fashion buying and merchadising- calvin klein

Tsitsi Chichera - 1405574Fashion Buying and Merchandising EFMM4002

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SHOP VISITS &PROMOTIONAL MIX

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Calvin Klein Jeans - Regent StreetAddress: 170 Regent Street, Soho, London W1B 5BQPhone:020 3100 2900

Time of visit: 1pm,Wednesday 18th Feb 2015

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The store:Tidy and open space storecolour coordinated displaysInstore campaigns and Promotion-al posters of Celebrities such as Justin Bieber.Branding all over the store

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Levi’s - StratfordAddress: Westfield London Shopping Centre, Westfield, Ariel Way, Lon-don W12 7GAPhone: 020 8749 5400

Time of visit: 10am,Wednesday 18th Feb 2015

THE STORE:Very Rustic and AuthenticWooden displays that compliment the denimOpen plan and welcomingVery simplistic lookNot a lot of promotional imagesBranding found on clothing and walls.

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Guess - StratfordAddress: Westfield London Shop-ping Centre, Westfield, Ariel Way, London W12 7GDPhone:020 8735 4090

Time of visit: 10.30am,Wednes-day 18th Feb 2015

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THE STORE:Plain window displaysModern displays Promotional images used instoreCelebrity campaign imagesOrganised and clear

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Target Consumer

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The Re- com manYoung and Aflluent - B/C1 Socio economic group.

Working professional thats very image conscious,trend setter instead of follower.Active social life and health based.

Buying motives: to look and be fashion forward.

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Products and Pricing

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CLASSIC

HIGH PRICE

LOW PRICE

HIGH

FASHION

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CLOTHING

TOPS -

Products range from simple polo shirts to denim tops,sweat-shirts, shirts,cardigans,jumpers and blazers.

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Jackets &Coats-

Products range from denim jackets, leathers jackets, coats and waterproof jackets and coats.

JEANS &TROUSERS -

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This product range varies from formal trousers to chinos, shorts,skinny jeans and coloured trousers.

SHOES &ACCESSORIES-

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Products range from glasses to watches,bags,perfumes,belts,shoes,scarves and shower gels.

UNDERWEAR &NIGHTWEAR-

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These products range from boxers,pyjamas, swimwear, robes and other night-wear.

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£30 £600

Jackets &Coats

Ozi Scuba Bonded Jersey

Parka

£ 599.00

Jeans &

pants

Regular Fit Straight Leg Jeans

- Rich Indigo

£ 95.00

Darryl Tapered Selvedge Jeans -

Medium Grey

£ 169.00

Tops Telfast Logo Printed T-

Shirt

£ 35.00

Hutton All-Over Printed

Sweatshirt

£ 115.00

Accessories Canvas Plaque Belt

£ 30.00

Jimmy Backpack

£ 135.00

Forster Coated Cotton Bomber Jacket

£ 115.00

MYSELF BOX FLAT BILLFOLD AND IPHONE CASE £ 75.00

EASY STREET SCARF £ 30.00

TAM CARDIGAN £ 89.00

Forster Coated Cotton Bomber Jacket

£ 115.00 JIM LEATHER JACKET

£ 239.00

£30 £800

Jackets &Coats

Ozi Scuba Bonded Jersey Parka

£ 599.00

Jeans &

pants

Regular Fit Straight Leg Jeans - Rich Indigo

£ 95.00

Darryl Tapered Selvedge Jeans - Medium Grey

£ 169.00

Tops

Telfast Logo Printed T-Shirt

£ 35.00

Hutton All-Over Printed Sweatshirt

£ 115.00

Accessories

Canvas Plaque Belt

£ 30.00

Jimmy Backpack £ 135.00

LINE 8 BOX TRUCKER JACKET

£ 44.90

BIKER COTTON FLEECE JACKET £ 79.00

1930'S MENLO'S JACKET

£ 725.00

SKINNY RINSED JEANS £75.00

SLIM STRAIGHT FLEX JEAN BY GUESS £ 125.00

751™ STANDARD FIT JEANS £31.90

1966 CUSTOMIZED 501® JEANS £ 235.00

COTTON STRETCH LETTERING T-SHIRT GBP 29.00

WAFFLE HENLEY £ 30.00

1940S LEVI'S® T-SHIRT £ 75.00

BASIC LEATHER BELT £ 30.00

URBAN LEATHER LAPTOP BAG £ 180.00

key:CALVIN KLEINLEVI’SGUESS

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Classics:Plain white t CALVIN KLEIN JEANSTIN SUPI-MA COTTON T-SHIRT £ 45.00

LEVI’SSUNSET POCKET TEE£ 25.00

GuessPLAIN JER-SEY STRETCH T-SHIRT£29.00

Mainstream: Skinny JeanCALVIN KLEIN JEANSMID RISE SUPER SKINNY JEANS - BLUE GREY £ 130.00

LEVI’SLINE 8 SUPER SKINNY JEANS£ 65.00

GUESSSKINNY PLUSH DENIM PANTGBP 105.00

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Trending: Denim JacketCALVIN KLEIN JEANSUNISEX MARKY DENIM JACKET - SALT BLACK RIGID £ 165.00

Levi’s1967 TYPE III TRUCKER JACKET£ 295.00

GUESSORIGINAL PLUSH DENIM JACKETGBP 129.00

Boston Matrix:

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STARS

CASH COWS

QUESTION MARK

HIGH

M

A

R

K

E

R

T

G

R

O

W

T

H

LOW

LOW MARKET SHARE HIGH

DOGS

BEST & WORST SELLERS: BEST SELLER - CALVIN KLEIN JEANSONOMO WAX COATED BOMBER JACKET £ 145.00This item is a best seller because it allows consumer to be fashion and dress for the colder season.

This is an item found on all levels in fashion from highstreet to de-signer becuase it is so versatile and yet fashionable.

WORST SELLER - CALVIN KLEIN UNDER-WEAR Logo Printed Swimshort£ 49.00This item is not selling well yet because of the season and maybe only gains sales from people that are travelling.

The growth and demand in sales of this item will increase.

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SWOT ANALYSIS :

S W

O T

Strengths: The histo-ry and reputation of Calvin Klein is de-finetly a strength for the brand becuase cus-tomers trust them and want to buy into the lifestyle it repre-sents.

Weaknesses: It is hard for Calvin Klein to introduce new prod-ucts because of the view people have of it, people associate it with boxers and not so much with shoes and pyjamas.

Opportunities: Due to the world wide fame it has, Calvin Klein can collab-orate and be endorsed by big names and this only makes their brand strong-er. Justin Bieber and many other celebrities give Calvin Klein an op-portunity to sell more products because consum-ers want to buy it due to their parasocial relation-ship with the celebrity.

Threats: Calvin Klein is a big brand but this means it also has big competitiors . Oth-er brands that sell similar products for similar prices pose a threat to Calvin Klein .

TREND FORECASTING PACK

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Inspirational brands: Valentino & Louis Vuitton.

CATWALK TRENDS

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Ralph Lauren - AW15/16 - ReviewThis collection suited all types of mens and varied in styles and fab-rics,materials ranged from suede and denim to velvet and wool. This range can be worn by anyone with outfits for excercise and some for a formal night out. This collection stands out simply because it can relate to a wide range of men and cater to in-dividual styles.

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FABRIC,COLOUR & PRINT TRENDS

STYLE ICONS

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STREET STYLE

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MINI RANGE:

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Khaki and leather jackets with croc-odile skin accents to add detail. Classic looks with twist added by the green croc look.