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ASOS GIRLSWEAR A/W 16/17 Entering a new market with a fashionable, competitively priced, girlswear range. Amanda Schofield

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Page 1: ASOS Girlswear Upload

ASOS GIRLSWEAR A/W 16/17Entering a new market with a fashionable, competitively priced,

girlswear range.

Amanda Schofield

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Introduction.......................................................................................................................................................................................Page 1, 2

Brand Identify & Customer Profile.................................................................................................................................................Page 3

Colour & Theme Research...............................................................................................................................................................Page 4

Existing Children’swear Products: River Island.............................................................................................................................Page 5

Existing Children’swear Products: Next..........................................................................................................................................Page 6

Existing Children’swear Products: H&M .......................................................................................................................................Page 7

ASOS Own Brand Current Products...............................................................................................................................................Page 8

Styling & Fabrics.................................................................................................................................................................................Page 9, 10

Moodboard..........................................................................................................................................................................................Page 11

The Range............................................................................................................................................................................................Page 12, 13 ,14 ,15

Excel Range Plan.................................................................................................................................................................................Page 16

Range Analysis.....................................................................................................................................................................................Page 17

Ethical & Environmental Issues.........................................................................................................................................................Page 18

Sourcing & Suppliers...........................................................................................................................................................................Page 19

Personal Reflection..............................................................................................................................................................................Page 20

References ............................................................................................................................................................................................Page 21, 22, 23

Appendix...............................................................................................................................................................................................Page 24

Contents Page

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IdeaIn order to enter a new market, an ASOS own brand girlswear range will be developed for girls aged 4-10 years for A/W 16/17. Com-petitors already offering this sector include River Island, H&M and Next. In order to find relevant research to help guide the direction for this range, trend research will be carried which will include WGSN trend forcasting, a comparative shop looking at competitors within the girlswear market, and research into the current products offered by ASOS to view their brand identity and the current styles they offer.

Rationale‘Specialist childrenswear retailers are facing increasing competition not only from supermarket chains and value retailers, but also from online only retailers such as Amazon and eBay, which have both launched designated baby shops over the last year. More high street clothing retailers including Mango and River Island have also ex-panded their childrenswear ranges in 2014 to include babywear and Abercrombie and Fitch has launched its first childrenswear store in the UK.’ (Mintel, 2014) Mintel (2014) found that the childrenswear market reached £6.7 billion in 2014 following a 3% growth which showed an underperformance in comparison to the adult clothing market which produced higher growth. This was particularly due to the falling birth rate. However a 15.3% growth in the childrenswear sector is expected over the next five years due to the amount of chil-dren aged 5-14 increasing. This is predicted to reach £7.8 billion in 2019. Figure 1 shows the estimated forecast for up to 2019 depend-ing on consumer confidence. As older aged children are beginning to become more fashion focused, attitudes to towards children vary depending on the buyer and the age of the child. For example adults buying clothes for young children or babies may prioritise clothing that is easy to look after, of a high quality and of a low price where as parents shopping for slightly older children may look for more fashionable clothing which balances stylish clothing whilst still remaining price competitive. H&M and New Look are examples of this. Figure 2 shows how the most important factors when buying clothing for 4-14 year old children include high quality clothing, low price and comfort. However it also shows how 35% of consumers suggest that fashionable clothing is important which contrasts to 0% or people agreeing with this is the child is 0-3 years old. With these factors in mind this there-fore shows scope for ASOS introducing their own brand childrenswear clothing for children aged 4-10 years as both fashion, quality and competitive prices are considered.

Figure 1 - Childrenswear forecast (Mintel, 2014)

Introduction

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Figure 2 - Important factors when buying childrenswear (Mintel, 2014)

In addition a childrenswear range for ASOS would also be appropriate due to it’s nature of being an online retailer which prove to be successful when attracting chil-drenswear customers. For example Mintel (2014) found that 73% of childrenswear customers have bought childrenswear clothing online. This is a popular trait for those customers aged 16-34 and men in particular which is key as both these tar-gets shop at ASOS as ASOS targets ‘to attract fashion-forward twenty-somethings’. (Mintel, 2015) Ebay is an example of a successful online only retailer who com-petes within the childrenswear market sector through attracting 12% of parents who have children younger than 16 whilst also mainly attracting those who have children under five years. Furthermore with the online clothing market expected to account for 20% of sales at the end of 2015, online customers will continue to grow through the use of technology such as laptops,

smartphones and tablets which allow online purchases to be done with ease. ASOS could there-fore use their online nature to their advantage and could utilise the childrenswear market to expand their market offering and keep up with competitors such as H&M and River Island who are already competing within the market sector.

Furthermore ASOS offering a childrenswear range would also be a perfect opportunity as whilst ASOS mainly targets 20-somthing year olds, figure 3 show how Mintel research found that 100% of 16-34 year old parents use the internet with the majority of these age parents having children aged 0-9. Theis therefore complements that ASOS could benefit from having a chil-drenswear range for 4-10 year olds as they’re parents are likely to do their shopping online or are already an ASOS customer. Furthermore as River Island targets a similar target market of 18-35 year old consumers (Mintel, 2015), this shows how ASOS could benefit from expanding their target market to include a slightly older consumer in order to stay competitive.

Figure 3 - Age of mothers and age of children (Mintel, 2014)In terms of current childrenswear sales, supermarkets currently lead through offerring price competitive childrenswear. However more high street retailers and designer brands are begin-ning to enter the childrenwear market through offerring either baby wear or childrenswear products. These retailers are more fashion focused in there designs however are aiming to offer low prices to attract customers within the childrenswear market sector. In order find feedback from a current ASOS buyer to share their view on this rationale and the idea of an ASOS girls-wear range ASOS was contacted, however unfortunately no feedback was given. (Appendix 1)

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Whos is the customer?Their current target market is fashion lovers who are ‘twenty-something.’ (asosplc, 2015) They are engaged with fashion and keep connected with ASOS through the technology they grew up with. Like ASOS, their customers are engaged with social media, connecting and communicating via the internet and leading a digital lifestyle. ASOS therefore uses this to their advantage through offering a modern day way of shopping and keeping their target market entertained through the use of multi-chan-nels. These include social media, their magazine and global edits which are produced daily and broadcasted on ASOS.com. (asosplc, 2015) Mintel (2015) supports this through stating that they provide the largest fashion range as possible in order to cater for all their target customers. Furthermore ASOS incorporates their own brand clothing as well as using other fashion brand such as high street brands like River Island to more premium labels. This allows ASOS to offer both competitively priced products and slightly higher prices for the more affluent customer.

What are they looking for?ASOS customers are looking for both own label ASOS products and their favourite brand names that are up to date with the latest fashion trends whilst offering a high quality that beats ASOS competitors. (asosplc, 2015) However at the same time they are looking for a competitive price that both reflects what they are purchasing and offering value. Products are expected to be available and easily accessible online at all times.

What would they look for in childrenswear?If ASOS was to launch a childrenswear range the target customers would probably extend from just 20-somethings to range from 20s to mid 30s in order to successfully attract a wide range of parents shopping for their children. In sight of this, whilst this target would be similar to the current target of 20-somethings through expecting fashion, quality and price, in particular they would be looking for appropriateness of the clothing. This would therefore create a focus on aspects such as comfortable materials of a high quality, weather appropriate designs and a price that is compet-itive with those such as River Island, Next and New Look who are already offering childrenswear clothing. (Mintel, 2014)

Brand Identity & Customer ProfileASOS describes it’self as a unique fashion destination that provides customers with an entertaining experiene through there online features and articles, competitions and games which are also posted on their social media websites and their app. As well as selling their own branded clothing, they also sell a large variety of other branded clothing providing an easy one stop shop for every customers needs. (asos-plc, 2015) ASOS have proven to be increasing successful over the years and during 2015 has increased their revenue by 18%, gross profit by 19% and profit after tax by 1%. (Figure 4) There headquarters are situated in Camden in London while there dis-tribution cetner is located in Barnsley in Yorkshire. ASOS remains unique from their competitors through aspiring to create such as memorable experience that custom-ers will always return for multi-purchases , this is achieved through offering greate fashion at a great price, having the best-in-class service, providing engaging content and experience, and having suprerior mobile etertainment such as snapchat. ASOS overall strives to be synonymous to fashion just as google is to search. (asosplc, 2015) Mintel (2015) further states that ASOS offers a comprehensive product offerring for their customers through offering seventy-five thousand branded and own label prod-ucts and the use of unique ranges for celbratory events.

Figure 4 - ASOS statistics (Mintel, 2015)

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Colour & Theme ResearchWGSN has forecasted that the A/W 16/17 children’s wear palette will be dominated with bold mid-tone colours including gold hues and royal blues allowing brands to move away from gender specific cloth-ing. Alternatively for girls, chalky pinks are forecast to be popular keeping the traditional pink update with greyish blush colours and metallic gold as highlights which will be key for both party wear and outerwear. (WGSN, 2015) Figure 5 shows WGSN’s trend prediction of dusty pinks, ultra blue and gold. Bubble London has be used as inspiration for WGSN’s colour predictions as Bubble London predicted that dusty pinks would be a strong colour direction for girls in the winter giving sophisticated appear-ances alongside refreshing dresses and two piece sets for girls. Figure 6 shows Bubble London’s dusty pinks trend forecast. Bubble London further suggested that brighter tones would be used to accent clothing. (WGSN, 2015) As WGSN supports Bubble London’s trend predictions of dusty pinks with oth-er brighter colours for accent, Bubble London’s ‘Dreamy fairy tale’ theme will be used as a basis for the ASOS children’s wear range through incorporating chalky blush colours with gold tones and deep blue’s as a more bold eye catching colour contrasting against the faded pinks. Figure 7 shows Bubble London’s dreamy fairy tale theme which will be used as inspiration for the ASOS girls range. This will be appro-priate for the range due to being a fun and playful theme.

Buyers’ Briefing A/W 16/17: Kids & Tween Colour & Print

Figure 5 - WGSN Colour Predictions WGSN (2015)

Bubble London A/W 15/16

Figure 6 - Bubble London dusty pinks forecast (WGSN, 2015)

Figure 7 - Bubble London dreamy fairy tale theme (WGSN, 2015)

In order to create a colour palette that includes chalky pink and faded colours alongside the bold blues and eye catch-ing golds, a section of the Elemental palette from WGSN has been selected. The faded colours will be used as a base with blue and golds mainly being used for smaller details. The chosen section of the elemental colour palette is therefore shown in figure 8.

Figure 8 - Elemental Palette (WGSN, 2015)

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Existing Children’swear Products: River IslandRiver Island Product Description Price Sizing Materials Care

Pink ColourSoft FabricOversized comfortable fitCowl NeckFull length sleavesSlogan printed ‘It’s some kind of wonder-ful’ in white

£14 3-4 years5-6 years7-8 years9-10 years11-12 years

2% Elastane63% Polyes-ter35% Viscose

Iron on reverseMachine wash at max 40°C very gentleDo not bleachDo not tumble dryDo not dry clean

Leather-lookLarge pleatsFull silhouettePink Colour

£15 3 years4 years5 years6 years7 years8 yearsup to 12 years

100% Poly-ester

Iron on reverseMachine wash at max 40°C gentleDo not bleachDo not tumble dryDo not dry clean

Faux suedeFittedAsymmetric zip frontLong sleevesDetachable faux fur collarTwo side zip pockets

£40 3 years4 years5 years6 years7 years8 yearsup to12 years

100% Poly-ester

Do not ironHand wash onlyDo not bleachDo not tumble dryDo not dry clean

Figure 9 -River Island (2015)

Figure 10 -River Island (2015)

Figure 11 - River Island (2015)

River Island Children’s wearRiver Island is an affordable fashion brand offering Girlswear for two different ages groups. They firstly offer ‘Mini girls’ clothing which is aimed at girls age 0-5 and then ‘Girls’ which is aimed at 3-12 years olds. For both age groups a large range of products are available from basic clothing such as t-shirts, jackets and jumpers, to accesories, occasianwear and holiday clothing. StyleRiver Island girlswear offer similar styling to the womenswear products they offer as for example figure 9 and 10 show a oversized comfortable looking jumper and a leather look skirt which reemblee similar looking products found in their wom-enswear ranges. Furthermore figure 11 shows a suede looking jacket with faux fur which is iconic of River Island with a high fashion and luxurious appearance. Pricing & SizingIn terms of pricing River Island Girlswear varies from basic clothing ranging around £14 to around £40 for coats. The prices generally represent the level of detail the products have and the types of materials used. Pricing also slightly increased depend-ing on which size was selected. Sizes were found to be consist-ent for the ‘Girls’ products ranging from 3 years to 12 years.MaterialsCommonly found materials used by River Island were polyester and elastane due to properties such as softness and hardwearing being appropriate for children. Figure 9 also shows how River Island also use other materials such as viscose to achieve differ-ent properties such as a silky appearance.CareAs childrenswear products usually are preferred to be easy care, River Island’s products mainly were machine wash however were not allowed to be tumble dried. However figure 11 show how some products featuring faux have more complex care instructions.

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Next Product Description Price Sizing Materials Care

Graphic print pure cotton t-shirt.Dark grey colourSoft FabricLong length

£8-£9 3 years4 years5 years6 years7 years8 yearsup to16 years

100% Cotton N/A

Suedette A-line skirt 70s StyleMid-length

£15 - £21

3 years4 years5 years6 years7 years8 yearsup to16 years

Main 88% Polyester 12% Elastane

Lining 100% Polyester

Machine Wash

Borg lining Faux fur trim on hood.Two zipsLong lengthPink colour

£32 - £38

3 years4 years5 years6 years7 years8 yearsup to16 years

Main and lining 100% polyester.

Hood 53% acrylic 28% polyester 19% modacryl-ic.

N/A

Existing Children’swear Products: NextNext Children’s wearNext is a retail chain offerring stylish clothing and products for women, men, children and homeware. In terms of girls-wear, Next provides clothing for two age groups, ‘younger girls’ who are 3 months to 6 years, and ‘older girls’ who are aged 3 years to 16 years. For both of these age groups Next of-fers a large range of products ranging from underwear, casual wear and sportswear. StyleAs figure 12, 13 and 14 show, Next offers age appropriate clothing than are less fashion focused than those offered by River Island. Figure 12 therefore shows this with a basic style t-shirt with a printed slogan. Furthermore figure 14 shows a coat which although has faux fur detail and a popular pink colour, is more focused on weather appropriateness with an extra long length and a thick warm shape. Figure 13 does however include a stylish suede look which is more fashion focused. PricingPricing was found to be similar and reflecting the product characterisitcs ranging from £8 for more basic products such as t-shirts then up to £40 for winter coats. SizesSizing was found to be consistant throughout, ranging from 3 - 16 years for older girls. MaterialsCommonly used materials for Next’s girlswear were cotton, polyester and elastane used due to their appropriateness for childrenswear through offerring comfort and stretch. In some cases other materials such as acrylic were used for trimmings. CareWhere care information was given garments were to be ma-chine washed at 30 or 40 degrees. However this information wasn’t always provided.

Figure 12 - Next (2015)

Figure 13 - Next (2015)

Figure 14 - Next (2015)

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Existing Children’s wear Products: H&MH&M Product Description Price Sizing Materials Care

Jersey TopShort sleevesjersey top appliqué on the front

£5.99 11/2 - 2 years2 - 4 years4 - 6 years6 - 8 years8 - 10 years

Cotton 56%Polyester 40%Elastane 4%

Machine wash at 30 degrees

Tulle skirtMultiple layersGlittery elasticated waistLined

£7.99 11/2 - 2 years2 -3 years3 - 4 years 4 - 5 years5 - 6 years6 - 7 years7 - 8 years8 - 9 years9 - 10 years

100% Polyester Machine wash at 40°

Padded jacket woven fabric detachable lined hoodzip at the frontside pockets elasticated waist fleece lining

£19.99 11/2 - 2 years2 -3 years3 - 4 years 4 - 5 years5 - 6 years6 - 7 years7 - 8 years8 - 9 years9 - 10 years

Shell:Polyester 100%

Lining: Polyester 100%

Trimmings:moda-crylic 55%Acrylic 23%; Poly-ester 22%

N/A

H&M H&M is a fashion retailers who work to product sus-tainable clothing at the best possible price. For girls-wear they offer clothing for four different age groups. These group are 0-9 months, 4-24 months, 11/2-10 years and 8-14 years. Products for girlswear include, casual wear, nightwear and outdoor clothing. Sustaina-ble clothing are also available for childrenswear.StyleThe styling of H&M girlswear clothing is very similar to Next through not being as fashion focused as River Island and instead being more focused on age appro-priateness whilst incoporating some fashionable styles. Figure 17 shows a coat with fur trim similar to one available from Next with a thick warm shape. Figures 15 and 16 also both show standard shapes however with fashionable details such as the bow feature and the glittery detail on the skirt. PricingConcerning pricing, prices were found to be lower than both River Island and Next with the most competitive prices offering tops from around £5 and coats around £20.SizesSizes were found to be consistant throughout with products for the younger and older girls being available in size 11/2 to 10 ten years. MaterialsIn terms of materials these were found to be comfort focused materials such as cotton, polyester and elastane which were very similar to those offered by Next and River Island again with materials such as acrylic used for trimmings.CareWhere care information was provided products were to be machine washed at 30 or 40 degrees for easy care.

Figure 15 -H&M (2015)

Figure 16 - H&M (2015)

Figure 17 - H&M (2015)

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ASOS Own Brand Current ProductsASOS

Product Char-acteriastics

Lightweight, cotton-mixFully linedPoint collarDouble breasted button Removable waist beltSide pocketsStraight cutRegular fit - true to size

Printed jerseyRound necklineSplit frontTie dye designRegular fit – true to size

Non-stretch denimPatchwork design Zip back closureRegular fit - true to size

Lightweight stretch vis-coseElasticated waistbandHigh rise waistTartan check printRegular fit - true to size

Fleece-back sweatHooded necklineDrawstring fasteningZip frontSplit pouch pocketRegular fit - true to size

Price £60 £18 £24 £18 £18

Materials 80% Polyester20% Cotton

N/A 100% Cotton 96% Viscose,4% Elastane

69% Cotton31% Polyester

Care Dry Clean Machine Wash Hand Wash Machine Wash Machine Wash

ASOS (2015)

ASOS (2015)

ASOS (2015) ASOS

(2015)

ASOS (2015)

After looking at a range of current ASOS own brand products, various styles have been found with ASOS offerring both high fashion products . For example the the trench style coat and patchwork denim skirt were found alongside some more basic styled products such as the hoodie. Despite ASOS offerring some high fashionable products prices have still been kept reasonably low with skirts and tops ranging around £20 in the womenswear department. Chosen materials for ASOS products commonly used polyester and cotton similar to Next, River Island and H&M therefore showing how some of ASOS womenswear products would be appropriate for girlswear. Due to this, the care of these products are straightforward such as machine wash. Overall this research shows how some of the womenswear products could be adapted and modified for girlswear in order to offer children fashionable yet affordable products.

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Styling & FabricsWGSN Trend Direction & Key ItemsAfter researching current childrenswear products on the market from a variety of retailers and products current offered by ASOS own brand, WGSN has been used to find key items and styles supporting existing childrenswear products which will be in trend during A/W 16/17. WGSN (2015) suggests that the key themes from the season will be driven by cosy, oversized shapes included large sweater dresses, grandad style cardigans and denim overalls showing the drive against gender specific clothing. Furthermore womenswear will be used an inspiration for girlswear including the rise in faux fur jackets and fur fronted coats. Key pieces for girls will include full layered tulle skirts, sharp looking blazer and thick woolen tights.

Faux Fur JacketWGSN (2015) have forcast that last seaons faux fur jacket to carry into A/W 16/17 in a number of different styles including pastels, leopard and off-white shades. With a 70s inspiration of shag fur, this look is key for girlswear with the look of plush teddy bear fur. Figure 19 further shows another style in-corporating the faux fur look with a fur front hoodie which features a cosy large hood and a hairy texture front.

Sweater DressPerfect for pairing with soft legging and hi-tops, the sweat-er dress is iconic for the season with the overized com-forble shape. Knit ruffes and sporty ribs can add interest alongside polka dots and animal prints. (WGSN, 2015)

Frill SkirtThe frill skirt has contin-ued to perform well year on year and has been forecast to remain a core party item or part of grunge collection during A/W 16/17. To add vollume the skirt should be paired with diagonal prints. The frill skirt will be a key item within the ASOS range as it blends in with the dreamy fairytale theme. (ASOS, 2015)

Cocoon Puffa JacketThe coccon puffa jack-et is a winter essential with thick quilting and a soft fleece interior. This jacket is designed for pretection against the elements and will look fashionable whilst doing so with a shiny finish. Covered zip pockets will offer extra protection.

Knitted LeggingsAs winter emerges, knit-ted leggings are perfect for pairing with light-weight skirts and denim in order to keep warm. Figure 20 shows a bicol-our knit with a knitted stretchy waistband and ankle cuffs. The surface has a soft texture and allows plenty of room for movement. (WGSN, 2015)

Figure 18 - WGSN (2015)

Figure 19 - WGSN (2015)

Figure 20 - WGSN (2015) Figure 23 - WGSN (2015) Figure 24 - WGSN (2015)Figure 21 - WGSN (2015)

Figure 22- WGSN (2015)

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Styling & FabricsAfter researching trend direction for A/W 16/17 and the key items for the season, a range of potential designs have been collected off WGSN stylesight. These images have been selected taking into acount the current girlswear offerring from River Island, H&M and Next aswell as the styling of ASOS own brand products. Shown below is a puffa coat featuring faux fur hood, knitted legging, layered tulle skirt, knitted sweater dress, faux fur coat and a long length t-shirt. Potential details may include sequins, bicolour knit, glittery waistbands, applique and faux fur.

WGSN (2015) WGSN (2015)WGSN (2015) WGSN (2015) WGSN (2015) WGSN (2015)

Fabrics, Fibres & ComponentsAfter looking over existing girlswear products the key fibres that will be used within the range will be cotton, polyester and elastane for their stretch and comfortable proper-ties. In terms of fabrics WGSN has found that textures are top priority for the season. Key directions include exaggerated cable knits to create surface interest, high pile faux fur and teddy fleece which offer a soft touch and warmth. Quilted and padded fabrics will further add depth and warmth for outer wear such as coats and jackets. In terms of design, tartan will be key with a traditional woven appearace whilst faux leather will be used for accessories and jackets. Components will consists of patches of materials and large scale features such as bows. Pearlescent buttons will add decoration and functionality. (WGSN, 2015) Examples of fabrics are shown below.

Fleece (WGSN, 2015) Faux Fur (WGSN, 2015) Over sized Knit (WGSN, 2015) Quilting (WGSN, 2015)

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Moodboard A/W 16/17

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The RangeAW01: Oversized fur jacket AW02: Tie side jumper

AW03: Multi layer tulle AW04: Skinny fit jeans

Description: Oversized full length coat featuring faux fur outer and pearl button fastenings. Fleece lining.

Price: £25 Size: 4-10 years Colourways: 1 Fabric swatch:

Fabric composition:Main Lining53% acrylic 50% Polyester28% polyester 38% Cotton19% modacrylic. 12% Rayon

Description:Full length jumper featuring slim fit sleaves and tie side. Stretch fit.

Price: £12 Size: 4-10 years Colourways: 2

Fabric composition:88% Cotton 12% Elastane

Description: Multi-layer tulle skirt featuring glittery elasticated waistband.

Price: £14 Size: 4-10 years Colourways: 1

Description:Skinny jeans made from denim. Stetchfit in long length. Button and zip fastening.

Price: £15 Size: 4-10 years Colourways: 1

Fabric composition:100% Polyester

WGSN (2015)WGSN (2015)

WGSN (2015)WGSN (2015)

WGSN (2015)WGSN (2015)

WGSN (2015)

WGSN (2015)

WGSN (2015)Fabric composition:92% Cotton8% Elastane

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AW05: Puffa coat with fur trimDescription:Short length puffa coat featuring fur trim and fleece lining. Zip flaps and pocket flaps for extra protection.

Price: £28 Size: 4-10 years Colourways: 1 Fabric swatch:

Fabric composition:Main Hood & Cuffs100% Polyester 53% acrylic 28% polyester

AW06: Wide fit bow sweaterDescription: Wide fit featuring elasticated waistband and cuffs with oversized bow around the neckline.

Price: £16 Size: 4-10 years Colourways: 1

Fabric composition:65 % Cotton31% Polyester4% Elastane

AW07: Knitted leggings

Description:Roomy knitted leggings with stretch fit. Elasticated waistband and ankle cuffs. Cable knit.Price: £6 Size: 4-10 years Colourways: 2 Fabric swatch:

Fabric composition:92 % Cotton8% Elastane

AW08: Faux fur scarf

Description:Simple faux fur scarf. Long length with loop hole for fastening.

Price: £8 One size Colourways: 1 Fabric swatch:

Fabric composition:Modacrylic 55%Acrylic 23%; Polyester 22%

WGSN (2015)WGSN (2015)

WGSN (2015)

WGSN (2015)

WGSN (2015)

WGSN (2015)

WGSN (2015)

WGSN (2015) WGSN (2015)

WGSN (2015)

WGSN (2015)

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AW12: Sequin detail tutu

AW09: Oversized sweater dress

Description: Oversized, long length sweater dress featuring short sleeves and roll neck.

Price: £14 Size: 4-10 years Colourways: 1

Fabric composition:60% Cotton32% Polyester

AW10: Cropped t-shirt

Description: Plain style, cropped long sleaved t-shirt. Sim fit sleaves.

Price: £10 Size: 4-10 years Colourways: 2

Fabric composition:100% Polyester

AW11: Knitted tights Description: Plain thick knit leggings. 80 denier.

Price: £4 Size: S, M Colourways: 1

Fabric composition:65% Acrylic30% Nylon5% Elastane

Description: Short tutu style skirt featuring mul-ti-layers and sequin detail. Elasti-cated waistband.

Price: £14 Size: 4-10 years Colourways: 2

Fabric composition:96% Nylon4% Elastane

WGSN (2015)

WGSN (2015)

WGSN (2015) WGSN (2015)

WGSN (2015)WGSN (2015)

WGSN (2015)

WGSN (2015)

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AW13: Fur panel hoodie

Description: Soft polycotton hoodie with large sized hood and fur panel on the centre front. Pull over design.

Price: £18 Size: 4-10 years Colourways: 2 Fabric swatch:

Fabric composition:Main Centre Panel 68% Polyester 53% Acrylic32% Cotton 28% Polyester 19% Modacrylic

AW14: Pom-pom beanie

Description: Knitted stretch beanie with large soft pom-pom detail.

Price: £4 Size: S, M Colourways: 2 Fabric swatch:

Fabric composition:93% Cotton7% Elastane

AW15: Classic t-shirtDescription: Classic t-shirt in long length. Contrast coloured pocket and short sleeeves. Wide neckline.Price: £8 Size: 4-10 years Colourways: 2

Fabric composition:2% Elastane63% Polyester35% Viscose

WGSN (2015)

WGSN (2015)

WGSN (2015)

WGSN (2015) WGSN (2015)

WGSN (2015)

WGSN (2015)WGSN (2015)

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Range AnalysisStyles & TrendsGoworek (2007, p.43) states that retailers sales from previous seaons and future fashion trend predictions are key sources of reference for range planning. However for the ASOS girlswear range previous sales records could not be accessed and therefore trend predictions, current ASOS products and current girlswear products from compet-itors were used to develop the ASOS girlswear range. The range therefore reflects this with stylings such as faux fur coats, puffa coats, and knitted garments. Furthermore the stylings such as classic t-shirts, tulle skirts and thick padded coats were already used within the girlswear market. The WGSN ‘elemental’ colour palette complements the dreamy fairytale theme that was chosen for the range through the use of chalky and pastel colours which present a soft, hazy appearance. This seemed appropriate for the age group through the use of girly pink and purple colours which are predicted to be in season for A/W 16/17. Warm, cosy materials were then chosen such as faux fur, fleece and knits which were predicted by WGSN which were appropriate for the age group due to being weather appropriate which is key for childrenswear clothing as well as being fashionable.

PricingPosner (2011) states that price research is key in order to understand pricing from a customers perspective. Therefore competitors prices were first researched in order to see what was offerred on the market for certain prices. Competitors such as Next and H&M and River Island were found to price their products depending on the fash-ionability and detail used on them. ASOS’s current prices were further considered to see where the brand positioned it’s self in relation to other retailers. Alongside this price archetiture was considered as it was important to keep in mind that the ASOS girls range was introductory and therefore some prices should be kept lower than others. Reflecting this the more basic products such as the scarf, tights, leggings and hat were put at a lower price whilst other more fashionable products such as the over-sized fur jacket and puffa jacket were priced higher to reflect competitors pricing.

Number of products and top to bottom ratioIn order to provide a top to bottom ratio which allowed for a number of combinations for outfits, the range was decided to have a total of fifteen products. This included eight tops such as t-shirts, jackets and coats, five bottoms including skirts, leggings, tights and jeans, and two add on products which were a scarf and a hat. Goworek (2007, p.46) state that generally more tops than bottoms should be provided and available in different colour ways as consumers are more likely to purchase more tops than bottoms. Furthermore different colours were decided to be available in a number of these products allowing for more colour matches to be made. As the ASOS range is completely new, the total of fifteen products seemed sensibile in order to reduce risk if sales didn’t go to plan.

SizingAs no previous sales history could not be accessed and the girlswear range was introductory, the sizes were decided to be kept consistant. This was also seen to be appro-priate after analysing current girlswear ranges provided by competitors as size ranges were generally kept the same for children. Retailers such as Next were found to offer different products for different ages and therefore products aimed at either below four year olds or above ten year olds would have different styles and designs. The sizing was chose to include 4-10 years for each garment.

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Ethical & Environmental issuesSourcingASOS state that their customers expect sustainable sourcing from their products and therefore work to promote manufacturing that is socially and environmentally resposonsible. In order to do this ASOS set up it’s own sourcing department in 2013 which works to engage their customers with sustainabliity through offerring sustainable fashion in a variety of prod-ucts, lowering their environmental impact through the use of sustainable resources and processes, and improving the traceablility of raw materials through providing information on where the materials are coming from. (asosplc, 2016) Furthermore ASOS engaged with Impactt who specialise in ethical trade who are able to provide a review of ASOS’s manufacturers in order to highlight any inssues. In order to make sure sourcing standards are kept in place, ASOS carry out regular factory audits, create imporve-ment plans, provide factory health and saftety education and complete supplier scorecards to see how ethical suppliers are. (asosplc, 2015, p.26)

EnvironmentAs ASOS is an online retailer there main environmental impact is delivery as they ship to 240 countries. As ASOS’s carbon footprint continues to increase due to growth, ASOS must try to reduce this through improving the efficiency of their activities. Over the past year this has proven suc-cessful as they have reduced their carbon footprint by almost 20%. This was achieved through more efficient warehouse space and improved data capture. (asosplc, 2015, p. 32)

Animal WellfareASOS ensure that strict animal welfare guidelines are in place and that buyers are regularly trained to ensure they stand by these guidleines. They also ensure customers are well aware of alternatives of animal sourced fab-rics through the use of ‘faux’ and ‘non-leather’ products. In the past year ASOS has eliminate the use of feathers within their own brand products as they believe no animals should suffer due to fashion. (asosplc, 2015, p.27) Highlights of the year for ASOS (asosplc (2015)

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Sourcing & SuppliersASOS supplier requirementsIn order to provide ASOS with a versatile and reliable supplier base, ASOS look for suppliers who can produce a wide range of products whilst meeting ethical standards and helping ASOS to improve and develop their processes and products. In order to do this they look for suppliers who comply with laws and regulations, continuously try to improve their efficienty and environmental standards, address any problems where improvements are needed, and provide feedback for help ASOS to improve their supply chain management. (asosplc, 2016, p.1) ASOS currently sources their garments from all over the world including the UK, Turkey, India, Eastern Europe and China. A variety of these locations will be including for ASOS girlswear in order to make sure the entire range isn’t reliant on one supplier.

The Strategy As ASOS has an in house design team they will use the ‘selecting garments to retailers’ own specifications’ garment sourcing method. This will therefore entale ASOS’s own deign team providing garment specification sheets with information including fabrics, styling, design details and visual information. The supplier will then use this to create a sample to be checked by the design team. In order to make employing a design team worthwhile, minimum orders may be around 500 per piece. ASOS may chose to select their own fabric for the supplier to use. As these suppliers focus on the manufacture of the garment they are known as ‘cut, make and trim’ gar-ment suppliers as they don’t require their own design team. (Goworek, 2007, p.72, 73)

Supplier 1: Innovative Textiles (United Kingdom)Innovative Textiles have been creating products for forty years including childrenswear, denim and jacktets. Their garments are at special prices and of a high quality. (Apparel Search, 2016) Although suppliers based in the UK can be expensive manufacturers, having a local supplier is important incase other overseas suppliers experience problems where deliveries can’t be made. (Grose, 2012, p.113)

Supplier 2: Baiteng Garment Factory Co Ltd. (China)This supplier located in China was created in 2001 and now special-ises in knitted products including t-shirts, babywear, knitwear and vests. The UK is currently within their main market and has previ-ously supplied for premium brands such as Calvin Klein, Diesel and Givenchy therefore being a trustworthy supplier. Prices generally represent the design, features and quality. Prices will always be low-ered where possibly and processes improved. (Apparel Search, 2016) Grose (2012) states that a supplier based in China is beneficial due to having a huge skilled labour force and up to date technology.

Supplier 3: Indo Transworld Exports (India)Indo Transworld Exports are a lead exporter for ladies and children-swar garments including dresses, tops, skirts, blouses and embroided products. As India’s government has invested in the improvement of the manufacturing industry this supplier would provide scope for aiding ASOS with improving its supply chain managment. Further-more with the large-scale textile production and a readily available labour force speaking English, it provides a good choice for suppliers. (Grose, 2012)

Worldatlas (n.d.)

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Personal Reflection The RangePersonally I feel that my chosen range is strong through incoporating existing product research from competitors and ASOS as well as combining forecasted styles and details which has resulting in a fashionable clothing range with an appropriate selection of fabric compositions, colourways, fabrics and styles. Overall I feel that the range is fun and appealing for the targeted age range of 4-10 year old girls through incoporating the ‘dreamy fairytale theme’ with the use of chalky/pastel colours and exciting girly products such as glittery tulle skirts, knitted tights and faux fur clothing. The silhouettes chosen are age appropriate and offer protection for the winter months which is key for chil-drenswear clothing. The use of fleece and faux fur further supported this as they are warm, attractive materials. The size of my range also seems appropriate through the use of fifteen items as provides a sensisble amount of tops and bottoms and colourways in order to make many possible outfit combinations aswell as including some added accesso-ries. I feel that the pricing was appropriate as some items were priced lower due to this range being introductory however with other items that have more details being price slightly higher like competitors products in order to keep profits high. Although WGSN was used many times as inspiration for my range I feel that their predictions have given me a strong understanding of materials, colours and styles that will be in fashion during A/W 16/17.

Supplier SourcingIn terms of supplier sourcing I found this the most difficult part of the project due to struggling to find specific potential suppliers on the internet who provided enough infor-mation about themselves. However I found that my knowledge of the advantages of suppliers from various countries helped me consider which countries would be appropriate and therefore helped me select a few suppliers that could be used. I further found this difficult as although ASOS provides information regarding sustainable sourcing, they did not list any current suppliers on their website. Information that I found in Helen Goworek’s ‘Fashion Buying’ book really helped my undertanding of the different types of garment sourcing strategies and made me aware of how retailers like ASOS will use in house designers to create their design specifiactions and use ‘CMT’ suppliers to only create the garments. From this research in particularly, I have certainly developed my knowledge of sourcing and different suppliers which will benefit my role of a buyer in the future.

Ethics & Environmental IssuesI found that this research developed my understandings greatly as I wasn’t aware to what extend ASOS considered ethic and environmental issues within their processes and dealings. I have become more aware of ethical implications of retailers including the training of employees and problems of employee wages in garment manufacturing facto-ries and become more aware of environmental issues such as retailers carbon footprints and how efficient factory storage use and delivery services can be used to reduce this. I was further suprised to what extend ASOS aim to avoid the harming of animals within their business as faux fur and faux leather products are frequently used within their own branded products to offer customers alternative products which do not harm animals.

ConclusionOverall I would say that this project portrays my understanding of how to create a range plan and the trend, ethical and sourcing considerations that need to be taken into account. I feel as through my ASOS research and comparative shop was thorough showing products that already exist in the market that was then used to influence my designs. Overall I’d say my range is suitable for the target market of 4-10 year olds and would be successful in helping ASOS enter the girlswear market and develop a larger customer base.

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WGSN, . (2015). Oversized Knit. [Photograph]. , retrieved from http://www.wgsn.com.libaccess.hud.ac.uk/content/board_viewer/#/57491/page/9.

WGSN, . (2015). Quilting. [Photograph]. , retrieved from http://www.wgsn.com.libaccess.hud.ac.uk/content/board_viewer/#/63098/page/5.

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AppendixAppendix 1 - Attempted contact with ASOS for feedback