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Alexander Wang Kidswear

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Alexander Wang Kidswear
Title: Alexander Wang kidswear
Name: Zsuzsanna Torok (TOR10310643)
Unit: Product Development & Sourcing
Date: 11/3/2014

TABLE OF CONTENTS

Page 2 Executive summary
Page 2 1. Introduction
Page 2 2. Findings
Page 2 2.1. Company profile
Page 2 2.2. Customer profile
Page 3 2.2.1. Consumer moodboard
Page 4 2.3. Market positioning
Page 4 2.3.1. Real competitors
Page 5 2.3.2. Kidswear competitors
Page 6 2.3.3. Accessibility versus Exclusivity
Page 7 2.4. Price points
Page 9 2.5. Childrenswear market
Page 9 2.5.1. The market
Page 9 2.65.2. Shift towards older wealthier families
Page 9 2.5.3. More fashion retailers enter kidswear market
Page 9 2.5.4. Where adults buy childrenswear
Page 10 2.5.5. Half of parents are mid-spenders
Page 10 2.5.6. What childrenswear buyers look for
Page 10 2.5.7. Mini-me culture and parents ' willingness to spend makes childrenswear a target growth segment
Page 11 2.5.8. Consumer interest in celebrities has fuelled the demand for luxury children 's clothing
Page 11 2.6. Questionnaire
Page 12 2.7. Spring/Summer 2015 Trends
Page 13 2.8. Kidswear range
Page 14 2.9. Storyboard
Page 15 3. Conclusions and Recommendations
Page 15 4. References
Page 16 5. Appendix
Executive summary
This report is about the proposition of the high fashion label Alexander Wang and its kidswear line to be launched. It has been identified that there has been a gap in the market regarding the brand’s lacking kidswear line. This gap is supported by a questionnaire and the market research that shows growing demand towards luxury childrenswear fuelled by celebrities, the parents’ spending habits on childrenswear and the rising trend of the ‘mini-me’ culture. The report is also looking at future trends for the launch of the line in the Spring/Summer 2015 season. The recommendations for the range include the possible price points, the unique selling point and the consisting items of the range.
1.


References: Alexander Wang (2014), Biography, Retrieved on 24.2.2014 from http://www.alexanderwang.com/studio/biography Mintel Group (2013), Childrenswear, UK, November 2013, Retrieved on 7.2.2014 from Mintel Oxygen: http://academic.mintel.com/display/638306 WGSN (2013), Kidswear Trend Analysis, Graphic grids: emerging kidswear trend, UK, February 2014, Retrieved on 4.2.2014 from WGSN: http://www.wgsn.com/content/report/Trend_Analysis/Kidswear/2014/Feb_02/graphic-grids-emerging-kidswear-trend.html Images: Image 5. Accessible and exclusive brands (2013) at https://service-verdictretail-com.arts.idm.oclc.org/verdict/trends/marketing/article39587.ece, retrieved on 18.2.2014 Image 6 Image 9. Kidswear: matrix (2013) at http://www.wgsn.com/content/report/Creative_Direction/COLOUR/Spring_summer_2015/Departmental_super_report/kidswear/matrix.html, retrieved on 4.2.2014 Image 10
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