COMPETITIVE SHOP REPORT
BY TONI, TALIA & ZACCAIA
S/S 2023
AN INTRODUCTION TO
The Italian brand that combines fashion, art, music and pop culture re-emerged in 2017 originally founded in 1967 by Elio Fiorucci. They offer both womens and menswear ranges, alongside sustainable ranges including their most recent collaboration with Pyratex for their PreSpring 23 collection, giving life to materials that would have otherwise ended up in landfill.
COMPETITION:
The brands we have chosen to compare Fiorucci against in this competitive shop report are Alexander Wang, Ganni and Off-White, which can all be found
in Selfridges. We have decided to compare these 3 brands to Fiorucci as they are all brands that fall within the premium/luxury market and we noticed that they all use distinctive branding in their collections, the product offer at all 4 retailers is also quite similar. In this competitive shop, we will compare their ecommerce presence, marketing strategies, SS/23 collection, sourcing strategies &
in key product comparisons.
Talia
3 new
All of the brands homepages have a drop down menu to different categories.
Fiorucci and Alexander Wang showcase their new arrivals, as well as Ganni promoting their January sale (up to 60% off).
Off-White have a link to their "Winters Most Wanted".
You can access all brands S/S 23 through the drop down menu "New In / New Arrivals".
KEY MESSAGES
Alexander Wang - promoting "best sellers" in their sales" and " year of the rabbit" inspired capsule.
Fiorucci - promoting "the Fiorucci Store" in Soho
E-COMMERCE
Zaccaia
Stand alone store in Soho. Instore via Selfridges Website. Official brand website. Social Media (Instagram Shop), Tik Tok, Apps via Selfridges and ASOS, SSense, Farfetch, Flannels.
OMNICHANNEL
Stand alone stores located in Europe (London) and the US. Instore via Selfridges, Flannels and Matches Fashion. Website, Social Media (Instagram Shop), Tik Tok, Apps via Selfridges, Ssense, Farfetch, Flannels, Net-a-porter.
Stand alone store in London (78 boutiques worldwide). In-store Selfridges, Flannels, Website, Social Media (Instagram Shop), Tik Tok, Apps via Selfridges, Ssense, Farfetch, Flannels, Neta-porter.
Flagship store in London. Instore via Selfridges and Harrods. Website, Social Media (Instagram Shop), Tik Tok, Apps via Selfridges, Ssense, Farfetch, Flannels, Net-a-porter.
"75% of internet users prefer social media to learn about products and brands"
Zaccaia
-influencer marketing hub
TARGET MARKETS
Fiorucci: 18-25
Alexander Wang: 20-35
Off-White: 18-35
Ganni: 20-35
Promoting previous and new collections (Using ig shop tags) / events (BFA's). Repost customers.
Most recently promoting their new sustainability collaboration Fiorucci X Pyratex.
SUGGESTIONS
Fiorucci's competitors all take advantage of the use of Tik Tok posting just as much on there as Instagram.
As it's the fastest growing social media platform to date, Fiorucci should begin to take advantage of this to continue growing.
Repost more customers - builds relationship/loyalty/user-generated content
SOCIAL MEDIA / MARKETING
Zaccaia
We visited our chosen brands within Selfridges and Flannels department stores. Selfridges consisted of Fiorucci, Alexander Wang and Off-White and Flannels, Ganni.
Each brand had a selection of their products including joggers, graphic tshirts, denim jackets, dresses and some accessories (bags).
VM - aesthetically pleasing, organised and precise.
Size ranges XS - L
Various materials - 100% organic cotton, elastane, polyester, denim.
COO - Portugal, Italy, China.
As the brands are stocked in department stores there isn't a large selection of products compared to the options a customer would have in a flagship store.
IN-STORE REPORT Zaccaia
Edited -
This report shows all brands entry, mid and exit prices and performance. Fiorucci have the lowest price point and out of the 4 brands sit comfortably within the market against competitors. Currently, Off-White would be Fiorucci's biggest competitor as they are performing the best with a sell out of 2.7%.
GlobalData -
On GlobalData we have researched the UK womenswear market as a whole as information on our specific brands was limited. This report shows the steady increase of the value of the luxury UK womenswear market, predicted to rise to £1.2 billion by next year holding 5% of the market.
Toni, Talia & Zaccaia BRAND PERFORMANCE
Toni
SS 23 NEW SEASON / PRODUCTS
This is a color wheel that was created on Edited its showing the most popular colours in the new in SS23 across the 4 brands. Showing black coming out on top at 710 products with pink following behind at 118. I feel when looking across all 4 websites they are all showing these colours across. Some black and grey ' s with a pop of colour in there spring/summer apparel.
WGSN has shown in a report print and colour S/S 23. Designers are opting for colors that are offering transitional and transseasonal. Making black go up 20.6% . Bright shades still making a statement this season with one of the stand out colors being bright pink and up 1.6%. The fashionability across all 4 brands are very similar keeping with these seasonal colours for 2023 and going with similar silhouettes.
Fiorucci is starting to promote there SS23 pre-spring. They are the only brand that has promoted this the other 3 brand have just had updated new in with similar silhouettes from mini dresses, cropped denim jackets and graphic t-shirts.
Toni
Fiorucci is using some ecofrinedly materials including organic cotton. There is no evidence they have set a greenhouse gas admission reduction target, They also haven't stated they will reduce chemical hazards or reduce water. The brand does not publish information about it labour policies. As a customer you have the right to know who you are buying from and what they stand for they do not release enough policies or information to inform there customers of this.
Its a start, Ganni uses a medium proportion of eco-friendly materials including global organic textile standards.Ganni has set to reduce greenhouse gases by 30% per kg of clothing by 2023.They have no set target and only recycle some deadstock materials.
Ganni's labour rating is deemed as not good enough. They have no evidence of worker improvement intitiatives. They do some sourcing from countries that have extreme risk of labour abuse. They only audit some of there supply chain.
They don't come are trying to make some changes but are not very transparent to there customers.
Unfortunately OFF-WHITE does not give enough evidence . It uses a few eco-friendly materials, it has no evidence on reducing textile waste, gas ad carbon edmissions, Labour policies. They do not publish sufficient information for there customers.
This brand provides insufficient relevant information about how it reduces its impact on people, the planet and/or animals.
The overall ethics and sustainability of these brands are very low they have not made enoguh changes to make a impact on the greenhouse admissions, reduce chemical hazadous waste, using more eco- friendly material or give there customers information to prove they are making good choices in there supply chain or looking after the workers.
Fiorucci itself has made a few changes that are better than nothing but more can definetley be done and make more of an effort to be more transparent and show the changes they are willing to make. Looking into these 4 brands, Ganni is sitting on top with trying to use a medium proportion of eco-friendly materials and looking to reduce greenhouse admission by 30% per kg of clothing by 2023
. The thing is, with luxury fashion, the higher price that you ’ re paying is for the brand itself. The logo, the personality behind it, the statement. Not necessarily for the labour and materials.
SOURCING STRATGEIES / ESG / ETHICS / DIVERSITY Toni
KEY SS/23 TRENDS:
The three key trends for spring summer 23 we have decided to include in our comp shop are Graphic tees, cropped denim jackets and branded loungewear. Here is some of the research we gathered from WGSN & Edited for these trends.
Graphic T-shirts: Placement prints continue to hold the biggest share of the pattern mix across apparel.
Cropped Denim jacket: Graphic tees have increased by 25% since last year in the topweights category. When researching the 4 brands on Edited, it showed that the most used pattern for all brands was 'graphic' with 328 products.
Denim jackets holds 17% of the denim assortment for SS/23. Techniques such as laser finishing used as a low-impact alternative to traditional printing.
Branded Loungewear:
Logomania and gender inclusive matching sweats are a key for the preppy branding trend for SS/23.
Talia
OPTION ONE: THE CREW NECK GRAPHIC T-SHIRT
PRICE:£225.00
FABRIC:100% cotton
OPTIONS AVAILABLE:2
SIZING RANGE:xxs-xl
COUNTRY OF ORIGIN:
Portugal
PRICE:£85.00
FABRIC:100% organic cotton
OPTIONS AVAILABLE:1
SIZING RANGE:xxs-xxl
COUNTRY OF ORIGIN:
Portugal
PRICE:£350.00
FABRIC:100% Cotton
100% Polyester
OPTIONS AVAILABLE:1
SIZING RANGE:xxs-xxl
COUNTRY OF ORIGIN:Not specified
PRICE:£85.00
FABRIC:100% organic cotton
OPTIONS AVAILABLE: 5
SIZING RANGE:xs-xl
COUNTRY OF ORIGIN: Portugal
Talia
PRICE:£180.00
FABRIC:78% cotton, 22% polyester
OPTIONS AVAILABLE:5
SIZING RANGE:xxs-xl
COUNTRY OF ORIGIN: China
PRICE:£125.00
FABRIC:85% organic cotton,15% recycled polyester
OPTIONS AVAILABLE: 2
SIZING RANGE:xxs-xl
COUNTRY OF ORIGIN: Portugal
PRICE:£355
FABRIC:100% cotton
OPTIONS AVAILABLE:1
SIZING RANGE:xxs-xxl
COUNTRY OF ORIGIN:Not specified
PRICE:£110.00
FABRIC:100% cotton
OPTIONS AVAILABLE:3
SIZING RANGE:xs-xl
COUNTRY OF ORIGIN:Portugal
OPTION TWO: THE LOGO CUFFED LEG JOGGER Talia
PRICE: £480.00
FABRIC: 100% cotton
OPTIONS AVAILABLE:4
SIZING RANGE:xxs-xl
COUNTRY OF ORIGIN: China
OPTION THREE: THE CROPPED DENIM JACKET
PRICE:£275
FABRIC:100% organic cotton
OPTIONS AVAILABLE:1
SIZING RANGE:xxs-xxl
COUNTRY OF ORIGIN: Turkey
PRICE: £915.00
FABRIC:Cotton 100%
OPTIONS AVAILABLE:1
SIZING RANGE:xxs-xxl
COUNTRY OF ORIGIN: Italy
PRICE:£275.00
FABRIC:100% organic cotton
OPTIONS AVAILABLE:1
SIZING RANGE:xs-xl
COUNTRY OF ORIGIN: Pakistan
Talia
Fiorucci's Strengths -
Actively use social media, specifically Instagram. Fiorucci now have their newly opened stand alone store in Soho. Trend, fashion and core pieces.
Collaborations - Adidas X3, Napaijri x2, Momento AW22, 59th Street and Desert Oasis SS22.
Fiorucci's Weaknesses -
They could be doing more for there consumers in being more transparent and being sustainable. Even showing there consumers what they are planning on doing in the next 5 years to show they are willing to make the changes needed.
To conclude, Fiorucci are quite a niche brand offering majority fashion and trend pieces. Consumer's would be buying into the brand if they feel their logo and designs suit them. Compared to their competitors, Fiorucci don't seem to be as present on platforms, therefore they could look at using more social media like TikTok. These platforms are ones that customers are using regularly. There competitors repost a lot of there customers wearing there products and this is something Fiorucci could do more of.
Toni, Talia & Zaccaia
EVALUATION / CONCLUSION
REFERENCES
WGSN Edited
Brand Websites
Brand Instagrams
Brand Tik Toks
Influencer Marketing Hub
Global Data
Toni, Talia & Zaccaia