Radical Adaptationclimatize with style

A/W 2013

Luby Howden

Fashion Marketing

A new and exciting sub brand is due to launch in selected Zara stores around the United Kingdom.

‘Radical Adaptation’ is a new, unique sub brand that offers the latest trend and up and coming designs but with a twist. ‘Radical Adaptation is a climate change inspired brand. All the garments will be produced by

using technically advanced fabrics and components, which will adapt to the constant changing climate around us. Unlike other existing brands that fight against climate change and are more Eco focused, ‘Radical Adaptation’ isn’t fighting against climate change, its going with it, helping us adapt and deal

with the extreme change in the current weather conditions.

Introduction‘Radical Adaptation’ is a more high-end high street sub brand. It has a higher mark up ratio compared to other high street brands. But the reason for

the higher expense and mark up ratio is due to the use of the technologically advanced fabrics used to

create the line. It is a risk increasing the price point of the garments in the

range but from studying consumer attitudes for 2013 research has shown that the consumer will be

willing to spend more to gain a garment or object that has a higher quality and more

sustainability. Its always a risk increasing the price of garments especially when lower high street

stores such as ‘Primark’ who produce extremely fast and disposable fashion. Companies like this will constantly be a risk and a hit to

the more expensive high street brands. But with the recent recession and credit crunch money is a much

more precious object, so surely if it’s going to be spent, it should be spent on

something that is sustainable and has a much higher quality to it.

The price point of ‘Radical Adaptation is a little higher than other garments within Zara but

this is because ‘Radical Adaptation’ is a completely new sub brand to ‘Zara’ within ‘Zara’s’ history it has never created a technically advanced

clothing range. The sub brand will be carefully selected and placed in several stores around the

United Kingdom. The reason the range will not be in every store is that due to it being a

completely new sub brand it needs period of trial and error, it would be a financial crisis to

disperse the sub brand to every Zara store during its six month trial period. Also even though ‘Zara

is a Spanish based company ‘Radical Adaptation’ will only be placed in several stores within the United Kingdom in major cities such

as London, Manchester, Liverpool, Birmingham and Sheffield. If ‘Radical Adaptation is a success it

could then have the potential to be placed in other stores.

Consumer

A new and exciting consumer will rise in 2012 known as the ‘Hybrid Consumer’. The consumer will still have all the same attributes as the well-established traditional consumer but with a need for a futuristic feel and to become more technology savvy. Also, adapt to the changing and advancing word around us. Technology is becoming more advanced by the day and with more people latching on to it, it continues to grow. The consumer will want to explore the unexpected and with open arms embrace technology.

At present many consumers are worn down due to many factors, whether it’s recession, climate change or just the trails and tribulations of modern life. The consumer therefore will need a release and positivity brought back in to their lives with bright and advanced ideas for the future. In 2012, consumers will feel able to engage inspiring technology and products that have the potential to enhance their lives and adapt to the world around them.

The sub brand was sitting on the side of the main line brand of Zara. Zara has never had a technical clothing line be-fore so it would a great opportunity

adding a new fresh dynamic sub brand to Zara. With Zara bringing in a new sub brand it gives them a great opportunity

to rise above their competitorsAnd also be the first main line brand to out of their competitors to launch and sell a sub brand this advanced and new to the high street. Zara is one of the

largest international fashion companies which belongs to Inditex, one of the world’s largest distribution

groups.

Even though Zara is an on trend main line brand, ‘Radical Adaptation’ offers a whole new vision towards Zara, Bringing an advanced, futuristic feel and also attracting a wider audience bringing in new and keeping existing consumers. Zara is already a well-established high street brand with stores located all over the world. This will give ‘Radical Adaptation’ the great potential to succeed and hopefully within the six months trial be adopted to Zara stores around the world. Zara already have several small sub brands within their stores. This shows that Zara is welcoming of sub brands and is open to new ideas and opportunities. Already existing consumers will have the knowledge of sub brands that are currently placed in Zara, this could be one of the reasons they already shop in there due the variety. So bringing in another sub brand can only help the situation. Radical Adaptation needed to be placed in a main line brand with sheik style and sophistication. A main line brand that has been successfully standing and producing an excellent outcome for several years. With the sub brand being clean and futuristic it would also need a large space in store to display, this is another reason why Zara fits well as generally all of Zara stores are spacious, modern and simplistic with stainless steel clothing hangers from the it creates a state of cleanliness and spaciousness in their stores.

Financials

To come to a decision of the total unit buy for each garment in the range the best way would be to have a higher quantity of the less expensive garments as they are more likely to sell if they have a lower price point. For example a basic t-shirt at a lower price point with a higher unit buy will be more likely to sell as a basic t-shirt is a key item for any wardrobe and can be mixed within nearly any trend, the basic T-shirt is a everyday necessity. Another garment within ‘Radical Adaptation’ with a high unit buy is a pair of dark grey tailored trousers. This is because once again tailored trousers are an everyday item; they can be worn to work or simply on a night out. Although they do have a higher price point generally a consumer would pay more for a tailored item due to production and quality. Other garments within the ‘Radical Adaptation’ tend to have a lower unit buy but a higher price this is because some of the garments have a more complicated production process and would maybe seen as more one of unique piece.

Bibliography

Web

www. wgsn.co.uk - accessed on 2nd January 2012

www.thecleanrevolution.org - accessed on 7th january 2012

www.theclimategroup.com - accessed on 12 December 2011

Change

Technology constantly changes the world we live in. It inspires millions and changes the way we live our lives. Theres a moment when a new idea or technology moves from the margins and becomes mainstream: a tipping point. Once this happens, change is unstoppable . ( the climate group ), In a world where climate chamge is now a vital fact of life, theres no turning away from it. Consum-ers are becoming more aware of our worlds pre-cious state and becoming more thoughful of stus-

tainability issues.

www.northface.co.uk - accessed on 12th december 2011

Books

Uniqlo look book

Blogs

www.fashioningtech.com- accessed on 7th december 2011

Fashion Marketing; (author)Hines and bruce (publisher) Butterworth- heinemanm

Appendix

The North FaceBalma Tri-Climate Jacket

The North Face Men’s Balma Triclimate™ Jacket is a 3-in-1 shell and insulated snowsports jacket combination for alpine riders. The hooded HyVent© waterproof and breathable shell is mated with an internal removable, insulated jacket. Combine the two layers for optimal warmth against the cold and wet, or wear each layer separately as weather conditions demand. Wrist accessory pocket keeps the accompanying goggle cloth handy. Generously featured throughout with pockets including an internal media security pocket. Powder skirt built in. The North Face Men’s Balma Triclimate™ Jacket is a weatherproof snowsports combination coat for epic mountain sliding.

General comments: This jacket is awesome and so versatile. I bought it for skiing but it has served me well in Snowdonia where I was walking and cycling. For cycling at -5 ihad baselayer, fleece and the fleece from the jacket under my cycle windproof. Got warm very quickly. The next day went walking and used the whole ensemble and was very warm.

Pros: Do not need to zib the fleece into the waterproof section so can provide double insulation over the zip. pockets in all the right places and very deep. detachable hood. excellent and solid construc-tion. Draw strings at base.

Cons: Not found any yet. never even realised about the zip thing! but undressing is for someone else to do!!

Uniqlo

North Face

The first few weeks of winter are always a sartorial challenge: it is dark, cold and only a matter of time before you realise the moths have been feasting on your favourite jumper. Yup, let’s face it, once the clocks have gone back you have to work twice as hard to look half as good.

At least, that used to be the rule. But thanks to the clever people at Uniqlo and their inspired Heattech range, winter dressing no longer means bulking up in moth-eaten jumpers and hoping for the best. Launched in 2003, Heattech is the perfect marriage of Japanese tech-nology, impeccable styling and science. And it has just got even more impressive, because this season Uniqlo have added a host of exciting new items to their groundbreaking Heattech range.

As well as the classics such as polo necks, T-shirts and leggings, you can now ensure all-over warmth with items such as a Heattech body warmer (in a fabulous Fair Isle print for those Sarah Lund/The Killing fans), a bra T-shirt and sleeveless bra top (both with built-in bra cups), and all manner of winter accessories. Everything in the Heattech range has been engineered with the same technology that raises the wearer’s body temperature by approximately 1C.

So how does it work? Heattech fibres provide thermal insulation by con-verting the vapour generated by your body into heat and retaining this heat between micro-thin strands of fibre. Think of it as bespoke central heating.

The new range is 10% lighter than before, making it even more light-weight and super wearable. The men’s range has a new deodorising function, while the women’s collection contains whey, making it feel incredibly soft against the skin. Easy to wash, quick drying and resistant to shrinkage, Heattech keeps its shape and will see you through many a winter. This hard- working range comes in a variety of colours, patterns and shapes, including scoop necks and eight-tenth length sleeves, so you can wear Heattech tops underneath your favourite shirt or blouse, knowing you will have smooth lines and no bulk.

The new collection is designed to be seen too, so you can layer or wear it on its own: Heattech leggings and tights look great with this season’s knee-length boots, but are also lightweight enough to be worn under trousers, or with some on-trend winter tweed shorts.

For those seeking a denim fix, there are Heattech skinny jeans (for women), and to accessorise, choose from a selection of gloves, scarves and hats. There are even Heattech leg warmers, so you can have your very own (cosy) Flashdance moment. So let the winter weather do its worst, and stay warm and fashionable this season.

guardian.co.uk, Tuesday 8 November 2011 11.27 GMT

The climate group

Theres a moment when a new idea or technology moves from the margins and becomes main-stream: a tipping point. Once this happens . change is unstoppable

Rapid Climate Change

By the 20th century, scientists had rejected old tales of world catastrophe, and were convinced that global climate could change only gradually over many tens of thousands of years. But in the 1950s, a few scientists found evidence that some changes in the past had taken only a few thousand years. During the 1960s and 1970s other data, supported by new theories and new attitudes about human influences, reduced the time a change might require to hundreds of years. Many doubted that such a rapid shift could have befallen the planet as a whole. The 1980s and 1990s brought proof (chiefly from studies of ancient ice) that the global climate could indeed shift, radically and catastrophi-cally, within a century — perhaps even within a decade.

Pull&Bear launches its new eco-efficient store in Rotterdam02.12.2011

The fashion label Pull&Bear opens its flagship store today in Rotterdam, the Netherlands. The prop-erty, located at Lijnbaan 54, one of the main shopping streets of the city, has over 1,000 square metres of retail space set out on two floors, which makes it the chain’s largest selling point. For its premiere in Rotterdam, Pull&Bear, part of the Inditex Group, one of the leading fashion groups worldwide, launches a unique eco-efficient store.

The store incorporates sustainable and energy efficient measures which allow it to aspire to receive the Platinum LEED certification, the U.S. stamp for sustainable architecture considered the most demanding worldwide. The final result, a store that consumes 30% less energy and a 40% less water compared to the average annual consumption of a conventional store.

This opening is part of the environmental awareness project of the brand, Pull&Bear Ecologize-Me, which includes the incorporation of eco-efficient features in stores and ecological awareness actions for employees and customers. Pull&Bear’s first eco-efficient store opened in 2010 in Gran Via, Ma-drid, a space that has received the LEED Gold certification. For 2020, Inditex expects all of its facili-ties to be eco-efficient.

Inditex is one of the world’s largest fashion retailers, welcoming shoppers at its eight store formats -Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe - boasting 5.402 stores in 78 countries.

The Inditex Group is made up of more than 100 companies operating in textile design, manufactur-ing and distribution.

The group’s success and its unique business model, based on innovation and flexibility, have made Inditex one of the biggest fashion retailers in the world.

Our approach to fashion – creativity, quality design and rapid turnaround to adjust to changing mar-ket demands -- has allowed us to expand internationally at a fast pace and has generated an excellent public response to our retailers’ collections.

The first Zara shop opened in 1975 in A Coruña, Spain, a city in which the Group first began doing business and which is still home to its headquarters. Its stores can now be found in prime locations in more than 400 cities in Europe, the Americas, Asia and Africa.

Fiscal Year 2010 2009 10/09Net sales(1) 12,527 11,084 13%Net profit(1) 1,732 1,314 32%Nº of stores 5,044 4,607 437Nº of countries 77 74 3Employees 100,138 92,301 7,837The Inditex financial year is from 1st February to 31st January of the following year(1) in millions of euros.

Intidex

High quality

high price

low quality

low price

Uniqlo

Topshop

Reiss Joseph

Whistles

North face