Fashion Buying and Merchandising - Essay Example

Sheet – and year United Colors of Benetton Executive Summary The need for a change in season and style was one of the initiatives taken for the Spring / Summer 2011 collection of fashion designers. The United Colors of Benetton lacked in the area of color, specifically because there was a trend in bright colors. Instead, most of the items of this corporation were based on white, black and grays that were a part of the summer season. For casual wear, this didn’t provide diversity or a new set of trends that could be used for those interested in the clothing. To change this, there can be exotic patterns and bright colors among the current items distributed by The United Colors of Benetton. Examining approaches that can be used for this will provide a different outlook while examining ways to change the gap of the fashion designers for the upcoming season. Table of Contents Introduction………………………………………………………………………………..4 Methodology………………………………………………………………………………4 Capsule 1…………………………………………………………………………………..5 Recommendations for Capsule 1………………………………………………………….6 Capsule 2…………………………………………………………………………………..7 Recommendations for Capsule 2………………………………………………………….9 Capsule 3…………………………………………………………………………………10 Recommendations for Capsule 3………………………………………………………...12 Capsule 4…………………………………………………………………………………12 Recommendations for Capsule 4………………………………………………………...14 Capsule 5…………………………………………………………………………………15 Recommendations for Capsule 5………………………………………………………...17 Capsule 6…………………………………………………………………………………17 Recommendations for Capsule 6………………………………………………………...19 Conclusion……………………………………………………………………………….20 Recommendations………………………………………………………………………..20 1.0 Introduction The United Colors of Benetton have missed the fashion colors for the spring / summer collection of 2011, specifically because of the colors which aren’t bright or fashion forward. To change this, a capsule can be created to fulfill the gap and change the way in which the approach is taken. The capsule will not only consist of the changes in colors, but will also continue to include the ideal of comfort that the United Colors of Benetton approached toward the season. The result will be the ability to combine the current parts of the fashion which was noted to have a better approach with the trends of the season based on colors. 2.0 Methodology The focus for this particular capsule will be to expand on the shapes and key features which have already been introduced by the United Colors of Benetton. While there was a lack of the right coloring, there were some elements which could be considered with the clothing, specifically with the styles and shapes that were included in the various pieces of clothing. The capsule created will combine new types of fabric and colors with the shapes and styles which were currently introduced by the United Colors of Benetton for the Spring / Summer collection. These will then upgrade to the competition of other manufacturers who have changed their collections to the high styles that are available for the season while allowing the company to keep the authentic style which was created for the season. 3.0 Findings 3.1 Capsule 1 Range Plan for Bermuda Shorts Fashion level: Fashion Option 1 – short thigh length, ribbon on top 2 – short, thigh length, basic belt top 3 – long, knee length, straight leg Style Fabric Description Bermuda Shorts Bermuda Shorts Half – knee Bermuda shorts Colour Stripes Tropical tie –dye Seashore Style No 4EA0590A5 4EA0590A5 4EA0590A7 Fabric Composition 100% cotton 100% cotton 100% cotton Cost Price from Supplier 3.80 3.80 3.80 Freight, Duty, etc. 0.76 0.76 0.76 Total cost of goods 4.56 4.56 4.56 Selling price (inc vat) 24.95 24.95 24.95 Selling price (exc vat) 21.98 21.98 21.98 Profit 16.44 16.44 16.44 Margin 65.9% 65.9% 65.9% Sizes 38-48 38-48 38-48 Supplier UK UK UK Quantity 250 250 250 Total Cost 4110 4110 4110 Distribution All shops All shops All shops 3.2 Recommendations for Capsule 1 The concept of Capsule 1 is to focus on the summer presence of the Bermuda shorts, a popular item among youth and the target market of United Colors of Benetton. The popularity of this item instantly works toward a sale that is more popular among youth. The change in colors include the stripes, tie dye and the seashore style. Each of these represents the idea of summer while allowing the colors to be the main component. The patterns used in the last two items of tie – dye and the seashore pattern are more abstract, specifically because it sets apart from the traditional concepts of plaid, stripes and other shorts that are common among manufacturers. It is known that the stripes are a style that can add in various colors and which never goes out of style, making it a popular choice for the season (McMeekin, 2011). This allows the color to take precedence over the main items while giving a stronger presence of the fashion that is already developed for the spring / summer fashion. 3.3 Capsule 2 Range Plan for Vest Top Fashion level: Fashion Option 1 2 3 Style Vest Top Vest top – V neck and halter back Vest Top – Baby Doll with spaghetti straps Fabric Description Summer Sun (pattern is larger and will highlight the shirt in a circular motion from front to back) Swirls Stripes Colour Rainbow Purple, Blue, Black, Green Red, black, blue, white, green, purple Style No 3I0WE8522 3I0WE8523 3I0WE8524 Fabric Composition 100% cotton 100% cotton 65% cotton, 35% silk Cost Price from Supplier 4.20 4.20 4.60 Freight, Duty, etc. .76 .76 .76 Total cost of goods 4.96 4.96 5.46 Selling price (inc vat) 19.95 19.95 19.95 Selling price (exc vat) 16.98 16.98 16.98 Profit 12.02 12.02 11.52 Margin 70% 70% 67% Sizes XS – L XS – L XS – L Supplier UK UK UK Quantity 250 100 100 Total Cost 1240 496 546 Distribution All Shops Selected Top 3.4 Recommendations for Capsule 2 The main approach is to take the basic vest top and to add in the extra styles in terms of form and color. All three take a specialized form that can be used for casual wear throughout the summer for women. This is combined with the strong color presence that is in all three and which creates a statement that is related to both the brightness of colors and the beginning of summer. The closest ideal to this is the nautical look of Blanco. Others are focused on more solid colors for the correct trends (Blanco, 2011). The distribution in selected stores is based on the alternative styles as well as the extra patterns which are added into each of the vest styles. This will further create a demand for the basic vest top to be sold at all stores which contains a similar, rainbow color but a different style which fits in with the casual wear for the 2011 spring / summer season. 3.5 Capsule 3 Range Plan for Trousers Fashion level: Fashion Option 1 2 3 Style Knee – length trousers Half – calf trousers Full length, slim style trousers Fabric Description Seashore flowers Pink Beach Pink Summer Sun Colour Light Blue, Navy Blue, White Pink, Red, Violet Pink, Yellow, Black, Orange, Green, Brown Style No 4P2SS50B1 4P2SS50B2 4P2SS50B3 Fabric Composition 100% polyester 100% polyester 100% polyester Cost Price from Supplier 4.20 4.20 4.60 Freight, Duty, etc. .76 .76 .76 Total cost of goods 4.96 4.96 5.46 Selling price (inc vat) 19.95 19.95 19.95 Selling price (exc vat) 16.98 16.98 16.98 Profit 12.02 12.02 11.52 Margin 70% 70% 67% Sizes One size fits all 38-48 38-48 Supplier UK UK UK Quantity 250 100 100 Total Cost 1240 496 546 Distribution All Shops Selected Top 3.6 Recommendations for Capsule 3 The trouser selection has variety first by carrying the needed length differences, including knee, mid – calf and full length. This fits for any weather or occasion that is a part of the summer season. However, there are specific colors associated with the outdoors and the beach. The patterns also compliment this with the flowers and the sun patterns. The blue in the first pattern is designed as a more subtle feature and can be altered with different color for a different fit to those who don’t want too much color with the trousers they are wearing. This meets the style of the season with the statement against the black, white and gray colors while keeping the colors slightly clash while working together in an alternative manner (Atwan, 2011). The second style can work in the same manner, specifically to provide color as well as a sense of subtle components. 3.7 Capsule 4 Range Plan for Blouse Fashion level: Fashion Option 1 2 3 Style V-neck, ¾ sleeve blouse No sleeve, low neck blouse ¾ sleeve, one shoulder blouse Fabric Description Circular pattern Fire – sun pattern Growing trees pattern Colour Blue, purple, green, orange, yellow Red, orange, yellow, blue Blue, red, purple, yellow Style No 1058D1296 1058D1297 1058D1298 Fabric Composition 100% Cotton 100% Cotton 65% cotton, 35% linen Cost Price from Supplier 4.20 4.20 4.60 Freight, Duty, etc. .76 .76 .76 Total cost of goods 4.96 4.96 5.46 Selling price (inc vat) 19.95 19.95 19.95 Selling price (exc vat) 16.98 16.98 16.98 Profit 12.02 12.02 11.52 Margin 70% 70% 67% Sizes XS – XL XS – XL XS – XL Supplier UK UK UK Quantity 250 100 100 Total Cost 1240 496 546 Distribution All shops Selected Top 3.8 Recommendations for Capsule 4 The fits and styles of these three different blouses can fit in any occasion because of the cuts that are placed. Each carries an authentic and unique look, such as the v-neck with the ruffles that follow in image 1 and the free – flowing cut in figure 3. However, these are lacking the colors. The fabric used will combine intricate designs that will add in a different shape and form to the blouses while bringing out and accenting the fits that are a part of each of the blouses. The patterns used are all based on an oriental flavor and set of shapes, which was inclusive of one of the more popular and difficult trends of the season. This influence can help to cater to the exotic look of the season (Tay, 2011). By doing this, there will be a different outlook to the fits while working with the colorful season. This is combined with the metamorphosis that many focused on, specifically with the combination of patterns and colors to create a different effect with the fashion items (Shah, 2011). 3.9 Capsule 5 Range Plan for Dresses Fashion level: Fashion Option 1 2 3 Style Casual, thigh – length dress, ¾ sleeve No sleeve, ruffled dress Spaghetti Strap, knee length cocktail dress Fabric Description Block colors Peacock feathers Swirls and flowers Colour Red, Blue, Green Blue, Green, Brown Red Yellow, orange / Pink, Purple, Green Style No 4ZE95VZ13 4ZE95VZ14 4ZE95VZ15 Fabric Composition 100% cotton 100% cotton 65% cotton, 35% silk Cost Price from Supplier 4.20 4.20 4.60 Freight, Duty, etc. .76 .76 .76 Total cost of goods 4.96 4.96 5.46 Selling price (inc vat) 34.95 34.95 44.95 Selling price (exc vat) 30.95 30.95 40.95 Profit 29.95 29.95 39.95 Margin 70% 70% 67% Sizes XS – XL XS – XL XS – XL Supplier UK Global Global Quantity 250 250 100 Total Cost 1240 1240 546 Distribution All shops Selected High-end 3.10 Recommendations for Capsule 5 The dress fashions are designed to use the same patterns that are casual or which can be used as cocktail dresses. Each of these keeps the shape and fit that works for various occasions, all which are dependent on the image differences. Image 1 and 2 are for more informal events, while image 3 is sold at high end shops and is for more formal occasions. The colors that are used match this, all which have exotic colors and patterns that match the fit and style that is being used. This combines the powerful color combination with the needed fit and style for the dresses, specifically which adds in the oriental looks and the bright and citrus like color statements that were popular for 2011 (Pasha, 2011). 3.11 Capsule 6 Range Plan for Men’s Shirts Fashion level: Fashion Option 1 2 3 Style Casual Men’s Shirt, half sleeve Casual men’s shirt – ¾ sleeve T-shirt with v-neck Fabric Description Checkered pattern Diamond pattern Blending colors Colour Red - white, Green - white, Blue - white, Blue – white, Orange – white, Red – white, Green – white Yellow, orange purple / Yellow orange green / yellow orange red Style No 3DC2J4228 3DC2J4229 3DC2J4230 Fabric Composition 100% cotton 100% cotton 100% cotton Cost Price from Supplier 4.20 4.20 4.60 Freight, Duty, etc. .76 .76 .76 Total cost of goods 4.96 4.96 5.46 Selling price (inc vat) 19.95 19.95 19.95 Selling price (exc vat) 16.98 16.98 16.98 Profit 12.02 12.02 11.52 Margin 70% 70% 67% Sizes XS – XXL XS – XXL XS – XXL Supplier UK UK UK Quantity 250 100 100 Total Cost 1240 496 596 Distribution All shops All Shops All shops 3.12 Recommendations for Capsule 6 The casual men’s wear is a way to begin implementing colors that are flashy and which can be used for a variety of occasions. The t-shirts as well as the casual, half shirts all have basic looks that are used for different events among men. Combining this with pattern structures as well as bright colors will help to create a different look while fitting with the season. More important, there will be better options to stand out from the crowd with these patterns. The patterns and colors have a more subtle feel than the women’s selections; however, there is still a strong color contrast that can be applied for the trends of the season (Fashion BG, 2011). 4.0 Conclusion Each of the recommended capsules provides a variety of looks and feels to the United Colors of Benetton so it can fit into the contemporary styles. The patterns of each of the capsules were used specifically to create an exotic feel, combined with the feel of summer. Associations and symbols of beach wear, casual feels and the brightness from the heat of the summer were included in several of the different looks. The rainbow colors and integration of several blended colors was combined with this to fit with the season and to create unification among the colors that were distributed among those who were looking into the clothing selection. This allows the fashion collection to fit with the season while standing out from the other presenters with the exotic patterns and blended colors that differ from other looks. 5.0 Recommendations For United Colors of Benetton to remain competitive for the Spring / Summer collection of 2011, there is the need to begin altering the styles. The fits and the cuts of each of the pieces is one which is contemporary and is known among those who are interested in casual wear (Lyons, 2011). However, the gap with the colors made the different items to not move into the competition with other casual wear items. To change this, exotic patterns, combined with bright colors can be used. These will be distributed as a symbolic feature of the spring / summer season and the activities that are used with the casual wear and fashion of the various clothing items (Menkes, 2011). By the United Colors of Benetton taking this approach, they will be able to stand out from other competitors while fitting in with the brighter colors of the season. References Atwan, Shachar. (2011). “Lighting Up the Darkness.” Haaretz. (March). Blanco, M. (2011). “Blanco Spring / Summer 2011 Lookbook.” Become Gorgeous. Retrieved from: http://www.fashion-style.becomegorgeous.com/fashion_news/blanco_springsummer_2011_lookbook-4119.html. Fashion BG. (2011). “Elegant Men’s Fashion for Spring / Summer 2011.” Fashion BG. Retrieved from: http://beauty.bgfashion.net/article/5622/35/elegant-men-fashion-for-spring-summer-2011-by-styler. Lyons, Jessica. (2011). “The Spring – Summer Fashion Cheat Sheet.” Santa Cruz (March). McMeekin, Elizabeth. (2011). “Get In Line for the Look That Never Goes Out of Style.” Herald Scotland(March). Menkes, Suzy. (2011). “Style Notes from the Trees.” The New York Times (March). Pasha, Iman. (2011). “Trend Report: Citrus Summer.” The Express Tribune (March). Shah, Shalini. (2011). “Grey Matter and Spot Colour.” The Hindu (March). Tay, Rebecca. (2011). “Orientalism Made Easy: How to Make One of Spring’s Most Difficult Trends Work For You.” The Vancouver Sun (March). Read More