Fashion Merchandising

Assignment no.3

Presented by: Sanghamitra Kalita CHE13MM14 Sayantani Saha CHE13MM08

Forecast
In the promostyl 2014-2015 winter (women), four themes are forecasted 1. Chronos 2. Synesthesia 3. Perpetuity 4. Curator

4 directions of forecast
The themes look for a balance between known and unknown, moving out of comfort zone and experiencing something new Chronos: futuristic retro 60s, ultra futurist sci-fi dimension, new minimalism, innovative materials Synesthesia: focus on 5 senses Perpetuity: rugged brutalism, nature, nomadic culture Curator: tribute to modern art, design,aesthetics, touch of sporty performance

Perpetuity: The concept

Neo nomads and urban nomads with one idea: living a real life in an eco friendly, back to origins society- or way from the society. Values: collective living, improving society of globally connected nomads Key features: authentic fabrics, timeless garments with neo folk looks with a hint of dandy chic. Oversized styling, bare tailoring, structure borrowed from menswear trends Easy to wear, easy care, durability and authenticity Focus on masculinity: crisp tailored shirts for neo boho luxe and boyfriend shirts Colors: monochromes, tinted greys, shades of concrete and stones, rustic warmth of brick and chicness of polished lacquer grey.

Colors for Perpetuity

Color story and inspiration

Product: The Boyfriend shirt

The spotlight is on mens shirt. Focuses on fine contemporary tailoring.

The structured shirt is dissected into its various components(collar, cuff, pocket)
Variations done in the components by playing with their proportion and volume.

Fabrics
Crisp cotton poplin with structure Consistency and texture in solid color (mostly white) Fine jacquard stripes

Variations in Components: Pockets

Pockets can completely make the look of a shirt. Studied design and detailing for double pockets

Simple patch or flaps/buttons with gussets

Low or high placements Interplay of the pockets with other components of the shirt.

Variation in Proportions
Oversized proportions giving a feminine touch to the masculine shirt. The shirt becomes an experimental playground Proportions of all the components can be changed to get a new look

Variation in volume and details

Detachable collars and add on cuffs with exaggerated proportions. Fancy shapes of collars and cuffs create surprising contrast

Customization of the classic boyfriend shirt.

Product Pricing
GARMENT DESCRIPTION: Mens shirt - Woven Fabric Size : Small Colour : White (solid dyed) Material : 100% cotton Sleeves: Full sleeves MEASUREMENTS : Chest 102 cm chest 51 cm Length 68 cm Sleeve length 60 cm * Patterns are generally made with the seam allowance and cutting allowance. Generally, 12 cm is added with the total of body length and sleeve length.

To calculate Total Area of the Body : Body length = center front length + shoulder seam allowance + bottom seam allowance = 68+1+1 = 70 cm Body width = chest + side seam allowance + front placket + bottom placket = 51+2+9+4 = 66 cm Total area of the body = (Body length*Body width) = (70*66) = 4620 sq.cm

To calculate Total Area of the Sleeve : Sleeve length = sleeve length + seam allowances = 60 + (1+1) = 62 cm Sleeve width = armhole + under arm seam allowance = 20*2+1+1 = 42 cm Total area of the sleeve = (sleeve length * sleeve width)*2 = (62*42)2 = 5208 sq.cm To calculate Total Area of the Pocket : Length = 15 + 3 (inner mouthpiece) + 2 (seam allowances); Width = 13+2 (seam allowances) Area of the pocket = ( length * breadth) = 20 *15 = 300 sq.cm

To calculate Total Area of the Cuff : Length = 30 + 2 (seam allowances); Width = 8+2 (seam allowances) Area of the cuff = ( length * breadth)*4 = (32*10)*4 = 1280 sq.cm To calculate Total Area of the Collar: Length = 51 +2 (seam allowances); width = 9+2(seam allowances) Area of the collar = ( length * breadth)*2 = (53*11)*2= 1166 sq.cm To calculate Total Area of the Neck band: Length = 50 +2 (seam allowances); width = 3+2(seam allowances) Area of the neck band = ( length * breadth)*2 = (52*5)*2 = 520 sq.cm

To calculate Total Area of the back yolk: Length = 8+ 2 (seam allowances); width = 46 + 2 (seam allowances) Area of the yolk = ( length * breadth)*2 =(10*48)*2 = 960 sq.cm To calculate Total Area of the Main Back Panel: Length = 67+ 2 (seam allowances); width = 51 + 2 (seam allowances) Area of the back panel = (length * breadth) =69*53 = 3657 sq.cm Total Area = 4620 +5208+300+1280+1166+520+960+3657 = 17711 sq.cm Suppose fabric width is 60 inches and cut able width is 59 inches (150cm), Therefore, Fabric Consumption = 17711/150 =118.07 cm =1.18 meters

Cost of trims: Labels: Cotton main label = 5cm (width) x 6 cm (length) =30sq.cm Cotton size label = 2cm (width) x 2 cm (length) = 4sq.cm Total cotton used =34sq.cm = Rs.2 Polyester printed wash care labels = Rs.0.50 Buttons (8no.s) : Rs.2.00 Fusible interlining: Rs 0.50 Collar bone:0.25 Sewing thread charge = Rs.0.50 Total cost of trims per garment = Rs. 5.75

Cost of accessories: Polybags: Normal = Rs.0.30 per garment Master Polybag: Rs.2 Each master polybag to contain 8 garments Rs.0.25 per garment. Export carton: Normal: Rs.40 per carton Each carton to contain 48 garments- Rs.0.80 per garment. Total cost of accessories is Rs. 1.35 per garment.

Retail pricing
Mark up: 300% Manufacturing cost: Rs.295.60 Retail price: 295.60 X 300% = Rs.1299

Marketing plan
Advertising: Print and electronic media Online marketing on social media sites Launch the product by celebrity endorsement Launch product in MBOs Fashion shows

Product Assortment
Colors: muted and earthy colors, greys, metallic, pale white, ivory Sizes: S,M,L,XL Styles: Variations in proportions: oversized loose boyfriend shirt Different styles of collars: mandarin, slim collars, collars with decorative buttons Different styles of cuff

Variations in collars and cuff

Merchandising plan
Product Launch : Autumn/winter 2014-15 Analyzing Forecast (Promostyl, WGSN) of 2014-15 in winter 2013 Development of color stories and mood boards : December 2013-january 2014 Fashion shows: February 2014 Designing ,prototype development and selection : MarchApril 2014 Production: May-June- July 2014 Stock delivery: August 2014 Store display: Late August 2014

Thank you