Promotinal Package Buyers Version

Spring/Summer 2013

Expressing a modern energy in innovative designs to provide an edgy and wearable Womenswear offer.

The collection is inspired by abstract minimalism and angular architecture, referencing luxurious sportswear influence in

its design details. The colour palette contrasts neutral whites, blacks and greys with neon orange accents that recognise,

but are not dictated by trends from the Spring/Summer 2013 season.

The inspiration of angular architecture is reflected in sharp pattern cuts within the garments. Silhouettes are largely

boxy and oversized providing both versatility and comfort to the wearer. This supports more of a free garment size to minimise risk of returns, a key consideration selling from an

online sales environment such as ASOS Marketplace.

The neon orange detailing and coherent use of exposed zips throughout the collection convey its sportswear influences.

Fabrics include Jersey, Cotton, Nylon, Neon-coated Cotton, Airtex and Neoprene.

The choice of lightweight Airtex demonstrates strong visual and tactile reference to Sportswear, whilst the innovative

fabrics of Neon-Coated Cotton and Neoprene demonstrate modernity.

Jersey and Cotton provide comfort and drape, providing balance of more commercial price points against the other

expensive fabrics.

Thank you

Mion would like to thank all involved in the creation of this collection:

Models- Anna and Indigo RosePhotographer- Nardip

The Hayward Gallery for use of their premises

Designers: Fern Osborne, Philip Luu, David Ferreira, Katherine UsherBuyers: Jessica Hamilton, Molly Woollett, Ayesha Patel, Sen Ashby

Mion’s brand name is a reflection of its inspira-tion, in a fusion of Minimalism and Neon. Express-ing a modern energy in innovative designs to pro-

vide an edgy and wearable Womenswear offer.

Mion creates beautifully executed, cutting-edge designs to excite and inspire the fashion-forward

individual.

The brand produce go-to pieces to enrich the female wardrobe, at affordable price points,

providing wardrobe solutions that can be readily styled to adapt to any eventuality and meet the

challenges of modern life.

Mion wants their customer to feel poised and comfortable in their clothes, ready to take on

every eventuality within their busy lifestyles. Our clothes represent an understated confidence in their minimalistic aesthetic, providing effortless style in clean cuts, which easily translates from

day to night.

Our designs are enriched by a wealth of inspira-tion from the modern world, absorbing the in-

novation of surrounding industries and translating this into our clothing.

The team invest copious energy and expense into the fine-tuning of their designs, ensuring the

finished products are of optimum comfort and long-lasting quality. Fine detailing goes that extra mile to provide finishing touches that successfully

polish truly striking garments.

The brand will make its debut this Spring/Summer 2013 on ASOS Marketplace.

Mion caters to a customer thriving in here mid twenties; who is rather

a forward thinker than a follower when it comes to her style. The one

of a kind clothing she buys and up-and-coming places she parties, lead

her to wear a more minimal and artistic style with hints of extrava-gance, however her career in the

creative industry persuades her to embrace angular and architectural

shapes like that of the places she loves to visit, like Berlin. Social me-dia keeps her up-to-date on the lat-

est trends however these are things she’d rather not associate herself

with, as individual style is what grabs attention in her inner circle of friends. Mion is her go to brand as it

can define her everyday life seam-lessly transitioning her from day to night with no change to her outfit.

The collection is inspired by both abstract minimal-ism and angular architecture. Specific architectural influences include the works of architects Pier Vit-

torio and Spanish Sancho Mardridejos, who create focus on form in their use of neutral colour palettes.

This aids definition of clean lines and clear shapes that are reflected within the sharp pattern cuts of

Mion’s designs, rather than their silhouettes to give a flawless, contemporary aesthetic.

Within sculpture, the geometric forms of American sculptor David Smith’s work also inspired Mion’s

distinct pattern- cuts. Artist Vincent Facteau uses incongruous forms to evoke marvel in his designs,

which Mion have interpreted in their unconventional silhouettes, whilst Clement Meadmore has inspired

Mion in use of scale, translated in use of experimen-tal proportions within the collection.

The collection also draws inspiration from Sports-wear, making reference to luxurious sportswear

influence in its design details. The consistent use of exposed zips reference the importance of this fas-tening in sporting apparel, whilst the neon colour

choice references the vivid colours associated with this clothing industry in a muted and tasteful tone.

The colour palette contrasts neutral whites, blacks and greys with neon orange accents that recognise, but are not dictated by trends from the Spring/Sum-

mer 2013 season. Colour blocking within the collec-tion holds further reference to Sportswear in in its

likening to cycling jerseys.

Mion have used carefully constructed pleating and unrestrictive tailoring to creates volume and pro-

mote movement for the wearer.

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Style Name Product Description

Hannah Top Colour-‐block boxy sleeveless top in Dark Grey, White and Neon Orange. Exposed

zip fastening and fully lined in Airtex Designer Katherine Usher

Costing

Cost Price £ 43.32

Selling Price £50.00

Margin (excluding VAT) 13.36%

Fabric Cost Per Metre (£) Length Required

(Metre) Total Cost (£)

Sheer Dark Grey Jersey 2.00 0.75 1.50

Neoprene 25.00 1 25.00 Neon Coated

Cotton 6.50 0.25 1.63

White Jersey 2.50 0.25 0.63 Airtex 3.00 0.5 1.50

Total Cost 30.26

Component Cost Per Item (£) Quantity Required Total Cost (£)

Exposed Zip 11.50 1 11.50 Neon Orange

Thread 4.50 0.125 0.56

White Thread 1.00 1 1.00 Total Cost 13.06

Style Name Product Description Kiki Skirt

High-‐waisted, angular pleated grey A-‐line Skirt. Top-‐stitched neon orange detailing and exposed zip. Finishes above the knee

Designer Katherine Usher

Costing

Cost Price £ 63.41

Selling Price £60.00

Margin (excluding VAT) -‐5.68%



Grey Jersey 18.00 2.75 49.50

Total Cost 49.50


Exposed Zip 11.50 1 11.50

Neon Orange Thread

4.50 0.5 2.25

Grey Thread 1.00 0.125 0.16

Total Cost 13.91


Shelley Gillet Designer

David Ferreira

Colour-‐block sleeveless gilet in Grey, White and Neon Orange. Hooded with Low armholes and two deep front pockets. Gilet comes to Mid-‐thigh

Costing

Cost Price £ 104.75

Selling Price £100

Margin (excluding VAT) -‐4.75%

Fabric Cost Per Metre (£) Length Required (Metre)

Total Cost (£)

Sheer Dark Grey Jersey

2.00 0.5 1.00

Neoprene 25.00 1 25.00 Neon Coated

Cotton 6.50 0.25 1.63

Grey Jersey 18.00 2.5 45.00

Airtex 3.00 0.25 0.75 Total Cost £90.75



Thread 4.50 0.5 2.25

Total Cost £13.75


Serena Dress Designer

David Ferreira

Beaded A-‐Line colour block dress. V-‐shaped back with a embellished collar front. Zipped thigh split from navel to hem. Dress fishes above the knee

Costing

Cost Price £ 81.93

Selling Price £120

Margin (excluding VAT) +31.73%


Total Cost (£)


2.00 1.5 3.00

Neoprene 25.00 0.5 12.50 Neon Coated

Cotton 6.50 0.25 1.63

Grey Jersey 18.00 1.5 27.00 Airtex 3.00 1.5 4.50

Grey Jersey 18.00 1.5 27.00 Total Cost £51.13



Thread 4.50 0.5 2.25

Triangle Mirror Bead-‐Small

0.80 6 4.80

Triangle Mirror Bead-‐Large

1.50 6 9.00

Black Square Bead 0.01 250 2.50 Total Cost £30.05


Kim Jacket Designer

Fern Osborne

A biker jacket with a modern sportswear twist. Large neon fold up collar. Large Neon exposed zip across the front, with two small front pockets and two zips on cuffs. Neon

top stitching details. Full length Sleeves, jacket finishes at hip. Lined with Airtex.

Costing

Cost Price £ 77.52 Selling Price £110



Total Cost (£)


2.00 1.7 3.40

White Neoprene 25.00 0.3 8.25 Neon Coated

Cotton 6.50 0.33 2.15

Grey Jersey 18.00 1.3 23.40 Airtex 3.00 1.3 3.90 Fusing 4.00 0.5 2.00

Total Cost £43.10

Component Cost Per Item (£) Quantity Required Total Cost (£) Exposed Zip 11.50 1 11.50

Neon Orange Thread

4.50 0.5 2.25

White Cotton Thread

1.00 0.5 0.50

Small zips 4.00 4 16.00 Press Fasteners 1.66 2 3.32

Total Cost £33.57


Alissa Dress Designer

Fern Osborne

A-‐line dress with a half pleated and half draped skirt. Made from Geometric cuts, with Large Neon exposed zip detail on front with Neon detailing. Hem at knee.

Lined with Airtex.

Costing

Cost Price £ 73.60

Selling Price £90



Total Cost (£)


2.00 2.5 5.00

White Neoprene 25.00 0.5 12.50 Neon Coated

Cotton 6.50 0.2 1.30

Grey Jersey 18.00 1.6 28.80 Airtex 3.00 2 6.00 Fusing 4.00 0.5 2.00

Total Cost £55.60

Component Cost Per Item (£) Quantity Required Total Cost (£) Exposed Zip 11.50 1 11.50 Neon Orange

Thread 4.50 0.125 2.25

Hidden Zip 2.50 1 2.50 White Cotton

Thread 1.00 0.5 0.50

Total Cost £16.75


Candace Top A short sleeved boxy top with a stand collar and angled panels running across the body, detailed with strips of neon. The top features and closed end open zip at the

front. Designer Philip Luu

Costing

Cost Price £ 43.59

Selling Price £45




White Cotton Drill 4.00 1 4.00 Neon Coated

Cotton 6.50 0.25 1.63

White Neoprene 25.00 1 25.00 Total Cost 30.63


White Cotton Thread

1.00 0.33 0.33

Neon Orange Thread

4.50 0.25 1.13

Exposed Zip 11.50 1 11.50 Total Cost 12.96


Billy Shorts Designer Philip Luu

Tailored, high-‐waisted waterproof short-‐shorts. White with neon stripes on both sides and two side pockets.

Costing

Cost Price £ 18.59

Selling Price £45



Total Cost (£)

White Cotton Drill 4.00 1 4.00 Neon Coated Cotton

6.50 0.25 1.63

Total Cost 5.63


White Cotton Thread

1.00 0.33 0.33

Neon Orange Thread

4.50 0.25 1.13

Exposed Zip 11.50 1 11.50 Total Cost 12.96


Li Jacket Designer Philip Luu

Lightweight angular paneled jacket. Full sleeve with two pockets at the front and neon accents. Finishes on the hip.

Costing

Cost Price £38.09

Selling Price £90



Total Cost (£)

White Cotton drill 4.00 1 4.00

White Sheer Nylon 6.50 3 19.50 Neon Coated

Cotton 6.50 0.25 1.63

Total Cost 25.13


Exposed Zip 11.50 1 11.50

Neon Orange Thread 4.50 0.25 1.13

White Cotton Thread

11.50 1 11.50

Total Cost 12.96

Two lines within the range currently make a cash loss, the Kiki Skirt at -£3.41 and the Shelley Gilet at -£4.50 both are currently at -2%. The highest margins within the range are accomplished by the; Li Jacket at £51.91, the Serena

Dress at £38.82 and the Kim Jacket at £33.33.

From a roll out perspective the fabrics and components used throughout the collection would be supplied from wholesale, bought in larger quanti-ties therefore becoming available at cheaper price points than that of the RRP of the initial fabrics used. This would ensure that the cash profit for

each style would be on average 30% higher.

The average cost price of a garment within the collection is: £60.19The average selling price of a garment within the collection is: £78.88

The average intake margin of a garment within the collection is: +22.77%

Kiki Skirt: -£3.41Hannah Top: +£6.68Shelley Gilet: -£4.50

Serena Dress: £38.82Li Jacket: £51.91

Billy Shorts: £26.41Candace Top: £1.41Alissa Dress: £17.65Kim Jacket: £33.33

Current Range Plan

Style SP CP Margin %

Quantity Total Sales Value

at 100%

S/T

Profit Full

Price Sales 100%

S/T

Price with Promotion

10% off

Kiki Skirt £60 £63.41 - 5.68% 1 £60 £-3.41 £54

Hannah Top

£50 £43.32 13.36% 1 £50 £+6.68 £45

Shelley Gilet

£100 £104.75 -4.5% 1 £100 £-4.75 £90

Serena Dress

£120 £81.18 32.35% 1 £120 £+38.82 £108

Li Jacket £90 £38.09 57.67% 1 £90 £+51.91 £81

Billy Shorts

£45 £18.59 58.69% 1 £45 £+26.41 £40.5

Candance Top

£45 £43.59 3.13% 1 £45 £+1.41 £40.5

Maria Dress

£90 £72.35 19.61% 1 £90 £+17.65 £81

Venus Jacket

£110 76.67 30.3% 1 £110 £+33.33 £99

TOTAL £710 £541.95 Average Margin

23%

9 £710 £168.05 £639

Mion’s price architecture clearly defines a good, better, best pricing strategy, for the collection. This ensures the range is both commercially relevant for the ASOS Market-place target customer, whilst delivering a broad range of price points to define the simple and complex aspirational pieces available within the range, without devaluing

the brand.

The Billy shorts, Hannah and Candace Tops are collated as good price points due to their simplicity and ableness to style with multiple garments, making them the most

commercial garments within the range.

The Kiki skirt and Alissa dress have been categorised as better price points as they are simpler than the best price points in design and components used, making their mar-

gin’s much higher.

The Li Jacket, Shelley Gilet, Kim Jacket and Serena Dress are categorised as the best price points within the collection, as they are noted as the aspirational pieces, due to

there complex detailing, structure and originality.

Roll Out Prospective

The Future range plan has been based on expansion and increased unit production of Mion’s collection. The product mix and quantities have been calculated in relation to the expected commerciality and intended success of individual styles, sold to the target customer, both on ASOS

Marketplace and beyond to Mion’s own website.

The future range plan portrays an initial roll out prospective plan of 1,000 unit sales with an average margin on 46.59% and an overall total cash profit of £32,458. By limiting the overall lines to 1,000 units the suc-cessful key drivers of the collection can be identified and additional con-

sideration will be made towards creating repeats where necessary.

•Key drivers such as the Kiki Skirt, Hannah Top and Candace Top have higher product quantities which when combined attribute to 50% of the total style mix of the collection and potential sales. This is due to there intend-ed commerciality due to simplistic trend related shapes which can be further developed if required into multiple trend colour options.

•The largest margins within the collections are achieved from both the Li Jacket at 70.38% and the Billy Shorts at 71.09%. Although these two styles have a low com-bined product mix of 17.5%, there combined cash profit is £8,733.25. The order quantities are smaller for these two lines due to the shorts being a high Summer piece and therefore a shorter window for weather related sales and the Li Jacket’s lower expectation of sales due to the piece being an aspirational style within the range.

•A promotion has been created, to entice customers to return and remain loyal to the brand. A customer will receive a thank you card with their purchase allowing them to take advantage of 10% of their next order. This promotion has been costed out per item within the sales and profit within the future range plan.

•When pre-planning for a further future range plan consideration will be taken into account for overall cost prices of fabrics and components used, in order to in-corporate labour costs whilst still maintaining a credible margin for each style.

Style

Selling Price

Cost Price (wholesale -‐30% RRP)

Margin

%

Quantity

Product Mix

Total Sales Value

Profit-‐Full Prices

Promotion-‐ 10% off next order cost per

item

Kiki Skirt £60.00 £44.39 26.02% 200 20% £12,000 £3,122 £6.00 Hanna Top £50.00 £30.32 39.36% 150 15% £7,500 £2,952 £5.00 Shelley Gilet

£100.00 £73.15 26.85% 50 5% £5,000 £1,342.50 £10.00

Serena Dress

£120.00 £56.83 52.64% 50 5% £6,000 £3,158.50 £12.00

Li Jacket £90.00 £26.66 70.38% 100 10% £9,000 £6,334 £9.00 Billy Shorts

£45.00 £13.01 71.09% 75 7.5% £3,375 £2,399.25 £4.50

Candace Top

£45.00 £30.51 32.20% 150 15% £6,750 £2,173.50 £4.50

Alissa Dress

£90.00 £50.65 43.72% 100 10% £9,000 £3,935 £9.00

Kim Jacket £110.00 £53.67 51.21% 125 12.5% £13,750 £7,041.25 £11.00

TOTALS £710.00 £379.19 Average Margin: 46.59%

1,000 100% £72,375 £32,456 £71.00

The Facebook page has proved extremely successful and popular, and by far the best means of socially interacting with potential customers online. The most positive reactions we have received so far are in response to images and short posts asking questions, such as the images above. Many of these posts have been liked, commented on and reposted, making the Mion brand

viral and more widely established.

Link to Facebook Page: https://www.facebook.com/pages/MION/559790020709992?ref=hl

Online Presence: Facebook

We have also linked the twitter and blog sites to the Facebook page to ensure all social networking sites are interlinked and followed by potential customers, which have all received

positive attention and response.

This graph displays the interest the Facebook site has re-ceived and has enabled the team to verify which posts have received the most positive attention. Which has in turn in-formed the team of the most effective way to successfully communicate to the prospective ASOS Marketplace target

customers.

The blog was created in a ‘Tumblr’ tem-plate to give much more of a visual rep-resentation of the brand, in comparison

to other social media channels utilised by Mion.

Images were selected to portray more of a polished look and create a professional

and sophisticated insight into the Mion brand.

Although some wording was used this was very minimalist to maintain focus on

imagery.

This channel does enable social interac-tion in terms of a ‘like’ function, of which

Mion received a positive reaction and sev-eral ‘likes’. However, this is seen privately by Mion as its creator and is not visible in

the social façade of the site. By linking this blog to our more widely used and interac-

tive channels, encouraged the followers to promote and discuss these images on

these other platforms.

l http://madebymion.tumblr.com/

Online Presence: Blog

A twitter account for Mion was created in order to have a more up

to date, constant interaction with our followers. This allows for more

social interaction from them, which then helps the brand to become more visible on the social media

platform. Followers can ‘retweet’ posts by us, which will then show

up on their feeds where there followers and fans can also view. Our twitter account is also linked

both our Facebook and Tumblr accounts, which allows continuity

between all three.

Online Presence: Twitter

A minimalist tone embodies Mion’s spring/sum-mer 2013 collection, with simple yet exquisitely

structured shapes. With a sharp yet feminine edge, each piece is clean with uncluttered and

tactile tailoring. Conveying modernity and classic style the collection stands out against a neutral

colour palette of grey, white, and black with bold details shown in neon orange. The sculp-

tured shapes and strong fabrics give rise to the underlying influence of luxury sportswear and

functional appeal.

The collection focuses on a luxurious yet wear-able look with each piece complimenting the

modern women’s wardrobe. Our hero piece the Serena Dress, with beaded details, is an essential

investment piece for this season. Paired with the Shelley Gilet, this outfit not only offers an

asymmetric complexity but a casual edge to the collection and any women’s wardrobe.

Our statement pieces in the collection are the Hannah Top and Kiki skirt. These two pieces don’t only go flawlessly together but can be mixed and matched with many different ele-

ments in a women’s closet. Detail is crucial in this outfit to showcase a woman’s long-lean legs

and beautifully frame of the pieces; the look is both flattering and practical. Yet the occasional

beautifully considered pleat, fold, and zip effort-lessly balance the simple silhouettes adding to

their distinctive appeal.

Mion focuses around a daring yet wearable look with tailoring that enhances the body whilst

exaggerating key areas. This collection manages to create timeless pieces with a unique appeal to

make a strong statement this season.

Press Release

Images for Press/Advertising

Promotional Flyers/Poster

These promotional flyers/post-

ers have been created in order to promote the brand before the col-

lection is due to be released. This will entice customers and make

them eager to buy into the collec-tion. These will also act as larger

business cards as the Mion contact details will be displayed on them.

They also promote the products that are within the collection with-

out relaying too much detail. The simplistic style of these still relays

the brands identity.

Customer Service

As part of our customer service plan, Mion will be issuing an order confirmation email to all customers. This will include the details of products purchased and the contact

details in case there are any queries with their order.

Customers will also receive a thank you card after their first purchase, which will allow them to take advantage of purchasing other items from the range with a complimen-

tary 10% off. The promotion expires at the end of August, which will mean that they will still be buying into the Spring/Sumer collection.

Business cards

Mion’s business card is simple yet stylist and can be used with any collection within our brand. It has all contact details along with social networking site that Mion has signed up to, which include Twitter and Facebook.

Packaging

For shipping, Mion’s clothing will be place in an oversized acetate clutch, which will have our logo printed onto it. This is also meant to be an incentive

as customers can also use this as a clutch. It makes the customer feel as if they are getting more for their money.

Customers will also receive a thank you card after their first purchase, which will allow them to take advantage of purchasing other items from the range

with a complimentary 10% off. The promotion expires at the end of August, which will mean that they will still be buying into the Spring/Sumer collec-

tion.

Date post:	15-Mar-2016
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