Product Management Report

Lisa Gordon

20023836

Year 1

2020/2021

Product Management Portfolio

Heather Delanay

FU001861

1824 words

The aim of this portfolio is to show a sustainable collection for the australian brand ZIMMERMANN.

Since the Covid-19 pandemic began, we have noticed a particular evolution in the ecological well-being of the earth. That is why it is important to act now to take advantage of this opportunity that nature gave us to redeem ourselves.

Eco-friendly fashion can be a great way to reduce pollution made today according to the manufacture of tons of clothing. Indeed, more than 350,000 tonnes of clothing are discarded every year.

The main responsibility of fashion companies is obviously to change their production, distribution, marketing practices and strategies towards greater sustainability.

This iconic Australian brand has stayed true to its original vision: sophisticated femininity, a passion for detail and a love of colour and print.

Sisters Nicky and Simone ZIMMERMANN founded their namesake brand in Sydney in 1991.

I, Lisa Gordon, certified that this is an authentic piece of work. I have acknowledge all sources and citations.

BRAND POSITIONNING MAP

High prices

Low Prices

COMPARATIVE SHOP

Based on the two comparatives shops I have done for both ZIMMERMANN and CHLOE, as it is it’s main competitor, we have seen that ZIMMERMANN offers multiples choices of items, as CHLOE only propose around 10 items per section. ZIMMERMANN’s product range is highly focused on womenswear and swimwear as their main customers are women. Nevertheless, ZIMMERMANN does not proposed many accessorises in contrary to Chloe who focuses a lot more on accessorises, like bags or sunglasses. It can be a weakness for ZIMMERMANN, because CHLOE offers many more choices and are being known for their shoes and bags.

However, ZIMMERMANN has shown their capacities of doing a popular swimwear line since already a few years. It is a remarkable point for them, as CHLOE does not offers a swimwear collection yet. Still, their brand communication are both very good, they communicate their image throughout their outfits every season and still following the different season’s trends. But, CHLOE has taken over the market since many years compared to ZIMMERMANN, which was created in 1991, 20years ago only.

(See Appendices 1,2 & 3)

CUSTOMER PROFILE

ISABELLA BROWN

American, NYC, Manhattan

Age : 25

Gender : female

Occupation : Marketing,RH, fashion industry

Salary : 60k

Education : Undergraduate Colors : bright colours, pastels

LIFECYCLE

Family cycle : no children

Marital status : not married yet

Leisure activities : Yoga, healthy, travelling, sporty

Aspirations Career oriented and driven. Traveling is a high priority in life. Passion to remain with what’s trending in fashion. Has a fashion blog. Value materialistic things, cares about social acceptance and sustainability.

BEHAVIOUR

Purchase behaviour : Social status is a high priority, brand recognition is valuable, quality is a high value. Cost barriers are off concerns, no matter the price, if she likes it she will buy it.

Celebrity/ Peer Reference Group : Gigi Hadid, Kourtney Kardashian, Kendall Jenner, Miranda Kerr, Emily Ratajkowski

Favorite designer : Chloe, Miu Miu,Jacquemus, Loewe

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PSYCHOGRAPHIC PROFILE GRAPH

My consumer are between Early Adopters and Early Majority. ZIMMERMANN is a precursor brand that doesn’t follow all the fashion trends. The brand follows colour trends and shapes but always in their fashion ways.

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STYLE ICONS

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DESIGN FOCUS

MOOD & COLORS

‘There is a new appreciation of how communities around the world are interconnected. Effortless essentials, confident colour combinations and upgraded craft detailing will speak to harnessing the influence of new and previously unheard voices. Consumers have evolved to be comfort-led, with relaxed tailoring and soft femininity on the rise. Offer fresh trans-seasonal pieces that provide versatility and a luxurious ease.’

WGSN

STREET STYLE

Analysing the following street style pictures, we can see that bright colors are trending this season. Colorblock outfits with a lot of accesorises, hats, cottage styles are on all runways.

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JOYFUL EXPRESSION

Since the Covid-19 Pandemic, people have been deprived of freedom. We couldn’t get out of our homes, go to restaurant or even travel. After all, we are seeing an end with the vaccine. People can start going out again, travelling, and expressing their joy about their freedom.

This is why, for the next season 2022, colors will be expected. Colors but also prints, the end of the pandemic is synonym to beautiful days, and what better than dressing with some brand new outfits with as much as colors as we wish. Psychadelics, floral, blooms, cheekerboards are in the spotlight for the season approaching.

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SUSTAINABILITY

CIRCULAR JEAN

The industry has been quick to invest heavily in automated machinery that can reduce energy required to achieve lower-impact faded looks that consumers crave, making savings on water and chemicals used and messaging this successfully to the end consumer.

The industry is investing heavily in innovations and practices to lower leather’s impact, from safer tanning chemistry and water efficiency to traceable supply chains, zero-waste initiatives and looking ahead to regenerative farming that could vastly improve leather’s C02 footprint.

RESPONSIBLE LEATHER

WGSN Instock data shows that recycled material sports shoes saw a rise of 260% in the UK and 156% in the US YoY across S/S 20 new-ins at online retail. But using recycled materials saves around 10% of CO2 overall, according to RunRepeat reviews, so recycling is only part of an overall impact equation.

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According to WGSN

S- Well known

- Broad Market

- Profits aren’t seasonal

- Consistent designs

- Easily distinguishible

- Strong brand presence/ identity

- Influence in store

- Strong Australian market

- Distinct consumer target

- Relatable

- Active on social media

- Customer engagement/ loyalty

W- Only stores in USA, UK or France

- Small global market share

- Limited retail store experience

- Same style every season

O- Only specific products are offered

- Global expension

- Changes in production/ manufactoring

- Collaborations

- Events & experiences

- Popularity and importance of using influence

- Sustainability

- Social impact

T- Consumer priorities change due to online shopping (COVID19)

- Difficulties attracting young audience due to higher price point

- Prices of raw materials

Production

- Competition

As ZIMMERMANN’s customer are really loyal to the brand and designs, the collection for Spring Summer 2022 will respect the brand’s image all in following the newest colour trends for the next summer.

It will be all about colourful patterns, chic designs and mostly sustainability. It is a priortiy for the brand to show its devotion to sustainable ethics.

Seeing the end of a year pandemic, all we want to celebrate is freedom, because it has become an obession for us to be finally set free.

Capsule collection SS2022

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FREEDOM MANIA ’

KEY PRINTS

Linen is one of the most biodegradable and stylish fabrics in fashion history. It is strong, naturally resistant, and made from flax plant fibres, so when not dyed, it is fully biodegradable. Its natural colours include ivory, ecru, tan, and grey. Flax, the plant from which linen is made, is also extremely versatile. Every part of the flax plant has traditionally been used to create a worthwhile product—nothing is wasted, and production is cost effective.

Linen will be the priority fabric of this collection. Even thought it will be sometimes dyed (pink,blue) we will respect our sustainable commitment.

FABRICS RAFFIA

Natural raffia is a straw-like material that is gained from a palm tree. It is a material gained from our given nature and when dyed with organic dye, very sustainable : it is 100% natural and therefore biodegradable. The harvesting of the raffia palm leaves, the dying and the packing are done manually by locals with the utmost respect for the environment.

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Spring/Summer 2022 collection will be based on what our consumers liked about our latest collection, with brand new colors and shapes.

CORSET

We will still continue to work with corset because it is a key element to our brand and to the collection approaching.

LONG SKIRT

Long skirts have always been in our collections, summer like winter, we will revisit them in new materials.

WEAVING MULES

Weaving will be in the spotlight for this season. It is highly expected as the needs of consumers are colourful and psychadelic.

Mules are very trendy and will be the perfect shoes to assemble with our colourful and flowery outfits.

KEY PRODUCT SHAPES

1,250£ Best

GOOD BETTER BEST

PRICING ARCHITECTURE

Pricing strategies

Considering that ZIMMERMANN is a luxurious Readyto-wear brand, prices has to maintain high. For the SS21/22, as it is a Sustainable collection, the cost of fabrics are expensier so then the workforce. Then, I will opt for the value-based pricing strategie, as Zimmermann already does. It consist on setting a price based on how much the customer believes what you’re selling is worth.

‘Good’ is a strategy for the collection. The customer knows they are buying good quality apparel, but at a higher price then other brands, so it makes it more exclusive.

‘Better’ aims to attract the largest customer range to buy from our brand. It is the normal prices for a luxurious RTW brand. People will find it interesting to invest in these products.

‘Best’ is for our regular customers who often trust our brand with our more expensive outfits. They can consider our brand sometime more like a Couture brand than RTW.

GOOD/ENTRY BETTER/MID

The entry prices of SS22 are almost the same as SS21 because the brand price strategy has not change. The brand wants to attract new customers because of their sustainable choices but match their competitors as well.

The mid prices of SS22 have increased slightly because of the fabrics quality. The collection is all linen and organic cotton for most of the products.

BEST/EXIT

The best prices of SS22 are higher than SS21. Indeed, only the dresses are considered as ‘best’. Zimmermann is well known for its amazing dresses and has to keep it that way.

RANGE PLAN

SUSTAINABILITY

The most urgent issue facing designers and consumers today is sustainability. Innovation in materials, experimental manufacturing techniques and increased transparency in supply chains are some of the ways in which brands are tackling the environental impact and human cost of apparel production. There is a multitude of promising projects underway to adress these issues, including innovation in materials and manufacturing, a concerted effort to repair and recycle and a greater understanding of circular design.

‘ More sustainable fashion can be defined as clothing, shoes and accessories that are manufactured, marketed and used in the most sustainable manner possible, taking into account both environmental and socio-economic aspects ‘

- Dr. Brismar, Green strategy

Creating an entire collection about sustainablity is a reason to believe that change can be made and can make the difference. The brand devotion to sustainability has started a long time ago. ‘ZIMMERMANN stands for style over fashion, and our collections are designed with integrity, to last. We centre building respectful, mutually beneficial, long-term partnerships with our factories and other suppliers, based on the highest standards of ethics and professionalism. We want to protect the environment and actively choose to work with the most energy efficient and water efficient production processes available to us.’ (Zimmermann.com)

l. ITALY**

All of our footwear is made in Italy, by expert craftspeople in long established factories known for their quality. Also, all of our responsible leather comes from Italy as well.

lI. CHINA

In relation to garments, the majority(*) are made in China. The bigger Zimmermann’s factories are in China.

lII. MADAGASCAR

In Madagascar we produce raffia finished materials which are made into bags, visors and footwear uppers. This facility has been a long-term ZIMMERMANN supplier and we are dedicated to laying a solid foundation for their future participation in Nest’s Ethical Handcraft Program.

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LOOKBOOK

WINDOW DISPLAY

CONCLUSION

The purpose of this collection was to design a brand new perspective of sustainable fashion whilst being the most trendy we can. ZIMMERMANN is already a brand who has a lot of commitments to the environment. Nevertheless, the point of that collection was really to insist on the good that sustainable fashion could provide to our planet.

We have improve the material used doing this collection, and also their tracabilities. We were very meticulous about the origin and manufacture of our clothes. Also, we have tried to stay relevant to the brand’s image, re-creating their iconic dresses and matching sets. Every outfits is based on Spring-Summer 2022 trend’s, and has been created to show our customers that we can be fashion and sustainable at the same time.

APPENDICES

1) ZIMMERMANN’S COMPARATIVE SHOP

2) CHLOE’S COMPARATIVE SHOP

3) CHLOE’S SWOT ANALYSIS

- Brand Equity

S- Good Financial resources (RICHEMONT HOLDING FRANCE)

- Original fragrance line

- Strong internet presence

- Exclusivity

- Celebrity endorsment

W- Brand awareness due to high prices

- Limited informations on environmental commitment

- Price strategy

- New market - Asia

O- Menswear range

- More advertising

- More sponsor as the brand is becoming more and more popular throughout social medias

T- Competition from other new brands in the market (Zimmermann, Jacquemus, LVMH)

- Impact on the enviroment (footprint)