub-Category Sales: 1 827 100
- 15. Sales: 1 827 100 Variance: 7% T-Shirts Shirts Denim Trousers Knitw ear C oats Target Total Sales 0 200.000 400.000 600.000 800.000 T-Shirts Shirts Denim Trousers Knitw ear C oats Target Total Sales Sales: 540 240 Variance: -33% Target: 803 537 END SEASONMID SEASON Mid Season Sales & End Season Sales Target: 1 708 913 -43% -40% -12% -25% -29% -34% -1% -2% 5% 9% 10% 30%
- 16. 640 795436 885229 59795 690Total Sales: Mid Season End Season TOTAL Paris London New York Tokyo Estore 424 133 Sales Mix: 5% 13% 24% 35% 23% Sales by Store
- 17. 60% 67,5% 75% 82,5% 90% T-Shirts Shirts Denim Trousers Knitwear Coats Xmas 88% 81% 83% 80% 79% 74%74% WORST BEST Best & Worst selling Categories (Sell-Through)
- 18. 0,00 200.000,00 400.000,00 600.000,00 800.000,00 T-Shirts Shirts Denim Trousers Knitwear Coats Xmas 63.600 704.210 357.550 260.980 213.920 128.280 98.560 WORST BEST Best & Worst Money Generating Categories
- 19. Total Season Sales Coats & Knitwear
- 20. Coats Total sales achieved Target Sell Through 704油210 656油400 81% Variance 7% Sales Mix 39% Global Overview End of Season Pro鍖t 473油962 Total sales achieved Target SellThrough 194油090 656油400 22% Variance -34% Sales Mix 36% Pro鍖t 130油867 Mid-season TOTAL Season
- 21. Total sales achieved Target SellThrough Knitwear 104油290 146油576 24% Variance -29% Sales Mix 19% Global Overview End of Season Total sales achieved Target Sell Through 357油550 325油725 83% Variance 10% Pro鍖t 74油905 Pro鍖t 256油993 Mid-season TOTAL Season Sales Mix 20%
- 22. Best Selling Products Coats Sales: 194油480 Sell Through: 97% VarianceVsTarget: 30% C -TL03 Sales mix: 28% Pro鍖t: 128油067 COW 油LEATHER 油 油 Top 油Luxury WOOL 油CASHMERE 油 Top 油Luxury Sales: 111油930 Sell Through: 82% VarianceVsTarget: 9% C -TL04 Sales mix: 16% Pro鍖t: 95油775
- 23. Worst Selling Products Coats Sales: 36油450 Sell Through: 70% VarianceVsTarget: 3% C - L03 Sales mix: 5% Pro鍖t: 26油730 Sales: 81油900 Sell Through: 70% VarianceVsTarget: -7% C - TL01 Sales mix: 12% Pro鍖t: 53油250 BAMBOO 油COTTON 油 Luxury LAMBSWOLL 油CASHMERE 油 Top 油Luxury
- 24. Best Selling Products Knitwear Sales: 45油540 Sell Through: 94% VarianceVsTarget: 26% K - L04 Sales mix: 13% Pro鍖t: 33油396 Sales: 61油920 Sell Through: 86% VarianceVsTarget: 15% K -TL01 Sales mix: 17% Pro鍖t: 41油280 WOOL 油CASHMERE 油 TOP 油LUXURY JAPANESE 油COTTON 油polo 油neck 油 LUXURY 油
- 25. Worst Selling Products Knitwear Sales: 39油010 Sell Through: 78% VarianceVsTarget: 4% K - L02 Sales mix: 11% Pro鍖t: 29油265 Sales: 38油180 Sell Through: 77% VarianceVsTarget: 2% K - L03 Sales mix: 11% Pro鍖t: 28油643 WOOL 油 LUXURY 油 SOFT 油WOOL 油 LUXURY
- 26. Conclusion COATS KNITWEAR Total Sales: 704油210 +7% than sales target Total ST: 81% Top Luxury 81% ST Luxury 80% ST Top Luxury Best Seller: Black Leather Jacket (97% ST) Worst Seller: Lambswool Cashmere light grey poncho (70% ST, bad performance, didnt reach 75%) Luxury Best Seller: Black Denim Cotton Jacket (78% ST) Worst Seller: Bamboo cotton long jacket in soft beige (70% ST) Next Season Customers preferred classic cuts, with darker colours. More willing to pay a higher price for coats (top luxury rather than luxury), choosing higher quality fabrics (leather and cashmere). Interested in classic timeless products. Total Sales: 357油550 +10% than sales target Total ST: 83% Top Luxury 83% ST Luxury 82% ST Top Luxury Best Seller: Wool cashmere beige sweater (86% ST) Worst Seller: Wool cashmere bordeaux/navy blue stripes crewneck (80% ST) Luxury Best Seller: Japanese cotton light grey polo neck sweater (94% ST) Worst Seller: Soft wool olive sweater with button details (77% ST) Next Season Customers preferred simple designs without details and one colour only. Contrary to coats, softer colours like light grey and beige were more popular than more vibrant colours (mustard or olive). Overall, top luxury was also more well received however the fabrics were similar, the contrast was top luxury products were simple and luxury had details.
- 27. Thank you