MINI RANGE print pdf

MINI RANGE - CHILDREN’S WEAR AW 16/17

TOPSHOP MINI - CHILDRENSWEAR A/W 16/17

TREND RESEARCH Elemental, featured on WGSN, is the fashion and trend forecast for children’s wear in A/W 16/17 which the Topshop Mini range is inspired by. The trend features show a collection of extravagant and modern clothing for children ideal for seeking out adventures. The natural, eroded textures and patterns of the surroundings featured on some garments show how the megatrend is inspired by coastal hideaways and windswept tones. (WGSN, 2015)

COLOURFor Autumn Winter 16/17, Trendbible.com suggests the main colours that will be in trend for children’s clothing and lifestyle are more neutral and warmer colours from the brighter shades forecasted for SS16. These colours forecasted include a faded yellow,

pink, green and other neutral colours including grey, with the earthier tones of the deeper blues, greens and browns of previous seasons still remaining important. (Trend-

bible.com, 2016)

Palettes of “pale, breezy neutrals to heavier, moody greys” have been forecasted for kids wear by WGSN, with the colours tugging between a range of hard and soft, and light and dark tones; including cold pastel and pearly metallic shades. The metallic shades which have been predicted to be a trend for AW16/17 have been inspired by

“snow-capped landscapes”, with the palette adding a luxurious sparkle to both casual and party wear for younger girls for this season. (WGSN, 2015)

From this research, key palettes and tones will be selected to use in the Topshop Mini range in order to appeal to Topshop’s existing market as well as the new market they will be targeting with this range, as well as keeping in consistency with the colours and

tones Topshop currently use.

FABRICChoosing the right fabric is essential in designing children’s wear, with children being the most active of all the generations, the fabric will need to be strong, comfortable and long lasting to be of benefit for the consumer. Dress-trends.com has suggested that kids wear this season is almost mirroring adult fashion trends with not only comfortable but also stylish outfits. (Dress-

trends.com, 2015)

WGSN’s Elemental fashion trend forecast highlights how alpaca, cashmere and merino wool will be on trend fabrics for the high end retailers, providing super soft knitwear and luxurious snugness with the most warmth during the winter. As a high street retailer, Topshop will have to increase the prices of the range if providing these fabrics to cover the costs, and this may not be suitable for their chosen target consumer. This trend research confirms that for Topshop to ensure they provide garments at a suitable price to cover their costs and make a profit, the

garment need to be made from cheaper fabrics. (WGSN, 2015)

SILHOUETTE AND GARMENT DETAILS

WGSN’s Fur Outerwear – A/W 16/17 Commercial Update trend forecast for children’s wear highlights the silhouettes that are likely to be seen as slightly oversized and longer in length, creating a 1960’s vibe. The collarless and high-collar trend of previous seasons has continued to be a key trend for girls. Along with this, the fur coat has

remained a classic. For garment details, the same trend forecast underlines how simple, discreet fastenings, toggles, exposed zips and leather ties will be on trend this season to bring in newness.

Stitch patterns and lace emerge, and previous popular quilting effects, which have been seen on outerwear over the past few

seasons with, be seen once again. (WGSN, 2015)

TREND

(Fig. 2,WGSN,2015)

(Fig.1, WGSN,2015)

(Fig. 3,WGSN,2015)


MARKET RESEARCHTHE BRAND

Since starting in 1964, Topshop has become one of the most popular multinational fashion retailers of clothing, shoes, make up and accessories. They have over 300 stores in the UK alone, and ship to over 100 countries, making Topshop accessible for many people around the world. They have collaborations with

celebrities popular in the fashion industry such as Kate Moss and Christopher Kane, and keep their consumers in on all their latest information, collections, competitions and collaborations through their extensive use of social media and promotions. Topshop’s target consumer is the generation of 15-30

year-old women that have a youthful outlook on fashion, and mainly students; as they offer a 10% discount to students only. (Topshop.com)

WHY SHOULD TOPSHOP ADD A MINI RANGE?

TARGET CUSTOMER

CONSUMER PROFILEName: Daisy Jenkinson

Age: 11 years oldGender: Female

Personality type: Fun, outgoing, confident, fem-inine

Interests: social media, shopping, magazines, socialising

Behaviour and Hobbies: Enjoys spending time socialising with friends, shopping both in store and online with her friends, mother, and other older family female members. Takes inspiration

for fashion from her fashionable and courageous mother who purchases clothing products from Topshop, River Island, ASOS

As Topshop are targeting a completely new age range from the customers they currently aim at, they will have a new target customer. The new

customer will ideally be between the age of 5 to 15 years old, be female, and have a keen interest in fashion and current trends. This target

customer may also aspire to be like and dress like the other older women who surround them in life, such as their mothers, sisters and older friends,

who may already shop and dress in clothing from Topshop.

As a multinational fashion retailer of clothing, shoes, make up and accessories, Topshop sells near enough every luxury product a woman in their age range is looking for including casual wear, party wear, sleepwear and holiday wear. The only range they seem to be lacking on Is children’s wear. With younger children become more aware of latest trends in clothing and technology, many know what’s in trend at the moment, and aspire to have it like the older generations around them will have. A Mintel report explains how almost half of young females aged 7 - 14 years’ old worry about whether their clothes look fashionable and how the garments look on them, so with Topshop being known as one of top fashion brands on trend for its market at the moment, a range from

them may make them feel more confident in the clothing they wear. Also, for their current target market of 15-30 year olds, its most likely a large chunk of that market may have young children of their own, and may want them to dress from the same retailer as then. The same Mintel report suggests that 29% of women tend to buy clothing for their children from the same retailer where they buy clothes from themselves, making the shopping

and searching easier. (Mintel, 2014)

(Fig.4)

(Fig.5)

(Fig.6)


MARKET RESEARCHCOMPETITION Analysing the three main competitors of Topshop selling children’s wear which are River Island, H & M

and Next, has shown that there is a place in the market for Topshop to bring out a new brand in children’s wear as the ‘Topshop Mini’ range. H & M’s children’s wear range is quite basic and casual, with their prices ranging from £2.99 to £14.99. They have different ranges for new born’s aged 0-9 months, for babies aged 9 months – 24 months and then for children ages 1 ½ years to 14+ years. The Topshop Mini range prices will be higher than the prices of H & M, ranging from £9.99 to £24.99, as the products at Topshop as perceived as being of higher quality than H & M, therefore more worth the price. Next do a larger range of clothing for children with “effortless casual pieces” (http://www.next.co.uk/girls/older-girls) with their prices ranging from £2.00 to £28.00, depending on the product. River Island’s children’s wear range is the one with most similarity to the Topshop Mini range, with their products for children being smaller versions of the products they already sell for their original target market. River

Island’s prices range from £6.00 to £25.00 for their children’s wear.

River Island Girls cream stripe shirt

£15 Sizes: Age 3 years – 12 years Colour variation: one choice

!00% ViscoseMachine wash at 40 degrees

Next Girls Slogan T-shirt

£8 - £11 Sizes: 3 Years – 16 YearsColour variation: 1 colour

100% cottonMachine wash at 40 degrees

H&M Girls Padded Bomber Jacket

£19.99Sizes: 8 years – 14 years Colour variation: 2 colours

100% PolyesterMachine wash at 40 degrees

SIZING

PRICE POINTS

Ensuring the right sizes are sold in a range targeted at a specific consumer is essential, as this will guarantee that the target consumer will find a size suitable for them and hopefully purchase from the range. The current three

main competitors for Topshop in children’s wear previously discussed sizes all vary from age 0 years up to around 14+ years, covering a large age range. Topshop’s current size range (SEE FIGURE 7.) varies from 4-16 and XS-L in some products, so its evident that Topshop aim to sell all the common sizes and as many different sizes as possible to entice all target consumers to purchase. For Topshop to keep up and even outstand their competitors, their new Mini range for girls will have to sell a large range

of sizes to provide for all the younger generation and generate sales. All the products in the Mini range will be

sized from the age 2 years to 14 years, covering a consumer age range of 12 years.

It is essential for the products in the range to be priced at a point which the consumers are willing to pay for its worth, but a profit is still being made. The three main competitors for Topshop with their Mini range are

all well known high street brands, with reasonable prices for their products. As Topshop is also a well known high street brand, the prices for the products in their new range will stick to a reasonable point, and

will reflect the prices they already have on particular products.

H&M, Next and River Island’s prices for their children’s wear ranges all range between £2.99 and £28.00, making them quite affordable.

Topshop’s prices for their new mini range with vary between £9.99 and £29.99, making their prices in close comparison to their competition and

their current retail prices.

(Fig.7)


THE MINI RANGE

Girls Longline Zipped Bomber Jacket

Cost Price: £5.03Selling Price: £20.99

Sizes: Ages 5-14Fabrics: 100% Cotton

Colourways: 1

Girls Hooded Zipped Jacket


Sizes: Ages 5-14Fabrics: 66% Cotton, 34% Polyester

Colourways: 1

Girls Basic Cropped Jumper


Sizes: Ages 5-14Fabrics: 98% Cotton, 2%

ElastaneColourways: 2

Girls Chelsea Style Boots


Sizes: UK Kids 5 - Adults 3 Fabrics: 100% Polyester

Colourways: 1

Girls Relaxed Jean Style Trousers



PolyesterColourways: 1


THE MINI RANGE

Girls Embroided Shirt



Colourways: 2

Girls Fur Coat


Sizes: Ages 5-14 Fabrics: 90% Linen, 6%

Polyester, 4% Nylon Colourways: 1

Girls Knitted Leggings



NylonColourways: 2

Girls Fluffy Roll Neck Jumper


Sizes: Ages 5-14Fabrics: 60% Nylon,40%

Polyester Colourways: 2

Girls Military Style Boots


Sizes: UK Kids 5 - Adults 3 Fabrics: 100% Polyester

Colourways: 1


THE MINI RANGE

Girls Puffa Hooded Jacket


Sizes: Ages 5-14 Fabrics: 66% Cotton, 34%


Girls Patched Shirt



Colourways: 2

Girls Quilted Joggers




Girls Sport Knit Dress


Sizes: Ages 5-14Fabrics: 60% Nylon, 40%


Girls Buttoned Peacoat


Sizes: Ages 5-14Fabrics: 97% Nylon, 3%

Elastane Colourways: 1

TOPSHOP MINI - CHILDRENSWEAR A/W 16/17Appendix 1

TOPSHOP MINI - CHILDRENSWEAR A/W 16/17Appendix 2


REFERENCES Appendix 3

TEXT:

Children’s wear – UK – November 2014 – Executive Summary – Sourced from Mintel Reports

Kids Megatrends AW !6/17 Elemental – Fashion Forecast, 2015. Sourced from WGSN

Fur Outerwear - A/W 16/17 Commercial Update. Sourced from WGSN

Colour Overview 2016, Sourced from http://www.trendbible.com/blog/colour-trends/colour-overview-2016/

Kids Fashion; Trends and Tendencies 2016. Sourced from http://dress-trends.com/kids-fashion-trends-and-tendencies-2016/

Topshop About Us, History. Sourced from http://www.topshop.com/en/tsuk/category/about-us-80/home?cat2=273012&intcmpid=W_FOOT-ER_%20ABOUT#fragment-1

IMAGES:

Figure 1: Sourced from Kids Megatrends AW !6/17 Elemental – Fashion Forecast, 2015. Sourced from WGSN

Figure 2: Sourced from Fur Outerwear - A/W 16/17 Commercial Update. Sourced from WGSN

Figure 3: Sourced from Fur Outerwear - A/W 16/17 Commercial Update. Sourced from WGSN

Figure 4: Sourced from Topshop.com


Figure 6: Sourced from Next.com


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