New Product Launch
Transcript: End-use Customer Quality and style Classy chick or romantically pre-aged look Target market - 20-30 years old female Competitors: 'Marks & Spencer' , 'Maison Scotch, 'The White Company' Competitor Products Customer expectations Fabric Structure • the herringbone structure • has a lot of cover due the closeness of the structure • uses slipped stitch • similar to woven fabric in appearance and elasticity 1x1 rib structure • have cover but lower than the herringbone structure Stitch density • the stitches are closely bond • dimensionally stable Stitch length • short stitches Finishes • milling to make the hair fibers more softer and cohesive • compressive shrinkage Sold in high-end clothing departments: Harvey Nichols, Debenhams, House of Frasers Internationally in other countries like France - Galeries Lafayette, Italy - La Rinascente, Germany - Galeria Kaufhof am Alexanderplatz, etc. The White Company Long sleeve, roll neck jumper Two Ply, 100% cashmere Dry clean Sold in The White Company Boutiques, luxury department stores Price £110 Target customer: 30-40 year old ladies, valuing quality and classic style Product Name: Holly Firth Age: 27 Town: Leeds Marital Status: Single Occupation: Office Administrator Wage: £15,000 - £21,000 per year Hobbies: Rock climbing, runs marathons, baking, reading, going to the theatre, computer gaming, going to the races. Style Icon: Grace Kelly and Michelle Obama Likes: Shopping trips to: Harvey Nichols, Debenhams, Next, Guess, French Connection, Lakeland, Waitrose. Day and night trips to London to see shows, galleries and museums. Likes going on girl day trips with her mum and sister, they go to the spa, shows and theatre Runs marathons with her dad and likes jogging with her dog Family: Mum nurse, dad hotel manager, sister happily married. Has a dog named Ralph. Is very close to her family and is a loving aunt to her nephew who she plays computer games with. Music: Listens to classical music (Vivaldi), rock (Kings of Leon) and some new pop music (Beyonce). Films: Horror (The Conjuring), drama (Cafe de Flore) and rom coms (We are the Millers) TV: Emerdale, Coronation street, NCIS LA, NCIS, True Blood, Criminal Minds, Once up on a Time, Homeland Jumper Roll neck collar(knit stitch 1x1rib), long sleeves, herringbone stitch on the front Soft handle, provides warmth Made of cashmere or merino wool The price £100-120 Maison Scotch Long sleeve, round crew neck jumper Mohair blend Hand wash Sold in Maison Scotch boutiqies and luxury department stores like Harvey Nichols Price £155 Target Customer: 20-30 year old fashionable ladies Design and create a plan for new product launch for a mock up clothing company. The product is a roll neck jumper for a company such as 'The white company'. Aesthetics: • Herringbone knit structure on body and sleeves, • Subtle silver yarn knitted in to the rib round cuff, collar and waistband. • Indigo • Sleek • Urban Chic • Goes well with many things • Can be worn on celebratory occasion or casually Fit: • Loose on herringbone knit • close-fitting on the rib Comfort and Handle: • Light weight • Warm on cool days, cool on warm days • Breathable • Easy to wear under outerwear • Soft • Warm • Fine Brand Fabric Specifications Main Idea Thank you for your attention Marks&Spencer Long sleeve, roll neck jumper Two Ply, 100% cashmere Hand wash or dry clean Sold in M&S stores Price £99 Target customer: 30-40 year old females, valuing brand and quality Fibre Content • cashmere with cashmere and Lurex mix • the care label will say 96% Cashmere and 4% Lurex Yarn type • combed • the fibres where carded before • the fibres where dyed after spinning • the yarn is worsted • yarn is folded two ply • count - 30 Tests to ensure quality Durability: • Pilling is easy to remove and shall subside when taken care of. • Low possibility of snagging Performance: • The customer should be able to move around freely without the garment causing obstruction. After-Care: • Hand wash in warm water, • Mild detergent or special cashmere wash, • Press out water, • Reshape, • Dry flat, do not hang. Longevity: • The garment is easy to put with many other items so this will make the garment a staple piece in the customers wardrobe • With good aftercare and aesthetics' the garment should last between 4-6 years. New Product Launch
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