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Transcript of Topshop.Final Portfolio.victoria wallis
Seminar In fashion merchandising
Victoria Wallis
Fall 2015
2
Table of Contents
Market Research 4 - 17
Company Profile 5
Current Market Situation 5-6
Style / Concept 6-7
Main Categories of Merchandise 7-8
Target Market 8
Strategy 9
Market Position 9-14
Product Comparison 10-14
Zara
H & M
SWOT Analysis 15-17
Line Development 18 - 40
Target Customer 19-21
“The look” 22
Trend Report 23-24
Concept Board 25-26
Color Story 27
Print Story 28
Fabric Story 29
Style Sheets 30-34
Item #35001
Item #16001
Item #16002
Item #16003
Item #16004
Item #35005
3
Item #25001
Item #25002
Key Items 35
5 Key Looks 36-40
Merchandising Plans 41 - 58
Quick Costing 42
Six Month Merchandising Plan 43
Formulas for November 2015 44
Ratios 45-48
Assortment Plan 46-57
Purchase Order 58
Retail Line Presentation 59 - 65
Store Concept 60
Floor Plan 60-61
Planogram 61-64
Storefront 64-65
References 66
4
Market Research
5
Company Profile
“Style setter” and “star of your wardrobe” may come to mind when you think
of Topshop, but they are so much more than that! From their work at London
Fashion Week, to the charities that they sponsor, this company continues to
improve overtime. Started in 1964, in the basement of a department store, they
have developed and grown. Now Topshop has over 300 stores in the United Kingdom
alone. Shipping to 100 countries, their classic, cool British style is known
internationally. The Oxford Circus flagship is home to cool girls alike, whether
they are visiting London or living in the city; they continue to spread their
iconic style worldwide to New York and Chicago. From their collaborations with
Kate Moss and Christopher Kane, to there fresh take on classic seasonal pieces,
Topshop’s mission is to bring fashion to you, no matter where you are.
Current Market Situation
Topshop is owned by Arcadia Group Ltd., a privately owned clothing
retailer based in the United Kingdom. This company sells men’s, women’s and
children’s clothing and other related accessories, through retail and online
stores and other international franchises. Sir Philip Green reported, “We are
pleased once again to report strong cash generation of $455.8m, against the
background of on-going challenging global market conditions,” (“Arcadia Group”).
Topshop grossed total sales of $4,168m this year in comparison to $4,131.2m. Retail
margin was down -0.6% points. The company continued investment in the business
with capital expenditure of $161.7m up from last year’s $134m. Ending the year
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with net cash deposits of $315.9 million compared to $115 million. As the retail
industry continues to change, the number of channels available and how the
consumers interact with the products offered continues to evolve, further
increasing the complexity of the operations of said company, increasing the need
of efficiency in the marketplace.
Style / Concept
Topshop was born as a brand extension of the department store, Peter
Robinson, in the 1960s. Originally, selling fashion of two young British
designers, Stirling Cooper and Mary Quant. In 1946, Burton acquired Peter Robinson
as a women’s fashion chain. Topshop was later founded in 1964, entitled, Peter
Robinson’s Top Shop, a youth brand within the Sheffield branch that had a large
department store within the Oxford Street store. This brand was considered high
fashion for the young generation, and soon began stocking garments designed by
General McCann and Mary Quant.
In 1973, the Burton Group launched a major expansion of their womanswear
product category, splitting Top Shop by Peter Robinson into two chains entitled
Peter Robinson and Top Shop. Peter Robinson was set to target women over the age
of 25 and Top Shop was to target women ages 13 to 24. By 1974, Peter Robinson was
reduced from 22 stores to six, and Top Shop continued developing independently,
described as “highly profitable.” At the time, its key competitors were Miss
Selfridge and the Way In. Within the next two years, Top Shop had 55 independent
stores, and more to come according to the Times. Prudence Glynn, fashion editor,
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described Topshop as having a “sharp definition of purpose.” Profiting over $1
million that year, Burton attempted to win over a large majority of the menswear
market. In the midst of declining sales of men’s tailoring, the Top Man brand
launched, being described as “more of a brother to Top Shop than a son of
Burton.” The following year, womenswear profits were up 30 percent and Top Man
was said to be highly profitable for the company. By the 1980’s, the brand was
being referred to Topshop.
Topshop struggled to maintain its fashion brand profile, and by the 1990’s,
it began to undergo a successful brand revival. Turnaround credited to the
promotion of Jane Shepherdson, brand director. Starting her career as a buyer,
she moved up through the company quickly. When Shepherdson took on her
promotion, Topshop had a profit of $9 million; rapidly increasing to $100 million
annually. Under her direction, Topshop became a key sponsor of London Fashion
Week, supporting emerging British designers.
Main Categories of Merchandise & Price / Quality
Level
Topshop offers a large variety of products and services to accommodate
their diverse customer. They are known for providing “basics to cutting edge”
trends, maintaining Topshop’s fashion brand profile. The brand’s largest category
of merchandise is tops, followed by dresses and lingerie. As a women’s active wear
brand, they also offer jeans, jackets and coats, shorts, skirts, pants and leggings,
sweaters and knits, suits and “co-cords”, rompers and jumpsuits, sleepwear,
8
swimwear and beachwear, shoes, bags and accessories and beauty products. In
addition, they offer petite, tall and maternity apparel. Prices vary to
accommodate their variety of consumers, anywhere from $10 to $1000. They carry a
number of different brands, including; And Finally, Band of Gypsies, Jimmyz,
Native Rose, Pretty Polly, Project Social T, Tee & Cake, Tommy Hilfiger and Who
We Are. In addition, they offer multiple services including; “Style Advisor,”
“Topshop To Go” and “Topshop Express.”
Target Market
Topshop is associated with the “affordable luxury” category boasting a
“competitive price.” Their target customer is between the ages of 18 and 35 with an
income ranging from $10,000 to $50, 000 annually. Their target customer is young,
fashion conscious and on a budget. As a brand established in the UK, the United
States is becoming a target market of Topshop because of the countries interest in
European fashion, affluence and large population size. In terms of
psychographics, there are eight segments to be considered: innovators, thinkers,
achievers, experiencers, believers, strivers, makers and survivors. Topshop targets
two of the eight consumer segments: experiencers and achievers. Experiencers are
young, enthusiastic, and impulse consumers. They are motivated by self-expression.
Their purchases reflect the importance of being perceived as “cool” by their
peers. Achievers committed to their career and family, they are goal oriented.
They place an importance of image because this demonstrates success to others.
9
Strategy
“Arcadia brands work with around 700 suppliers that manufacture our goods
in approximately 1,060 factories. The top 20 suppliers provide 44% of our goods,”
(Topshop). As a company, they employ hundreds of Indian, Sri Lankan, and
Bangladesh workers in Mauritius. The design team consists of about 30 people,
including full-time designers, graphic designers, a pattern room and freelancers.
This design team works along buyers and merchandisers. Designers are a dire
influence on the brand. Topshop interacts with their customers through multiple
channels. From their flagship store, online store and services, including; “Style
Advisor,” “Topshop To Go” and “Topshop Express,” through mobile devices and
Internet mobile usage, Topshop utilizes every form of interaction their customers
offer the company.
Market Position & Competitors
Topshop’s main competitors are Zara and H&M. Both of these stores are
trendy, fast fashion retailers that have the same target market. Topshop’s sales
have decreased due to increasing competition; therefore, thinking of new ways to
reach their target market is vital to future success. Topshop is know for their
unique style and emphasizing the importance of standing out from the competition.
Internationally, Zara is a huge competitor for Topshop, and this remains their
closest competitor. This is because they have higher prices than H&M, but is known
to be less fashionable.
10
Product Comparison
ZARA
As one of the largest international fashion companies, Zara is considered a
competitor. They have over 2,000 stores, placed strategically in 88 countries.
Designers receive constant feedback from customers through the purchasing
decisions they are making at their stores, further inspiring their team. Their
goal is to meet the needs of their target customer while providing trend
information and new concepts of design. “The ideas is to share responsible passion
for fashion across a broad spectrum of people, cultures and ages,” (Zara). Zara
offers a variety of products for men, women and children. Including; outerwear,
jackets, blazers, leather goods, suede goods, dresses, jumpsuits, co-ord sets, tops,
trousers, jeans, skirts, knitwear, t-shirts, studio, maternity, shoes, bags and
related accessories. Currently, Zara is showing a trend offering of boho, retro,
rock, mod, gothic and tailoring. Overall, Zara is competitive internationally in
terms of product offerings and target market. Zara offers more basic items than
fashion items in comparison to Topshop.
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Zara Wool Blazer
$149.00
Zara Embroidered Top
$39.90
Zara Waistcoat with Pockets
$99.90
Zara Leather Skirt
$99.90
Zara Wide Leg Trousers
$69.90
12
H & M
“Fashion and quality at the best price in a sustainable way,” (H&M). H&M
offers a wide range of collections for men, women and children. They put an
emphasis on quality, with a main goal of exceeding customer’s expectations. They
offer a large assortment of merchandise from women’s clothing and accessories, to
menswear, and home goods. Item categories include: jackets and coats, cardigans and
sweaters, tops, basics, pants, jeans, dresses and jumpsuits, shirts and blouses,
blazers and kimonos, skirts, shorts, lingerie, sleepwear, swimwear, sportswear,
maternity, plus size, shoes, beauty, and related accessories. Current trends offered
are soft powder and a quirky clash. Although they do not have as many featured
trends, their website has a tab dedicated to over 100 trending items. Overall, H&M
is competitive in terms of price and target market.
13
H & M Long Velvet Jacket
$79.99
H & M Embroidered Top
$34.99
H & M Faux Fur Vest
$49.99
H & M Leather Skirt
$129.00
H & M Wide Leg Suit Pants
$49.95
14
According to the product comparison of Zara and H&M, Topshop should
consider offering children’s wear for the upcoming season. Both Zara and H&M
offered some form of children’s clothes. This is something the Topshop’s target
customer would be interested in and something the company should look into
producing in upcoming seasons. Topshops already offers a line of maternity wear
for their target customer. However, children’s wear is the only thing Topshop does
not offer in terms of apparel in comparison to their competitors. Instead of
having their target customer look elsewhere for their children’s clothing, Topshop
should develop a children’s line for their target customer. In terms of trend
offering, Topshop is ahead of their competition. Their website offers a trend
analysis of the upcoming season. Having a target customer that is fashion and
trend focused, they know their customer is looking for upcoming trend analysis.
They offer their customer fashion shows on demand in addition to “shop the front
row.” This allows customers to shop trends for the upcoming seasons. In conclusion,
it’s interesting how transparent Zara and H&M are in terms of their company and
their supply chain in comparison to Topshop. Their customers obviously value
quality and sustainable fashion. This is something Topshop should consider for
the future.
15
SWOT Analysis
As a company, Topshop has several strengths. First, they offer high quality
merchandise at a competitive price, designed with innovative creativity. In
comparison to their competition, their products are fashion forward and priced
between their competitors. Second, they are an international brand with a huge
media support. This past summer, Kendall and Kylie Jenner launched their new
collection for Topshop at the store in LA. Wearing the collection to showcase
their personal style, the sisters posed together for photos, advertising to their
fans and potential customers.
The company also has a couple weaknesses. Their line is mostly targeted to
women. Although the brother brand, Topman, is successful, the Topshop brand is
known as a woman’s brand. In addition, for a traditional customer base, they have
Strengths Weaknesses 1. High quality merchandise at competitive price, designed with innovative creativity 2. International brand with huge media support
1.Mostly targeted to women 2. Traditional customer base
Opportunities Threats 1.Mobile devises and internet usage are growing at a rapid pace 2.Target market is open to new brands and fashion
1.Strong established competition and new competition coming from Asia (Uniqlo) 2. Economic downturn
16
a large range of line. Their customer wants “unique basics” and current trends,
sometimes within one outfit. Topshop is always looking to satisfy their customer’s
large range of needs while staying true to their brand name.
In terms of opportunities, mobile devices and Internet mobile usage are
growing at a rapid pace. Recently, Topshop partnered with Pinterest in order to
better assimilate their online and offline customer experience. This deepens the
customers connection to the brand and allows them more ways to use the website.
Many brands have utilized the “Pin It” button, however, Topshop is utilizing this
partnership to a new degree, developing “Pinterest Palette.” This allows Pinterest
to access the site and view their boards. Topshop will create a “colour palette”
based on pins. The goal is to help customers make decisions based on their
personal style. Topshop will suggest a variety of clothing items basted on their
color palette preference. Likewise, their target group is open to new brands and
fashion. This means, the company doesn’t have to worry too much about shocking
their clientele with new fashion trends or brand names. They want the latest
fashion, and Topshop is more than willing to provide it.
There are some threats associated with the Topshop brand. There is a strong
established competition and new competition coming from Asia, Uniqlo. The Unliqlo
brand is based on Japanese values of “simplicity, quality and longevity to be
always basic,” (Uniqlo). In order to compete, Topshop must remain true to their
brand image that their clientele fell in love with. Topshop also has to consider
the economic downturn. When there is an economic downturn, people spend less
money on clothing and more money and the necessities. In order to compensate for
17
that, Topshop finds different ways to advertise and interest their patrons. They
do this with collaborations, like Kendall and Kylie Jenner, and advertisements.
For example, Topshop unveiled an autumn / winter 2014 campaign featuring British
supermodel Cara Delevingne. This was the first time a Topshop campaign featured a
single girl. This launch coincided with the widespread international growth of
the Topshop and Topman brand. "I believe that these plans demonstrate our
commitment both in the UK and globally for the Topshop and Topman brands, with
one of our biggest years of expansion to date. At such an ambitious and exciting
time for thousands of staff and loyal customers, it is fitting to have a fabulous,
young British star such as Cara at the epicenter of our campaign,” comments
Topshop owner, Sir Philip Green, (“British Supermodel”).
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Line Development
19
Target Customer
Because she is so busy, she likes to shop in her local neighborhoods. Her
favorite stores are Topshop, Zara, H&M and local vintage stores. Since her career
is in fashion, she likes to go shopping twice a month, spending around $350.
Clio is a 25-year-old
technical designer Marc Jacobs in
New York City, NY. Her job requires
a business casual dress. Currently,
she is earning $45,000 a year (in
text citation.
At this time, Clio lives in
New York City and shares a two-
bedroom apartment with her
roommates and college best friend.
She enjoys yoga, traveling, going
out to eat and likes to try new
clubs.
(pinterest.com, 2015)
20
Clio firmly believes in expressing herself through her fashion choices. As
a New Yorker, she tends to keep it chic and black. She finds inspiration in her
designs, her peers, fashion magazines and sources like WGSN. She often finds
inspiration walking the streets of the city. When she has free time, she will
visit us.topshop.com, zara.com/us, and hm.com/us to see what’s new.
Clio favors basic pieces and having
the latest trends. Although she wears
mostly black, recently she’s been sporting
pastel colors for fall. As her office
varies in temperature, she likes to wear
layers. This is also comfortable when
traveling on a plane for work or to
vacation with friends. Clio likes to mix
and match her wardrobe, rarely wearing
the same outfit twice. Because of her
lifestyle, Clio prefers pieces that she will
be able to mix and match with the rest of
her wardrobe.
(pinterest.com, 2015)
21
(google.com, 2015)
(pinterest.com, 2015) (yahoo.com, 2015)
22
The Look
(zara.com, 2015) (topshop.com, 2015) (zara.com, 2015)
(zara.com, 2015) (h&m.com, 2015) (forever21.com, 2015)
23
Trend Report
Modern technology inspired textiles is used across all categories. With an
emphasis on urban wear, the athleisure trend is updated. “Embrace newness with a
return to sweater knit dressing and modern techno poly-coated and bonded
fabrics,” (Doneger).
This season encompasses several themes and themes, “from ‘60s mod styling to
‘80s mannish tailoring and many variables in between,” (Doneger). There are many
options for today’s consumer, including; short or midi length skirts and dresses
or full pants or shorts. This season is all about mixing proportions and
“The art of tailoring returns with
the suit and shirt for both genders – the
three-piece suit for men and the pant suit
for women – both accessorized with a
topcoat,” (Doneger). A desire for comfort is
accomplished with a relaxed fit paired
with stretch fabrics, including jersey and
ponté.
(doneger.com, 2015)
24
contrasting knit and tailoring. Completer pieces are shearling, leather, and fur
jackets and coats.
(wgsn.com, 2015) (wgsn.com, 2015)
25
Concept Board
My concept board was based on the Fall / Winter 2015 trend: Transcend. “A
winter folk story that goes beyond classic, rustic-nature interpretations by
adding a dreamy mysticism and a premium look and feel, updating traditional
references with a sense of modern romanticism,” (WGSN). “Modern Folklore” is a
collection of various sources of inspiration, including folklore and art inspired
by folklore, a variety of fabrics, and colors. All colors, prints and colors are
named after folklore tales or terms associated with folktale literature like
“lore” or “myth.” Topshop keeps their consumer guessing, and trusting, that they
will give them the latest fashion trends. Their sleek design assures their
26
customer that the new items will fit perfectly into their trendy wardrobe.
Similar to the concept board above, Topshop’s Fall / Winter collection comes from
a variety of inspiration sources and not one specific theme or motif. Like
Topshop, this collection is cutting edge and ahead of the trend game.
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Color Story
Lore Lavender
Riddle Rose Anti-Legend
Gray
Myth Chocolate Urban Legend Chamois
Anecdote Ivory
28
Print Story
The Seven Ravens
Frau Holle
(wgsn.com, 2015)
(wgsn.com, 2015)
29
Fabric Story
Swatch Fabric Name
Fiber Content
Suitability Special Care
Vendor Wholesale Price per
yard
Cadence Crepe
100% silk
Bottom weight
Dry clean only.
Moodfabrics.com $6.99
Genetic Georgette
100% silk
Blouses, dresses, and overlays
Dry clean only.
Moodfabrics.com $7.99
Conundrum Chiffon
100% polyester
Dresses, skirts, and sheer backs to blouses
Machine wash warm or cold, tumble-dry low.
Moodfabrics.com $2.49
Tall Tale Knit
100% cotton
Long sleeve shirts, thick plush shirts, and cardigans
Machine wash cold
Moodfabrics.com $3.99
Fakelore Faux Suede
100% polyester
Apparel, accessories, and jacket linings
Dry clean recommended.
Moodfabrics.com $17.99
30
Style Sheet
Style Number #35000
Short Description: Belted Blazer
Retail Price $ 115.00
Sizes: 0-12 Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory
Fabric Name: Cadence Crepe Description: Keep tailoring crisp with this belted blazer. With a fitted silhouette, cinching at the waist to pull any looks together. Pair with a classic blouse and a skater skirt or wide leg trouser pants for a fresh look. Dry clean only.
Style Number #45001
Short Description: Hand-Made Waistcoat
Retail Price $ 85.00
Sizes: 0-12 Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory
Fabric Name: Cadence Crepe Description: Bare arms are the perfect way to layer in between seasons. Utilitarian design, front pockets. Dry clean only.
31
Style Number #16001
Short Description: Embroidered Top
Retail Price $ 90.00
Sizes XS-L Colors: Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory
Fabric Name: Genetic Georgette Description: Rich, autumn tones make this statement piece a key item this fall. Pair with a leather skirt for a cool girl vibe. Lightweight finish with embroidered details on the front. Dry clean only.
Style Number #16002
Short Description: Blouse with Bow
Retail Price $ 49.90
Sizes: 0-12 Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory
Fabric Name: Conundrum Chiffon Description: Bow Blouse. Pleated Sleeves.
Machine wash warm or cold, tumble-dry low.
32
Style Number #16003
Short Description: Cropped Studio Top
Retail Price $ 49.90
Sizes XS-L Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, and Anecdote Ivory
Fabric Name: Conundrum Chiffon Description: Studio top. Cropped. Frill sleeves.
Machine wash warm or cold, tumble-dry low.
Style Number #16004
Short Description: Polo Neck Sweater
Retail Price $ 39.90
Sizes S-L Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, Urban Legend Chamois, and Anecdote Ivory
Fabric Name: Tall Tale Knit Description: Polo-neck sweater. Asymmetric hem. Long sleeves.
Machine wash cold.
33
Style Number #35005
Short Description: Loose Fit Jumpsuit
Retail Price $ 110.00
Sizes: 0-12 Colors: Myth Chocolate and Anecdote Ivory
Fabric Name: Conundrum Chiffon Description: An easy approach to tailoring with this loose fitted jumpsuit. Relaxed fit works with the wide leg and belt. Machine wash warm or cold, tumble-dry low.
Style Number #25001
Short Description: Wide-Leg Trousers
Retail Price $ 105.00
Sizes: 0-12 Colors: Riddle Rose, Anti-Legend Gray, Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory
Fabric Name: Cadence Crepe Description: Wear this season’s wide leg silhouette with these wide-leg trousers. Cropped to the ankle, wear them to showcase a statement shoe. Dry clean only.
34
Style Number #25002
Short Description: Leather Skirt
Retail Price $ 129.00
Sizes: XS-L Colors: Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory
Fabric Name: Fakelore Faux Suede Description: Leather skirt. Mid length. With buttons. Dry clean recommended.
35
Key Items
Belted Blazer Loose-Fit Jumpsuit
Hand-Made Waistcoat
Embroidered Top Wide-Leg Trousers
36
Five Key Looks
Look 1: This look consists of the embroidered top and a black leather skirt. This is a look that can be worn to brunch or thrifting with friends. The top comes in two color ways, Myth Chocolate and Anecdote Ivory. When paired with a matching skirt, the look is “classic, cool” and totally Topshop.
37
Look 2: This trendy look is made of the belted blazer, a classic white blouse, a black skater skirt, and dotted swiss tights. This outfit could be worn to work and then transitions perfectly to be worn out after work with coworkers. The tights add texture and fun to this classic outfit.
38
Look 3: These pieces are the perfect combination of classic style and current trends. The hand-made waistcoat, paired with a classic white blouse and wide leg trousers. This professional look is the upgrade to your wardrobe you’ve been looking for. This overall relaxed fit is comfortable yet work appropriate.
39
Look 4: Topshop is all about chic style meets current trends. The wide leg trouser, when paired with the belted blazer looks chic and current. With a twin-relaxed fit, and like fabric, these two pieces were created to be worn together.
40
Look 5: This look is made of the loose-fit jumpsuit and matching ankle boots. This surprising combo looks cool together. Topshop targets the “cool girl” and the “trend setters,” this look was designed with her in mind. Wear this to grab coffee with friends or to visit your local flea market.
41
Merchandising Plan
42
Quick Costing
The table below is the Quick Costing sheet for Modern Folklore Fall /
Winter 2015 line for Topshop. The worksheet demonstrates that each item can be
sold for the retail price found on the style sheets. As a reference, the Style
Number coordinates with the price in the line, the Retail Price is the price the
end consumer pays for the item; the Unit Cost is the cost to produce the item for
the company. The Target Fabric Cost is the cost, which the fabric can cost while
still making a profit and the Fabric Quick Cost is the actual price of the fabric.
If the target fabric cost is higher than the fabric quick cost, a profit will be
made.
Style Number Unit Retail Unit Cost Target Fabric
Cost
Fabric Quick
Cost
#35000 $115.00 $46.00 $27.60 $17.47
#45001 $85.00 $34.00 $20.40 $17.47
#16001 $90.00 $36.00 $21.60 $21.57
#16002 $49.90 $19.96 $11.97 $6.72
#16003 $49.90 $19.96 $11.97 $5.47
#16004 $39.90 $15.96 $9.57 $8.77
#35005 $110.00 $44.00 $26.40 $6.72
#25001 $105.00 $42.00 $25.20 $17.47
#25002 $129.00 $51.60 $30.96 $28.78
43
Six-Month Merchandising Plan
44
Formulas for November 2015
1.) Sales $ = Sales Total * Monthly Sales %
2.) BOM = Stock to Sales Ratio for month X Monthly Sales Plan
3.) Markdown $ = Monthly Markdown % X Monthly Sales
4.) Monthly Retail Purchases = Monthly Sales + Monthly EOM + Monthly
Markdowns – Monthly BOM
5.) % of Initial Markups = Retail Purchases X (100-markup percentage) = Retail
Purchases X .4
6.) Stock to Sales Ratio Total = Total BOM / Total Sales
45
Ratios
The ratios for Topshop Fall / Winter 2015 do not vary greatly. The line was
designed to follow Doneger’s forecast for the season, therefore offering a
variety of styles. Since Topshop is a fashion forward company, all of their items
are versatile and designed to be born different way in order to accommodate for
their wide range in target customer. These styles include: tops, skirts, dress,
pants, and jackets.
Style Distribution Ratios
Class Percentage
1 Tops 44.44%
2 Bottoms 22.22%
3 Dress / Suit 22.22%
4 Jacket / Coat 11. 1 1%
5 Other 0%
46
Size Distribution Ratios
Size Percentage Size Percentage
X-Small 10% 0 5%
Small 20% 2 10%
Medium 40% 4 10%
Large 30% 6 20%
8 25%
10 20%
12 10%
StyleDistributionRatios
1
2
3
4
5
6
47
Color Distribution Ratios
Topshop Fall / Winter 2015 contains a variety of colors including
pastels, ivory, grey and chocolate brown. According to Donneger and WGSN, colors
forecasted will be pastels, neutrals, and warm colors. The Fall / Winter color
story includes: Lore Lavender, Riddle Rose, Anti-Legend Gray, Myth Chocolate,
Urban Legend Chamois, and Anecdote Ivory.
SIZEDISTRIBUTIONRATIO
X-SMALL
SMALL
MEDIUM
LARGE
SizeDistributionRatio1
2
3
4
5
6
48
Color Percentage
Lore Lavender 12.5%
Riddle Rose 15%
Anti-Legend Gray 15%
Myth Chocolate 17.5%
Urban Legend Chamois 17.5%
Anecdote Ivory 22.5%
ColorDistributionRatio
LoreLavender
RiddleRose
Anti-LegendGray
MythChocolate
UrbanLegendChamois
AnecdoteIvory
49
Assortment Plan
50
51
52
53
54
55
56
57
58
Purchase Order
In doing the 6-month merchandising plan, the budget for Topshop Fall
/ Winter 2015 is $87,000. The purchase is set out to receive $214,350.00 worth of
merchandise for the line. This is only $1.00 less than the allowance, so it is
close to the allowed amount for this period.
59
Retail Line Presentation
60
Store Concept
Topshop will be located on 5th Avenue, New York close to Zara, H & M,
UNIQLO, and other competitors. This store will be a destination for New Yorkers
and tourists like. Walking down 5th avenue to go shopping is an activity that New
Yorkers do regularly and tourists look forward to. This is a prime shopping
location where a store like Topshop can thrive.
Floorplan
This Topshop location will have two floors, the first floor will be 50X100
and the second floor will be 50X50. When you walk into the store, it is light and
airy, white walls and white tile floors. When you walk into the store, there is
decompression space for customers to take off their gloves, take a look around the
store, and see where they want to go from there. There are three mannequins and
a visual display positioned center following the decompression space. The first
floor will hold the latest merchandise, accessories and shoes. The first floor is
a mirror reflection of each side. One each side, there is two large tables where
the latest items can be displayed. The tables fit over each other on two levels.
There are clothes hanging all along both sides of the walls. There are no clothes
positioned on the front or back of the walls. The back wall of the store has a
large cashier area along most of the walls. There is a long POS display area,
mirroring the cashier space, showing the newest winter accessories. There is a
large fitting room area behind the cashier area on the back wall. The fitting
rooms will be large, and bright so that customers can see what they are trying
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on. We will use pink light; because it is less harsh than florescent light and
will make customers feel better about them, therefore, selling our clothes better.
There will be a glass, backless chair in the corner of the fitting room for
comfort, and multiple white hooks to hold all of the merchandise our customers
will be trying on. The large white staircase is positioned to the front of the
store, so customers could walk straight upstairs. The upstairs will have basics and
most of the shoes and accessories. Again, the second floor will be a mirror
reflection on each side. Continuing with the theme of white and mirror images,
there will be four large tables, two on each side. Again, there will be clothes
hanging on each side. The back wall will be built in storage place to display
shoes. Overall, the continuing themes going throughout the store will look clean,
crisp and cohesive.
Planogram
The store is a mirror reflection of itself. The first floor will have
four large like displays on each side. They will hold different merchandise, but
physically the setup will be the same. This is to divide the store by styles and
current trends. This is will help with shopping efficiency and the customers
overall happiness with their shopping experience. For example, the first area on
the left of the store will hold the latest fall winter apparel. The fixtures on
the back wall will be two levels of faceouts, tops and dresses on tops, pants and
skirts on bottom. This will make it easier for customers to make outfits out of
our merchandise, leading to higher sales.
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Style Number Items Colors Sizes Placement #35000 Belted
Blazer Lore
Lavender 0-12 C
#35000 Belted Blazer
Riddle Rose 0-12 C
#35000 Belted Blazer
Anti-Legend Grey
0-12 C
#35000 Belted Blazer
Myth Chocolate
0-12 C
#35000 Belted Blazer
Urban Legend Chamois
0-12 C
#35000 Belted Blazer
Anecdote Ivory
0-12 C
#45001 Hand-Made Waistcoat
Lore Lavender
0-12 I
#45001 Hand-Made Waistcoat
Riddle Rose 0-12 I
#45001 Hand-Made Waistcoat
Anti-Legend Grey
0-12 I
#45001 Hand-Made Waistcoat
Myth Chocolate
0-12 I
#45001 Hand-Made Waistcoat
Urban Legend Chamois
0-12 I
#45001 Hand-Made Waistcoat
Anecdote Ivory
0-12 I
63
#16001 Embroidered Top
Myth Chocolate
XS-L E
#16001 Embroidered Top
Urban Legend Chamois
XS-L E
#16001 Embroidered Top
Anecdote Ivory
XS-L E
#16002 Blouse with Bow
Lore Lavender
0-12 C
#16002 Blouse with Bow
Riddle Rose 0-12 C
#16002 Blouse with Bow
Anti-Legend Grey
0-12 C
#16002 Blouse with Bow
Myth Chocolate
0-12 C
#16002 Blouse with Bow
Urban Legend Chamois
0-12 C
#16002 Blouse with Bow
Anecdote Ivory
0-12 C
#16003 Cropped Studio Top
Lore Lavender
XS-L A
#16003 Cropped Studio Top
Riddle Rose XS-L A
#16003 Cropped Studio Top
Anti-Legend Grey
XS-L H
#16003 Cropped Studio Top
Anecdote Ivory
XS-L H
#16004 Polo Neck Sweater
Lore Lavender
S-L B
#16004 Polo Neck Sweater
Riddle Rose S-L B
#16004 Polo Neck Sweater
Anti-Legend Grey
S-L B
#16004 Polo Neck Sweater
Urban Legend Chamois
S-L B
#16004 Polo Neck Sweater
Anecdote Ivory
S-L B
#35005 Loose Fit Jumpsuit
Myth Chocolate
0-12 G
#35005 Loose Fit Jumpsuit
Anecdote Ivory
0-12 G
#25001 Wide-Leg Trousers
Riddle Rose 0-12 D
#25001 Wide-Leg Anti-Legend 0-12 D
64
Trousers Grey #25001 Wide-Leg
Trousers Myth
Chocolate 0-12 D
#25001 Wide-Leg Trousers
Urban Legend Chamois
0-12 D
#25001 Wide-Leg Trousers
Anecdote Ivory
0-12 D
#25002 Leather Skirt
Myth Chocolate
XS-L F
#25002 Leather Skirt
Urban Legend Chamois
XS-L F
#25002 Leather Skirt
Anecdote Ivory
XS-L F
Window Display
The storefront will be completely glass, including the door. This will
optimize the room for visuals and look bright and open, somewhere customers would
like to be. The Topshop sign will be white, the length of the store, and positioned
three feet above the double door. The double door is oversized, made of glass,
positioned center of the storefront, with oversized handled. There will be visuals
on either side of the door, from the floor of the store, to the bottom of the
Topshop sign. The visuals will be physical reflections of each other, but
mannequins will be wearing cohesive but different looks. Any fixtures used, like
boxes for the mannequins to stand on, will be white or glass. This is so that the
clothes stand out against the white backdrop.
65
Style Number Item Colors Size Placement #35005-C2 Loose Fit
Jumpsuit Myth
Chocolate 2 A
#16001-IS Embroidered Top
Anecdote Ivory
S B
#25002-ChS Leather Skirt
Urban Legend Chamois
S B
#35000-R2 Belted Blazer
Urban Legend Chamois
2 C
#16002-Ch2 Blouse with Bow
Anecdote Ivory
2 C
#25001-Ch2 Wide Leg Trouser
Urban Legend Chamois
2 C
66
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