Creating a rental scheme for Vintage designer brand Jeàn.Vintage

rentàls

WELCOME TO JEÀN VINTAGE RENTÀLS, YOUR CURATED VINTAGE DESIGNER RENTAL GO-TO

SECTION ONE:

RESEARCH & CONCEPT DEVELOPMENT

Jeàn Vintage originated in 2020 from the founder’s lifelong love for designer vintage items and has quickly gained popularity within the designer resale market, becoming a renowned destination for exclusive items among celebrities and the conscious Gen Z customer. When purchasing from Jeàn Vintage, you are buying into a lifestyle, the idea that vintage items live to tell an individual story Sustainability, particularly circularity, is at the core of the brand as they have made it their mission to solely trade existing products already in circulation instead of producing additional clothing and contributing to the world’s second largest polluting industry.

To expand on the existing beliefs of circularity at Jeàn Vintage, a brand extension in the form of a rental scheme will be introduced, Jeàn Vintage Rentàls. The idea for this concept was sparked from my personal interest in the alternative ways of consuming responsibly and sustainably without creating new product. Although the apparel rental market is worth over $6 billion dollars globally (Statista, 2023), there is an immense gap in the market for vintage to be injected into the scene. With the ongoing cost of living crisis, consumers do not have the level of disposable income they once did allowing them to invest in luxury pieces. This has consequently steered many people over to pre-loved and rental designer; however, the industry has not seen the two concepts merged. Combining the two circular practices will set Jeàn Vintage apart from other rental competition, such as Hurr and ByRotation, as they will have a unique and exclusive product offering that isn t available at rival brands, making it their USP. The vision behind the concept is to open up the world of vintage designer to a wider audience by having prices that are budget friendly making it more accessible to customers, however simultaneously remaining environmentally friendly by having a fully circular business model.

Executive summary rentàls rentàl

The launch date of the Jeàn Vintage rentals collection will be on the 30th of September 2023, which will go live on their website and new app. The launch of the collection has been strategically planned is to coincide with the beginning of the autumn/winter season, giving customers an opportunity to book/plan outfits in advance for the upcoming party season. The launch will also fall at the end of the month, following the majority of peoples payday schedule. The planned selling period of the collection will be 26 weeks, running until March in time for the Spring Summer collection to be released. The range will feature 30 garments curated of exclusive vintage designer pieces from some of the most sought-after brands and seasons. The collection has a predicted turnover of £44,712, with an average planned margin of 23.67% achieving a profit of £10,584 at the end of the selling period. Fashion items are the largest category within the range representing 48% of the category mix followed by 30% trend and 28% core items The weekly rental rate of each item is 11 25% of the original selling price resulting in an average weekly rental price of £124.20. The largest category mixes in the collection are dresses and accessories at 38% and 22%, garments within these categories are anticipated to be the collections best sellers due to their formal appeal for events in party season. They have also been specifically chosen so customers will be more inclined to rent more than one item from the collection at a time to build an outfit as a result of the suggestive styling and in turn increase the ranges UPT.

rentàls rentàls

When the seasons rental period comes to an end, items that were available to rent will be uploaded to the Jeàn Vintage website to be purchased at general sale These garments will be sold under RRP depending on their condition due to having been included in the rental scheme. This will build a community at the brand, to circulate pre-owned and vintage items and incorporating the mission of making it more accessible.

Concept

The growing concern towards sustainability within fashion is revolutionising the way we are consuming as a society in an attempt to urgently reverse the impact fast fashion has had up until recently. With this change in attitude towards sustainability, circularity has gained traction as the restoration, resale, repair, customization and rental markets already worth over US$73bn. Utilizing existing garments is the way forward "the future of fashion is circular, it has to be" -

Stella McCartney

Jeàn

Vintage

With this in mind, Jeàn Vintage will introduce a new rental service brand extension, Jeàn Vintage rentals. The collection will launch on the 30th September 2023 and will consist of 30 carefully curated ready to wear pieces and accessories, with something for everyone and every occasion. This initiative will target treasure-seeking yet conscious Gen Z consumers who crave vintage designer items at attainable prices. The aim of the range is to make vintage designer one-offs more accessible to the younger generation and their budgets whilst expanding on the brand's core values of sustainability and circularity. Merging the two sustainable elements of pre-loved and rental is an approach that has not yet been explored on a wide scale in the market making it the concepts unique selling point.

Rentals will prevent customers from sifting and searching through online resale platforms and vintage stores and provide them with a reliable, trusted and comprehensive destination for sought after garments, available to rent for their preferred time frame.

The Jeàn Vintage Rental scheme launch will be accompanied by a physical pop-up store that will run alongside the duration of the collection, a limited concession at Selfridges and the launch of a mobile app. The mobile app and social media platforms will also incorporate styling tips for the rental pieces. Having a physical destination such as a pop-up store and concessions for customers to visit will create the omnichannel experience that the brand currently lacks due to being solely eCommerce.

Brand summary

Founded in 2020 by Casey Jean with just one vintage bag, Jeàn Vintage is an independent UK based luxury vintage ecommerce platform that has become a destination for Gen Z shoppers searching for exclusive vintage designer items. The brand is known for its unique and eclectic fashion aesthetic, which combines classic vintage styles with modern elements. Their main product offer is womenswear however also stock menswear and baby as of recent. Jeàn Vintage's collection includes a range of categories including dresses, tops, trousers, denim, jackets, swimwear, shoes, sunglasses and handbags. Jeàn Vintage's goal is to redefine luxury, by bringing an edge and a modern twist back to high fashion (Jeanvintage, 2023). The brands focus on authenticity and individuality has made it a favourite among those who enjoy experimenting with their personal style, and it has also attracted attention from prominent influencers and publications within the fashion industry. Jeàn Vintage is an ecommerce brand that ships worldwide and also currently has a concession within Selfridges for their Denim range.

Jeàn Vintage holds sustainability as a core fundamental of their brand, this is reflected through their circular approach to fashion. With each Item being sourced globally either pre-loved or from deadstock as a brand they are not contributing further to the massively wasteful and polluting fashion industry, instead repurposing and redefining existing garments. This sustainable approach has allowed Jeàn Vintage to maintain its commitment to ethical and environmentally conscious practices. Overall, Jeàn Vintage is a brand that offers a fresh take on vintage fashion whilst also prioritising sustainability

"there are just some things in life that don't come around twice"

BRAND MATRIX-

POSITIONING JUSTIFICATION-

Within my brand matrix I have included 10 brands with a mixture of vintage, rental , ecommerce and brick & mortar brands that are located in different markets such as UK, Europe, Asia and USA. I have also incorporated small independent brands as well as larger brands and third party platforms like Vestiaire Collective to represent where my concept proposal will fall into the market. I have positioned Jeàn rentals on the high end of the fashionability scale but lower on the pricing scale, this is as I aim to provide a range curated from vintage pieces that are still in line with current AW/23 trends as well as exclusive and sought after pieces that customers are searching for. Due to my concept being a rental scheme, the pricing architecture is lower than competition vintage brands such as El Cycèr and Lovers Lane as they do not offer rental schemes. The exclusivity of products plays a big role in the pricing of vintage garments therefore I have positioned brands such as Farfetch Pre-owned and Amore higher than Vintage threads for instance due to the exclusivity of the products on offer.

SWOT

STRENGTHS:

Jeàn Vintage offer a broad curated assortment of brands and products on their platform of an exclusive nature from designer archives. They have a vast selection of categories available to shop including key categories Ready to wear, Swimwear, Denim, Jewelry, Accessories, Handbags, Shoes and Sunglasses. They connect with their customer base mainly through their Instagram platform with 86.9K followers with professional, engaging and high quality photos of their products resembling the Pinterest aesthetic. Jeàn Vintage have worked with a number of reputable celebrities and influencers including Jordyn Woods, Jess Hunt, Molly Mae Hague, Tia Lineker Hanna Schönberg, Kenza and Tennessee Thresh. They have established a very strong brand identity in a short span of time. They are passionate about sustainability and offer a circular fashion model to their customers by reselling garments already in circulation.

WEAKNESSES:

Jeàn Vintage mainly capture their products on their instagram photographed individually instead of showing how they look like on or how they could potentially be styled. Customers enjoy having styling recommendations or inspiration for how their item could be styled, also giving exposure to other products on offer. Jeàn vintage also claim to be making high-fashion more accessible, and whilst it is less expensive than purchasing brand new products from designer stores it still definitely isn't accessible to everybody with prices of some products way into the thousands.

"I FEEL SO VINTAGE"

SWOT

OPPORTUNITIES:

After evaluating the weaknesses I found, I believe my concept of introducing a rental scheme to Jeàn Vintage will open many opportunities for their business model. By introducing a rental service, the brand can attract a new customer base who may not be able to afford to purchase their products but still seek a high-end experience, build on their already sustainable practices by extending the lifespan of their garments, generate higher revenue for the brand as customers who previously may only have been able to afford one purchase can now rent multiple items in turn building brand loyalty with returning customers and allowing the brand to test new products to see how they perform with customers before introducing them to their main line. There is also an opportunity to add more styling inspiration to their social media content to show the products versatility and how they could be worn.

THREATS:

The possible threats that could face Jeàn Vintage rental service are: undermining the exclusivity of the brand by renting out items may be perceived as diluting the brand exclusivity by making it more accessible and changing customers brand perception, loss of revenue as if rented pieces are favored Jeàn Vintage may lose out on sales of garments that would have otherwise been purchased, Brand image concerns as customers may return items in a poor or damaged condition leading to negative brand perception or additional maintenance expenses to sustain product quality.

"I FEEL SO VINTAGE"

PESTLE analysis

Current war between Russia and Ukraine could cause implications in the operation of my brand

As Britain is no longer part of the EU (Brexit), this may negatively affect trade between the UK and EU in terms of time and price. This could disrupt my brands sourcing strategy.

Current cost of living crisis and high inflation rates have a direct impact on consumer spending habits and customers available disposable income.

Raised interest rates

Economists believe that a recession is likely in 2023 (Forbes, 2023)

Higher exchange rates having an affect on business when it comes to overseas sourcing

POLITICAL ECONOMICAL SOCIAL TECHNOLOGICAL LEGAL ENVIRONMENTAL

Innovation in AI powered technology to be used for personalised styling for customers on the brand website

Clothing rental software services such as Reservety offering all-in-one solutions for clothing rental brands aiding with aspects such as maintaining your inventory. digital authentication available through QR codes or RFID-NFC scanning

Ensuring product authentication to prevent legal action through copyright and infringement laws, leading to a negative brand reputation

Transparent consumer rights regarding damage, loss and repairs visable on the website and in T&C's.

Gen Z and millennials, lead the rise in demand for sustainable fashion products. Change in consumption attitudes and behavior lead to alternative ways to wear and buy product, for example rental and vintage.

Movement towards utilizing existing resources, minimising production of new garments

Reducing carbon emissions and footprint through the use of green delivery, packaging and dry cleaning.

Extended Producer Responsibility (EPR) is a new piece of UK legislation, which will be coming into force in 2023 requiring businesses to change the way they collect and report data on packaging they handle.

primary research survey

I created a survey using surveymonkey.com to gather primary research for my individual negotiated project concept. It is important for me to include a mixture of primary and secondary research to inform my work to ensure variety. The data collected has supported my concept of introducing a rental scheme to Jeàn Vintage alongside guiding the direction of my range in particular.

Half of the target group surveyed were aware of the brand Jeàn Vintage I have chosen for my project. I asked if sustainability was something they considered when shopping for clothing with 50% of people responding yes, 33.3% of people responding sometimes and 16.6% no. Despite this response 100% of people stated that they had not previously rented an item of clothing but would be open to in the future. This shows that the rental of clothing is a sustainable practice that is sometimes overlooked by customers as it's not the conventional method that springs to mind.

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I next asked my target group If you were to use a designer clothing rental service, what occasion would it be for? 33% voted wedding guest, 33% also voted formal event e.g. work event, charity ball, prom etc. and 16.6% voted birthday and date night. This infomation will help mewhen curating my range and consider the events they may be hired for when selecting products for my range. I also asked which category of clothing they would consider renting and 85% of people responded dresses, therefore in my range I think dresses will be the largest product mix.

Finally I asked about the time scale of which people would consider renting an item of clothing for. 66% of people voted 3 days whereas only 33% of people voted 7 days. Initially I was going to offer 7 days as the minimum rental period however after this survey I will now be lowering It to 3 days due to popular demand. The results I have recieved back from this survey have been very helpful contributing to vital decisions in my concept and range.

Do you ever shop pre-loved or vintage?

What item of clothing would you consider renting?

How long would you consider renting an item of clothing for?

If you were to use a designer clothing rental service, what occasion would it be for?

customer profile-

MEET ANNABEL...-

Name: Annabel

Age: 23 years old, Generation Z

Gender: Female

Location: London

Occupation: Content creator, YouTube and model

Social class: Established middle class

Relationship status: Long-term relationship (lives together)

Life stage: Pre-family

Interests: Shopping, Traveling (city breaks, beach holidays, party holidays and skiing), Eating out frequently, Photography, styling and content creation for her socials.

Fashionability: Loves to stand out from the crowd with statement pieces, vibrant, unique style.

Purchasing habits: Mixes designer with highstreet, Loves to shop vintage for staple pieces, consciously shops/sells circularly using platforms such as Depop and Vestiaire Collective.

Purchasing inspirations: Social media such as Instagram, Tiktok and Pinterest, Latest Runway shows

MORE ABOUT HER:

Annabel is a young and vibrant city girl and by documenting her life and style to her social media audience on Instagram, Tiktok and Youtube she has been able to make it her '9 to 5'. With the flexibility of her job, she is always traveling whether that's on brand trips to LA for events such as Coachella or beach holidays with her boyfriend to recharge, she is always on the move. With such a busy life, her wardrobe also has to keep up. Annabel makes a concious effort to shop pre-loved and vintage as that is where she finds unique pieces that not everybody else has. With fashion playing a major part in her job, she is always wearing a new outfit to snap a pic in. In order to keep her wardrobe circular, she resells

items regularly to allow space for new in her closet. She believes her confidence and power is executed through her personal style and always is camera ready for dressy work events, date night or even local coffee shop runs.

SOPHISTICATE:

Younger individuals enjoying the city lifestyle with lots of opportunities to socialise and spend. These affluent younger people generally rent flats in major towns and cities. Whilst incomes are well above average, their level of disposable income is around 27%, restricted due to high rents (CACI, 2019). This reflects greatly on the Jeàn Vintage rental customer as it gives them access to vintage designer items without having to make that expensive commitment.

COMPETITIVE SHOP-

The visual merchandising within the permanent space located in Selfridges is appealing and eye-catching to the consumer and captures the luxurious and sleek vibe of the brand and their product offering. The clothing was organised and clearly displayed in colour order for customers to browse freely with prices and sizes stated.

HURR ONLINE PRESENCE -

Alongside in-store, HURR also have an ecommerce platform as well as an app for customers to browse their huge selection of rental items. I found both the website and app were easy to navigate and presented the garments well to appeal to the consumer, both on and off models. They also included a sustainability section on their website that informs customers on aspects such as their contribution to sustainability when choosing rental or the green steps in the rental journey from packaging to dry cleaning. I will be taking inspiration from HURR for the garment journey from customer to customer for my range.

As part of my comp shop, I decided to visit the HURR concession in Selfridges to relate to the rental aspect of my concept. HURR is a leading rental platform, viewed as the 'AirBNB of fashion' with over 60,000 products available from peer-to-peer rentals, alongside stock available directly from exclusive brand partners (Forbes, 2023). HURR allows customers to rent anything from clothing to bags to accessories for a period of 4, 8, 12 or 20 days to suit the customers needs.

They also featured a magic mirror which allowed you to browse and order all items that wasn't showcased in-store as well as dressing rooms allowing customers to try on garments before they decide to rent to avoid things such as sizing issues which I thought necessary as that is a concern for people when shopping online especially.

Most of the clothing on offer was occasionwear, what I was initially planning on focusing my collection on as it's the biggest category within rentals. I have decided to branch out and include a mixture of occasionwear and everyday wear after researching both the vintage and rental markets. I noticed HURR also offered bags and accessories for rental, this is something that I hadn't considered before my visit but will be including now after realising the opportunity.

COMPETITIVE SHOP-

During my competitive shop, I visited the brand VintageThreads concession in Selfridges, they also have a store located in Covent Garden which I have visited previously. They are renowned for their vast array of vintage designer pieces alongside reworked items. For this reason, I have conducted a comp shop against the brand to gather inspiration and intel of what they current stock offering is, vintage trends, pricing structure, available sizing and most importantly what customers are after for when seeking their latest vintage designer fix.

FENDI MONOGRAM ZUCCA TROUSERS

SIZE 8 £440

DIOR MONOGRAM TEE

SIZE SMALL £420

BURBERRY REWORKED WOOL TWO PIECE

SIZE 10 £425

I found the concession had a wide selection of products on offer including t-shirts, shirts, jumpers, jackets, dresses, trousers, skirts, bags and jewelry from a variety of retailers for both men and women. The diverse range of retailers consisted from mass market brands such as Nike and North face to high end brands Prada and Gucci. I noticed the selection on offer was very streetwear influenced compared to the other two retailers I investigated and therefore having a younger target audience in my opinion. Monogram and 'loud luxury' was also very prominent within their product selection with examples from Fendi and Dior included here. From my findings, I have decided I will be implementing monogram pieces in my range as it seems to be a staple in the vintage market.

VINTAGE THREADS ONLINE PRESENCE

The streetwear aesthetic that is displayed in store is also clearly communicated in their online presence through their instagram feed with 132K followers. They use this platform well to engage with the customer base announcing in store events, styling tips, showing behind the scenes shoots and promoting new launches and restocks, which can also be shopped on their website. I found that most items available in-store I was also able to find online. The website is easy to navigate with filters to aid your search through brand, size, gender, category and price. Vintage threads do not currently have an app.

"With sustainabiity at the core of our brand, we aso love givng cothes that we find on our travels that have minor defects a whole new life through our hand-stitched VT Rework collections" (vintagethreads, 2023)

COMPETITIVE SHOP- LOVERS LANE LONDON ONLINE PRESENCE -

Finally, I decided to visit Lovers Lane London in Portobello Road as my final comp shop comparison. I discovered this brand through social media and decided to use it in my comp shop as it has a very different business model to my brand and the two I have already used in my comp shop as they only have a brick and mortar store. Despite this, they still have the same USP of selling vintage designer garments and therefore it relates to my concept. Lovers Lane London prides themselves on being the ‘home to some of the most iconic and important archival designer pieces from the last 100 years’

Lovers Lane London don't have a website or app and they have stated they don't plan on introducing one into their brand. They do however offer free virtual appointments to their customers via FaceTime or Zoom. They use their instagram profile with 15.1K followers to showcase the current product offering through photoshoots. They also have tiktok with over 5K followers where they post sneak peaks of whats new in the shop.

I found the shop had a very intimate and boutique feel to it. They had a huge array of stock available with vintage items dating back to the 1970's up to the late 00's. I found that the stock available at Lovers Lane was very dressy compared to vintage threads which was more of a streetwear vibe. The shop was seperated into rails which each had their own category of clothing, I noticed they stocked a large amount of corsets and maxi dresses which is a big trend this year. They also featured a large amount of sheer items in their offering. The main designers I picked up on in the store was Dior, Gucci, Jean Paul Gaultier, Dolce & Gabanna, Chanel and Roberto Cavalli. I also noticed they had an equal mixture of SS and AW items available. The pricing at Lovers Lane was much higher than my brand Jeàn Vintage and competitor Vintage threads, however they did have very exclusive garments that accompanied their pricetags.

D&G AW/10 Knit corset £1850

JPG Dress Circa 1990 £2495

Gucci Tom Ford flares 2000 £2950

SECTION TWO:

RANGE BUILDING

rentàls moodboard

quantity

"THANKS, IT'S RENTED"

#BoudiorDressing

KEY ITEMS

CORSETS

Playing into the key trends of #BoudiorDressing and #UnderwearOuterwear, Corsets have gained exposure on the catwalks as well as online. Corsets continue to increase on the catwalks, up 22% YoY for A/W 23/24 and 20% online (WGSN, 2023) Corset-inspired styling details are engineered into tops and dresses, sheer and lace fabrications are a must for this item(WGSN, 2023).

MAXI LENGTH

#BoudoirDressing shows up as one of the leading trends of the season. The intimates category is increasingly crossing over into everyday fashion, with designers tapping into this core trend from the styles, colours and fabrics used in their collections. Classic boudoir fabrics such as satin, silk, lace and sheer materials emphasise the lingerie look (Martellini, 2023) and styles including corsets and slip dresses.

While dresses maintain a stronghold of the product mix at 22%, skirts rank directly behind them for the first time in A/W, after a 15% YoY increase. (WGSN,2023). The maxi length is proving to be dominating the length share in the AW/23/24 catwalk with a 6.3% increase YoY for maxidress searches online, this is also steadily translating over to skirts with the long/maxi length holding 21% of the length share compared to 18% in AW22/23 (WGSN, 2023).

Lace has been rapidly gaining momentum at the AW 23/24 fashion weeks due to the intimates category having a continued influence on apparel collections, following on from SS/23. Lace in black especially is prominent this season tapping into the #GrungeRomance trend.

key fabrics

With the use of intimates-derived fabrics in apparel is growing this season, mesh has increased by 45% YOY. (Martellini & Spaulding, 2023). #BoudiorDressing shows up as one of the leading trends of the season. It can be seen all over the catwalk in dresses, skirts, tops and trousers making it a key fabric for AW 23/24.

With metallics being a staple of the season, especially for evening and occasion wear, lamé is a material to tap into. Using this fabric to apply metallic finishes to garments will elevate items to give them a party appeal. This is relevant for tops, dresses, jackets, outerwear, separates and accessories.

colour palette

For the AW 23/24 season, there will be a stronger focus on versatile colours, with shades that work across different occasions while also having cross-seasonal appeal (Maggioni, 2021). The Jeàn Vintage rentals range will feature a flexible and yet ontrend colour palette that ultimately represents longevity and circularity.

Black

Black continues to dominate the colour mix this season holds the largest share at 45.5%, increasing by 13% YoY (Martellini & Spaulding, 2023). The range will combine the colours timeless appeal with AW/23 key fabrics including lace and sheer for intimates-inspired #BoudiorDressing. Black will hold the largest mix in the range.

Metallics

As seen highlighted at AW fashion weeks, metallics can be spotted this season following on from the previous season. Metallics were underlined as an occasionwear mainstay (Byrne, 2023). The range contains gold to show opulence and glamour.

Dark Brown

Sepia emerges with growth of +26% YoY as a nature-inspired dark tone to rival black, and as a timeless all-around neutral (Cupido, 2022)Use this shade for enhancing core items.

Range justification

The range created contains a 30 options with a variety of dresses, tops, bottoms, outerwear and accessories in order for the customer to create a plethora of versatile and diverse outfits fit for a multitude of occasions. The garments have also been selected in an autumnal colour palette that is relevant to the key A/W 23/24 colours for the season including black, blue, dark brown, khaki green and gold. The collection gives the customer the option to rent the entire outfit in ways that it has been styled on the website/social media or to rent singular items and outfit them with existing products to compliment their wardrobes. The fabrics incorporated also tap into the key trends of the autumn/winter season such as #Boudiordressing, including lace and sheer fabrications. With the collections launch date being the 30th September 2023, these AW/ 23/24 trends are relevant for the range and it's time of launch.

Brand: Yves Saint Laurent

Year: AW/1991

Name: Yves Saint Laurent Rive

Range Plan

Brand: Gucci

Gauche Gold Lamé Silk Hooded Cutout Evening Dress

Composition: 74% silk, 26% polyester

Country of origin: France

RRP: £3790

Rental price: £273 PW

Year: AW/1999

Name: Gucci by Tom Ford black

floral lace flared trousers

Composition: 71% Rayon, 12% Cotton, 10% Nylon, 7% Polyester

Country of origin: Italy

RRP: £1980

Rental price: £190 PW

Brand: Dior

Year: SS/2000

Name: Christian Dior by John

Galliano black lace and silk

evening maxi dress

Composition: Lace & Silk

Country of origin: Italy

RRP: £2900

Rental price:

Brand: Dolce & Gabanna

Year: SS/1998

Name: Dolce & Gabbana Sheer

Black Mesh Madonna Mary Charm Mini Dress

Composition: 66% cotton, 34% lycra

Country of origin: Italy

RRP: £2050

Rental price: £164 PW

Brand: Roberto Cavalli

Year: AW/2000

Name: Roberto Cavalli

Sheer Silk Leopard High Slit

Ruffle Gown Dress

Composition: 100% Silk

Country of origin: Italy

RRP: £2700

Rental price: £194 PW

Brand: Dior

Year: AW/2000

Name: Christian Dior Leopard

Print Ostrich Mini Saddle bag

Composition: Canvas and ostrich

leather Country of origin: France

RRP: £1,595

Rental price: £153 PW

Brand: Thierry Mugler

Year: SS/1985

Name: Thierry Mugler gold

metallic bustier corset

Composition: 67% Silk / 33

Polyester

Country of origin: France

RRP: £620

Rental price: £69 PW

an

Brand: Fendi

Year: SS/2000

Name: Fendi FF Logo Belted Mini Skirt

Composition: 100% polyamide

Country of origin: Italy

RRP: £215

Rental price: £24 PW

Brand: Dior

Year: AW/2002

Name: Miss Diorella

Denim Saddle Bag

Composition: Denim

canvas and leather

Country of origin: Italy

RRP: £1030

Rental price: £115 PW

Brand: Dior

Brand: Versace

Year: SS/1994

Name: Versace safety pin detail

split leg maxi skirt

Composition: 100% Viscose

Country of origin: Italy

RRP: £645

Rental price: £72 PW

Year: AW/2001

Name: Christian Dior By John Galliano 'Miss

Diorella' Denim Corset

Composition: 72% Polyamide / 12% Elastane /

16% Cotton

Country of origin: Italy

RRP: £585

Rental price: £66 PW

Brand: Chanel

Year: SS/1994

Name: Chanel Logo Pocket Oversized Jeans

Composition: 100% cotton

Country of origin: France

RRP: £1650

Rental price: £158 PW

Brand: Fendi

Year: Circa. 2000

Name: Fendi black

sequin baguette bag

Composition: Satin, Leather and Sequins

Country of origin: Italy

RRP: £875

Rental price: £98 PW

Brand: Fendi

Year: Circa 1990's

Name: Fendi zucca

monogram straight-leg jeans

Composition: 100% cotton

Country of origin: Italy

RRP: £310

Rental price: £35 PW

Brand: Thierry Mugler

Year: AW/2011

Name: Thierry Mugler paneled

tulle-trimmed twill blazer

Composition: Wool, viscose, polyamide and elastane

Country of origin: France

RRP: £995

Rental price: £111 PW

Range Plan

Brand: Gucci

Year: SS/1998

Name:Tom Ford for Gucci black sheer net monogram corset top

Composition: 62% cotton, 23% polyamide, 15% polyester

Country of origin: Italy

RRP: £520

Rental price: £58 PW

Brand: Fendi

Year: Circa 1990's

Name: Fendi sheer mesh zucca monogram black

t-shirt

Composition: 92% polyamide / 8% elastane

Country of origin: Italy

RRP: £230

Rental price: £26 PW

Brand: Louis Vuitton

Year: SS/2001

Name: Louis Vuitton X Stephen Sprouse green

graffiti pochette

Composition: Coated

canvas and Cowhide

leather

Country of origin: France

RRP: £800

Rental price: £90 PW

Brand: Dior

Year: AW/2001

Name: Christian Dior by John Galliano 'J'Adore Dior' tank top in black & khaki green

Composition: 100% cotton

Country of origin: Italy

RRP: £320

Rental price: £36 PW

Brand: Dior

Year: Circa 1990's

Name: Christian Dior brown

fox fur oversized coat

Composition: 100% fox fur

Country of origin: France

RRP: £1,600

Rental price: £154 PW

Range Plan

Brand: Louis Vuitton

Year: Circa 1990's

Name: Louis Vuitton nano

speedy bag

Composition: Canvas and Cowhide leather

Country of origin: France

RRP: £550

Brand: Chanel

Year: Circa 1990's

Name: Chanel Gold Quilted Mini Classic flap bag

Compos Country

RRP: £1,3

Rental p

Brand: Versace

Year: AW/1997

Name: Atelier Versace by Gianni Versace sheer black mesh cross beaded

strapless dress

Composition: Silk & Nylon

Country of origin: Italy

RRP: £990

Rental price: £111 PW

Brand: Dolce & Gabanna

Year: Circa 2000's

Name: Dolce & Gabbana

Graffiti Logo Mid-rise

Bootcut Jeans

Composition: 100% Cotton

Country of origin: Italy

RRP: £265

Rental price: £30 PW

Rental price: £62 PW

Brand: Dior

Year: AW/2002

Name: Christian Dior by John Galliano J'Adore

Varsity Logo Jacket

Composition: Cotton and Leather

Country of origin: France

RRP:£1,300

Rental price: £146 PW

Range Plan

Brand: Chanel

Year: AW/1998

Name: Chanel CC logo

embroidered wide leg jeans

Composition: 100% cotton

Country of origin: France

RRP: £825

Rental price: £92 PW

Brand: Louis Vuitton

Year: SS/2005

Name: Louis Vuitton denim

monogram neo speedy

Composition: Denim and

cowhide leather

Country of origin: France

RRP: £890

Rental price: £100 PW

Brand: Chanel

Year: AW/1995

Name: Chanel CC logo

black long sleeve crop top

Composition: Nylon 80%,

Spandex/Elastane 20%

Country of origin: France

RRP: £810

Rental price: £91 PW

Brand:Versace

Year: Circa. 1990

Name: Gianni Versace Black Faux

Curly Lamb Fur Iconic Micro Mini Skirt

With Gold Crystals

Composition: 100% polyester

Country of origin: France

RRP: £375

Rental price: £42 PW

u t f i t b u i l d i n g

The colour mix selected for the AW/23 Jeàn

Vintage rentals range incorporates a mixture of core and versatile hues that have directly been inspired by current trending colours for the season. Although major trends such as metallics are present in the assortment, gold only represents 10% of the 30 piece range as a key aim behind the chosen colour palette was to ensure garments hold the ability to remain on-trend across future seasons and not appear dated to further endorse the circularity messaging behind the range.

Black holds the largest mix in the range's colour assortment at 47% due to the rise of the darker aesthetic in the AW/23 season, led by black. Black is a season-less colour and offers the longevity consumers are craving, suiting the range accordingly. Online shopping searches containing the colour have also risen 9% YoY (WGSN, 2023).

The colour mix within the range is perfect for the target consumer as it features commercial and trending colours for the season attracting younger, trend-led, Gen Z individuals whilst also remaining in line with the core brand values of circularity.

o d u c t f a s h i o n a b i l i t y

pricing architecture

£24-75 PW

£151-275 PW ENTRY MID EXIT

£76-150 PW

To ensure that the Jeán Vintage Rentals range appeals to a wide target audience, the range has an entry price of £25 per week and options up to £275 per week depending on the exclusivity of the item and the brand in question.

The majority of the collection falls between the entry and mid pricing category as a key aim of this collection is to make vintage designer more accessible for all customers to enjoy whilst remaining budget friendly. Despite this, there is a combination of everyday wear and occasion wear across each price banding to ensure variety for all customers.

The pricing architecture shows the cost of the garments per week. The weekly rental rate of each garment in the collection is based upon the average resale price of the same/similar garments. The weekly rate of rental is 11.25% of the items value.

The range will be allocated into 3 tiers, Grade A Jeàn Vintage's ecommerce website, Grade B the concession in Selfridges and Grade C the Pop-up store. All garments within the collection will be available to rent through the brands website. Grade B will be a curated selection with the Selfridges target customer in mind. The majority of this assortment will be dressier, quieter luxury, occasion wear pieces with mid to exit level price ranges to appeal t th Selfridges consumer. The store assortment will inclu more casual, everyday w pieces compared to the available at the Selfridge concession. The streetwe inspired asthetic of the c will appeal to the younge led target market at Jeà Loud branding and logos will be more prominent here.

Circularity

As consumers become more engaged and aware of sustainability issues within fashion, circularity will be the key that unlocks the door to a more sustainable future for the industry (McKinsey, 2022). Jeàn Vintage Rentals scheme will enhance on the brands existing outlook on circularity by utilising existing products in circulation and repurposing them for rental, extending the garments lifecycle and further closing the loop by having a significantly smaller environmental footprint than buying new items.

The rental scheme aims to release two collections per year, Autumn/Winter and Spring/Summer. Once each seasons rental period comes to an end, items that were previously available to rent will be uploaded to the Jeàn Vintage website to be purchased at general sale. These garments will be sold under RRP depending on their condition due to having been included in the rental scheme. This gives customers that have rented an item from the collection and fallen in love with it the opportunity to add it to their own wardrobe. This will build a community at the brand, to circulate pre-owned and vintage items and incorporating the mission of making it more accessible.

SECTION THREE:

RANGE SALES PLAN

This is the merchandising sales plan created for the Jeàn Vintage Rentals range. The collection features 30 options across 5 different categories at a planned margin of 40%. Due to the nature of the collection, the garments will be available online for 26 weeks running from September to March for the autumn winter season. As the total buy units for each line is only one, this reflects in the planned rate of sale and number of stores it is available in. The delivery dates for the range are staggered from the 13th to the 21st of September, arriving 1-2 weeks prior to the launch. The total cost to buy the 30piece range is £16,558 with the total buy at retail being £33,115.

Rental sales plan:

After creating a merchandising sales plan to purchase the item for the rental collection, a rental sales plan was made in order to calculate the estimated margin for the range.

The average weekly rental rate for each item is 11.25% of the original retail selling price. As the range is available for 26 weeks, the estimated number of rentals per item is 12. From this information, before any costs involved the range is predicted to make a turnover of £44,712. The total cost to buy the 30-piece range is £16,557.60 and then having to factor in the additional costs for handling per item per rental. The costs taking into consideration were logistics, packaging, cleaning and process & repairs, which total to £33.00 per item per rental. The handling costs equate to £11,880 for the entire range to be rented 12 times. This makes the average total of the range after cost price and rental handling costs are subtracted £16,274.40, creating a average planned margin of 23.67% and achieving a planned profit of £10,584.

Below is an example of a specific item in the range:

SECTION FOUR:

SOURCING STRATEGY

PRODUCT SOURCING:

To source product for the rental range, Jeàn Vintage will use their existing vendors and connections they have built existing relationships with previously such as AlFintage, a designer vintage vendor that also offers a sourcing service based in Nantes, France.

Alongside their existing personal connections, garments will be sourced through mainstream methods including: existing resale platforms (Vestiaire Collective, 1stDibs, Ebay, Depop), Physical vintage/charity stores and flea markets (London, Paris, Milan etc.), Kilo sales, Carboot sales, private auctions etc.

Certain items that will be included in the rental service are stock that is already available at Jeàn Vintage therefore, will be offered as part of the rental service instead of general sale.

Another avenue of sourcing for the brand is their "Sell&Swap" initiative. Their aim is to build a community, to circulate preowned and vintage (JeànVintage, 2023) This allows customers to swap vintage designer items for cash or store credit, they could even be items previously purchased from the brand

PRODUCT TRANSPORTATION:

As products being sourced will be coming from within the UK and mainly from nearby European countries such as France and Italy, garments will arrive via road as it is the most costeffective and least environmentally impactful mode of transporting goods.

Transporting via road has significantly less CO2 emissions than other types of transport such as by ship or air. This is possible when sourcing from the UK/Europe as they have a short lead time and will usually arrive within 1-2 days.

WEEK 1

rentàls

Create initial plan for

what the range will contain so the team have an idea what to look out for

WEEK 2&3

Searching and sourcing product through online vendors, platforms and channels

WEEK 3&4

Buying trips to European cities (mainly Paris and Milan) to source exclusive product

WEEK 5

Prices negotiated before final purchase

g s t r a t e g y critical path -

WEEK 6

Product shipped by road from UK , France and Italy

Garments arrive at Jeàn Vintage HQ

All garments quality checked on arrival

WEEK 7

All garments are authenticated and fitted with an individual authenticity QR/RFID-NFC digital scanable tag

WEEK 8

Ecommerce imagery and promotional images for instagram are shot

WEEK 9

Collecion is uploaded to website ready for the launch

COLLECTION LAUNCH DATE: 30TH

SEPTEMBER 2023

PRODUCT: AW/1997 Atelier Versace by Gianni Versace

sheer black mesh cross beaded strapless dress

RRP: £990.00

Cost price: £495.00

Rental price: £111.00 Per Week

990 ÷ 1.2 (VAT) = 825

825 - 495 (Cost price) = 330

330 ÷ 825 = 0.4

0.4 X 100 = 40

Planned Margin = 40%

Packaging

CIRCULAR PACKAGING-

Just like the circularity featured in the rental range itself, circularity will also be present in the packaging used to transport the range between customers. RePack is a Helsinki born brand that have created a solution to wasteful single-use disposable packaging with recycled polypropylene reusable alternatives. This concept eradicates waste as packaging is designed to be used and reused over and over again until eventually it is recycled, completely closing the loop. Incorporating RePack to Jean Vintage Rentals will further align with Goal 12 of The UN sustainable development goals, responsible consumption and production. The packaging used to send the rental garment out to the customer will be the same one they use to return the garment in, from here the same packaging will be used over and over again between customers as it is designed to last. This method will minimise the brands carbon footprint and mirror the circularity within the collection itself.

Repack has already been adopted by many clothing brands including John Lewis, Levi's, Decathlon and GANNI who use it for their rental scheme also. Repack offer businesses a specific option for Re-commerce usage, allowing businesses to rent postage bags for a monthly fee based on contract length and the volume needed.

Cleaning

For the cleaning of garments between each customer, Jeàn Vintage Rentals will use Oxwash, a B-corp certfied commercial laundry service. Oxwash work with a multitude of companies in different sectors including hotels, hospitality, hospitals, schools, offices, construction and of course fashion. Oxwash operates a circular economy model by significantly reducing water, chemicals and energy usage in their washing and fulfillment process alongside achieving carbon neutrality with each order, from the processing and packaging to powering the electric cargo bikes used for collection and delivery (Oxwash, 2023). Alongside their sustainability stance, they also align logistically with the rental scheme concept as they operate a 48-hour turnaround for circular fashion renters.

Each clothing item is treated with ozone to destroy smells, germs, bacteria, and other contaminants - a must for second-hand and rented clothing. Cleaning delicate materials, especially when they are designer vintage oneoffs can be risky however with Oxwash's ambient temperature washing this ensures dresses, suits, and jackets maintain their shape, size and brightness. They also guarantee no colour run, no shrinkage and no degradation during their cleaning processes so absolute confidence can be assured when handling the garments in the Jeàn Vintage

rental range

product passports

Technology such as RFID/NFC tags and QR codes are increasingly being incorporated in the fashion industry to enhance the customers experience. RFID tags can be attached to clothing items, allowing retailers to track inventory and manage their supply chain more efficiently as well as being scanned by customers to access more information about the product in question, such as its origin, materials, and care instructions. All Jeàn Vintage Rental garments will be embedded with RFID tags which can be easily scannable with a smartphone. A notification will pop up on their phone when the tag has been detected and this will lead to a individual digital product passport for each item. This tag will display to the customer information on the product such as the year it was produced, the season it is from, it's country of origin, the products composition, how many times the item has been rented and most importantly verify the products authenticity. Authentication is a key element in luxury resale and integrating this aspect with technology into the rental range will improve efficiency, transparency, customer engagement and peace of mind.

Luxury clothing brand Moncler have already adopted this initiative by embedding NFC tags into the logo's on their garments to prove their authenticity.

SECTION FIVE:

MARKETING STRATEGY

The brand extension to Jeàn Vintage of introducing a rental scheme will be solely womenswear to begin with. The 30-piece vintage designer range will feature a mixture of casual, everyday wear and formal, occasionwear pieces from luxury designer archives dating from 1985-2011. The brands that feature in the rental range include Chanel, Dior, Fendi, Louis Vuitton, Gucci, Dolce&Gabanna, Versace, YSL, Thierry Mugler and Roberto Cavalli. An selection of dresses, tops, skirts, bottoms, jackets, coats and bags will be included within the ranges assortment. This curated collection of exclusive vintage archival pieces will ensure nobody will ever be in the same outfit as you. Jeàn Vintage Rentals is a one of a kind destination for conscious consumers as although rental is a popular avenue, the rental of vintage designer garments is yet to be accomplished by competitors.

A key aim of the Jeàn Vintage rentals range is to make vintage designer more widely accessible, as the growing demand of this market has seen prices increase rapidly due to exclusivity. Introducing the rental scheme will propose an additional revenue stream for the business besides their general sale. The pricing of the rental items will be 11.25% of the items original selling price per week, which is lower than competitors weekly rates. Rental pricing of this collection starts at £24 per week and has an exit price of £273 per week. Due to the exclusive appeal of the collection, customers are willing to pay these prices to have access by renting the garments their budgets could not otherwise afford. It is important the pricing architecture is accessible to appeal to the target customer and overall a wider audience.

PRODUCTPRICEPLACE -

The rental collection will be available to rent through the Jeàn Vintage website. Alongside the website, the launch of the collection will be accompanied by the launch of the Jeàn Vintage Rentals app, available to download to mobiles through the apple store and google play store. The app will be exclusive to the rental collection and will enable customers to browse the collection and its availability at ease from their phone. A limited consession within Selfridges as well as a stand alone Jeàn Vintage Rentals stand alone pop-up store will run alongside the selling period of the rental range. Having a physical destination for customers to shop allows customers to try garments on before renting which will introduce the omnichannel experience that the brand currently lacks due to being solely eCommerce.

PROMOTION -

Promotion will be a key factor for the success of the rental range at Jeàn Vintage as it is a new concept, the brand needs to inform existing customers as well as attracting new customers through the use of marketing. Avenues Jeàn Vintage will use to market the launch of the rental range will be social media marketing through the use of platforms such as Instagram and TikTok, Influencer marketing by collaborating with creators that have a suitable following and target audience, website marketing , email marketing, word of mouth and a launch event at the Jeàn Vintage rental pop-up. Using a variety of marketing tactics will amplify awareness around the new brand extention.

website marketing

WEBSITE MOCK UP-

Rentàls

rentàls

THE SHEER EDIT

AW/ 23/24: SHEER HAPPINESS

Versace sheer black mesh cross beaded strapless dress

RENT FROM £111

Tom Ford for Gucci black sheer net monogram corset top

RENT FROM £58

Dolce & Gabbana Sheer Black Mesh

Madonna Mary Charm Mini Dress

RENT FROM £164

This is an example of how the Jeàn Vintage Rentals range will be portrayed on the brands website. There will be a tap at the top of the website that will allow you to access the Rental range exclusively. There will be a drop down menu to sort through the collection alongside filters such as the price and availability of the items. Just like in store, Visual merchandising is also key online for a successful collection. Items of similar aesthetics, trends and colours will be grouped together using the rule of 3 technique. Each item will be presented on a white backdrop to not take any attention away from the garments themselves, and will be accompanied by their names and "rent from..." price. Further information will be available on the product when the customer clicks through.

social media marketing -

The main platform the Jeàn Vintage Rentals scheme will be promoted on is Instagram due to the brands current success on that app with 87.7K followers. A mixture of techniques will be used to push the launch including a count down grid post to inform customers of the new scheme, influencer marketing, customer generated content and styling inspiration.

Grid posts, story posts as well as Instagram shop will be utilized in the promotion of the range on Instagram. Something new that will be incorporated into the marketing of this range is styling tips on how to style the garments in the rental range. This is as styling was an aspect that currently lacks on the brands Instagram page due to the minimal 'Pinterest-inspired' aesthetic. The styling posts will include 2+ items from the collection

NEW APP ICON:

rentàls

The interactive links that will be featured on the Instagram story posts will lead the customer directly to the Jeàn Vintage Rentals app and specifically to the item present in the story. This is to promote ease for the customer and direct traffic to the app driving footfall.

Jeanvintagerentals f you adore her, Dior her

Jeanvintagerentals

SUMMARY SECTION SIX:

To conclude, the introduction of a brand extension of a rental scheme at Jeàn Vintage is a commercially viable concept as it would expand the brands current offerings and in turn widen the consumer base, especially to the younger generation, due to the more accessible pricing architecture. With two huge talking points within retail being sustainability and the current cost of living crisis, this proposed concept tackles both being a fully circular business model alongside providing customers with an obtainable alternative to consume luxury products. It would also be a successful scheme to introduce with the buzz around rental rapidly growing and becoming a mainstream element in the fashion world , there is still a major gap in the market when it comes to the rental of vintage designer goods.

The range has been specifically curated to include an array of products, styles and brands that are versatile and can be styled for many different occassions to meet the customer demand. The range is in line with key forecasted trends for the Autumn Winter 23/24 season whilst still considering the longevity of products in seasons to come to cater to the circularity fundamental of the collection, making it relevant to my target customer. The range offers exclusive designer archival pieces available at competitive and accessible prices to appeal to a larger demographic than the brand currently does. The fully circular practices of the concept from the product to the handling between customers to the end of life strategy reinstates the importance of circularity not only with the garments but with every step of the cycle. Garments have been curated and styled with a view for customers to be able to outfit multiple items in the collection at once boosting revenue for Jeàn Vintage.

A next step for this proposed brand extension would be to upscale the collection size and variety on offer. Dependent on customer feedback as this collection would be a trial for the brand and further market research, Jeàn Vintage could look into introducing new items such as shoes or expanding on categories that have already included such as accessories with sunglasses for the Spring/Summer 24 season. As rental products only have one unit of stock per garment, the number of items in future ranges could be increased to maximise on sales for the business.

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