Fashion Trends: Autmn/ winter 10
(http://www.squidoo.com/Fall-winter-2009-2010-trend-forecast)
At this current time, it is unlikely that any designer is not thinking about the recession, how it can influence the brand, whether it can be incorporated into the collection and how it can influence buying behaviour. These 6 points are trends that need to be thought about in the next season.
1. Lower price points. From online shops to brick and mortar stores everyone is lowering their price point. £100 garments or even £60 garments aren't doing so good. Companies who have reduced prices seem to be doing better. Large department stores are lowering the price points on garments but they are still carrying the big names like Affliction and Ed Hardy but just at a lower price point.
2. Out with the bling bling. "No one wants to look like they have money," I was told. People feel guilty when they shop and buy flashy clothing. So the trend is for more subdue and subtle aesthetics.
3. Cleaner aesthetics. There will always be a demand for graphic shirts; buyers are going for cleaner aesthetics.
4. People still want to go shopping. Shopping is like a drug for most women and in our capitalist society there is a sense of gratification when we own something new. Ever notice how complete you feel when you go out shopping and come back with something, anything! It makes you feel like your time wasn't wasted. Well people are still shopping and still want to shop.
5. Mix of high end and low end. People are pairing high and low end pieces together. People are dressing up in thousand pound leather jackets with £300 dollar jeans and £8 American Apparel tee. This may not be caused by the recession and have been happening before the recession but with what is happening, it is surely accelerated the trend.
6. Eco conscious. You hear on the news, the radio, all over the internet, eco is not a fad and is here to stay. But those who are doing eco right are the established brands that added elements of eco to their collection. They come from a fashion focused approach. This season the eco movement have gain popularity as people are seeing it from a new angle. Instead of being eco to save the planet, people want to be self-sustainable. They are conserving energy and spending less on material goods. Even with fashion they are looking for items that will last and they can wear a longer period of time.
Tuesday, 3 November 2009
Monday, 2 November 2009
SWOT analysis of Ralph Lauren
Strengths
Ralph Lauren's retail stores focus on showcasing the "World of Ralph Lauren" by offering a wide selection of luxury products to customers.
Polo Ralph Lauren is a premier global player in the design, distribution and marketing of lifestyle products such as men’s, women’s and children’s apparel, accessories, fragrances and home furnishing.
The largest part of its revenues come from its wholesale division, which sells Ralph Lauren products to department stores Ralph Lauren has taken complete control of its own brand in Asia providing more control over the company.
The company has managed to beat analyst estimates in an especially poor season for consumer spending through controlling costs and increased sales in Europe.
Ralph Lauren's operations fall under three primary categories: Wholesale, Retail, and Licensing.
The company can target a large range of customers through its relationship with large department stores from Europe to Asia and America.
Ralph Lauren's retail segment operates through the chain of 326 retail and factory outlet stores, as well as the company's online store.
Ralph Lauren sponsors Wimbledon and dresses all of the line and ball girls and boys in their brand clothing, clearly showing the iconic and memorable horse design
Opportunities
The retail presence serves as a platform for Ralph Lauren to launch new lines and maintain brand strength.
Ralph Lauren views internet sales as a prime source of future growth
One key area of growth in Wholesale could be the development of private labels with department stores, like the American Living brand Polo has launched in partnership with J.C. Penney (JCP).
As a part of Ralph Lauren's expansion plans, Polo Ralph Lauren's American Living line for J.C Penney debuted in 600 stores in February 2008 with plans to expand to all 1,048 J.C. Penney stores. With 50 merchandise categories ranging from apparel to home furnishings and a broad influence, the brand potentially allows Ralph Lauren to target large demographic seeking high quality merchandise at lower prices.
The private label partnership represents a significant opportunity for growth in the Wholesale segment for Polo, as the company could enter more partnerships with new brands with J.C. Penney (JCP) or other department stores
Ralph Lauren already supports Cancer campaigns and eco friendly tote campaign. However, there is opportunity to develop these campaigns.
Weaknesses
Due to exchange rates, in fiscal 2008, those fluctuations led to a loss of $6.4 million
Though having stores throughout the world exposes the company to multiple different markets; it also exposes the company to the whims of changing exchange rates.
Although there is a diverse range of products within the Ralph Lauren brand, it is largely dependant on its Ralph Lauren polo tops and “Create you own” polo which enables you to choose the colour of the polo and horse and the fit of the top that you would like.
Although there are stores all over the world, this results in the buying and selling in different currencies which leaves cost margins unstable
There are many head offices and buildings to maintain which costs more money that having no factories
Ralph Lauren is highly dependant on large retail stores for generating revenue and profits
Threats
Fluctuating exchange rates have had a substantial impact on sales: a gain of $1.6 million in Fiscal 2009 and a net loss of $6.4 million in Fiscal 2008.
Changes in exchange rates will affect prices as well as foot traffic in stores where Ralph Lauren goods are sold.
Although Ralph Lauren is a premier global brand, there is huge competition within their target market such as Hugo Boss, Abercrombie and Fitch, Armani and Calvin Klein for men’s wear and Michal Kors, DKNY and Armani Exchange for women’s wear.
The degree of supplier power is significant since a large portion of Ralph Lauren revenue comes from licenses over which the company has no operational control. Therefore, Ralph Lauren depends on the financial viability and operational ability of licensees.
Ralph Lauren's retail stores focus on showcasing the "World of Ralph Lauren" by offering a wide selection of luxury products to customers.
Polo Ralph Lauren is a premier global player in the design, distribution and marketing of lifestyle products such as men’s, women’s and children’s apparel, accessories, fragrances and home furnishing.
The largest part of its revenues come from its wholesale division, which sells Ralph Lauren products to department stores Ralph Lauren has taken complete control of its own brand in Asia providing more control over the company.
The company has managed to beat analyst estimates in an especially poor season for consumer spending through controlling costs and increased sales in Europe.
Ralph Lauren's operations fall under three primary categories: Wholesale, Retail, and Licensing.
The company can target a large range of customers through its relationship with large department stores from Europe to Asia and America.
Ralph Lauren's retail segment operates through the chain of 326 retail and factory outlet stores, as well as the company's online store.
Ralph Lauren sponsors Wimbledon and dresses all of the line and ball girls and boys in their brand clothing, clearly showing the iconic and memorable horse design
Opportunities
The retail presence serves as a platform for Ralph Lauren to launch new lines and maintain brand strength.
Ralph Lauren views internet sales as a prime source of future growth
One key area of growth in Wholesale could be the development of private labels with department stores, like the American Living brand Polo has launched in partnership with J.C. Penney (JCP).
As a part of Ralph Lauren's expansion plans, Polo Ralph Lauren's American Living line for J.C Penney debuted in 600 stores in February 2008 with plans to expand to all 1,048 J.C. Penney stores. With 50 merchandise categories ranging from apparel to home furnishings and a broad influence, the brand potentially allows Ralph Lauren to target large demographic seeking high quality merchandise at lower prices.
The private label partnership represents a significant opportunity for growth in the Wholesale segment for Polo, as the company could enter more partnerships with new brands with J.C. Penney (JCP) or other department stores
Ralph Lauren already supports Cancer campaigns and eco friendly tote campaign. However, there is opportunity to develop these campaigns.
Weaknesses
Due to exchange rates, in fiscal 2008, those fluctuations led to a loss of $6.4 million
Though having stores throughout the world exposes the company to multiple different markets; it also exposes the company to the whims of changing exchange rates.
Although there is a diverse range of products within the Ralph Lauren brand, it is largely dependant on its Ralph Lauren polo tops and “Create you own” polo which enables you to choose the colour of the polo and horse and the fit of the top that you would like.
Although there are stores all over the world, this results in the buying and selling in different currencies which leaves cost margins unstable
There are many head offices and buildings to maintain which costs more money that having no factories
Ralph Lauren is highly dependant on large retail stores for generating revenue and profits
Threats
Fluctuating exchange rates have had a substantial impact on sales: a gain of $1.6 million in Fiscal 2009 and a net loss of $6.4 million in Fiscal 2008.
Changes in exchange rates will affect prices as well as foot traffic in stores where Ralph Lauren goods are sold.
Although Ralph Lauren is a premier global brand, there is huge competition within their target market such as Hugo Boss, Abercrombie and Fitch, Armani and Calvin Klein for men’s wear and Michal Kors, DKNY and Armani Exchange for women’s wear.
The degree of supplier power is significant since a large portion of Ralph Lauren revenue comes from licenses over which the company has no operational control. Therefore, Ralph Lauren depends on the financial viability and operational ability of licensees.
SWOT analysis of Hugo Boss
Strengths
• State of the art production facilities spread across the world including Germany, Turkey, Italy, Poland, Switzerland and the United States.
• High quality of working environment is essential and the company ensures the same through their suppliers by enforcing contracts stating that they will meet all statutory requirements and observe social standards.
• Hugo Boss enforces charitable work around the world. Their partnership with UNICEF includes work with “schools for Africa”.
• Hugo Boss offers products from women’s wear, children’s and men’s wear to accessories for casual to formal wear.
• The firm has 5,700 points of sale worldwide and 287 shops.
• Customers are able to become a fan on Facebook which will update with news and pictures.
Weaknesses
• Net working capital down by 29% in 2008
• Slight sales decline of 5% in 2008
• Target market a specific group which results in a limited amount of people buying from the brand.
• Due to exchange rates a loss was encountered in fiscal 2008.
• There are many head offices and buildings to maintain across the world that costs money to maintain.
Opportunities
• Ongoing expansion of directly operated stores particularly in the growth regions of the world
• Sales increase in the Asia/ Pacific region of EUR 79million in the first half of 2009 and expected to rise in 2009
• Expand the brand to a larger target market to increase brand popularity and sales.
• Create new collections in line with future trends to create customer satisfaction.
• Development of the online magazine, online TV and online track which enables customers to view products and news online.
• Expand on the sports and arts scholarships that are already on offer.
Threats
• Economic climate causing a change in buyer behaviour and further possible falls in profit
• Exchange rates cause problems for the company due to having shops in 17 different countries.
• Although Hugo Boss is a well known leading brand, there is large competition from competitors such as Ralph Lauren and Lacoste cause threats to Hugo Boss as they further expand
• State of the art production facilities spread across the world including Germany, Turkey, Italy, Poland, Switzerland and the United States.
• High quality of working environment is essential and the company ensures the same through their suppliers by enforcing contracts stating that they will meet all statutory requirements and observe social standards.
• Hugo Boss enforces charitable work around the world. Their partnership with UNICEF includes work with “schools for Africa”.
• Hugo Boss offers products from women’s wear, children’s and men’s wear to accessories for casual to formal wear.
• The firm has 5,700 points of sale worldwide and 287 shops.
• Customers are able to become a fan on Facebook which will update with news and pictures.
Weaknesses
• Net working capital down by 29% in 2008
• Slight sales decline of 5% in 2008
• Target market a specific group which results in a limited amount of people buying from the brand.
• Due to exchange rates a loss was encountered in fiscal 2008.
• There are many head offices and buildings to maintain across the world that costs money to maintain.
Opportunities
• Ongoing expansion of directly operated stores particularly in the growth regions of the world
• Sales increase in the Asia/ Pacific region of EUR 79million in the first half of 2009 and expected to rise in 2009
• Expand the brand to a larger target market to increase brand popularity and sales.
• Create new collections in line with future trends to create customer satisfaction.
• Development of the online magazine, online TV and online track which enables customers to view products and news online.
• Expand on the sports and arts scholarships that are already on offer.
Threats
• Economic climate causing a change in buyer behaviour and further possible falls in profit
• Exchange rates cause problems for the company due to having shops in 17 different countries.
• Although Hugo Boss is a well known leading brand, there is large competition from competitors such as Ralph Lauren and Lacoste cause threats to Hugo Boss as they further expand
Sunday, 1 November 2009
Ralph Lauren Style Guide online
How can I achieve the classic Ralph Lauren vintage military look?
Taking inspiration from vintage military pieces is a great way to add sharp tailoring and sophisticated drama to your wardrobe. Whether it’s a double-breasted blazer with gold buttons, a striking cape with a high, embroidered collar or a tall black all-weather boot, there are a plethora of options to choose from. To balance the bold nature of military-inspired items, trying pairing these pieces with more modern or feminine elements. The overall effect should always be somewhat subtle, ensuring the outfit does not translate as a costume or theme. Vintage military items are especially appropriate during the winter and holiday months. A black velvet pant and striking red military jacket make a stylish combination at a holiday cocktail party while a military-inspired cape will work over many different styles of eveningwear during the season.
What are some stylish ways to wear a belt?
Belts are a great accessory for adding shape and detail to your outfit. Start by building a collection of different sizes, materials and lengths so that your styling options are plentiful. After all, a little black dress or great pair of jeans can look completely different when worn with a belt. Belts look great with jeans and trousers with belt loops, however, they can also be worn atop a dress or skirt in order to cinch the waist and break up the colors or patterns in an outfit. Wear a thin belt over a t-shirt and cardigan for a refined approach to layering or slung low with a maxi skirt for a luxe-bohemian look. Make a jumpsuit look like separates by adding a belt and a slim jacket over top. Remember that buckles can be styled in the middle of the torso or off to the side, depending on what you think works with the outfit.
How do I wear metallic pieces during the day?
The trick to wearing metallic pieces during the day is to pair them with matte colors and soft textures. As long as the metallic piece is styled with traditional daytime elements, the look will be appropriate. Wear a metallic charmeuse blouse with wool pants or a sweater coat, or layer a long wool coat over a shiny lamé skirt. Metallic accessories are also a fine choice; wear them with monochromatic shades of grey or nude for a look that evokes modern glamour.
What makes your polos so special?
With a logo that has represented the best in quality for nearly four decades, our polo shirts are truly an American style icon. Modern, feminine interpretations are key to our designs, making them anything but your father’s favorite shirt. Our slim Black Label polo is our most luxurious in sleek mercerized cotton jersey, while our Blue Label polos—both the classic and skinny-fit—are designed in our signature cotton mesh. They’re classics that will look great with almost anything, from a pair of slim jeans, a long feminine skirt or even a chic tailored suit. If you’re headed for the golf course, however, you’ll want one of our signature Golf polos. Designed for a slightly more relaxed, performance-enhancing fit, their classic polished look will take you from the fairway to the clubhouse in style.
Taking inspiration from vintage military pieces is a great way to add sharp tailoring and sophisticated drama to your wardrobe. Whether it’s a double-breasted blazer with gold buttons, a striking cape with a high, embroidered collar or a tall black all-weather boot, there are a plethora of options to choose from. To balance the bold nature of military-inspired items, trying pairing these pieces with more modern or feminine elements. The overall effect should always be somewhat subtle, ensuring the outfit does not translate as a costume or theme. Vintage military items are especially appropriate during the winter and holiday months. A black velvet pant and striking red military jacket make a stylish combination at a holiday cocktail party while a military-inspired cape will work over many different styles of eveningwear during the season.
What are some stylish ways to wear a belt?
Belts are a great accessory for adding shape and detail to your outfit. Start by building a collection of different sizes, materials and lengths so that your styling options are plentiful. After all, a little black dress or great pair of jeans can look completely different when worn with a belt. Belts look great with jeans and trousers with belt loops, however, they can also be worn atop a dress or skirt in order to cinch the waist and break up the colors or patterns in an outfit. Wear a thin belt over a t-shirt and cardigan for a refined approach to layering or slung low with a maxi skirt for a luxe-bohemian look. Make a jumpsuit look like separates by adding a belt and a slim jacket over top. Remember that buckles can be styled in the middle of the torso or off to the side, depending on what you think works with the outfit.
How do I wear metallic pieces during the day?
The trick to wearing metallic pieces during the day is to pair them with matte colors and soft textures. As long as the metallic piece is styled with traditional daytime elements, the look will be appropriate. Wear a metallic charmeuse blouse with wool pants or a sweater coat, or layer a long wool coat over a shiny lamé skirt. Metallic accessories are also a fine choice; wear them with monochromatic shades of grey or nude for a look that evokes modern glamour.
What makes your polos so special?
With a logo that has represented the best in quality for nearly four decades, our polo shirts are truly an American style icon. Modern, feminine interpretations are key to our designs, making them anything but your father’s favorite shirt. Our slim Black Label polo is our most luxurious in sleek mercerized cotton jersey, while our Blue Label polos—both the classic and skinny-fit—are designed in our signature cotton mesh. They’re classics that will look great with almost anything, from a pair of slim jeans, a long feminine skirt or even a chic tailored suit. If you’re headed for the golf course, however, you’ll want one of our signature Golf polos. Designed for a slightly more relaxed, performance-enhancing fit, their classic polished look will take you from the fairway to the clubhouse in style.
BOSS orange 2009
New creative director Eyan Allen has aimed for a more high-fashion image in his overhaul of Hugo Boss’s casualwear label
Hugo Boss has revamped its Boss Orange collection for spring 10 under the German casualwear brand’s new creative director Eyan Allen. The range’s clean and contemporary look was given its first showing at a catwalk event in Berlin last week.
Allen has made sure that Boss Orange, aimed at 20 to 40-year-olds, retains an “unpolished” feel compared to other Hugo Boss ranges and is more contemporary than previous collections.
“I wanted to bring more high fashion into the range but still have a commercial look,” Allen says. “Before, the look changed season after season. Now I want to make the look more consistent.”
For spring 10 the Boss Orange range has a clear, less streetwear-influenced handwriting and includes denim, jersey and leather. While still 278 pieces strong, the suiting options have been reduced to eradicate overlap with the tailoring-focused Boss Black sub-brand.
The colour palette for the season is inspired by the vintage cars and architecture of 1950s Miami. Pastels, pinks and creams feature, along with touches of silver. Allen cites the styles of actors Johnny Depp and Sienna Miller, and model Kate Moss as influences, and is keen to grow the size of the womenswear collection which currently makes up just a fifth of the total range.
“I wanted a collection where the individual has such a choice that they can buy into the range in an interesting way without it all looking like it’s from the same brand,” says Allen. “There are brands that may be great in certain parts of their ranges but I wanted to have great denim, outerwear and jerseys.”
Denim is a major part of the Boss Orange offer - in menswear, a denim trench coat is one of the key pieces. But while the styling is casual and comfortable with different washes and some destroyed looks, a tailored feel to jeans and trenches has been retained.
Allen says: “There is denim on denim but in different weights, so jeans are paired with a chambray shirt. Light and heavy, old and new. People want to feel relaxed and comfortable and a bit smart.”
Boss Orange’s pricing remains unchanged, sitting a little lower than Boss Black, although Allen says the quality of design has improved.
The brand has more than 100 stockists in the UK and Republic of Ireland, and a standalone store in London’s Carnaby Street. A new shopfit and concession concept has also been created to fit the brand’s revamp, and Allen says he would eventually like to see flagship stores in more major cities in the UK.
Essentials
100 Number of stockists in the UK and Republic of Ireland
278 Number of pieces in Boss Orange’s spring 10 collection
1999 Year when Boss Orange was launched
Hugo Boss has revamped its Boss Orange collection for spring 10 under the German casualwear brand’s new creative director Eyan Allen. The range’s clean and contemporary look was given its first showing at a catwalk event in Berlin last week.
Allen has made sure that Boss Orange, aimed at 20 to 40-year-olds, retains an “unpolished” feel compared to other Hugo Boss ranges and is more contemporary than previous collections.
“I wanted to bring more high fashion into the range but still have a commercial look,” Allen says. “Before, the look changed season after season. Now I want to make the look more consistent.”
For spring 10 the Boss Orange range has a clear, less streetwear-influenced handwriting and includes denim, jersey and leather. While still 278 pieces strong, the suiting options have been reduced to eradicate overlap with the tailoring-focused Boss Black sub-brand.
The colour palette for the season is inspired by the vintage cars and architecture of 1950s Miami. Pastels, pinks and creams feature, along with touches of silver. Allen cites the styles of actors Johnny Depp and Sienna Miller, and model Kate Moss as influences, and is keen to grow the size of the womenswear collection which currently makes up just a fifth of the total range.
“I wanted a collection where the individual has such a choice that they can buy into the range in an interesting way without it all looking like it’s from the same brand,” says Allen. “There are brands that may be great in certain parts of their ranges but I wanted to have great denim, outerwear and jerseys.”
Denim is a major part of the Boss Orange offer - in menswear, a denim trench coat is one of the key pieces. But while the styling is casual and comfortable with different washes and some destroyed looks, a tailored feel to jeans and trenches has been retained.
Allen says: “There is denim on denim but in different weights, so jeans are paired with a chambray shirt. Light and heavy, old and new. People want to feel relaxed and comfortable and a bit smart.”
Boss Orange’s pricing remains unchanged, sitting a little lower than Boss Black, although Allen says the quality of design has improved.
The brand has more than 100 stockists in the UK and Republic of Ireland, and a standalone store in London’s Carnaby Street. A new shopfit and concession concept has also been created to fit the brand’s revamp, and Allen says he would eventually like to see flagship stores in more major cities in the UK.
Essentials
100 Number of stockists in the UK and Republic of Ireland
278 Number of pieces in Boss Orange’s spring 10 collection
1999 Year when Boss Orange was launched
Subscribe to:
Posts (Atom)