Menswear | Range Plan | Colorway | Event Plan | Website Analysis | Price Architecture | Shop Reports

1. buying & merchandising
portfolio
by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013

2. Table of
contents
! Range Plan 3
! Colorway 11
! Event plan 13
! Website Analysis 15
! Price Architecture 18
! Shop Reports 20
This portfolio is designed to be viewed
on a landscape setting for optimum
viewing (i.e. iPad).
This portfolio focuses on menswear for
mass-market brands.
Hope you enjoy!

3. Men’s Shirts Spring
Summer 2013/2014
by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013
3

4. Index
• Formal
– Fitted Basic
– Basic Short-Sleeve
– Buttondown Oxford
– Floral Printed
– Penny-Collar
– Pin & Eyelet Collar
– Pyjama
• Casual
– Utility
– Military
– Tunic
– Printed Short-Sleeved
– Boxy Resort
– Baseball
– Contemporary Sweat
– Scoop-neck Nautical Tee
– Polo Shirt
– Rounded Polo Shirt
– Cycling Jersey
– Diagonal-Block Tee
– Shallow Soft V-Neck
– Cap-Sleeved Tee
– Logo Henley
– Boxy Tee
– XXXL T-Shirt
– American Football Jersey
– Varsity Vest
– Boxy Gilet
– Sleeveless
– Oversized Tank Top
– Elongated Vest

5. Color Range/Story
OLYMPIC!
jungle
Techno
Flurry

6. Colors:
Fabric:
Description: Budget Percentage:
Fitted Basic
F i t t e d s i l h o u e t t e |
Regular collar | Single
button cuff | Shaped hem
Stretch fabric | 100%
Cotton
4%
Retail Price:
RMB 299
Core
Fashion
Store Delivery:
Top, Mid, All Stores

7. Colors:
Description:
Buttondown Oxford
Relaxed fit | Classic
chest button | Double-
button cuff | Curved hem
| S m a r t c a s u a l o r
dressed-up
Fabric:
Budget Percentage:
100% Cotton
4.5%
Retail Price:
RMB 299
Core
Store Delivery:
Top, Mid, All Stores
Fashion 1 – Spring Delivery
Fashion 2 – Summer Delivery

8. Prints :
Description:
Printed Short-
Sleeve
Easy body fit | Wider
a n d l o n g e r s l e e v e
proportions (regular-
elbow) | Summer staple |
Smart casual
Fabric:
Budget Percentage:
100% Cotton
3.6%
Retail Price:
RMB 249
Store Delivery:
Top, Mid, All Stores

9. Colors/Prints:
Description:
Boxy Tee
Classic fit | Breast
p o c k e t | S h o u l d e r
epaulettes
Fabric:
Budget Percentage:
8 0 % C o t t o n 2 0 %
Polyamide
3.2%
Retail Price:
RMB 149
Store Delivery:
Top Stores

10. Colorways :
Description:
Elongated Vest
Loose fitting vest |
Racer back | Elongated
to mid-thigh
Fabric:
Budget Percentage:
100% Cotton
3.2%
Retail Price:
RMB 79
#1
#2
#3
#4
#5
Store Delivery:
Top, Mid, All Stores

11. Men’s Knit for Spring
Summer 2013/2014
by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013
!!"

12. Colorways:
Fabric:
Description:
Fine-Gauge Crew
Neck
Fully-fashioned crew neck
knit with geometric color
blocking | Regular fit
45% Linen | 55% Cotton
Retail Price:
RMB 299
1
2 43 5
1
1 11
1
2
3
4
5
A
B
C
Buying Distribution:
A: 40% | trendy, but still masculine color palette
B: 20% | least trendy with pinks, pastels
C: 40% | greyscale is very classic and commercial

13. Event Plan
for s/s 2014
by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013
13

14. 6-mOnthevent
plan
Chinese New Year
~ Chinese New Year
sale (end of season sale)
~ Updated visual
merchandising
~ In-store signages
~ New product piling
New Collection Launch
~ RMB 500 shopping
spree for select bloggers
~ Updated visual
merchandising
~ In-store signages
~ New product piling
Lantern Festival
~ Update visual
merchandising to
celebrate Lantern Festival
Valentine’s
~ Dinner date promo
(Chance to win a set
dinner in romantic resto
with a minimum
purchase of RMB 1,000)
~ Single’s promo (Free
beer in pub for minimum
purchase of RMB 500)
Chinese Cool
~ RMB 500 clothes
sponsorship for Shanghai’s
select club promoters
~ timing is before major
holidays/sales so that
enough time for PR to
spread
Shop with your Friends
~ Get a 15% discount
when you and your friend
purchase a minimum of
RMB 500 combined
~ Encourage group buying
Check-In Promotions
~ Get 10% off when you
check-in on social media
~ Timing will be on
“slow” weeks
Qing Ming Jie/Labor Day
~ Discounts on non-moving
items as store traffic will be
high
Mid-Season/Summer Sale
~ Initial and Final
discounts on spring/
summer items
Month Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
! ! ! ! ! ! ! ! ! ! ! ! !
New Collection Launch ! ! ! ! ! ! ! ! ! ! ! !
Chinese New Year ! ! ! ! ! ! ! ! ! ! ! ! ! !
Valentines ! ! ! ! ! ! ! ! ! ! ! ! !
Lantern Festival ! ! ! ! ! ! ! ! ! ! ! ! !
H&M dresses Chinese Cool ! ! ! ! ! ! ! ! ! ! ! ! ! !
Shop with your friends ! ! ! ! ! ! ! ! ! !
Check-In Promotion ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
Qing Ming Jie ! ! ! ! ! ! ! ! ! ! ! !
Mid-Season Sale ! ! ! ! ! ! ! ! ! ! ! ! !
Labor Day ! ! ! ! ! ! ! ! ! ! ! !
Summer Sale ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
Source: Timeanddate.com (2013) Holidays and observances in China in 2014. [online] Available at: http://www.timeanddate.com/
holidays/china/2014 [Accessed: 28 Feb 2013].

15. VANCL
WEBSITE
ANALYSIS
BY AJ DEL ROSARIO
MBA IN FASHION BUSINESS 2012/2013
MARCH 1, 2013
Source: En.vancl.com (2013) Business shirts, Casual shoes & Accessories Online Store | VANCL. [online] Available at: http://en.vancl.com/
[Accessed: 26 Feb 2013].
15

16. USER FRIENDLINESS |
VISUAL APPEAL |
Easy to navigate: the layout of the website is pretty idiot-proof as
all the icons are easily accessible
Magazine-like: homepage appears like a magazine but rest of
pages are not so appealing
Cluttered: the banners on the left hand side look like annoying
advertisements
: the sale tag on the photo + the red numeric sales item is an
overkill and just over-stresses products are on sale
: the filter turned on is “What’s New” but all the products showing
are on sale; this is very misleading and cheapens the brand

17. FILTERS | MULTIPLE
PURCHASES |
INTERACTIVITY
Incomplete filters: size, price range, color filters
can be added to aid customer refine his search
Focused purchase: the website does not
encourage cross-sales as there is no
complimentary recommendations icons i.e.
matching tie for long-sleeved shirt
Blog: Vancl has a separate blog where customers
can interact via Facebook, Twitter, Pinterest
: but this is only limited to certain posts of Vancl
but no option to interact with the brand on its
actual selling platform

18. Zara Men’s Coats Price
Architecture
by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013
18

19. Zara Men's Coats
Price Architecture
0
2
4
6
8
10
12
14
16
18
20
CNY
399
CNY
459
CNY
499
CNY
599
CNY
699
CNY
759
CNY
799
CNY
899
CNY
1,299
CNY
1,399
CNY
1,999
• The price range displayed by Zara is wide, which
is indicative of its diverse customer segment.
• There are close to 60 styles for men's jackets
alone and this directly coincides with Zara's
business model for providing a wide range of
current fashion at affordable prices
• The CNY 799 & 899 price points seem to be the
sweet spot for Zara's clientele as most of the
styles are concentrated at these price points.
• The price points ending with 59 may mislead the
consumer and I may just round this items to the
nearest 99. But, maybe they are just targeting a
certain margin %.
Source: http://translate.google.com/translate?hl=en&sl=zh-CN&u=http://www.zara.cn/&prev=/search%3Fq
%3Dzara%2Bchina%26hl%3Den%26client%3Dsafari%26rls%3Den&sa=X&ei=NXcvUdzsAYesjALps4DICg&ved=0CDMQ7gEwAA

20. Men’s Trousers
Shop Reports
by AJ Del Rosario
MBA in Fashion Business 2012/2013
March 1, 2013
20

21. Index
! Shop Reports:
! H&M
! Zara
! ME&City
! Metersbonwe
! Forever 21
! Summary

22. ME&CityShopReport
! Company Background
! Store Details! Trousers Analysis
! Store Analysis! Recommendations/Key
Insights

23. CompanyBackground
! ME&City is a diffusion brand of the
Metersbonwe Group
! First store opened in 2008
! Targeted at 18-35 year-old urban
white-collar workers
! 9 stores in Shanghai; 700 branches
spread across China

24. StoreDetails
! Branch: East Nanjing Rd.
! Location: 1st
and 2nd
Floor of
5-storey store! Type: Flagship! Date: Feb. 11, 2013 | 2PM
! Site Map:

25. TrouserAnalyis:
AreaBreakdown
60%
30%
10%
Men's Area Breakdown by
Category
Tops
Trousers
Accessories
50%
40%
10%
Area Breakdown by Category
Women
Men
Kids

26. TrouserAnalysis:
TrouserDistribution
25%
35%
25%
15%
Men's Trouser's Distribution by
Category
Urban
Casual
Jeans
Formal
ME&City’s trouser focus is on their urban, casual
and denim lines. However, the formal wear has a
sizeable portion in the store, which semi-
resembles a gentleman’s club.

27. TrouserAnalysis:
Fit
20%
45%
35%
Men's Trousers By Fit
Regular
Slim
Straight
There is a strong emphasis on the slim cut across all
lines in their trousers which could be perceived as a
safe word to use to connote being modern without to
trendy/young (i.e. skinny). In addition, there is a
sizeable amount of trousers that are regular and
straight, which can be indicative relatively older
clientele (20-35 yrs old).There is no mention of rise of
the pants but it most probably is low-rise

28. TrouserAnalysis:PriceAnalysis
!
Price
Range
Fabric Composition
Country of
Origin
Urban RMB 399
65% Cotton, 30%
Polyester, 5% Elastane
China
Casual RMB 299 100% Cotton China
Jeans RMB 349 100% Cotton China
Formal
RMB
299-499
100% Cotton | 98%
Cotton, 2% Elastane
China
ME&City’s price points is at a premium of
3 0 - 4 0 % o f H & M , F o r e v e r 2 1 a n d
Metersbonwe’s.This higher price points can be
demanded due to Zara’s (perceived) higher
quality products.
ME&City’s price points is directly competing
with Zara’s. It is China’s answer to Zara.

29. TrouserAnalysis:
ColorRange/Display
Trendy collections are displayed at the front of the store. Majority of trousers
are displayed together with the same style placed near its accompanying
collections. Trousers are also combined with matching tops to aid the
consumers create a complete look and thereby, encourage cross sales.

30. TrouserAnalysis:
Sizing,Labeling,andPackaging

31. TrouserAnalysis:Markdowns
• 30-50% markdown + 20% off if you
get 2 pieces
• 30-50% markdown + 30% off if you
get 3 or more pieces

32. Store Analysis :
Store Ambiance/Layout
Modern version of a gentleman’s club
No foul odors
Mainstream hip-hop and techno music
Bright fluorescent lighting
Safe shopping environment
Sales items are on the 5th floor
Sales attendants are quick to rearrange messy stock piles
Attentive, casually dressed sales personnel