images: missguided.co.uk, n.d.
Hideout
CONTENTS 2Concept 3The Brand 5
The Retail ‘Est’ model
7
The Consumer
9Competitor Analysis
10Comparative Shop Report 11Market Analysis 12Porters Five Forces Model
13Product Lifecycle
15Range Development 17Marketing Mix
18Sustainability 20Missguided’s current swimwear range
21Range Plan 23Trend Analysis 27Design 29Style
width 32Product and depth
34Size Ratio
by day 43Day sales forecast
44Day by day
Rationale
35Pricing Strategy 45Conclusion 36 Pricing Rationale
39Location 41Promotion
46Bibliography 55Appendices
Missguided x A Bikini A Day Collection 2016 (Rocks, 2016)
CONCEPT
Missguided X Hideout brings trend-led festival swimwear to Hideout Festival 2020. Targeting the 18-26 demographic, the women’s swimwear range is a collection of bikinis and swimsuits, creating a S/S 2020 collection for the fast-fashion
e-tailer, Missguided. Differentiation in design will play a key part in the success of the range, using fashion forward designs to create matching bikini sets. To inform this, competitor and trend analysis will influence range development and product assortment, whilst taking into account the product lifecycle and marketing mix. Across 7 days, the range will be available to consumers in variety of sizes and prices in line with market level; displayed in a pop-up campervan on the festival site.
images: Rocks, 2016
2
images: missguided.co.uk, n.d.
THE BRAND
Missguided is a global fastfashion retailer, selling trend-led womenswear online. Since 2009, the brand has empowered
“to be confident in themselves and be who they want to be� (Missguided, 2019). females
globally
Appealing to the 16-35 demographic, they tap directly into consumers’ demand for new, ontrend products, providing value for money clothing, footwear, accessories and beauty. Digital-first retailers have changed the fast fashion market over the last 20 years, aided by 3
In order for the pop-up range to be successful, consumers need to be aware of the brand’s existence, connect with its ethos and value what it has to offer – and the product offering should be relevant to the needs, aspirations and desires of customers (Posner, 2015:140). As a result, Missguided made the ideal brand to execute the swimwear range. The use of trend-led design reflects Missguided’s brand values, whilst targeting women of a similar demographic.
images: missguided.co.uk, n.d.
globalisation, internet penetration, disposable income and low-cost supply chains (Maguire, 2019).
4
To be a successful brand, Ander and Stern (2004) argued retailers must focus on being the
‘best’ in a dimension of
consumer demand, shown in appendix 1. It could be argued Missguided fall into multiple categories, offering a fast and efficient order service, a huge choice of clothing and all at value for money. However, at the core of the brand is on trend clothing, associated with “global influences like social media, street style, and popular culture” (Missguided.co.uk, 2019). Therefore, to fall in line with their strategy, being the ‘hottest’ is the focus of the Missguided brand.
Hottest
image: Baxter-Wright, 2016
THE RETAIL ‘EST’ MODEL Ander and Stern, 2004
Cheapest
BE THE BEST
Easiest service
Biggest choice
5
Missguided HQ (Baxter-Wright, 2016)
THE CONSUMER The targeted demographic for the Missguided X Hideout range is women aged 18-26, focusing on Generation Z and Millennials. Author, Virginia Grose (2011:23) states how the customer “is at the centre of all design developments and, simply put, the fashion business is the creation, interpretation and development of ideas to suit customers’ needs.” Whilst developing the swimwear, future trends remained the focus, taking into account shape, style and design suited to young women. Last year, Mintel (Sender, 2019) estimated the breakdown of consumer spending on clothing and accessories, revealing
49% of
spending was on womenswear. In a saturated market where innovation is imperative, pursuing a
womenswear range appeals to market demand and therefore, attracts a wider audience. Further, the range attracts specific ages; Generation Z and Millennials. Generation Z are those born from 19972012, with Millennials born from 1981-1996 (Dimock, 2019). These consumers have a specific approach to shopping; they like to discover things online by browsing Instagram or Pinterest, inspired through online mediums (Posner, 2015:115). With Missguided’s strong online presence, their trend-driven garments and accessories are designed for digitally native Millennial and Gen Z customers, making them an appropriate brand for the range’s demographic (Maguire, 2019). 7
Missguided X Playboy AW18 (Pechy, 2018)
8
images: prettylittlething.co.uk, n.d.
COMPETITOR ANALYSIS According to Mintel (Baram, 2019), the number of people going on holiday abroad and attending summer festivals has risen, and so too have the purchases of summer fashion. In light of this, a challenge the Missguided X Hideout range may face is their fastfashion competitors. Pretty Little Thing and Boohoo offer similar products, providing trend-led clothing to the 18-25 demographic, whilst mass market retailers and smaller companies are now also capitalising on ‘festival
fashion’, with many curating collections specifically for the festival season (Baram, 2019). To position the range in relation to its competitors,
competition shop report highlights the a
similarities and differences between a retailer and its competition. Price, styling and quality are reviewed, as will any promotional activity (Grose, 2011:21). This will be used to inform range development; applying market research to the garments design and pricing strategy.
9
COMPARATIVE SHOP REPOR T images: boohoo.com, n.d.
Swimsuit: £15
images: elsieandfred.com, n.d.
Tiger scoop swimsuit
images: asos.com, n.d.
images: prettylittlething.co.uk, n.d.
Top: £10 Bottoms: £12
Neon pink bandeau bikini top and high waisted bottoms
Neon pink Top: £16 flame bikini top and high Bottoms: £16 leg bottoms
Superfly print crop top and hot pants Top: £18 Bottoms: £25
10
MARKET ANALYSIS FASHION
HIGH PRICE LOW COST
BASIC Images: missguided.co.uk, n.d., pluspng.com, n.d., toyou.co.uk, n.d., logolynx.com, n.d., facebook.com, 2019, suxceedwomens.com, 2019
11
POR TER’S FIVE FORCES MODEL
To understand whether a range is potentially profitable, Porters Five Forces of Competitive Hill and Jones, 2009 Position Analysis (1979) evaluates competitive strength and company Risk of entry by potential position. By reviewing competitors the five forces shown in appendix 2, competitive rivalry could be a threat to the swimwear range, reducing Bargaining its market attractiveness. Bargaining Competitive power of power of Rivalry When conducting primary buyers buyers research into Zara’s busiest months for swimwear sales, May/June were estimated as consumers favourite time to Threat of shop (Zara Sales Assistant substitutes Interview, 2020). Although the fast fashion market has demonstrated significant growth in comparison to collections, the its high-street competitors, targeted Missguided X Hideout range retailers still provide an invaluable insight into the does find a niche; combining industry. As the festival falls swimwear and festival style in June and the promotion in to one collection. Also, for of the range scheduled to many consumers, it can be an be earlier, launching the attractive proposition knowing Missguided range before only a restricted number of the brand’s competitors people will have the same item. would establish By developing a range with a originality; theoretically, limited quantity, timeframe and in a location for ticketattracting consumers. only visitors, consumers will Although many companies be drawn to the exclusivity of appeal to festival goers with product (Posner, 2015:188). 12
images: missguided.co.uk, n.d.
PRODUCT LIFECYCLE
Fast fashion is a fastmoving industry with manufacturing and supply chains that have to operate quickly and efficiently in correspondence with trends (Grose, 2011:35). A garment’s product lifecycle is therefore typically short, as
trends grow in sales and remain popular before new fashions are introduced, changing from season to season. The four major stages include:
introduction, growth, maturity and decline. 13
images: missguided.co.uk, n.d.
As a product moves through its lifecycle, strategies relating to competition, promotion, distribution, pricing and market information must be periodically evaluated and possibly changed (Pride and Ferrell, 2008:290). Not only is the Missguided X Hideout range part of a fastfashion brand, it also has a seasonal product offering; in demand during the Spring/Summer months. Alongside a time period of 7 days, the swimwear’s lifecycle is condensed.
“Fast fashion is a fast-moving industry with manufacturing and supply chains that have to operate quickly and efficiently in correspondence with trends” 14
image: Adegeest, 2019
RANGE DEVELOPMENT Range planning involves a collaboration of the designer, buyer and merchandiser to determine a product mix. This establishes the design details of styles, required lead times for each style, and the number of phases within each range (Grose, 2011:49). Taking into account the brands current product offering, a buyer must develop, alter and maintain an
effective product mix, which satisfies target markets and achieves the firm’s objectives (Pride and Ferrell, 2008:306). As Missguided provide a variety of swimwear, the Missguided X Hideout range is a
line extension
on
previous products; altering original swimwear styles with 15 new designs.
A line extension is defined as the development of a product, closely related to products in the existing product line but designed specifically to meet different customer needs (Pride and Ferrell, 2008:306). The benefit of a line extension is distributors and buyers are likely to perceive less risk, as successful products are reinvented in line with trend analysis. Further, using a range pyramid, individual items can be categorised into contemporary, fashion and core basics. Through
inspiration from global influences and trend analysis, buyers can establish a percentage of which category the garments fall into. The Missguided X Hideout range predominantly features fashion items with a few core basic styles, establishing a product split of
70%
fashion, 30% core basics.
THE RANGE PYRAMID
CONTEMPORARY
FASHION CORE BASICS
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MARKETING MIX
A variable used to contribute to range development is the
marketing mix.
Initially established by Neil Borden in 1965, the marketing mix explains the interdependent relationship of product, price, place and promotion within successful business; getting the right product
to the chosen market at the right time for the right price (Jackson and Shaw, 2008:86). Following market positioning, the marketing mix can be developed to meet customer aspirations whilst having a competitive advantage; the route to profitability (Easey, 2009:142).
images: instagram.com, 2020
...“the right product to the chosen market at the right time for the right price� 17
To increase speed, Missguided source production of trend pieces close to the company in the UK. Ultrafast fashion retailers are able to avoid traditional retailers’ issues such as product shortages and excessive inventory, by basing large quantities of production closer to their headquarters and main customer markets (Hendriksz, 2017). Therefore, using a UK manufacturer will enable Missguided to have the range ready on time for the festival.
Nevertheless, brands are increasingly under pressure to adopt sustainable products and minimise the impact fast fashion has on the environment. For example, retailer Reformation, have adopted recycled materials in their swimwear products, using ocean waste and postindustrial plastic to form a nylon material (Kebbell, 2019). With this in mind, if the range was to continue as an annual pop-up, the swimwear could look into being created with ecofriendly fabric to provide longevity.
SUSTAINABILITY
images: Bauck, 2019
18
Plus size orange bandeau bikini top
ÂŁ10.00
19
scoop neck mix & match rib bikini top
£10.00 + £8.00
mix & match high leg boomerang bikini bottoms
£12.00
£18.00
metallic snake print scoop neck bikini top
£8.00
MISSGUIDED’S SWIMWEAR RANGE
mix & match high waisted thong bottoms
leopard print scoop high leg swimsuit square neck high leg swimsuit Images: missguided.co.uk, n.d.
£25.00 20
High-waisted bikini bottoms PRICE: £12.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
Bottoms
Hideout
High-rise bikini bottoms
SPRING/SUMMER 2020
PRICE: £10.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
Thong-style bikini bottoms PRICE: £10.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
Bikini bottoms PRICE: £10.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
PRICE: £12.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
Low-scoop bikini top PRICE: £12.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
Crop T-shirt bikini top
Tops & Swimsuits
PRICE: £12.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
Bandaeu swimsuit PRICE: £25.00 SIZES: 4-20 FABRIC: 80% Polyester, 20% Elastane
RANGE PLAN
Bandaeu bikini top
TREND ANALYSIS By understanding the lifecycle of a product, merchandisers can maintain profitable garments, which could potentially be used again the following year. Ultrafast fashion retailers make designs in small batches to test demand and if items prove to be successful, they can quickly be reproduced (Hendriksz, 2017). As part of a brands buying policy, before creating a new range, buyers and merchandisers will look back on past collections; analysing how successful the season has been for them. From this, a postmortem report is drawn up to summarise a range’s success, drawing meaningful conclusions to inform future development practices.
Miami Swim Week Monica Hansen Swimwear 2020 (fashionweekonline.com, n.d.)
23
The fashion calendar can also
contribute to the policy; highlighting key dates of fashion shows throughout the year. From this, mass market brands are inspired by influential designers and catwalk trends, creating diffused styles into affordable clothing.
New York Fashion Week 2019 Revival Swimwear (Pochin, 2019)
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“For apparel retailers, knowing what customers will want to wear next season is much more than just helpful information – it is a requirement for success.”
According to Blaszczyk and Wubs (2018:1), success in fashion involves the uncanny ability to psyche out trends and translate them into products that will win favour with the customer. Today, trend forecasters are the major providers of style information; identifying, evaluating and predicting growth in the industry’s target markets (Blaszczyk and Wubs, 2018:3). With the fashion market constantly changing, it is imperative for fastfashion companies to keep up with what the consumer wants, in order for them to buy into their products. Online trend forecasting platform
WGSN,
provides the fashion business with detailed analysis of industry trends. Image: desenio.co.uk, n.d.
25
Images: WGSN.com, n.d., vectorstock.com, n.d.
As Kim, Fiore and Kim (2013:1) state, “For apparel retailers, knowing what customers will want to wear next season is much more than just helpful information – it is a requirement for success.” Particularly, trend analysis is of interest to mass market design teams and retailers to whom speed is of the essence and time is short (Grose, 2011:34). Therefore, to inform the Missguided X Hideout range, S/S 2020 and 2021 WGSN forecasts are used to inspire design development. 26
DESIGN METALLIC PASTELS
Images: Tomlinson, 2019
Forecasted as a key print for S/S 21 swimwear, tie-dye
grew +192% YoY across S/S 19 new ins; with a contemporary adaptation from its past ‘hippy-dippy’ connotations (Maggioni and Petro, 2019). Using pastel colours teamed with a metallic shine, the print is ideal for the “glamourloving” Gen Z consumer.
ABSTRACT TIGER The “animal skin” was a core print in S/S 19, with leopard and cheetah print jumping
157%
YoY; indicating continuous development for 2020 (Watkins, 2019). Missguided X Hideout demonstrates an abstract take on tiger print, with bold true-to-form colours that establish newness of animal skin print for the coming season.
Images: 123rf.com, n.d., ohpolly.com, n.d.
27
Images: motelrocks.com, n.d.Palmer and Johnston, 2018, sewingmethod.com, 2018
ROSEWATER SHEEN Fabric and textiles have also inspired swimwear design, as the third print adopts an iridescent sheen in the Pantone colour Rosewater. Taking inspiration from
WGSN’s women’s S/S 20 textile forecast (Palmer and Johnston, 2018), pastel tones which allude to a liquid surface create a youthful, futuristic flair on festival style. 28
Images: Kennedy, 2018
STYLE The Missguided X Hideout print’s come in a variety of bikini and swimsuit styles, enabling a mix and match feature for consumers. As an extended line, the swimwear has been adapted in accordance to WGSN’s Design Development report; identifying key trend pieces for S/S 2020. According to retail data company, Edited, the bandeau top trend experienced a
52%
increase
YoY, becoming 2019’s favoured bikini style. Fashioned with high-waisted bottoms, the combination will reportedly “gain momentum as consumers covet minimalist silhouettes that can be integrated into summer wardrobes and worn in multiple ways” (Fenton, 2019). WGSN also recognised millennials are celebrating body confidence and increasingly favouring barelythere styles; reflected through the thong-style and high-rise bikini bottoms. 29
...“consumers covet minimalist silhouettes that can be integrated into summer wardrobes and worn in multiple ways”
Seen across the S/S season YoY, the bandeau swimsuit and low-scoop bikini top are classified as ‘staple’ products. Nevertheless, the continuous development of these products still need to be considered, as old formulas soon tire and quickly become dated (Jackson and Shaw, 2008:106). WGSN recognise how the bandeau swimsuit is set to gain popularity in 2020, with a high-rise leg feature that flatters all silhouettes. This adaptation is considered to be a “must-have” product for millennials (Fenton, 2018). As brands also increasingly look to Gen Z for potential market growth, the crop-top bikini is a key trend piece that “ticks all the boxes: fun and flirty, with Insta-ready appeal” (Fenton, 2019). Thus, incorporating these styles offers a balanced product mix for the target market level.
30
Image: missguided.co.uk, n.d.
Image: missguided-careers.com, n.d.
PRODUCT WIDTH AND DEPTH
In the UK, mass market retailers expanded their swim assortments by 8% YoY, with bikinis making the bulk of swimwear collections (Marci, 2019). According to Shaw and Koumbis (2017:116), product assortment varies based on numerous factors: season, location, trends and customer preferences. Once established, the line will contribute to an organisation’s product
mix;
formed through product width and depth. Width is measured
by the number of product lines offered, whilst the depth is the average number of different products offered in each product line (Pride and Ferrell, 2008:290). In order to establish a balanced width within the Missguided X Hideout range, there are 8 bikini products. Consumers can choose from a number of bikini top and bottoms in a diverse sizing range. This depth is reflected through the 3 designs, offering women a variety of mix and match options.
32
Missguided #Make Your Mark Campaign 2017 (missguided.co.uk, n.d.)
SIZE RATIO
To promote healthy body expectations, the Missguided X Hideout is available in sizes 4-20 across the collection. Currently, the brand uses size ratios from 4-16, also including plussize ranges (16-24) and tall and petite collections. In the UK and US mass market combined, petite swimwear increased 15% YoY with plus size trending up 31%, indicating the demand for inclusive swimwear will continue to grow (Marci, 2019). As a result, diversity in size is essential to cater to all body types and embody the Missguided brand.
“What customers most want from a range is for their size to be available and for the garment to fit well. Customers who can rely on a brand, shop or range’s consistency of fit will usually come back.” (Shaw and Koumbis, 2017:124). 34
PRICING STRATEGY
35
PRICING RATIONALE Image: vectorstock.com, n.d.
Shown in the competition shop report, Missguided’s competitors sell similar product ranges. As a result, the range
product line pricing strategy, taking
Images: Gittins, 2016, Bradshaw, 2018
plan uses a
into account cost differences between products, customer evaluations of different features and competitors’ prices, with the end goal to maximize profits (Armstrong and Kotler, 2007:276). Costing between £10-£25, consumers will mix and match products; theoretically, buying two items from the range to complete their look. As Missguided’s current swimwear varies between £8-£25, offering value for money pricing will reflect Missguided’s brand values. To ensure product variety, 36
buyers can also adopt a
“good, better, best” strategy; taking into account product design to offer consumers diverse pricing. In the range, the thong-style bottoms are the ‘good’ product (£10), the bandeau top is classified as the ‘better’ product (£15) and the swimsuit as the ‘best’ (£25).
In order to establish the profit margin, merchandisers will consider production costs,
Images: the-dots.com, n.d.
alongside post-mortem reports from previous ranges. Retailers traditionally work on a profit margin of around 60% on a branded item (Hills, 2020). Therefore, taking manufacturing, stock and brand values into account, the Missguided X Hideout range margin varies between 65%-70%. Ultimately, each garment has a price that is high enough to achieve a reasonable profit margin and yet low enough to keep merchandise affordable and competitive.
With the festival site open across 7 days, the pop-up will have 10 of each size, in every style available each day. Post season, any inventory leftover may see reductions; as adding the pieces online at a reduced price extends the potential of profits.
37
Image: missguided.co.uk, n.d.
LOCATION Hideout Festival is an
annual music event, hosted along Croatia’s beach cove, Zrce Beach. Home to numerous pop-up style bars across its front, over 20,000 festivalgoers attend the week-long event in June every year (skiddle.com, 2020). According to Mintel (2019), 49% of Generation Z (aged 16-19) attended a music festival in the last year, joined by
43%
of
millennials (aged 20-39). Posner (2015:108) explains how market segmentation helps enhance a company’s understanding of its consumers, positioning its brand and offering products designed to appeal to targeted consumers. Lifestyle can play a crucial role in this; clothing and style preferences are influenced by a person’s work, peer group or leisure activities (Posner, 2015:109).
Image: ratemyrave.blogspot.com, 2017
39
Zcre Beach, Croatia (ratemyrave.blogspot.com, 2017)
Therefore, by positioning the range at a festival, consumers will have broadly similar fashion traits, and as the range focuses on festivallike swimwear styles for this target market level, Hideout provides the ideal location. Additionally, to symbolise Missguided’s brand values
“girl on the go� attitude, and encompass their
the range will be captured inside a campervan; embodying travel and brand identity. Image: thecornishlife. co.uk, 2018
40
PROMOTION
As brand image is reinforced through product, pricing and the pop-up location, promotion through social media will ensure targeted consumers associate the range with Missguided. Prior to the festival, consumers can get a sense of the swimwear, with social media influencers promoting products through Instagram. Missguided influencers are
“babes of Missguided�, as their known as the
following is used to advertise gifted products.
Images: Knowles, 2019, Renee, 2019, Parsons, 2019, Ashcroft, 2019
41
Even so, over-concentration on promotion to the neglect of adequate and timely distribution can be a common feature of a flawed approach (Easey, 2009:142). Co-ordinating online advertisement correctly so it doesn’t overexpose the swimwear is a factor that needs to be monitored by the buyer.
Images: Hunt, 2018, Parsons, 2019
The aim of “celebrity� endorsement is to create a lifestyle the consumer desires, directly associated with the brand to reinforce brand image and position in the marketplace (Posner, 2015:177). This reaches potential consumers, as the influencer creates excitement around the range.
42
DAY BY DAY SALES FORECAST
43
DAY BY DAY RATIONALE Forecasting the success of a swimwear range can be a challenge, as it depends on consumer demographics, in terms of when they plan a holiday abroad in line with the climate. However, looking at trend analysis can assist buyers in creating a range’s forecast. With over a third of shoppers beginning
Images: pngtree.com, n.d., Bradshaw, 2017
their 2019 summer fashion shopping (including swimwear) in May or June, this would suggest the Missguided X Hideout range has the potential to make high sales (Baram, 2019). Not to mention, in Croatia, the highest average temperature reaches 27c, going no less than 19c. As the festival comes to an end, demand is likely to drop, as consumers will have no desire to wear the swimwear once the festival ends.
Images: WGSN.com, 2019
CONCLUSION
The Missguided X Hideout range aims to maximise
Missguided’s profits and increase brand awareness, by using
resources available and collaborating with a popular music festival. Differentiation of swimsuit design and adaptation of style provides the consumer with something new and develops a balanced product mix in line with Missguided’s
product lines. By analysing pricing strategies and retailer competitors, the range has the potential to succeed in the marketplace. As Harriet Posner (2015:192) explains, “Successful collaborative partnerships manage to build upon the power and recognition associated with each contributor, merging their strengths to accomplish something unique that could not have been achieved by each partner on their own.” 45
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APPENDICES APPENDIX 1: The retail ‘est’ model Cheapest
Hottest
BE THE BEST
Biggest choice
Easiest service 55
APPENDIX 2: Porter’s Five Forces Model Risk of entry by potential competitors
Bargaining power of buyers
Competitive Rivalry
Bargaining power of buyers
Threat of substitutes
56