A/W 2017
6 MONTH / BUYING PLAN
TABLE OF CONTENTS BRAND IDENTITY 4 SCOPE & SIZE 7 RECYCLING 8 ARTELIERS 9 PRODUCT CATEGORY 10 CUSTOMERS 14 COMPETITORS 19 SWOT 24 TRENDS 26 BUYING PLAN 34 SOHO 36 BEVERLY HILLS 38 ASSORTMENT PLAN 40 OPPORTUNITY STATEMENT 43
MISSION STATEMENT “She wears things that feel right to her and reflect her personality. & Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewelry, lingerie and beauty are key for styling and just as important as clothing.�
BRAND IDENTITY & Other Stories is about empowering a woman who wants to create and tell a story through her wardrobe. & Other Stories seeks to give her that and so much more. The company has built itself as a lifestyle brand; everything a woman could want from clothing to beauty products to accessories are all under one roof. Along with wanting pieces that are both timeless and trendy, the & Other Stories customer wants her clothing and choices to be socially responsible. As such, sustainability is a fundamental aspect of the company, allowing customers to recycle old clothing and beauty products. & Other Stories is committed to making all merchandise in house, providing a more ethical and responsible production process.
SCOPE & SCALE - Opened in 2013 - Brand under H&M company - Ateliers in Paris and Stockholm - 46 stores in total / 6 in US - Carries ready-to-wear, shoes, bags, accessories, jewelllery, lingerie and beauty
SUSTAINABILITY & RECYCLING “Our aim is to create collections, with well thought-out solutions, that give people the opportunity to express their personality. The Code of Conduct explains the requirements we have on all suppliers when it comes to environmental practices and working conditions for their employees. It builds the basis of our efforts to make our supply chain more sustainable.�
ARTELIERS & ART WORK Although & Other Stories is under H&M company, they act as their own entity with H&M as a financial back bone. What makes & Other Stories unique is that they deisgn their collections in house at their atelier in Paris and Stockholm.They focus on great quality and attention to detail at an affordable price.
AW 17 READY-TO-WEAR
CUSTOMERS - 20-45 years old - City dweller - Either have a higher education degree or working towards one - Works in more creative fields - Enjoys pieces that are trendy, but she is more focused building a lasting, timeless wardrobe - Likes to mix pieces that are trendy and eclectic with more high end pieces - Environmentally and socially conscious and likes her clothing choices to reflect that mentality
35 % STRIVER 45 % ACHIEVER 20 % INNOVATOR
COMPETITORS - Similar product range - Prices and quality either matched or were lower - Similar store aesthetics and target markets - Interest in sustainability - Some stores had larger customer base and faster delivery time - Larger social media platforms
COS
MANGO
H&M
ZARA
ASOS
STRENGTHS
- Locations-good location in populated areas where fashion is explored: Regent St Oxford St Beverly Hills World Trade Center Rue Saint-Honore - Lifestyle store rather than item store - Want all elements of a wardrobe under one roof - Strong focus on accessories and beauty and RTW - Sustainability - Recycle cosmetic containers and customers receive 10% off - Textile Recycling: bring any textiles from any brand and can either be recycled, reworn, reused or upcycled - Customers are generally older and have a higher and more disposable income
WEAKNESS
- Not widely known yet - Have had problems with website and delivery - Flagrant charges - Product not being delivered on time or correctly - Fierce competition Cos, Zara, Topshop, H&M - Lower price points - Turn out new styles faster - Few stores in the US - Not much access
OPPORTUNITIES
- Open more stores to increase awareness - International markets such as the Middle East - Expanding sustainability and joining other charities - Millennials entering the workforce - Opportunities in social media, advertising and marketing - Currently they don’t promote their stories enough - Have opportunity to work with social media and tech-savvy millennials and interact with them more - Do feature looks and stories - Promote online sales since there’s few stores in the US - Create new stories happening in new cities - Offer more in stores such as makeup services and styling
THREATS
- Competitors more established and have a strong online and social media presence - Super saturated market - Fashion changes overnight - Differentiating from other brands with cosmetics - Cos offers in store makeup services - & other stories has similar products at higher price points so how do they gain loyalty? - Macroeconomics-economic downturns in countries and markets
TRENDS
RUFFLED HEMS
Key Garments: //Denim//Blouses//Knit tops//
PUFFER JACKETS
Key Garments: //Outerwear//
MATCHING SETS
Key Garments: //Trousers//Blouses//Skirts//
LUXE KNIT
Key Garments: //Knit Tops//
FULL VOLUME PANT
Key Garments: //Trousers//
OVERSIZED OUTERWEAR
Key Garments: //Coats//Jackets//
TECHNOLOGY & LIFESTYLE
- Haptic touchscreens that can mimic the feel of fine textures and fabrics. - Continued increase in the popularity of a health concious and fitness driven lifestyles (athleisure). - People continue to search for and shop at stores that not only provide good products but also do good. - People seek to spend with a perspective beyond themselves.
Focus Product Category: Ready-to-Wear Fall 2017
Planned Net Sales, Fall 2017 Est Net Sales, Fall 2016 Plan % Last Year Average Stock, Retail Inventory Turnover Planned Reductions, $ Reductions % Sales Planned IMU %
1750.0 1400.0 25% 820.0 2.13 315.0 18% 54%
August
September
October
November
December
January
Fall 2017
315.0
385.0 22%
210.0
1750.0
2.4
3.4
Net Sales % Fall
245.0 14%
315.0 18%
280.0
Plan BOM Stock Stock/Sales Ratio
784.0 3.2
882.0 2.8
840.0
Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
882.0 25.2 8% 368.2 168.5
840.0 47.3 15% 320.3 146.6
16%
3.0 882.0 47.3 15% 369.3 169.0
18%
882.0 2.8 924.0 69.3
22% 426.3 195.1
924.0 714.0 78.8
25% 253.8 116.1
12% 714.0 714.0 47.3 15% 257.3 117.7
100% 820.0
315.0 100% 1995.0 913.0
-Net Sales for Fall 2017 are planned at 1750.0, a 25% increase from last year. -The increase is planned much higher due to the opening of a 6th store in 2017. -Inventory turnover is planned at a 2.13, just slightly above the average turnover in traditional retailing.
SoHo Fall 2017
Planned Net Sales, Fall 2017 Est Net Sales, Fall 2016 Plan % Last Year Average Stock, Retail Inventory Turnover Planned Reductions, $ Reductions % Sales Planned IMU %
350.0 280.0 25% 158.7 2.21 63.0 18% 0%
August
September
October
November
December
January
Fall 2017
56.0
63.0
77.0 22%
42.0
350.0
Net Sales % Fall
49.0 14%
63.0 18%
Plan BOM Stock Stock/Sales Ratio
147.0 3.0
170.1 2.7
Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
170.1 5.0 8% 77.1 35.3
162.4 9.5 15% 64.8 29.6
16%
18%
162.4
170.1 2.7 184.8
2.9 170.1 9.5 15% 73.2 33.5
13.9
22% 91.6 41.9
184.8 2.4
138.6 15.8
25% 46.6 21.3
12% 138.6 3.3
138.0 9.5 15% 50.9 23.3
100% 158.7
63.0 100% 404.0 184.9
-Net Sales for the SoHo store are planned at 350.0 for Fall 2017 -Inventory turnover rate is planned at a 2.21, just slightly above our corporate plan in order to accomodate the higher market demand in NYC.
Beverly Hills Fall 2017
Planned Net Sales, Fall 2017 Est Net Sales, Fall 2016 Plan % Last Year Average Stock, Retail Inventory Turnover Planned Reductions, $ Reductions % Sales Planned IMU %
300.0 240.0 25% 140.2 2.14 54.0 18% 0%
August
September
October
November
December
January
Fall 2017
48.0
54.0
63.0 21%
42.0
300.0
Net Sales % Fall
42.0 14%
51.0 17%
Plan BOM Stock Stock/Sales Ratio
130.2 3.1
142.8 2.8
Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
142.8 4.3 8% 58.9 27.0
139.2 8.1 15% 55.5 31.2
16%
18%
139.2
151.2 2.8 157.5
2.9 151.2 8.1 15% 68.1 31.2
11.9
22% 72.2 33.0
157.5 2.5
130.2 13.5
25% 49.2 22.5
14% 130.2 3.1
130.0 8.1 15% 49.9 22.8
100% 140.2
54.0 100% 353.8 161.9
-Net Sales for the Beverly Hills store are planned at 300.0 for Fall 2017 -Inventory turnover rate is planned at a 2.14, which is very much in line with our corporate plan.
Assortment Plan
Planned Purchases, Retail: $1,995,000 % Total
$ Purchases
Dresses
25%
$488,750
Knitwear
15%
$293,250
Tops
25%
$488,750
Skirts
10%
$195,500
Jackets & Coats
10%
$195,500
Trousers & Shorts
15%
$293,250
100%
$1,955,000
Sizes
Knitwear Sizes % Total
$ Purchases
2
15%
$249,262.50
4
18%
$299,115.00
20%
$332,350.00
8
20%
$332,350.00
10
16%
$265,880.00
12
11%
$182,792.50
100%
$1,661,750
6
S M L XL
% Total 25% 30% 25%
$ Purchases $73,312.50 $87,975.00 $73,312.50
20%
$58,650.00
100%
$293,250.00
OPPORTUNITY STATEMENT Lacking in risks, we predict And Other Stories will have a successful six-month season in Autumn/ Winter 2017. There’s a growing U.S. market for sustainability that keeps up with fast fashion. This specifically coordinates with millennials entering the workforce. With the new store opening in D.C., we predict more stores will open in other major cities such as Miami, Dallas, and Chicago. We do not see our sales plan as a risk or a plan that will measurably overachieve. And Other Stories is relatively new to the U.S. and our plan recognizes the demands of the current market.
EMILY COLE LAUREN WERTH KALLIE MCSHANE EMILY ECKARD