Alexander Wang Kidswear

Topics: Brand, Luxury good, Luxury vehicle Pages: 33 (3549 words) Published: February 28, 2015
Title: Alexander Wang kidswear
Name: Zsuzsanna Torok (TOR10310643)
Unit: Product Development & Sourcing
Date: 11/3/2014

TABLE OF CONTENTS

Page 2Executive summary
Page 21. Introduction
Page 22. Findings
Page 22.1. Company profile
Page 2 2.2. Customer profile
Page 32.2.1. Consumer moodboard
Page 42.3. Market positioning
Page 42.3.1. Real competitors
Page 52.3.2. Kidswear competitors
Page 62.3.3. Accessibility versus Exclusivity
Page 72.4. Price points
Page 92.5. Childrenswear market
Page 92.5.1. The market
Page 92.65.2. Shift towards older wealthier families
Page 92.5.3. More fashion retailers enter kidswear market Page 92.5.4. Where adults buy childrenswear
Page 102.5.5. Half of parents are mid-spenders
Page 102.5.6. What childrenswear buyers look for
Page 102.5.7. Mini-me culture and parents' willingness to spend makes childrenswear a target growth segment Page 112.5.8. Consumer interest in celebrities has fuelled the demand for luxury children's clothing Page 112.6. Questionnaire

Page 122.7. Spring/Summer 2015 Trends
Page 132.8. Kidswear range
Page 142.9. Storyboard
Page 153. Conclusions and Recommendations
Page 154. References
Page 165. Appendix
Executive summary
This report is about the proposition of the high fashion label Alexander Wang and its kidswear line to be launched. It has been identified that there has been a gap in the market regarding the brand’s lacking kidswear line. This gap is supported by a questionnaire and the market research that shows growing demand towards luxury childrenswear fuelled by celebrities, the parents’ spending habits on childrenswear and the rising trend of the ‘mini-me’ culture. The report is also looking at future trends for the launch of the line in the Spring/Summer 2015 season. The recommendations for the range include the possible price points, the unique selling point and the consisting items of the range. 1. Introduction

Alexander Wang is a successful high fashion label with a womenswear and menswear line. The purpose of this report is to identify a gap in the market and propose a possible range for the brand that fills in this gap. The gap in the market regarding the brand is its lacking kidswear range. The report is compiled from primary and secondary research. Quantitative and qualitative data are sourced from business databases and market intelligences such as Mintel, Verdict or WGSN. Primary research is based on questionnaires or interviews. 2. Findings

2.1. Company profile
The designer fashion label Alexander Wang was founded in 2005, but its full Women’s ready-to-wear collection was not launched until 2007. The company is fully family-owned and is selling internationally to over 700 boutiques and retail stores. Today the New York City brand offers women’s and men’s clothing, handbags, shoes, accessories, small leather goods and objects. In 2009 Alexander Wang launched his diffusion line, T by Alexander Wang that consists of more casual pieces and in 2011 the brand debuted its menswear line as well. The company is worth approximately £15 million and its revenue in 2011 was $20,000. 2.2. Customer profile

1. Typical customer
Elisa is a 25-year-old single female. She lives in central London and works as a senior fashion buyer at a major online luxury retailer. She rents a one-bedroom apartment in Marylebone. She currently earns £45,000 per annum and this makes her an ABC1 consumer. She likes shopping, travelling and going out to niche restaurants in the weekends with her friends. Her style is a combination of edgy and relaxed clothes. She enjoys wearing designer brands and statement pieces, but not overdoing it. Her favourite brand is Alexander Wang and Helmut Lang, but she often opts for the T by Alexander Wang pieces for a mix of off-duty and more relaxed look. Elisa loves spending her money on designer items which she does every second...

References: Alexander Wang (2014), Biography, Retrieved on 24.2.2014 from http://www.alexanderwang.com/studio/biography
Mintel Group (2013), Childrenswear, UK, November 2013, Retrieved on 7.2.2014 from Mintel Oxygen: http://academic.mintel.com/display/638306
WGSN (2013), Kidswear Trend Analysis, Graphic grids: emerging kidswear trend, UK, February 2014, Retrieved on 4.2.2014 from WGSN: http://www.wgsn.com/content/report/Trend_Analysis/Kidswear/2014/Feb_02/graphic-grids-emerging-kidswear-trend.html
Images:
Image 5. Accessible and exclusive brands (2013) at http://service-verdictretail-com.arts.idm.oclc.org/verdict/trends/marketing/article39587.ece, retrieved on 18.2.2014
Image 6
Image 9. Kidswear: matrix (2013) at http://www.wgsn.com/content/report/Creative_Direction/COLOUR/Spring_summer_2015/Departmental_super_report/kidswear/matrix.html, retrieved on 4.2.2014
Image 10
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