Ready-To-Wear Project

 

Ready-toWear Project

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 A N A L Y S I S O F F A S H I O N  AN BRAND

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Historical Overview:

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Historical Overview: Major Milestones

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PRESENT 

 

 

 

 

 

Product category and price zone:  Anna  An na Oc to tobe berr is a co cont nt em empo pora rary ry ca casu sual al br an ands ds specializing in "signature soft-to-the-touch femininity, as well as a built-out offering of the knitwear." Moda Operandi says that Covetable details of her collection include "lingerie-inspired touches on silky dresses and separates, from subtle seaming to bra details. Equally seductive are the open backs with tie details, and the new cropped knit and brief sets in a cool, chunky weave."

 

DEMOGRAPHICS Gender: Women  Age:  Ag e: 18 18-4 -400

Target customer profile

Employment Status: High Income

PSYCHOGRAPHICS Personality: Loves style and femininity, Spends the weekends at social events, Spends the summers at the beach, Goes to many galas and loves charity, Likes a mix go casual looks and fancier styles Values: Enjoys spending time at the gym and workout classes

and persona

Interests: Art and galleries

GEOGRAPHICAL REGION Location: Urban, Big Cities

 

NAME & AGE Name: Elly McGaw Age: 30

HOMETOWN/PLACE TO LIVE Hometown: Australia Current Residence: New York City

FASHION ORIENTATION Feminine, Fun, Sexy

SHOPPING HABITS Always browsing in-store and online for herself and clients

MONTHLY EXPENDITURE C

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JOB/INCOME

$1,200.00

Job: Freelance Stylist & Creative Director Income: $80,000 year  1   

LIFESTYLES Hectic work schedule, loves to go out with friends, brunch and shopping on the weekends

CORE VALUES Independence and Self Expression

FAVORITE FASHION BRANDS Aya Muse, Jacquemus, Johanna Ortiz

 

NAME & AGE

FASHION ORIENTATION

Name: Charlotte Boyd Age: 28

Sexy, Cool, Adventourous

SHOPPING HABITS HOMETOWN/PLACE TO LIVE Hometown: New York, NY Current Residence: Paris, France

Early adopter of trends, fashion innovator, buys unique pieces others won't have

MONTHLY EXPENDITURE C

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JOB/INCOME Job: Fashion Entrepreneur Income: 200K  I

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 2     

LIFESTYLES Nights filled with dinner and dancing, traveling, fashion events

CORE VALUES Life shouldn't be taken too seriously

FAVORITE FASHION BRANDS SIR, Proenza Schouler, Acne Studios

$4,000.00

 

NAME & AGE Name: Ireland Hudson Age: 21

HOMETOWN/PLACE TO LIVE

FASHION ORIENTATION Flirty, Fun, Trendy

SHOPPING HABITS Purchases clothing that will stick

Hometown: Austin, Texas around for many seasons Current Residence: Student at College of Charleston MONTHLY EXPENDITURE C

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$1, 500.00

 

JOB/INCOME

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Job: Fraiser Sterling Jewelry Income: 15k

LIFESTYLES Time spent with friend, grabbing herself a matcha latte, and organizing the Frasier Sterling instagram

CORE VALUES Enjoy the little things in life

FAVORITE FASHION BRANDS Stuad, Vehlae, Lioness, Prada, Ganni

 

NAME & AGE

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FASHION ORIENTATION

Name: Emili Sindlev Age: 26

Neutrals with a Pop of color

HOMETOWN/PLACE TO LIVE

SHOPPING HABITS

Hometown: Copenhagen, Denmark Current Residence: Copenhagen, Denmark

Curated piece for certain events/time of day

MONTHLY EXPENDITURE $5,000.00

 

JOB/INCOME  I

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Job: Stylist & Creative director Income: 200k

LIFESTYLES Keeping up with her skin care routine, eating healthy, promoting her brand, and styling clients

CORE VALUES Do not be afraid to take risks

FAVORITE FASHION BRANDS xMiu Miu, Simone Rocha, Attico, Chanel

 

NAME & AGE Name: Olivia Mangrum Age: 30

HOMETOWN/PLACE TO LIVE

FASHION ORIENTATION Chic, Classy, Tailored

SHOPPING HABITS Purchasing designer clothing that will

Hometown: Dallas, Texas Current Residence: Los Angeles, California C

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last

MONTHLY EXPENDITURE $2,000.00

 

JOB/INCOME Job:Model  I

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Income:50k

LIFESTYLES Creating content for her instagram feed ,modeling for Wilhelmina and Kim Dawson Modeling agency

CORE VALUES Do what lasts

FAVORITE FASHION BRANDS Noble31, La Vie Style House, Vince, Zimmermann

 

NAME & AGE Name: Charly Sturm Age: 23

HOMETOWN/PLACE TO LIVE

FASHION ORIENTATION Sleek, Confident, Bold

SHOPPING HABITS Purchasing clothing that makes her

Hometown: Stockholm, Sweeden Current Residence: Beverly Hills, California C

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feel confident

MONTHLY EXPENDITURE $3,000.00

 

JOB/INCOME Job: Brand Ambassador  I

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Income: 20k

LIFESTYLES Loves to spend her time: baking, creating recipes, learning about new skincare formulas, and creating content

CORE VALUES Self Love

FAVORITE FASHION BRANDS Anita Ko, Galvan London, Rat & Boa

 

Brand Concept

 Ann a O cto ber ,

"With a background in pattern cutting, tailoring and fine art, Anna, designer and founder of the brand, reconstructs vintage styles from the past decades and translates them with contemporary aesthetics.  Ann a O cto ber cli ent is hed oni sti c w oma n w ho fee ls relaxed and confident in her femininity."

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Cool  

Logo: There is two different types of Anna October logos one very sleek and straight forward. The other one is similar to an edgy type of signature. When the consumer is wearing the article of clothing, the logo is not shown. The logo is always towards the top of the article of clothing and when purchasing in store there is an Anna October hanging tag.

 

Competitor Analysis ULLA JOHNSON

LOVESHACKFANCY 

 A C L E R

 A L E X P E R R Y 

 Z I M M E R M A N

Consumer

Consumer

Consumer

Consumer

Consumer

Demographic: City and

Demographic: Young Adult,

Demographics:

Demographics:City

Demographics: C ity and

Rural, working women, all

high income, working in an

 Aus tr tral al ia, Ci ty gi rl , you ng

woman, mid-30's-50s,

beach, early 30s-60s,

artistic job, city or rural

high-income, working

high-income

Psychographic:  Free-

adult, high income Psychographic: Poised,

woman (CEO)

Psychographic: social,

artistic, kind-hearted

spirited,adventerous, spirited,advente rous, loving

hardworking, likes to

Psychographic:  A fierce

loves art and brunch, has

Product Assortment:

Product Assortment : Dresses,

have fun

woman, likes to work

a positive attitude

Dresses, Blouses,

Sweaters, skirts, activewear

Product Assortment:

during the day and then

Product

sweaters

Brand Concepts: Boho,

Party dresses, skirts,

go to an event at night,

Assortment:Handbags,

Brand Concepts:

feminine, floral, pastel colors

blouses, pants

values relationships

dresses, blouse, loose

F eminine, Boho-chic,

Quality:High-qulity

Brand Concepts:

Product Assortment:

pants, jewelry

nostalgic

Price : $600 range

tailored, sleek, feminine

Suits, Dresses, Slacks,

Brand Concepts:

Quality: High-quality

fu n

Blouses

 Art ist ic , lu mi nou s, fu n

Price: $300-$3,000

Quality: High-quality

Brand Concepts:  Sleek,

chic, feminine

Price: $ 500

tailored, glamourous

Quality: Very high-

Quality:Very high-quality

quality

Price: $1,500

Price:$800

ages, high income Psychographic:  active,

 

Brand Positioning Maps

 

Price

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Quality  

Feminine

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Tailored  

High Price

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Low Price

 

Known Brand

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Lesser Known Brand

 

SWOT Analysis 󰁗

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Tailoring

Brand Awareness

Pattern Making

 Advertising

Quality Omnichannel-Online and Brick and Mortar

Diversity

Price

  Concept Solidify Brand

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Exclusivity Competitors getting majority of market share

 

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What are the current gaps in this company  Anna  An na Oc to tobe berr of offe fers rs a va ririet etyy of cl ot othi hing ng op tition on s fo forr wo me men, n, fr from om dr dres es se s, to tops ps , sk irirts ts,, an andd bo tt ttom oms, s, al alll ra ng ngin ingg in different styles. Though Anna October caters to many needs of different women, she could leverage extended sizing. The current sizing ranges from XS to XL. This would allow varying body sizes to enjoy all aspects of her brand. Another lifestyle category she could expand on would be swimwear. Currently, Anna October does not sell any swimwear. Her pieces from resort and spring/summer collections would translate well to swimwear. Lastly, the site currently features and gifts category, including scrunchies and sleeping masks. This could be expanded by sleepwear and robes for the consumer.