4 minute read
Marks & Spencer's Comp Shop Dresses SS22
from Portfolio
Silhouettes and length
§ Most of M&S dress range is made up of midi and knee length dresses. With 30% of the range being made up of knee length dresses, with the other 70% being made up of midi dresses. The instore range features no maxi or mini dresses at all which is disappointing as ultra mini dresses were featured on the runways as a trend for s/s 22.
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§ The lack of mini dresses maybe because of M&S target market and their age, women over 50 do not tend to wear short mini dresses and instead tend to favor a knee length or midi dresses which reflects in the range. A large majority of the dresses are also A line as they are more flattering on all body types.
Dress length
Patterns
§ M&S has a large number of patterned dresses in store with 23 out of the 30 dresses being patterned meaning 76% of the dress range is patterned.
§ With 47% of the patterned dresses being floral and 23% being animal print but only 3% of the range are checked and the other 3% being black and white zig zags.
§ The high percentage of floral patterns reflects off the s/s 22 trends, with 28% of the floral patterns being blue floral designs, also reflecting the trends.
Modal price - £39.50
The most commonly seen price for this dress range is £39.50 which gives a fashionable on trend garment with some more detailing, such as buttons and elasticated waist, bring focus to the waist which ties in with the trends.
Price
Entry price - £25
With the entry price being at £25 it give a very basic but still fashionable garment with not a great amount of detail, but we still have some floral pattern which is on trend.
Exit price - £55
The instore exit price for this range is £55 which provides you with a detailed garment, with a button down front and detailed pleating and a detachable tie up belt whilst featuring the volume sleeves that are a trends.
Good better best
Good Better Best
£55 £35
§ Pure cotton
§ Regular fit
§ Knee length
§ Collared neck with button down front
§ A front pocket
§ Long sleeved with button up cuffs
§ Available in short, regular and long in sizes 6 to 24
£39.50
§ Pure cotton, durable denim
§ Available in short, regular and long in sizes 6 to 24
§ Midi dress
§ Relaxed fit, but has a tie waist to enhance
§ Long sleeves with elasticated cuffs for volume
§ Round neck
§ Button fastening on the back on the neck
§ Pure cotton
§ Relaxed fit
§ Detachable belt tie
§ Side pockets
§ Button down front
§ V-neck
§ Midi dress
§ Detailed stitching
§ Long sleeves with elasticated cuffs for volumed sleeves
§ Available in short and regular in sizes 6 to 24
Strengths:
§ Wide range of sizes available
§ Very loyal customers who they aim their clothing at
§ Follow the trends for patterns and colors
M&S SWOT
Weaknesses:
§ No mini or maxi dresses
§ Has a stigma of only being for older rich people which can be off putting for some
Opportunities:
§ Bring in some mini and maxi dresses as could bring in more customers and more profit.
§ Expand their range of silhouettes
§ Create a cheaper range, like John Lewis Anyday, to draw in a wider range of customers and get rid of the stigma of M&S
Threats:
§ Next and John Lewis have very similar dresses and they could potentially undercut M&S prices and end up taking their customers.
§ Not getting trends out as quickly as other retailers
M&S £25
§ Size 6 through to 24
§ Available in short, regular and long
§ Available in black and blue
§ Being made out of 95% viscose and 5% elastane this dress has a smooth feel to it whilst being light and breathable. The 5% elastane for the trimmings means they are stretchable.
Like for Like
Next £28 John Lewis & Partners £39
§ Size 6 through to 20
§ Only available in black
§ Only available online
§ Made from 100% cotton this dress is breathable making it perfect for the hot summer and spring weather.
§ Size 8 through to 20
§ Only available in black
§ Made from 97% viscose and 3% elastane means it is smooth, light and breathable like M&S option. Being available in a staple colour means the buyer is more likely to buy it as it is a core item.
Pricing comparison
§ This chart shows data that I have collected from M&S and their competitors for the pricing from within their dress ranges.
§ The chart shows that John Lewis & Partners have higher price points for all the categories where as M&S and Next and very close in pricing, making them very strong competitors for one another causing a risk for John Lewis & Partners as customers as they will be able to find a similar product but at a lower price in M&S or Next
Pattern comparison
§ As we can see from the chart above Next by far has the most floral patterns but lack other patterns such as checked and plain dresses, when as other stores like M&S take the lead from other pattern designs like animal print and plain dresses, which therefore could mean customers go to M&S instead of Next as they have a wider range of patterns whilst also having some plain dresses.
§ As we can see from the chart below none of the retailers have any maxi dresses with M&S missing some mini dresses too. We can also see that with all three retailers favor midi dresses over any other length with knee length dresses not too far behind.
