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Skinted or Minted

Group presentation

Jakub Jarlaczyk

on 10 December 2014

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Transcript of Skinted or Minted

Fashion Business MC4005X
Module tutor: Barbara Graham

Skinted or Minted
Overview of the garment

Jacqueline Sealy
Jakub Jarlaczyk
Rosangela Tappenden
Rowan Smith
Sara Marin Bermell
Shirley Fehr Rodríguez

13 May 2013
Place of production:

Place of purchase:

Name of the product:

149.90 PLN (£29.90)


"Jacket in woven fabric with one breast
pocket, pockets with a flap at the front,
and three inner pockets. Two buttons
at the front, decorative buttons at the cuffs,
and a vent at the back. Lined.
Regular fit" (H&M, 2013).
Shell: 75% polyester, 25% viscose
Lining: 100% polyester
Name of the product:
Basic blazer
Place of production:
A Coruña, Spain
Place of purchase:
United Kingdom
Cost of the garment production
This includes:
pattern cutting
The amount of profit gained from the sell of the item at retail.
Poly (many) ester (chemical compound)
the most widely used man-made fibre (Frings, 2010)
used in many types of apparel (Frings, 2010)
Derived form oil and coal (BBC,2013)
the fibre production depends on the supply of petroleum products, therefore, it is subject to shortages and ever-increasing prices (Frings, 2010)
formed from the chemical reaction between an acid and an alcohol (BBC, 2013)
carboxylic acid + alcohol → = ester + water
Wrinkle resistant and easy-care (Frings, 2010)
transforms natural fibres into easy-care products
According to BBC (2013) it has the following qualities:
low warmth
non-absorbent, dries quickly
soft handle
good drape
very durable
can be recycled
Viscose (Rayon)
The first man-made fiber to be developed (Frings, 2010)
Composed of regenerated cellulose derived from the wood pulp (BBC, 2013)
the caustic materials needed for wet-spinning process cause pollution (Frings, 2010)
very expensive to produce due to soaring wood prices and the costs incurred to conform to more stringent environmental standards (Frings, 2010)
Frings G (2010) points out that viscose become very popular because it is soft, lustrous and versatile.
Lensing of Austria is now the world's largest viscose production (Frings, 2010)
The cellulose, derived from wood pulp, is dissolved into a viscose solution and spun into fibre (Frings, 2010)
According to BBC (2013):
low warmth
absorbent, dries slowly
soft handle
good drape
not durable
creases easily
can be washed and ironed
According to European Man-made Fibres Association (2013) viscose:
takes dyes easily
is biodegradable
is often blended with other fibres
Better known under the trade names Spandex or Lycra in the UK
its elastic properties are inconparable by any other fiber (Frings, 2010)
it is generally added to other fibres in small quantities of 2 - 20 percent to create stretchability (Frings, 2010)
the market for elastane remains relatively small compared to other fibres
Elastane is a long-chain synthetic polymer comprised of segmented polyurethane, which is produced by reacting a polyester with a diisocyanate (Frings, 2010)
The polymer is then converted into a fiber using a dry spinning technique
It can stretch to three times its unstretched length without breaking and return to its original length (Frings, 2010)
According to European Man-made Fibres
Association elastane:
resists perspiration and cosmetic oils
easily washable
abrasion resistant
Synthetic fiber that is produced from plant matter known as cellulose
it has been developed as alternatives to viscose although it is not quite as strong (Frings, 2010)
it is primarily used in women's dressy apparel, bridgal wear, and linings (Fringe, 2010)
it requires such strong solvents that it is no longer produced in some countires including USA (Frings, 2010)
According to European Man-made Fibre Association (2013):
Wood cellulose is swollen by acetic acid and then converted to cellulose acetate
it is then dissolved in acetone
The resulting viscous solution is pumped through spinnerets into warm air to form filaments
the filaments are then wound up as yarns
Frings G (2010) points out that acytate:
has a soft, silklike touch
has excellent drape qualities
takes dye well
Cost of the garment
Ethos on product
"It is about creating a good balance between fashion, quality and the best price" (H&M, 2013).
The location of the distribution center ensures that the time between when orders are received and when merchandise is delivered to stores is on average only 24 hours (Inditex, 2011)
strong price to quality ratio makes Spain a financially viable option
high level of technology
both Spain and the UK are part of the EU internal market where according to SEA 1986 "free movement of good is ensured"
Construction of the garment
Ethos on product
"Creativity and quality
design, together with rapid response to market demands"
(Inditex, 2011).
£29.90 in the UK
Women's blazer with two front lapel flap pockets, left and right. One central fastening button at the front. Four fully functioning buttons on each cuff and
a central vent at the back. Lined.
Outer shell: 65% polyester, 31% viscose, 4% elastine
Body lining: 100% acetate
Sleeve lining: 95% polyester, 5%elastene
Place of production
Place of purchase
There are 66 Zara stores in the United Kingdom

(Inditex, 2011)
in terms of number of stores UK ranks on fifth place, after Spain, France, China, Italy and Japan
Zara which is part of Inditex Group, is involved in all stages of the fashion process: design, manufacture, logistics, distribution and sales through an extensive retail network (Zara, 2013)
a significant share of manufacturing is done at the Group's own factories (Inditex, 2011)
the Group directly controls fabric supply, making and cutting, and the final finishing of garments (Inditex, 2011)
it provides the fabric and other elements necessary for making garments to its outside suppliers
(Inditex, 2011)
as direct result of vertical integration, Zara can react quickly to the changing fashion trends (CNN, 2001)
Market research
Feedback received from stores
Quick decision
Inventory control
Distribution to stores
Inditex's unique business model
Close watch on trends and buying behaviour
Design team along with commercial team decides on the fabric, cut, and price points of a new garment (Inditex, 2011)
fabric from stock
dyeing and finishing
2 - 3 weeks
Advertising campaigns
"The key element for the corporation is the store, a carefully designed space, designed to make customers comfortable as they experience collections" (Inditex, 2011).
Social media
for iPhone
Android apps
Focus mainly on promoting individual style and invite the audience to participate in that lifestyle
it would be counterproductive for the brand to advertise on a particular item which occurs only in a limited number and is therefore destined to disappear from stores within a few weeks
"Shop windows play a major role,
acting as an advertising vehicle"
(Inditex, 2011).
Place of production
Place of purchase
Exceptionally quick turnaround
"Fashion retailers spend on average 3.5% of revenue on advertising their products, while Zara's parent company Inditex spend just 0.3%" (CNN, 2001).
According to Rashid M (2013)
Bangladesh is the second largest producer of garments
the country entered the apparel industry in the late 70's
the sector has achieved a phenomenal growth
over 3.6 million people are employed in more then 5,000 factories, which is almost 2/3 of the total number of employees engaged in the manufacturing sector
the garment export earnings have exceeded $19 billion
it account for 76 per cent of the total export which makes the country strongly dependent on export
the labour cost is cheap (hourly wage rate in apparel industry is lower than those in China)
Poor working environment
Accidents and deaths for safety and security failures (Rashid, 2013)
According to H&M Annual Report (2012) there were 103 H&M stores in Poland with a sales total of £294 million
by contrast, there were 226 H&M stores in the UK a sales total of £1,041 million
the trade between Bangladesh and Europe is subject to custom duties which raise the prices of imported goods
Construction of the garment
According to H&M (2013):
H&M does not own any factories
clothes and other products are commissioned from around 800 independent suppliers, primarily in Asia and Europe
designers, pattern makers and buyers create H&M’s collections together
the production offices are responsible for placing the order with the right supplier and for items being produced at the right price, making sure that they are of good quality and delivered at the right time
Own brand magazine
According to H&M(2013)
The store and its display windows are the most important communication channel H&M has with its customers
the layout of the display windows should suggest a feeling, without taking focus away from the clothes
for iPhone
Android app
Social media
with fashion magazines
with celebrities
with designers
in fashion magazines
Advertising campaigns
White Cliffs of Dover
Differences between chosen garments
The source manufacturer
outsourced production of H&M
Zara's high degree of vertical integration
Inditex’s unique business model
perceived brand images
quality of the chosen garments
significant difference in prices
marketing strategy
advertising campaigns
The companies ethos
target market (B, C1 and C2)
Thank you
for your attention
Has a very good finish
consideration to changes in area of high stress
superior construction
fully functioning button holes
back bar stitching for a durable and neater finish
quality facing in collar provides stabilization
faced hemming
Bangladesh cheapest construction
poorer quality
hem is serged and unstitched
no consideration to high traffic areas (hence the sleeve lining ripping)
fake buttons
zig-zag stitching for the impression of button holes
References of images
References of videos
Full transcript