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BUSINESS
REPORT
SUMMARY
1. The
Retailer:
Dover
Street
Market
2. The
Designer:
Adriano
Goldschmied
3. The
Capsule
collection
4. Market
Research
5. AGxDSM:
Development
and
Supply
Chain
a. Initial
ideas
and
Development
b. Sustainability
c. Final
Range
Plan
6. Pricing
7. Marketing
a.
Custumer
Analysis
b.
4
Ps
8. Conclusion
The retailer we chose for this project was Dover Street Market. With
locations
in
London,
New
York,
Japan,
and
China,
the
store
founded
by
Comme
des
Garcons
head
designer
Rei
Kawakubo
is
known
for
its
funky
shopping
experience,
for
carrying
some
of
fashions
most
avant
garde
high
end
designers,
and
for
their
minimalistic
store
set
up.
Ultimately,
all
of
these
aspects
come
together
to
create
a
unique
shopping
experience
that
is
unlike
any
other.
we
can
never
find
anything
that
fits
our
style
enough
that
makes
the
stores
high
price
points
justified.
Moreover,
upon
talking
to
some
of
our
friends
and
colleagues,
we
found
that
they
feel
the
same
way.
So,
we
decided
to
create
a
capsule
collection
for
men
featuring
a
well-known
designer
in
the
industry
that
would
be
new
and
unexpected
for
Dover
Street
Market.
Furthermore,
we
wanted
to
make
our
products
desirable,
fun,
and
edgy
while
still
being
practical,
somewhat
classic,
and
wearable
by
a
vast
majority
of
consumers.
By creating this capsule collection, the hope for Dover Street Market is to
increase
their
customer
base
by
bringing
in
a
designer
who
is
known
and
accepted
by
the
majority
of
consumers
without
sacrificing
the
reputation
and
the
brand
image
of
both
parties.
The designer in which we chose to accomplish these efforts for Dover Street
Due to this, we felt that a collaboration with Adriano Goldschmied and Dover
Street
Market
would
be
mutually
beneficial
in
expanding
customer
bases
for
both
parties.
Dover
Street
Market
would
benefit
from
having
a
designer
who
is
well
known
in
the
United
States,
and
those
involved
with
Adriano
Goldschmied
would
be
able
to
expand
their
customer
base
in
places
like
the
United
Kingdom
and
Asia.
The
collaboration
will
consist
of
popular
qualities
from
both
retailers,
such
as
high
quality
selvedge
denim
and
practical
yet
trendy
pieces
like
from
Dover
Streets
line
PLAY
by
Comme
des
Garcons.
In
the
end,
we
hope
to
establish
a
financially
successful
business
relationship
between
the
two
brands
while
increasing
notoriety
for
both
as
well.
Since we have established how and why both brands would benefit from a
partnership,
next
involves
the
evaluation
of
the
product
that
will
be
made
and
sold
in
Dover
Street
Market.
The
theme
for
our
collection
is
called
Urbanised
Loungewear,
which
is
a
collection
for
men,
and
features
tee
shirts,
jumpers,
track
pants,
and
vests,
each
piece
being
equipped
with
denim
accents.
Through
this
collection,
the
idea
of
putting
premium
denim
and
loungewear
together
was
to
blur
the
lines
between
the
two.
made
its
way
into
mass
acceptance
by
consumers
as
fashionable
apparel
especially
in
the
male
market.
Dozens
of
designers
have
created
their
own
versions
or
even
separate
lines
expressing
how
they
view
fashionable
loungewear,
and
now
it
is
our
turn.
By
incorporating
premium
denim
in
our
soft
and
comfy
cotton
loungewear,
we
are
giving
consumers
the
best
of
both
worlds.
Our
product
uses
the
highest
quality
selvedge
denim
from
Adriano
Goldschmied
as
well
as
the
highest
quality
cotton
knitwear
materials
from
those
who
brought
PLAY
by
Comme
des
Garcons
to
the
market.
The
selvedge
denim
mixed
with
high
quality
knitted
cottons
will
prove
to
sustain
multiple
seasons
through
their
high
quality
and
classic
yet
edgy
look.
PESTEL Analysis
manufactured
in
Japan,
while
sourcing
the
majority
of
the
materials
from
there
as
well.
In
fact,
the
only
materials
sourced
from
another
country
is
the
denim
used,
which
is
sourced
by
Adriano
Goldschmied
in
Italy.
Since
Dover
Street
Market
is
owned
and
operated
by
those
who
own
and
operate
Comme
des
Garcons,
the
same
company
that
works
with
Comme
des
Garcons
will
manufacture
the
collection.
This
will
ensure
that
the
collection
will
be
made
properly
and
ethically
with
the
right
people
manufacturing
it.
*Attached
below
are
examples
of
our
supply
chain
and
our
range
plan
for
the
collection.
Part
6:
Pricing
to
come
up
with
a
profitable
and
sellable
price.
Considering
the
fact
that
our
capsule
collection
is
made
in
Japan,
and
of
impeccable
quality,
it
is
obvious
that
our
price
point
will
be
high.
Also,
if
we
want
it
to
fit
in
well
at
Dover
Street
Market,
we
need
to
price
in
a
way
that
makes
our
collection
blend
in
with
the
other
product
in
terms
of
price.
Considering
cost
of
production
and
profit
margins,
the
prices
below
are
what
have
been
configured
for
the
collection
at
Dover
Street
Markets
London
location
(including
manufacturing,
wholesale,
and
retail
prices.)
Tee R= 98.50 W= 40 M= 20
Pants R= 200 W= 80 M= 40
Shorts R= 150 W= 60 M= 30
Part
7:
Marketing
As far as marketing goes, our marketing strategy begins with exploring the
Once we have analysed Pete, the next step is to develop a marketing plan that
will
have
him
in
mind,
as
he
is
the
person
in
which
we
believe
will
be
most
attracted
to
our
product.
The
beginning
stages
of
our
marketing
plan
involved
the
four
Ps
of
marketing
(product,
place,
price,
and
promotion)
and
how
those
relate
to
our
brand
and
to
Pete.
The
development
of
the
four
Ps
involves
everything
that
gets
the
product
into
Petes
hands,
such
as
the
way
I
which
we
are
promoting
it,
how
we
are
pricing
it,
and
anything
else
involved
in
driving
the
buying
process.
*The final depiction of our four Ps in our marketing plan are shown below
Price : 50-250
Product : AGxDSM
Promotion
Social
Media
Both
brand
websites
Window
display
in
DSM
Dover
Street
is
telling
customers
about
it
Launch
party
Discount code
Prizes
Cocktails
Celebrity involvement
Live music
Advertising
in
press
(on
behalf
of
AG)
Virtual
try
on
machine
for
jeans
in
store
for
customer
interactive
purposes
(like
Levis)
*Potential
virtual
try
on
machine
from
a
company
called
StyleMe
*Example
of
a
Dover
Street
Market
window
display
Part
8:
Conclusion