CRACKING THE CODE OF MILLENNIALS AND NEW CUSTOMER — Lisa Chris)ne A. | Anjini Dugal | Hwakyeong Rhee Class 1 Master Contemporary Buying Is)tuto Marangoni
What is Les Copains doing right now in terms of products and services offer, physical and digital stores and use of digital media?
01.
02.
INTRODUCTION
INDEX
03.
WINDOW DISPLAY
PRODUCT OFFER Catwalk Collection
05.
SERVICE OFFER E-Commerce
SERVICE OFFER Physical Store
SOCIAL MEDIA
PRODUCT OFFER E-Commerce
PRODUCT OFFER Main Collection
04.
06.
03.
03.
07.
CONCLUSION
08.
REFERENCES
!4
BRICK & MORTAR
E-COMMERCE
Via Della Spiga, 46 Milano
www.lescopains.com
01.
Introduction __ In the weeks spent analyzing Les Copains store one could conclude that the store and its functioning were completely in line with its current customer base. With women around the age of 50 to 60 years recognizing and stopping to look at the window as well as the product offer. However, the following analysis was made keeping in mind the millennial customers
BRICK & MORTAR Via Della Spiga, 46 Milano
External Communication
Week 1 11th April 2018
Week 2 22nd April 2018
02.
7
Window Display Window 1 COMMERCIAL
Window 2 PRESTIGE
Milan Design Week, 22nd April
__ Based on our 4 weeks observation: The display is divided into two windows following both commercial and prestige window display. Mixing both tools allows to promote the product in a broader manner. It further works with group display technique, using mannequins as props to display the garments and proposing an outfit look. However, generally they do not follow any particular theme or story, except for in case of special events such as design week.
www.lescopains.com
visual merchandising
External Communication
__
02.
Window Display
Target customer The window display is focused on its current target customer of 50 years and above with them stopping and looking at the displays. As a result has not been able to grab the attention of the millennials.
8
Incomplete information During Design week when a painting was displayed without any title or artist name or a mother's day promotion in only Italian the windows lack proper information. Irregular change in window display The windows has changed every week in April, too soon for customers to create a point of recognition.
Week 4 Commercial & Prestige
www.lescopains.com
External Communication
Suggestion:
02.
Window Display
www.lescopains.com
Window display should be changed less often and could be more interactive and engaging with the help of videos or by following a particular theme or story. The success of an interactive window not only has a positive impact on footfalls but also influences on brand building. More experimentation in terms of mannequins’ poses as well as styling can be applied in order to attract and engage the millennial customer base.
Suggestion: Hermes Dolce & Gabbana
DIOR
9
Les Copains Product Offer
PRODUCT OFFER
CATWALK COLLECTION
MERCHANDISING CATEGORY
RETAIL PRICE
MERCHANDISING CATEGORY
NUMBER OF ITEMS
CATEGORY PORTION
MIN
AVERAGE
ACCESSORIES
13
14%
€100.70
CARDIGAN
2
2%
DRESS
24
JACKET
03.1
CATWALK COLLECTION Catwalk Collection RETAIL PRICE NUMBER CATEGORY Structure OF ITEMS PORTION MIN AVERAGE
MAX
MERCHANDISING CATEGORY
NUMBER OF ITEMS
€186.93
€355.10
ACCESSORIES
11
33%
85%
€1,425.70
€1,452.20
€1,478.70
CARDIGAN
1
3%
50%
26%
€458.45
€1,562.62
€3,667.60
DRESS
9
27%
38%
7
8%
€596.25
€1,335.22
€1,833.80
JACKET
0
0%
0%
PANT
5
5%
€365.70
€541.13
€763.20
PANT
2
6%
40%
PEACOAT
2
2%
€2,037.85
€2,934.88
€3,831.90
PEACOAT
0
0%
0%
SHIRT
15
16%
€355.10
€841.99
€1,987.50
SHIRT
4
12%
27%
SHOES
2
2%
€813.55
€863.90
€914.25
SHOES
2
6%
100%
SKIRT
10
11%
€866.55
€1,383.57
€2,037.85
SKIRT
2
6%
20%
SWEATER
4
4%
€365.70
€639.31
€866.55
SWEATER
0
0%
0%
TOP
9
10%
€151.05
€346.27
€813.55
TOP
2
6%
22%
TOTAL
93
100%
€100.70
€1,098.91
€3,831.90
TOTAL
33
100%
35%
MAX
NUMBER OF ITEMS
CATEGORY ITEMS PORTION SELECTED
CATEGORY ITEM PORTION SELECT
CATWALK COLLECTION IN PHYSICAL STORE (5.19 / 5.26)
CATWALK COLLECTION IN PHYSICAL STORE (4.22 / 4.28) MERCHANDISING CATEGORY
CATWALK COLLECTION IN PHYSIC
RETAIL PRICE MIN
AVERAGE
MAX
MERCHANDISING NUMBER of CATEGORY ITEMS CATEGORY ITEMS PORTION SELECTED
RETAIL PRICE MIN
AVERAGE
MAX
ACCESSORIES
13
14%
€100.70
€186.93
€355.10
ACCESSORIES
11
33%
85%
€100.70
€196.82
€355.10
ACCESSORIES
8
32%
62%
€132.50
€171.59
€233.20
CARDIGAN
2
2%
€1,425.70
€1,452.20
€1,478.70
CARDIGAN
1
3%
50%
€1,425.70
€1,425.70
€1,425.70
CARDIGAN
1
4%
50%
€1,425.70
€1,425.70
€1,425.70
DRESS
24
26%
€458.45
€1,562.62
€3,667.60
DRESS
9
27%
38%
€916.90
€1,613.56
€3,667.60
DRESS
8
32%
33%
€916.90
€1,637.04
€3,667.60
JACKET
7
8%
€596.25
€1,335.22
€1,833.80
JACKET
0
0%
0%
JACKET
0
0%
0%
PANT
5
5%
€365.70
€541.13
€763.20
PANT
2
6%
40%
PANT
1
4%
20%
€458.45
€458.45
€458.45
PEACOAT
2
2%
€2,037.85
€2,934.88
€3,831.90
PEACOAT
0
0%
0%
PEACOAT
0
0%
0%
SHIRT
15
16%
€355.10
€841.99
€1,987.50
SHIRT
4
12%
27%
€712.85
€720.14
€742.00
SHIRT
2
8%
13%
€712.85
€727.43
€742.00
SHOES
2
2%
€813.55
€863.90
€914.25
SHOES
2
6%
100%
€813.55
€863.90
€914.25
SHOES
2
8%
100%
€813.55
€863.90
€914.25
SKIRT
10
11%
€866.55
€1,383.57
€2,037.85
SKIRT
2
6%
20%
€866.55
€942.08
€1,017.60
SKIRT
1
4%
10%
€1,017.60
€1,017.60
€1,017.60
SWEATER
4
4%
€365.70
€639.31
€866.55
SWEATER
0
0%
0%
SWEATER
1
4%
25%
€662.50
€662.50
€662.50
TOP
9
10%
€151.05
€346.27
€813.55
TOP
2
6%
22%
€243.80
€243.80
€243.80
TOP
1
4%
11%
€243.80
€243.80
€243.80
TOTAL
93
100%
€100.70
€1,098.91
€3,831.90
TOTAL
33
100%
35%
€100.70
€827.10
€3,667.60
TOTAL
25
100%
27%
€132.50
€800.89
€3,667.60
www.lescopains.com
€458.45
€610.83
€763.20
PRODUCT OFFER
03.2 Catwalk Collection Category Portion CATWALK COLLECTION CATEGORY PORTION
CATWALK COLLECTION CATEGORY PORTION IN PHYSICAL STORE
ITEMS SELECTED IN PHYSICAL STORE IN %
ITEMS SELECTED IN % TOTAL
35%
TOP SWEATER
22% 0%
SKIRT
20% 100%
SHOES SHIRT PEACOAT
27% 0%
PANT JACKET
40% 0%
DRESS
38%
CARDIGAN
50%
ACCESSORIES
85% 0%
20%
40%
60%
80%
100%
__ In overall catwalk collection, Dress is the main category followed by Shirt, Accessories and Skirt. As the runway is where a brand need to attract prospective customers, it is focused on the categories that would appeal. However in store, only 33 items out of 93 were selected which accounts for only 35%. As summer comes, jacket, peacoat and sweater were not selected in store, and most of the items are targeted for summer season. Accessories take huge part in store, taking up more than 30%, followed by Dress, being the main category for catwalk. Over 80% of accessories are in-store as they are selling well according to the sales associate.
www.lescopains.com
PRODUCT OFFER
03.3 Catwalk Collection Display
__ On 26th May, Catwalk collection display Even if only 35% of the collection is sold in store and not online, this week saw a display of garments repeated in the same area. So much so that even the look that is displayed on the mannequin is repeated three times. The products are symmetrically displayed with the same products in different sizes. This would be a rare case for luxury brands to display products in such a manner. as it is better to present different styles to attract more customers.
www.lescopains.com
AVERAGE PRICE OF CATWALK COLLECTION AND IN-STORE
CATWALK COLLECTION RETAIL PRICE IN-STORE
2,000.00 €
2,000 €
1,500.00 €
1,500 €
1,000.00 €
1,000 €
500.00 €
500 €
500 €
0.00 €
0 €
0 €
2,500 € 2,000 € 1,500 €
MAX
MIN
AVERAGE
03.4 Catwalk Collection Price Point
ACCESSORIES ACCESSORIES CARDIGAN CARDIGAN DRESS DRESS JACKET JACKET PANT PANT PEACOAT PEACOAT SHIRT SHIRT SHOES SHOES SKIRT SKIRT SWEATER SWEATER TOPTOP TOTAL TOTAL
13 2 24 7 5 2 15 2 10 4 9 93
13 2 24 7 5 2 15 2 10 4 9 93
14%14% 2% 2% 26%26% 8% 8% 5% 5% 2% 2% 16%16% 2% 2% 11%11% 4% 4% 10%10% 100% 100%
TA L TO
P TO
SW EA TE
R
T SK IR
S OE SH
AT PE AC O
PA NT
JA CK ET
S ES DR
SH IR T
IN-STORE AVERAGE
CATWALK COLLECTION IN-STORE (4.22 / 4.28) CATWALK COLLECTION IN-STORE (4.22 / 4.28)
RETAIL PRICE RETAIL PRICE MINMIN AVERAGE AVERAGE MAX MAX €100.70 €100.70 €1,425.70 €1,425.70 €458.45 €458.45 €596.25 €596.25 €365.70 €365.70 €2,037.85 €2,037.85 €355.10 €355.10 €813.55 €813.55 €866.55 €866.55 €365.70 €365.70 €151.05 €151.05 €100.70 €100.70
IG AN
RI SO ES AC C
CATWALK AVERAGE
MAX
CATWALK COLLECTION CATWALK COLLECTION MERCHANDISING MERCHANDISING NUMBER of NUMBER of CATEGORY CATEGORY CATEGORY CATEGORY ITEMS ITEMS PORTION PORTION
CA RD
ES
P TO
R
SW EA TE
SK IR T
S SH
OE
T SH
IR
AT
PE AC O
PA NT
JA CK ET
S ES DR
CA RD
SO ES AC C
IG AN
1,000 €
RI ES
P TO
SW EA TE
SK IR T
OE SH
IR SH
JA CK ET
ES DR
CA RD
RI ES SO ES AC C
PE AC O
AVERAGE
R
2,500 €
2,500.00 €
S
3,000 €
T
3,000.00 €
AT
3,000 €
PA NT
3,500 €
3,500.00 €
S
3,500 €
IG AN
4,000 €
4,000.00 €
MIN
PRODUCT OFFER
CATWALK COLLECTION RETAIL PRICE CATWALK COLLECTION RETAIL PRICE
€186.93 €186.93 €1,452.20 €1,452.20 €1,562.62 €1,562.62 €1,335.22 €1,335.22 €541.13 €541.13 €2,934.88 €2,934.88 €841.99 €841.99 €863.90 €863.90 €1,383.57 €1,383.57 €639.31 €639.31 €346.27 €346.27 €1,098.91 €1,098.91
€355.10 €355.10 €1,478.70 €1,478.70 €3,667.60 €3,667.60 €1,833.80 €1,833.80 €763.20 €763.20 €3,831.90 €3,831.90 €1,987.50 €1,987.50 €914.25 €914.25 €2,037.85 €2,037.85 €866.55 €866.55 €813.55 €813.55 €3,831.90 €3,831.90
MERCHANDISING MERCHANDISING NUMBER of NUMBER of CATEGORY CATEGORY ITEMS ITEMS CATEGORY CATEGORY ITEMS ITEMS PORTION PORTIONSELECTED SELECTED ACCESSORIES ACCESSORIES CARDIGAN CARDIGAN DRESS DRESS JACKET JACKET PANT PANT PEACOAT PEACOAT SHIRT SHIRT SHOES SHOES SKIRT SKIRT SWEATER SWEATER TOP TOP TOTAL TOTAL
11 1 9 0 2 0 4 2 2 0 2 33
11 1 9 0 2 0 4 2 2 0 2 33
33%33% 3% 3% 27%27% 0% 0% 6% 6% 0% 0% 12%12% 6% 6% 6% 6% 0% 0% 6% 6% 100% 100%
85%85% 50%50% 38%38% 0% 0% 40%40% 0% 0% 27%27% 100%100% 20%20% 0% 0% 22%22% 35%35%
RETAIL PRICE RETAIL PRICE MINMIN AVERAGE AVERAGE MAX MAX €100.70 €100.70 €196.82 €196.82 €355.10 €355.10 €1,425.70 €1,425.70 €1,425.70 €1,425.70 €1,425.70 €1,425.70 €916.90 €916.90 €1,613.56 €1,613.56 €3,667.60 €3,667.60 €458.45 €458.45
€610.83 €610.83
€763.20 €763.20
€712.85 €712.85 €813.55 €813.55 €866.55 €866.55
€720.14 €720.14 €863.90 €863.90 €942.08 €942.08
€742.00 €742.00 €914.25 €914.25 €1,017.60 €1,017.60
€243.80 €243.80 €100.70 €100.70
€243.80 €243.80 €827.10 €827.10
€243.80 €243.80 €3,667.60 €3,667.60
__ Price ranges from 100 euro to 3,800 euro for Catwalk collection. Peacoat marks the most expensive category, followed by Dress, Skirt and Jacket. Accessories and Pants are relatively low-priced compared to other categories. Compared to overall price point of the catwalk collection, Shoes seem to be slightly over-priced. Average price for overall catwalk collection is around 1,100 euro, on the other hand average price instore marks 827 euro. Products placed in stores are carefully selected in consideration of the price range.
www.lescopains.com
PRODUCT OFFER __ Items are selected in accordance with the key looks of the collection, but are displayed without any highlight. Collection videos to help customers feel the look would be a better way to display and bring focus to the catwalk pieces. Catwalk pieces are mainly spread in 2 hangers with some products from main collection with similar theme. Thus, an interactive display or digital tool to give reason to buy the catwalk collection is strongly needed.
03.5 Key Looks of Catwalk Collection In Physical Store
PRODUCT OFFER
03.6 Suggested Catwalk Items SS18
www.lescopains.com
16
R2110
R1007
R1030
R1038
PRODUCT OFFER
03.7 Suggested Catwalk Items FW 18-19
www.lescopains.com
17
PRODUCT OFFER
From which selection of products are you more likely to buy? (Catwalk)
25%
Selec)on A
03.8 18 Selec)on B
75%
Survey Result Selection A
www.lescopains.com
Selection B
PRODUCT OFFER
Are you more likely to purchase a product that has been showcased on the runway?
32%
03.8 48%
20%
Survey Result Yes
No
Maybe
The candidates are more likely to be influenced to make a purchase of products that have been showcased on the runway. Thus Les Copains should make a conscious effort to highlight the catwalk pieces in-store and also add them to the offer online.
www.lescopains.com
19
PRODUCT OFFER
MAIN COLLECTION MAIN IN-STORE (4.28)
MAIN COLLECTION MERCHANDISING NUMBER of CATEGORY CATEGORY ITEMS PORTION
03.9
Main Collection Structure
MIN
AVERAGE
MAX
CATEGORY PORTION MERCHANDISING NUMBER of CATEGORY ITEMS MIN CATEGORY ITEMS PORTION SELECTED
AVERAGE
MAX
ACCESSORIES
36
8%
€68.90
€185.43
€474.35
ACCESSORIES
14
13%
39%
€100.70
€162.98
€222.60
CARDIGAN
14
3%
€270.30
€541.55
€789.70
CARDIGAN
3
3%
21%
€487.60
€568.87
€641.30
DRESS
58
13%
€233.20
€503.68
€1,547.60
DRESS
10
9%
17%
€466.40
€667.80
€1,547.60
JACKET
28
7%
€508.80
€792.82
€1,526.40
JACKET
9
8%
32%
€508.80
€748.77
€1,219.00
KIT
12
3%
€402.80
€751.94
€1,521.10
KIT
5
5%
42%
€402.80
€800.30
€1,521.10
PANT
77
18%
€180.20
€349.28
€943.40
PANT
18
17%
23%
€180.20
€358.04
€524.70
PEACOAT
24
6%
€524.70
€874.17
€1,579.40
PEACOAT
4
4%
17%
€561.80
€896.36
€1,579.40
SHIRT
56
13%
€190.80
€370.48
€773.80
SHIRT
23
21%
41%
€190.80
€412.02
€773.80
SHOES
10
2%
€548.55
€693.77
€779.10
SHOES
4
4%
40%
€548.55
€671.78
€728.75
SKIRT
24
6%
€182.85
€419.91
€871.85
SKIRT
2
2%
8%
€609.50
€726.10
€842.70
SWEATER
49
11%
€217.30
€421.62
€813.55
SWEATER
6
6%
12%
€336.55
€531.77
€813.55
TOP
42
10%
€90.10
€279.70
€683.70
TOP
9
8%
21%
€180.20
€374.24
€683.70
TOTAL
430
100%
€68.90
€515.36
€1,579.40
TOTAL
107
100%
25%
€100.70
€576.59
€1,579.40
__ In overall main collection, Pants are the main category followed by Dress and Shirt, being the best-selling category in offline store according to sales associate. Pants take 18% for main, only 5% for catwalk and dress takes 13% while in catwalk taking 26%. Unlike catwalk, portion is much more evenly spread among the categories. Price ranges from 69 euro to 1,579 euro and average of 515 euro which is almost the half of catwalk collection. Number of items is 430, more than 4 times of catwalk collection.
20
PRODUCT OFFER
03.10 Weekly Presented Main Collection In Physical Store MAIN COLLECTION IN-STORE (4.28) MERCHANDISING CATEGORY
NUMBER OF ITEMS
CATEGORY ITEMS PORTION SELECTED
ACCESSORIES
15
14%
CARDIGAN
3
DRESS
MAIN COLLECTION IN-STORE (5.12) RETAIL PRICE
MIN
AVERAGE
MAX
MERCHANDISING CATEGORY
NUMBER OF ITEMS
42%
€100.70
€164.83
€222.60
ACCESSORIES
11
11%
3%
21%
€487.60
€595.37
€657.20
CARDIGAN
4
10
9%
17%
€466.40
€667.80
€1,547.60
DRESS
JACKET
9
8%
32%
€508.80
€748.77
€1,219.00
KIT
5
5%
42%
€402.80
€800.30
PANT
18
17%
23%
€180.20
PEACOAT
4
4%
17%
SHIRT
23
21%
SHOES
4
SKIRT
RETAIL PRICE MIN
AVERAGE
MAX
MERCHANDISING CATEGORY
31%
€100.70
€156.11
€222.60
ACCESSORIES
12
12%
4%
29%
€447.85
€542.59
€657.20
CARDIGAN
5
14
15%
24%
€304.75
€515.43
€789.70
DRESS
JACKET
6
6%
21%
€508.80
€832.54
€1,219.00
€1,521.10
KIT
3
3%
25%
€402.80
€661.62
€358.04
€524.70
PANT
15
16%
19%
€180.20
€561.80
€896.36
€1,579.40
PEACOAT
6
6%
25%
41%
€190.80
€412.02
€773.80
SHIRT
15
16%
4%
40%
€548.55
€671.78
€728.75
SHOES
4
2
2%
8%
€609.50
€726.10
€842.70
SKIRT
SWEATER
7
6%
14%
€304.75
€499.34
€813.55
TOP
9
8%
21%
€180.20
€374.24
TOTAL
109
100%
25%
€100.70
€576.25
NUMBER OF ITEMS
ACCESSORIES
13
13%
CARDIGAN
4
DRESS
CATEGORY ITEMS PORTION SELECTED
RETAIL PRICE AVERAGE
MAX
33%
€100.70
€164.30
€222.60
5%
36%
€447.85
€562.33
€657.20
11
11%
19%
€376.30
€527.83
€789.70
JACKET
6
6%
21%
€508.80
€857.28
€1,219.00
€842.70
KIT
5
5%
42%
€402.80
€800.30
€1,521.10
€332.66
€508.80
PANT
20
20%
26%
€180.20
€358.55
€943.40
€561.80
€842.26
€1,579.40
PEACOAT
3
3%
13%
€561.80
€634.23
€731.40
27%
€201.40
€435.13
€773.80
SHIRT
17
17%
30%
€201.40
€407.32
€773.80
4%
40%
€548.55
€684.36
€779.10
SHOES
4
4%
40%
€548.55
€684.36
€779.10
2
2%
8%
€447.85
€528.68
€609.50
SKIRT
1
1%
4%
€447.85
€447.85
€447.85
SWEATER
7
7%
14%
€304.75
€447.47
€609.50
SWEATER
9
9%
18%
€254.40
€419.88
€609.50
€683.70
TOP
9
9%
21%
€100.70
€332.43
€683.70
TOP
8
8%
19%
€233.20
€423.67
€683.70
€1,579.40
TOTAL
96
100%
22%
€100.70
€525.94
€1,579.40
TOTAL
101
100%
23%
€100.70
€523.99
€1,521.10
MAIN COLLECTION IN-STORE (5.19) RETAIL PRICE
MIN
AVERAGE
MAX
MERCHANDISING CATEGORY
NUMBER OF ITEMS
CATEGORY ITEMS PORTION SELECTED
36%
€100.70
€160.83
€222.60
ACCESSORIES
11
11%
4%
29%
€447.85
€542.59
€657.20
CARDIGAN
5
14
14%
24%
€304.75
€588.49
€1,547.60
DRESS
JACKET
6
6%
21%
€508.80
€832.54
€1,219.00
KIT
3
3%
25%
€402.80
€661.62
PANT
15
15%
19%
€180.20
PEACOAT
6
6%
25%
SHIRT
16
16%
SHOES
4
SKIRT
MAIN COLLECTION IN-STORE (5 WEEKS) RETAIL PRICE
MIN
AVERAGE
MAX
MERCHANDISING CATEGORY
31%
€100.70
€161.89
€222.60
ACCESSORIES
12.4
12%
5%
36%
€447.85
€562.33
€657.20
CARDIGAN
4.2
13
13%
22%
€376.30
€608.48
€1,547.60
DRESS
JACKET
6
6%
21%
€508.80
€857.28
€1,219.00
€842.70
KIT
4
4%
33%
€402.80
€876.49
€332.66
€508.80
PANT
16
16%
21%
€180.20
€561.80
€842.26
€1,579.40
PEACOAT
4
4%
17%
29%
€190.80
€419.86
€773.80
SHIRT
18
18%
4%
40%
€548.55
€684.36
€779.10
SHOES
4
2
2%
8%
€447.85
€528.68
€609.50
SKIRT
SWEATER
7
7%
14%
€304.75
€447.47
€609.50
TOP
8
8%
19%
€180.20
€371.33
TOTAL
98
100%
23%
€100.70
€534.39
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CATEGORY ITEMS PORTION SELECTED
NUMBER OF ITEMS
MIN
MAIN COLLECTION IN-STORE (5.5) MERCHANDISING CATEGORY
CATEGORY ITEMS PORTION SELECTED
MAIN COLLECTION IN-STORE (5.26)
NUMBER OF ITEMS
CATEGORY ITEMS PORTION SELECTED
RETAIL PRICE MIN
AVERAGE
MAX
34%
€100.70
€161.59
€222.60
4%
30%
€447.85
€561.04
€657.20
12.4
12%
21%
€304.75
€581.60
€1,547.60
JACKET
6.6
7%
24%
€508.80
€825.68
€1,219.00
€1,521.10
KIT
4
4%
33%
€402.80
€760.07
€1,521.10
€384.08
€943.40
PANT
16.8
17%
22%
€180.20
€353.20
€943.40
€561.80
€670.45
€779.10
PEACOAT
4.6
5%
19%
€561.80
€777.11
€1,579.40
32%
€201.40
€423.12
€773.80
SHIRT
17.8
18%
32%
€190.80
€419.49
€773.80
4%
40%
€548.55
€684.36
€779.10
SHOES
4
4%
40%
€548.55
€681.84
€779.10
1
1%
4%
€447.85
€447.85
€447.85
SKIRT
1.6
2%
7%
€447.85
€535.83
€842.70
SWEATER
11
11%
22%
€217.30
€386.90
€609.50
SWEATER
8.2
8%
17%
€217.30
€440.21
€813.55
€683.70
TOP
5
5%
12%
€233.20
€354.57
€487.60
TOP
7.8
8%
19%
€100.70
€371.25
€683.70
€1,579.40
TOTAL
98
100%
23%
€100.70
€534.82
€1,547.60
TOTAL
100.4
100%
23%
€100.70
€539.08
€1,579.40
PRODUCT OFFER
03.11 Category Portion Of Weekly Presented Main Collection In Physical Store
MAIN COLLECTION 28th April 2018
MAIN COLLECTION 5th May 2018
MAIN COLLECTION 12th May 2018
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PRODUCT OFFER
03.11 Category Portion Of Weekly Presented Main Collection In Physical Store
MAIN COLLECTION 19th May 2018
MAIN COLLECTION 26th May 2018
MAIN COLLECTION 5 WEEKS
__ In physical store, Shirt (18%) is the most selected category followed by Pants (17%), Dress (12%) and Accessories (12%). These four categories alone make for almost 60% of overall assortment in store. Most of the categories are in line with the whole collection except for the Skirt. On average there were 1.6 items, less than 2% in category portion. This may be due to the fact that the current customer base tends to prefer pants over skirt.
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PRODUCT OFFER
03.12 Main Collection Selected In Physical Store By % ITEMS SELECTED IN % (4.28) TOTAL SWEATER
8%
SHOES
21%
14%
PEACOAT
17%
KIT DRESS
17%
ACCESSORIES 0%
5%
10%
15%
20%
ITEMS SELECTED IN % (5.5)
25%
TOTAL SWEATER 40% 41%
23%
42%
32%
42% 30%
SHOES PEACOAT
35%
40%
12%
SWEATER
4%
SHOES PEACOAT
17%
KIT
0%
45%
DRESS
22%
SWEATER
5%
10%
15%
20%
25%
30%
15%
20%
35%
19% 18%
4%
SHOES PEACOAT
25%
SHOES
19%
KIT
36% 35%
45%
0%
36% 40%
0%
5%
10%
15%
40%
30%
25%
15%
42%
35%
7%
SHOES
25%
30%
35%
40%
45%
40%
23%
KIT
24% 21%
ACCESSORIES
45%
0%
5%
10%
15%
20%
25%
40%
32%
19% 22%
DRESS
36% 33% 30%
20%
19% 17%
PEACOAT
26%
20%
10%
29% 31%
ITEMS SELECTED IN % (5 WEEKS) SWEATER
ACCESSORIES 45%
5%
TOTAL
21% 19%
DRESS
25%
ACCESSORIES
40%
40%
27% 25%
21% 24%
DRESS
29% 30%
22% 21%
14%
PEACOAT
23%
13%
KIT
33%
31% 0%
40%
32%
ACCESSORIES
10%
8%
ITEMS SELECTED IN % (5.26) TOTAL
21% 22%
5%
40%
29%
25%
ACCESSORIES
23%
21%
25%
21% 24%
ITEMS SELECTED IN % (5.19) TOTAL
SWEATER
19%
KIT
TOTAL
23%
19%
DRESS
21% 25%
8%
14%
ITEMS SELECTED IN % (5.12)
33% 30% 30%
34%
35%
40%
45%
__ Different by weeks, but an average of 100 items are selected for the physical store, making it 23% of overall collection. Notably Shoes and Accessories are selected in big portions out of the overall collection in line with catwalk collection, while only 7 % of Skirt are sold in physical store. www.lescopains.com
PRODUCT OFFER
03.13 Main Collection Price Point In Physical Store
AVERAGE
MIN
AVERAGE
MAX
TA L TO
P TO
T SW EA TE R
SK IR
S SH
OE
IR T SH
AT
PE AC O
PA NT
KI T
JA CK ET
ES
CA RD
RI
MIN
AVERAGE
MAX
TA L TO
P TO
T SW EA TE R
SK IR
S SH OE
T SH IR
AT
PE AC O
PA NT
KI T
JA CK ET
IG AN DR ES S
CA RD
ES
SO
RI
ES
TA L TO
P TO
R
SW EA TE
T SK IR
S OE SH
T SH
IR
AT
PE AC O
PA NT
KI T
JA CK ET
IG AN DR ES S
CA RD
RI E SO ES AC C
MAX
1,600 € 1,400 € 1,200 € 1,000 € 800 € 600 € 400 € 200 € 0 €
S
TA L TO
P TO
T SW EA TE R
SK IR
S OE SH
IR T SH
AT
PE AC O
PA NT
KI T
JA CK ET
CA RD
IG AN DR ES S
ES RI SO ES
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MAX
AVERAGE
MAIN IN-STORE RETAIL PRICE (5.26)
1,600 € 1,400 € 1,200 € 1,000 € 800 € 600 € 400 € 200 € 0 €
1,600 € 1,400 € 1,200 € 1,000 € 800 € 600 € 400 € 200 € 0 €
AVERAGE
SO ES AC C
MIN
MAX
MAIN IN-STORE RETAIL PRICE (5.19)
MAIN IN-STORE RETAIL PRICE (5.12)
MIN
TA L TO
P TO
R
SW EA TE
SK IR T
S SH OE
SH
IR
T
AT
PE AC O
PA NT
KI T
JA CK ET
IG AN DR ES S
CA RD
AC C
ES
SO
RI
ES
TA L TO
P TO
T SW EA TE R
SK IR
S
MIN
MAX
AC C
AVERAGE
SH OE
SH
IR
T
AT
PE AC O
PA NT
KI T
JA CK ET
IG AN DR ES S
ES
CA RD
RI SO ES AC C
MIN
IG AN DR ES S
1,600 € 1,400 € 1,200 € 1,000 € 800 € 600 € 400 € 200 € 0 €
1,600 € 1,400 € 1,200 € 1,000 € 800 € 600 € 400 € 200 € 0 €
1,600 € 1,400 € 1,200 € 1,000 € 800 € 600 € 400 € 200 € 0 €
AC C
MAIN IN-STORE RETAIL PRICE (5.5)
MAIN IN-STORE RETAIL PRICE (4.28)
MAIN COLLECTION RETAIL PRICE
PRODUCT OFFER
AVERAGE MAIN COLLECTION & IN STORE STORE AVERAGE PRICEPRICE OF OF MAIN COLLECTION & PHYSICAL IN PHYSICAL 900 € 800 € 700 € 600 € 500 €
03.14
400 € 300 € 200 € 100 €
MAIN AVERAGE
TA L TO
P TO
R
SW EA TE
T SK IR
S SH OE
T IR SH
AT
PE AC O
PA NT
KI T
JA CK ET
S ES DR
CA RD
AC C
ES
SO
RI
ES
Main Collection Price Point In Physical Store
IG AN
0 €
IN-STORE AVERAGE
__ Price point in the physical store is almost the same as overall collection. Minimum 100 euro to maximum 1,579 euro. Peacoat marks the most expensive category, followed by Jacket, Kit and Shoes. Accessories and Pants are relatively low-priced compared to other categories. On the other hand, Shoes seem to be a bit over-priced compared to other categories. Average price for main collection is around 515 euro, and average price in-store for 5 weeks is 539 euro. Price is set slightly higher in physical store.
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PRODUCT OFFER
03.15 Main Collection Price List On Window
__ It is difficult for customers to figure out the price point of the brand by the window. Shoes are sold at 715 euro while the dress and trench coat displayed in the same window are almost the same price. Moreover, unlike the other brands, the bag is priced relatively low at 250 euro, therefore customers might get confused. At the same time, the trousers on the window is 926 euro which is the most expensive pants in entire collection. The brand has a chance to let customers know the price point of the brand through its window display.
PRODUCT OFFER
CHANGE IN-STORE (5.12 - 5.19) CHANGE IN-STORE (5.12 - 5.19)
CHANGE IN-STORE (4.28 - 5.5) MERCHANDISING NUMBER OF ITEMS CATEGORY CHANGED
03.16 Weekly Change Of Main Collection In Physical Store
Except for the week 1, number of items changed is around 2, which means even though there was a change in assortment, almost the same amounts of the items are added or removed. The assortment is changed on a weekly basis, by colour, print and also the season.
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ITEMS ADDED
ITEMS REMOVED
MERCHANDISING MERCHANDISING NUMBER OF ITEMS NUMBER OF ITEMS CATEGORY CHANGED CATEGORY CHANGED
% OF ITEMS % OF ITEMS CHANGED CHANGED
ITEMS ITEMS ADDED ADDED
ITEMS ITEMS REMOVED REMOVED
-2
ACCESSORIES ACCESSORIES
00
0% 0%
11
-1 -1
2
-1
CARDIGAN CARDIGAN
11
25% 25%
11
00
5
-1
DRESS DRESS
-1 -1
-7% -7%
11
-2 -2
-
-3
JACKET JACKET
00
0% 0%
11
-1 -1
-
-2
KIT KIT
11
33% 33%
11
00
4
-7
PANT PANT
11
7% 7%
33
-2 -2
50%
3
-1
PEACOAT PEACOAT
-2 -2
-33% -33%
00
-2 -2
-7
-30%
2
-9
SHIRT SHIRT
33
20% 20%
44
-1 -1
SHOES
0
0%
1
-1
SHOES SHOES
00
0% 0%
00
00
SKIRT
0
0%
1
-1
SKIRT SKIRT
-1 -1
-50% -50%
00
-1 -1
SWEATER
0
0%
2
-2
SWEATER SWEATER
44
57% 57%
44
00
TOP
-1
-11%
1
-2
TOP TOP
-4 -4
-44% -44%
11
-5 -5
TOTAL
-11
-10%
21
-32
TOTAL TOTAL
22
2% 2%
17 17
-15 -15
% OF ITEMS % OF ITEMS CHANGED CHANGED
ITEMS ITEMS ADDED ADDED
ITEMS ITEMS REMOVED REMOVED
11
ACCESSORIES
-2
-13%
CARDIGAN
1
33%
DRESS
4
40%
JACKET
-3
-33%
KIT
-2
-40%
PANT
-3
-17%
PEACOAT
2
SHIRT
-
CHANGE IN-STORE (5.19 - 5.26) CHANGE IN-STORE (5.19 - 5.26)
CHANGE IN-STORE (5.5 - 5.12) MERCHANDISING NUMBER OF ITEMS CATEGORY CHANGED
__
% OF ITEMS CHANGED
% OF ITEMS CHANGED
ITEMS ADDED
ITEMS REMOVED
MERCHANDISING MERCHANDISING NUMBER OF ITEMS NUMBER OF ITEMS CATEGORY CHANGED CATEGORY CHANGED
-2
ACCESSORIES ACCESSORIES
11
9% 9%
0
0
CARDIGAN CARDIGAN
00
0% 0%
1
-1
DRESS DRESS
-2 -2
-15% -15%
-
0
JACKET JACKET
00
0% 0%
-
0
KIT KIT
11
25% 25%
11
--
0
0
PANT PANT
44
25% 25%
44
--
0%
0
0
PEACOAT PEACOAT
-1 -1
-25% -25%
-1
-6%
0
-1
SHIRT SHIRT
-1 -1
-6% -6%
SHOES
0
0%
0
0
SHOES SHOES
00
0% 0%
--
--
SKIRT
0
0%
0
0
SKIRT SKIRT
00
0% 0%
--
--
SWEATER
0
0%
0
0
SWEATER SWEATER
-2 -2
-18% -18%
--
TOP
1
13%
2
-1
TOP TOP
33
60% 60%
33
TOTAL
-2
-2%
3
v
TOTAL TOTAL
33
3% 3%
12 12
ACCESSORIES
-2
-15%
CARDIGAN
0
0%
DRESS
0
0%
JACKET
0
0%
KIT
0
0%
PANT
0
0%
PEACOAT
0
SHIRT
-
-11 --
-22
- --3 -3 --
-1 -1 -3 -3
-2 -2 --9 -9
PRODUCT OFFER
03.17 Main Collection Structure In E-commerce MAIN COLLECTION MAIN COLLECTION
MAIN COLLECTION E-COMMERCE MAIN COLLECTION E-COMMERCE
RETAIL PRICE RETAIL PRICE RETAIL PRICE RETAIL PRICE MERCHANDISING MERCHANDISING NUMBER NUMBER CATEGORY CATEGORY MERCHANDISING MERCHANDISING NUMBER NUMBER CATEGORY CATEGORY ITEMS ITEMS CATEGORY CATEGORY OF ITEMS OF ITEMSPORTION PORTION MIN MINAVERAGE CATEGORY CATEGORY OF ITEMS OF ITEMS PORTION PORTION SELECTED SELECTEDMIN MINAVERAGE AVERAGEMAX MAX AVERAGEMAX MAX ACCESSORIES ACCESSORIES
36
36
8%
8%
€68.90 €68.90 €185.43€185.43 €474.35€474.35
ACCESSORIES ACCESSORIES
5
5
7%
7%
14%
14% €100.70€100.70 €174.90€174.90 €222.60€222.60
CARDIGAN CARDIGAN
14
14
3%
3%
€270.30€270.30 €541.55€541.55 €789.70€789.70
CARDIGAN CARDIGAN
3
3
4%
4%
21%
21% €447.85€447.85 €534.42€534.42 €667.80€667.80
DRESS DRESS
58
58
13%
13%
€233.20€233.20 €503.68€503.68€1,547.60 €1,547.60
DRESS DRESS
8
8
11%
11%
14%
14% €458.45€458.45 €709.54€709.54€1,547.60 €1,547.60
JACKET JACKET
28
28
7%
7%
€508.80€508.80 €792.82€792.82€1,526.40 €1,526.40
JACKET JACKET
7
7
9%
9%
25%
25% €524.70€524.70 €783.26€783.26€1,219.00 €1,219.00
12
12
3%
3%
€402.80€402.80 €751.94€751.94€1,521.10 €1,521.10
2
2
3%
3%
17%
17% €402.80€402.80 €961.95€961.95€1,521.10 €1,521.10
PANT PANT
77
77
18%
18%
€180.20€180.20 €349.28€349.28 €943.40€943.40
PANT PANT
18
18
24%
24%
23%
23% €254.40€254.40 €431.80€431.80 €561.80€561.80
PEACOAT PEACOAT
24
24
6%
6%
€524.70€524.70 €874.17€874.17€1,579.40 €1,579.40
PEACOAT PEACOAT
6
6
8%
8%
25%
25% €524.70€524.70 €810.46€810.46€1,017.60 €1,017.60
SHIRT SHIRT
56
56
13%
13%
€190.80€190.80 €370.48€370.48 €773.80€773.80
SHIRT SHIRT
15
15
20%
20%
27%
27% €233.20€233.20 €447.50€447.50 €773.80€773.80
SHOES SHOES
10
10
2%
2%
€548.55€548.55 €693.77€693.77 €779.10€779.10
SHOES SHOES
2
2
3%
3%
20%
20% €728.75€728.75 €728.75€728.75 €728.75€728.75
SKIRT SKIRT
24
24
6%
6%
€182.85€182.85 €419.91€419.91 €871.85€871.85
SKIRT SKIRT
4
4
5%
5%
17%
17% €386.90€386.90 €571.74€571.74 €842.70€842.70
SWEATER SWEATER
49
49
11%
11%
€217.30€217.30 €421.62€421.62 €813.55€813.55
SWEATER SWEATER
4
4
5%
5%
8%
8% €275.60€275.60 €390.21€390.21 €588.30€588.30
42
42
10%
10%
€90.10 €90.10 €279.70€279.70 €683.70€683.70
1
1
1%
1%
2%
2% €365.70€365.70 €365.70€365.70 €365.70€365.70
430
430
100% 100%
75
75
17%
17% €100.70€100.70 €575.85€575.85€1,547.60 €1,547.60
KIT
TOP
KIT
TOP
TOTAL TOTAL
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€68.90 €68.90 €515.36€515.36€1,579.40 €1,579.40
KIT
TOP
KIT
TOP
TOTAL TOTAL
100% 100%
PRODUCT OFFER
03.18 Main Collection Category Portion In E-commerce MAIN COLLECTION CATEGORY PORTION
E-COMMERCE CATEGORY PORTION
MAIN COLLECTION SELECTED IN E-COMMERCE % ITEMS SELECTED IN % TOTAL
17%
TOP
2%
SWEATER
8%
SKIRT
17%
SHOES
20%
SHIRT
27%
PEACOAT
25%
PANT
23%
KIT
17% 25%
JACKET DRESS
14%
CARDIGAN
21%
ACCESSORIES
14% 0%
5%
10%
15%
20%
25%
30%
__ Out of 430 items only 75 items are sold in e-commerce which accounts for 17% of the whole collection. Pants take almost a quarter of all e-commerce with Shirt and Dress following with 20% and 11% respectively. Category portion is consistent with an interview with the sales associates in store suggested that pants, shirts, dresses and accessories are the most sold categories. Therefore. it is seemed to be selected in accordance with sales result.
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PRODUCT OFFER
03.19 Main Collection Price Point In E-commerce MAIN COLLECTION RETAL PRICE
E-COMMERCE RETAIL PRICE
AVERAGE
MAX
MIN
AVERAGE
MAX
MAIN AVERAGE
E-COMMERCE AVERAGE
TA L TO
P TO
T SW EA TE R
SK IR
CA RD
ES RI SO ES AC C
TA L TO
P TO
SW EA TE R
SK IR T
S SH
OE
T SH IR
AT
PE AC O
PA NT
KI T
JA CK ET
IG AN DR ES S
CA RD
AC C
ES
SO
RI
ES
TA L TO
P TO
R
SW EA TE
SK IR T
S OE SH
SH
IR T
AT
PE AC O
PA NT
KI T
JA CK ET
IG AN DR ES S
ES
CA RD
RI SO ES AC C
MIN
S
0 €
OE
0 €
SH
200 €
200 €
IR T
400 €
SH
400 €
AT
600 €
PE AC O
600 €
PA NT
800 €
800 €
KI T
1,000 €
1,000 €
JA CK ET
1,200 €
S
1,200 €
1,000 € 900 € 800 € 700 € 600 € 500 € 400 € 300 € 200 € 100 € 0 €
ES
1,400 €
DR
1,400 €
IG AN
1,600 €
1,600 €
AVERAGE PRICE OF MAIN COLLECTION & E-COMMERCE & PHYSICAL STORE
IN-STORE AVERAGE
__ The price for main collection ranges from 69 euro to 1,580 euro, 515 euro being the average. Almost the same applies to e-commerce, from 100 euro to 1,550 euro in Italian retail mark-up of 2.65. Most of the categories are similar or slightly higher in e-commerce, which would be due to the fact that only key items are selected in e-commerce.
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PRODUCT OFFER
MAIN COLLECTION MERCHANDISING CATEGORY
NUMBER OF ITEMS
ACCESSORIES
03.20 Repeated Items
REPEATED ITEMS
OFF-LINE ONLY
#
%
#
%
36
4
11%
7
19%
CARDIGAN
14
1
7%
3
21%
DRESS
58
6
10%
7
JACKET
28
2
7%
KIT
12
2
PANT
77
PEACOAT
E-COMMERCE ONLY %
#
%
0%
19
53%
1
7%
7
50%
12%
2
3%
39
67%
4
14%
3
11%
15
54%
17%
2
17%
0%
7
58%
5
6%
8
10%
11
14%
39
51%
24
1
4%
2
8%
1
4%
12
50%
SHIRT
56
8
14%
7
13%
1
2%
27
48%
SHOES
10
1
10%
3
30%
0%
5
50%
SKIRT
24
2
8%
SWEATER
49
-
0%
TOP
42
-
TOTAL
430
32
-
#
NOT SELECTED
-
-
-
0%
1
4%
20
83%
7
14%
4
8%
33
67%
0%
6
14%
1
2%
28
67%
7%
56
13%
25
6%
251
58%
__ Out of 430 items, only 32 pieces were repeated throughout the weekly visit to the physical store and e-commerce (only 7% of overall collection). This maybe due to the fact that Les Copains is changing its assortment almost on weekly basis to bring customers to the store. However, there are 56 items that were repeated over the weeks only in physical store, takes 13% of overall collection, which could be improved by presenting the same key items online to create a synergy between the two. Almost 60% of the collection, 251 items are not sold through any channel.
www.lescopains.com
PRODUCT OFFER
Accessories & Shoes:
Dresses:
03.21 Top & Bottom:
Key Looks In Physical Store & E-Commerce
www.lescopains.com
PRODUCT OFFER
03.22 Available Only in E-Commerce Out of 75 items sold online (17% of the overall collection), there are 24 items that are sold only in e-commerce taking up 32% of the assortment. This could be due to the fact that e-commerce is more focused on younger customer base, thus younger selection of colours and shapes is noticed. However, it is also due to the fact that the product assortment is not changed during the season for ecommerce, which has heavy cardigan, sweater and peacoat that are already replaced in physical store with lighter selections.
www.lescopains.com
MAIN COLLECTION E-COMMERCE E-COMMERCE ONLY
MERCHANDISING CATEGORY
NUMBER OF ITEMS
ACCESSORIES
5
CARDIGAN
3
1
33%
DRESS
8
2
25%
JACKET
7
3
43%
KIT
2
PANT
18
10
56%
PEACOAT
6
1
17%
SHIRT
15
1
7%
SHOES
2
SKIRT
4
1
25%
SWEATER
4
4
100%
TOP
1
1
100%
TOTAL
75
24
32%
# -
-
-
% 0%
0%
0%
PRODUCT OFFER
03.23 35
Suggested Main Line Items
www.lescopains.com
PRODUCT OFFER
From which selection of products are you more likely to buy? (Main Collection)
20%
Selec)on A
03.24 36 Selec)on B
80%
Survey Result Selection A
www.lescopains.com
Selection B
Services Offered In-Store
PRODUCT OFFER
04.1 __ 38
Product Presentation
www.lescopains.com
The Milan store spread out over 45 sqm is a small yet well spread out space .Throughout the store, are display racks with clothes in the middle and shadow box panels on either sides displaying accessories or some garments, breaking the customer's movement and encouraging them to stop at each rack by pushing  them to look at the clothes displayed. However, the following problems were noticed
PRODUCT OFFER
write somthing about the bags & shoes in the metal trash can (middle of the store)
04.1
Furniture used:
cheap
Product Presentation Improvable product placement
Not sufficiently Engaging
Furniture
39
Some products are displayed at a height and are not in the reach of the customer and could be missed. At some places as they are folded flat it is even unclear whether it is a shirt or a sweater or just a scarf. Also the entire display at the back of the store, has high chances of going unnoticed by a customer
www.lescopains.com
Above every rack is a shelf with a bag and at the bottom a piece of footwear both of which complement the clothing displayed and could idly be paired. Nevertheless, it feels a bit incomplete as the entire shelf generally has just one bag or shoe and is not very engaging.
The interiors of the store currently do not seem to reflect luxury and are not in sync with the brands image.
PRODUCT OFFER
04.1 Product Presentation Missing price & brand tag
Too many products
Better highlight of products
40
Some of the products in the store are not in their best condition (loose threads) and a few are even missing price tags or Les Copains brand tag making chances of a customer not purchasing higher
www.lescopains.com
Product are displayed as per print & color making it easy for the customer to locate suitable items. However, they are displayed without any breathing space. This makes it difficult for customers to read products carefully as not always does a customer specially a younger one want to move each garment on the rack to see products
The store lacks any kind of signage highlighting the product movement and most importantly the catwalk collection in-store.
PRODUCT OFFER
Language Limitation
Welcoming & Attentive
Shop assistants can speak in both Italian as well as English. However, their command on english is not as strong and could be improved in order to serve the global customer base visiting the store better.
Generally two assistants are present in store and are extremely welcoming and helpful. Each customer entering the store is greeted and assisted throughout their time in the store.
04.2
Sales Associate
www.lescopains.com
PRODUCT OFFER
04.3 Fitting Room
How it closes
The store has two fitting rooms that close with a curtain fastening which is easy to position and covers completely both length wise as well as across the door, but the curtain is a bit heavy making it a bit difficult for the older customers.
www.lescopains.com
Atmosphere
Hooks
The rooms are positioned at the back of the store and when not in use have a window allowing people to look inside. However, a sliding door covers the window making it more private when in use but also makes the space seem smaller. The rooms are painted white with even the furniture both inside as well as right outside being the same colour.
There are three hooks provided to hang garments, the length of the hook is long allowing more number of garments to be hung making them sufficient.
42
www.lescopains.com
PRODUCT OFFER
04.3
Fitting Room
Furniture
Lighting
Each room is provided with a stool under which heels are already kept to allow customers to try on the garments and understand the length in the best way. However, in one of the rooms the stool was placed right in front of the mirror obstructing the customer's view making it difficult for them to read the product completely thus increasing chances of them to leave unsatisfied without making a purchase.
The lighting is sufficient with around six LED bulbs on the ceiling and one of the rooms even has an illuminating mirror. Given that this kind of lighting tends to make a space quite hot, air conditioning is provided on the ceiling of each keeping the room cool and comfortable.
43
www.lescopains.com
PRODUCT OFFER
04.4 44 __
Duty Free & Tax Refund
www.lescopains.com
Tax refund for international customers is only available at the airport, but the sales associates are well aware of the process. Les Copains is using ‘Global Blue’ for the tax refund service, which is one of the most used brand.
PRODUCT OFFER
05.
E-COMMERCE ANALYSIS
__
__
__
About the brand and its products and services
Trying to purchase the product
Return, refund, payment and customer services
E-COMMERCE ANALYSIS
Suggestion: Gucci
05.1
LES COPAINS
46
Store Location __ Store Locations are not linked to Google maps, making it difficult for customers to know the location or locate the nearest store at a glance.
www.lescopains.com
E-COMMERCE ANALYSIS
__
05.2
Products are displayed as flat images and one needs to click on the item to see the whole. The product imagery could be improved to engage more with younger customers. Suggestion: Presenting products in more engaging way, such as using roller images / simple video
Improvable product imagery
Suggestion: Celine
www.lescopains.com
47
E-COMMERCE ANALYSIS
__
05.3
In most cases the product may be a pant, but customers are unable to recognise each item by the cover image as it displays in portrait with the pant not visible unless you click and open the full image. Often products are displayed in black & white images, making it difficult for customers to understand the product.
Cover image as per product
www.lescopains.com
48
E-COMMERCE ANALYSIS
05.4 __ Product Information & Details
49
Almost complete product technical sheets: name, product code, material composition, prices, description, colours, add to shopping bag, wish list, social media share.
Product’s Technical Sheet
Well detailed product name, however sometimes lost in translation. Les Copains
Could be improved with story-telling of the product to give reason to purchase.
Suggestion: NET-A-PORTER
www.lescopains.com
E-COMMERCE ANALYSIS
05.4
50
Product’s Technical Sheet
__ Product Information & Details Product information could be more detailed. More material information regarding trimmings, linings, decoration, closure could be added.
Suggestion: Burberry
www.lescopains.com
Details regarding the Wash and care of products
E-COMMERCE ANALYSIS
05.4
51 __ Product Information & Details
Product’s Technical Sheet
At times, the color name is hard to understand and is sometimes even incorrect EX: Peach on gold coat / black on grey pants.
Suggestion: Real colour chart for colour description and even linked to other similar colour products Suggestion: Gucci
www.lescopains.com
E-COMMERCE ANALYSIS
05.5 __ Product measurement & Sizing Guide Even though unsureness of size is the most difficulties customers face in online shopping, Les Copains does not have sizing guide or measurement chart
Fitting Room
No information about available sizes and styles. Customers are not able to figure out if the size is sold out or just size is not produced. No information about what size the model is wearing.
www.lescopains.com
52
E-COMMERCE ANALYSIS
05.5
__ Fitting room: Product measurement & Sizing Guide Suggestion: Describe in detail about product’s fit & silhouette
53 Size measurement chart in different countries The model’s measurement & size
Fitting Room
Would be better to have ‘low stock’, ‘only 1 left’ to push customers.
Suggestion: Acne Studio & NET-A-PoRTER
www.lescopains.com
E-COMMERCE ANALYSIS
05.6
Suggestion: Burberry
54
Product Images in Detail __ With images getting pixilated if zoomed combined with the lack of any moving images / videos to showcase the products customers are unable to get clarity on how the garments will fit on the body. Suggestion: Luisa Via Roma
www.lescopains.com
E-COMMERCE ANALYSIS
Les Copains
05.7
55
Product styling could be improved
Suggestion: Burberry
www.lescopains.com
E-COMMERCE ANALYSIS
05.8
Suggestion & Recommendation
56
__ No related items or suggestions, failed to maximise the chance to sell. Even though the accessories are styled with other products, there is no picture of worn image. Suggestion: Gucci & Luisaviaroma
www.lescopains.com
E-COMMERCE ANALYSIS
05.9
57
Filter Function Unable filter options allowing customers to search according to size, color, material etc or view the products in the order of latest products, price-low to high or high to low making it easier and faster for them. Suggestion: Adding features such as similar items ,recently viewed ,recommended products allow customers to compare and do things faster. Making it more likely for them to find the desired product and making a purchase
www.lescopains.com
E-COMMERCE ANALYSIS
05.10
58 __
Search Function
The Search function is not completely accurate as it can only filter the category, which can be done easily by clicking the category button. (It is because the product name is just pant / dress / belt). Even if the website is set in English, search results are in Italian.
www.lescopains.com
E-COMMERCE ANALYSIS
05.11
59 __
Share Options
Limited social media options only Facebook,Twitter & Pinterest It is good that the customer does not need to leave the page in order to share a product, a small pop up opens on the side, reducing the chances of a customer getting distracted and leaving the page. Suggestions: Add more social media options, more global (Luisaviaroma use weibo)
www.lescopains.com
E-COMMERCE ANALYSIS
05.12
60 __
Shopping
 Cart
Cart icon remains unchanged even after adding to shopping bag. Customers need to click the shopping cart button to see what is in shopping cart. The website does remember the items added earlier from a device Suggestions: Show contents of shopping bag just by approaching pointer on the icon.
www.lescopains.com
Suggestion: Luisaviaroma
E-COMMERCE ANALYSIS
05.13 __ Free shipping is available only in some countries. To complete the purchase process the customer is required to login/register, however they do have an option to continue. This helps to insure that the customer actually goes through with the purchase .
Check Out Process
There is a spelling error on the registration page. Customers need more than 9 clicks from shopping cart to final product purchased. Suggestion: Luisaviaroma make all the check out process in only one page Reduce the number of clicks.
www.lescopains.com
Suggestion: Luisaviaroma
61
E-COMMERCE ANALYSIS
05.14 __ Facilities to ease the return process for the customer, motivating them to purchase can be enhanced. EX: ‘In store return’ as provided by all leading brands today
Return & Refund Policy
To see the ‘Online form’ in order to return a product, customers need to register and log in. Which could be bothering for customers. No ‘free returns’. Delivery costs are at client’s expense and customers have to pack the product and post it. Address to return is in Italy only, which makes it hard for international customers because of the delivery costs.
www.lescopains.com
Suggestion:Gucci
62
E-COMMERCE ANALYSIS
05.15
63
Payment Options __ ‘Unclear information about available payment options. To know all available payment options customers have to read all the text. If your country is not listed, you can only make the payment via bank transfer which is too complicated for customers.
www.lescopains.com
E-COMMERCE ANALYSIS
__ Suggestions: FAQ page about full and detailed payment method information
05.15
Logos of the various methods of payment i.e Visa/Mastercard / Paypal PayPal or E-wallets could be added as payment options specially for international clients
Payment Options Suggestion: Gucci
www.lescopains.com
64
E-COMMERCE ANALYSIS
Suggestion: Net a Porter
05.16 Suggestion: Replying to customer email even if an automatically generated one at first is a must. Makes a customer feel cared for, keeps them engaged and involved.
Contact Details __ Contact details for the digital store as well as the company are easily found. However, there is no live chat or FAQ section. Thus even for the smallest doubt, the customer may have to wait hours or even days to wait for a reply which may lead to them losing interest and going elsewhere to complete their purchase.
www.lescopains.com
Set up live chat to guide customer through their purchase journey
65
66
Social Media Analysis
Social Media
Social Media
67
06.
As of March 2018, Les Copains has partnered with Milan-based social media agency Grumble Creative, established by well-known influencers Eleonora Carisi, Paolo Stella and Ivano Marino. This partnership can further be put to use by maximizing the brand's social media reach for the campaign as well as the presentation.
www.lescopains.com
www.lescopains.com
Social Media
16,675 people like the page 16,580 follow the page
06,1 Facebook Verified Facebook account Mainly use to promote the products (some without description). Improvable visual /content Improvable brand engagement (5/6 likes per pictures) Improvable brand experiences Live streaming / videos about runway collection is not available
www.lescopains.com
Social Media
06.1 Facebook Suggestion: Storytelling of the products Encourage meaningful interactions between people by creating engaging content that sparks conversations. Build a community around the brand to make audience feels more involved in the social presence. Using Facebook as one of the customer services by being responsive to messages
www.lescopains.com
Social Media
06.2 Instagram Noticeable improvement in terms of visual & content Improvable engagement rate (3.8%) & brand experiences Social Media shopping is not available & could be added Limited use of Instagram Stories Not an official account — lack of credibility
www.lescopains.com
Social Media
06.2 Instagram Suggestion: Get verified on Instagram Add Instagram shopping features Interesting & engaging Instagram stories: backstage runway preparation, interview with creative director Create a memorable hashtag that encourage customers to get involved with the brand
www.lescopains.com
CONCLUSION __ In the weeks spent analyzing Les Copains store one could conclude that the store and its functioning were completely in line with its current customers base. With women around the age of 50/60 years recognizing and stopping to look at the window as well as the product offer. However, the following analysis has been made keeping in mind the millennial customers: • Windows could be changed less often and made more engaging and interactive for the millennials • According to a customer survey done by us with 224 respondents majority tend to finalize a purchase by both web rooming and show rooming. Thus, it is important for Les Copains to enhance & broaden its e-commerce by creating a synergy between offline & online - as online only limited products are offered (No catwalk, most products offline are not available) • Millennial friendly Channels such as social media (Instagram) could be used to sell and better promote products • Offline store could be enhanced with engaging & interactive elements keeping the customers in-store longer and instigating purchase.
Acnestudios.com (n.d.). www.acnestudios.com. [online] Acnestudios.com. Available at: hDps://www.acnestudios.com/au/en/home [Accessed 18 Apr. 2018]. BurberryItalia (n.d.). Donna | Burberry. [online] Burberry Italia. Available at: hDps://it.burberry.com/donna [Accessed 18 Apr. 2018]. Carrera, M. (2018). Les Copains Teams Up With Grumble Crea6ve. [online] WWD. Available at: hDp://wwd.com/fashion-news/fashionscoops/les-copains-teams-with-grumble-creaUve-1202627003/ [Accessed 10 Apr. 2018]. Celine.com (n.d.). Official website | CÉLINE. [online] Celine.com. Available at: hDps://www.celine.com/en-it/home/? gclid=Cj0KCQjw0a7YBRDnARIsAJgsF3OeU3h0pQba6XERpV2e0Gf4CZligdzSFRZtO057iUGOI6bQfggsL80aAh92EALw_wcB [Accessed 18 Apr. 2018]. Fashionmagazine.it (2018). Les Copains accelerates on social networks with Grumble Crea6ve. [online] Fashionmagazine.it. Available at: hDp://fashionmagazine.it/ItemByCategory.aspx?ItemID=86263 [Accessed 10 Apr. 2018].
08.
Gucci.com (n.d.). Gucci Official Site – Redefining modern luxury fashion.. [online] Gucci.com. Available at: hDps://www.gucci.com/uk/ en_gb/ [Accessed 18 Apr. 2018]. LesCopains (@lescopains_official) (n.d.). Les Copains (@lescopains_official) • Instagram photos and videos. [online] Instagram.com. Available at: hDps://www.instagram.com/lescopains_official/ [Accessed 12 Apr. 2018]. Lescopains.com (n.d.). Lescopains.com. [online] Lescopains.com. Available at: hDps://www.lescopains.com/ [Accessed 24 Apr. 2018]. LesCopains (n.d.). Les Copains. [online] Facebook.com. Available at: hDps://www.facebook.com/LesCopainsOfficial/ [Accessed 12 Apr. 2018]. Loewe (n.d.). LOEWE Official Online Store - LOEWE. [online] Loewe. Available at: hDps://www.loewe.com/eur/en/home[Accessed 18 Apr. 2018]. Luisaviaroma.com (n.d.). [online] Luisaviaroma.com. Available at: hDps://www.luisaviaroma.com/it-[Accessed 18 Apr. 2018].
REFERENCES
Made-in-italy.com (2018). Italian Fashion Designers & Brands: Les Copains | Made-In-Italy.com. [online] Made-in-italy.com. Available at: hDp://www.made-in-italy.com/italian-fashion/designers-and-brands/les-copains [Accessed 29 Mar. 2018]. NET-A-PORTER (n.d.). NET-A-PORTER.COM. [online] NET-A-PORTER. Available at: hDps://www.net-a-porter.com/us/en/ [Accessed 10 Apr. 2018]. Tabita, R. (2014). Les Copains: new opening in Milan - Vogue.it. [online] Vogue.it. Available at: hDp://www.vogue.it/en/trends/shop-in-theshops/2014/03/les-copains-new-opening-in-milan [Accessed 15 Apr. 2018]. thebwd.com (2009). Hermès Scarf InteracUve Window Display 2009 by Tokujin Yoshioka - Best Window Displays. [online] Best Window Displays. Available at: hDp://thebwd.com/hermes-scarf-interacUve-window-display-2009-by-tokujin-yoshioka/ [Accessed 19 May 2018]. TheFMD (n.d.). Les Copains - Fashion Brand | Brands | The FMD. [online] The FMD - FashionModelDirectory.com. Available at: hDp:// www.fashionmodeldirectory.com/brands/les-copains/ [Accessed 29 Mar. 2018]. VogueRunway (n.d.). Les Copains Spring 2018 Ready-to-Wear Fashion Show. [online] Vogue. Available at: hDps://www.vogue.com/fashionshows/spring-2018-ready-to-wear/les-copains [Accessed 11 Apr. 2018].
Week 3
08.
When shown a picture of the window display as of 28th April 2018, of the store in Milano majority of the candidates said that they are not likely to enter the store seeing the window.
APPENDIX Questionnaire
A quesUonnaire was distributed among 60 candidates between the age group of 20 years to 40 & above. Majority of these candidates were unaware of the brand.
In order to improve the window display a themaUc window display was the
34 out of 60 candidates are more likely to buy products when displayed in a more spread out manner with less number of products.
When shown images of products from the main collecUonSelecUon A - Products already available for sale SelecUon B - Suggested products from the showroom Majority of candidates (80%) were more likely to buy something from the suggested items that could be added to the oer to aDract the millennials.
When shown images of products from the catwalk collecUonSelecUon A - Products already available for sale SelecUon B - Suggested products from the showroom Majority of candidates (75%) were more likely to buy something from selecUon B i.e. the suggested items that could be added to the oer to aDract the millennials .
08. The main reasons for candidates not to make a purchase was that they felt the garments were either not stylish enough or were not anything special or different that would make them want to make a purchase.
APPENDIX
The candidates are more likely to be influenced to make a purchase of products that have been showcased on the runway. Thus Les Copains should make a conscious effort to highlight the catwalk pieces in-store and also add them to the offer online.