INP Shannon Newman by

40091432 — 2019-12-11 10:01:49 UTC

40091432 — 2019-12-12 15:54:30 UTC

TALA - BBC

40091432 — 2020-01-02 15:59:27 UTC

An article that gives a good overview into the values of TALA and mentions key competitors that I can look into for my comp shop.
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TALA - Drapers

40091432 — 2020-01-02 16:06:30 UTC

An interview that gives more of an insight into the brand and some statistics that can be used in my brand summary.
[accessed 02.01.20]

Comp Shop Plan

40091432 — 2020-01-02 16:08:29 UTC

Before undertaking my comp shop, I thought it was important to consider what my aims were. A comp shop occurs in order to analyse your competitors in the market, to see what they are or are not doing differently to you and what will make a consumer choose TALA over other brands. Therefore, I chose to focus on how the TALA consumer is going to experience SS20 collection - which will be either online through the website or by visiting the pop up that will be held for launching the collection. I chose to look at Gymshark for online and analyse the overall experience, customer journey, visuals and layout. Then, I also looked at the Sweaty Betty shop on Carnaby Street to gain an understanding of the atmosphere, customer experience and product. The overall objective is to have a solid understanding of what the competitors are doing both in the physical and online, so TALA can stand out in a highly competitive market.

Sweaty Betty: Carnaby Street

40091432 — 2020-01-02 16:51:27 UTC

Completed on 20.12.20 at approx 11.30am

When I entered the store, it was fairly quiet due to the time of day, however the first thing I noticed was the friendly nature of the staff. They were quick to greet me and offered to help with anything I needed.
Although the product area of the store was quite small, it was displayed well and there were signs that said the different fits of the activewear, which would easily direct and inform the customer to the product they were looking for.
However, the main takeaway from the store visit was the extra experiences that were on offer. Upstairs, there was a cafe and a beauty salon. Downstairs, there a pilates and yoga studio. This demonstrated that Sweaty Betty are building a community and encouraging people to come to the store to enjoy more than just the product.
In terms of sustainability, they offer the super sculpt leggings that contain recycled polyester. In the store, they provided a recycling bin, in which customers could come and donate their old leggings to be recycled.

40091432 — 2020-01-02 16:52:01 UTC

40091432 — 2020-01-02 16:52:17 UTC

“Someone who works out, but definitely likes cake.” [Sweaty Betty]

40091432 — 2020-01-07 16:50:06 UTC

40091432 — 2020-01-08 10:11:30 UTC

Great information to inform sustainable fabrics used in fashion, particularly in swimwear. Plus, there are statistics about the use of recyclable materials in swimwear, which can support my decision to incorporate a new product category into the TALA brand.

[accessed 08.01.20]

ECONYL website

40091432 — 2020-01-08 10:15:01 UTC

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40091432 — 2020-01-08 10:21:30 UTC

An article that explores some key identities within consumers, which can build on my research into the consumer for TALA, Generation Z.

Eco-efficiency: Sustainability is now very important to consumers, and "eco-efficiency is best described as a business approach that aims to minimise ecological damage while maximising the efficiency of the company and its production processes". Customers expect businesses to be improving their sustainable practices and working towards to a green future. Plus, they expect brands to be transparent about it.

Accountability: With the rise in the internet, consumers are more educated than ever before and they can't be fooled. Businesses have to be transparent with their customers and be honest when they do mistakes in order to be successful as "63% of global consumers would buy from a company they consider authentic over competitors"

[accessed 08.01.20]

40091432 — 2020-01-08 15:59:55 UTC

A report that provides beneficial research into the impact of the fashion industry on the environment, issues of recycled fibres and consumption. Provides good key statistics and quotes that can be used to back up keys trends in my INP.
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40091432 — 2020-01-08 16:10:21 UTC

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40091432 — 2020-01-08 16:11:38 UTC

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40091432 — 2020-01-08 16:13:02 UTC

Inspiration for my concept store to see how the 2020 retail space can be used to market a product and a brand. For my concept store, I would take 'End to End Sustainability' and 'Educate the consumer' from this report.

[accessed 08.01.20]

Comp Shop completed on 20.12.19

40091432 — 2020-01-08 16:13:21 UTC

- Gymshark [online]
- Sweaty Betty [Carnaby Street store]

Edited Analysis: Womenswear - How Eco-Friendly fabrics grow in 2019

40091432 — 2020-01-08 16:22:25 UTC

Interesting analytics from Edited that demonstrate the growth in sustainable fabrics within the fashion industry.

Some key statistics:
- "Mentions of recycled cotton within emails, on landing pages and homepages has increased by 2138% YoY."
- "Looking at swimwear specifically, nylon products have decreased by 25%, while recycled swimwear products have jumped by 80% YoY."

It is also interesting to look at the entry level price of these fabrics, with the lowest being recycled polyester at £6. This demonstrates that it is becoming more feasible for high street retailers to provide sustainable options at an affordable price.

[accessed 08.01.20]

40091432 — 2020-01-08 16:22:38 UTC

40091432 — 2020-01-08 16:23:17 UTC

GymShark: Online Comp Shop

40091432 — 2020-01-08 16:34:17 UTC

As soon as I arrived on the Gymshark website, the first thing I noticed was the product and sense of community. The first thing the customer see's is campaign images of men or women together looking happy and then any new released products.
The layout of the website is modern and simple, which results in it feeling smooth and easy to navigate. This is important to consider when displaying products and campaign imagery on the TALA website.
When on the product pages, additions such as 'Quick Add' encourage a quick customer journey. If the customer knows everything about the product they want to buy, then they can quickly select the size and the item gets added to their cart, which then pops up onto the page from the right. This transition means that customers don't have time to lose attention and it is super easy to get to checkout.
Overall, the website has clear imagery, a smooth and polished appeal with an efficient customer journey.

[accessed 16.02.20]

Monki: Swimwear

40091432 — 2020-01-08 16:34:22 UTC

I chose to look at Monki as competitor analysis due to their Monki Cares range that launched in 2017. They launched sustainable products, including swimwear.
Their products are a very affordable price, with bikini tops being £10-15 and swimsuits costing £45. In order to compete with Monki, TALA swimwear has to stand out from the crowd in terms of trend, as they are both sustainable options.

I did also go into the Carnaby Street store to see if I could see and feel the swimwear products in person. However, as I visited on 20.12.20, there was no swimwear in store as it was out of season.

[accessed 16.02.20]

Fabric Compositions

40091432 — 2020-01-10 15:44:05 UTC

These articles provide me with information on how recycled fabrics are made and the sustainable impact they can have. This is crucial for me to explain my fabric choices within this range.

[accessed 10.01.20]

Edited Analysis - Whats Next for Lilac?

40091432 — 2020-01-10 16:51:04 UTC

Key takeaways from report:

-Purple shades have gained momentum since Ultra Violet won Pantone Colour of the Year 2018

- "Although tops and dresses make up the majority of the assortment, activewear and lingerie has also been pushed in the cool-toned lavender hue by key retailers dominating these fields such as Lululemon and Savage X Fenty."

- Worn by celebrities and influencers such as Kylie Jenner, Rihanna and Amal Clooney. Present on social media according to the Trending on Instagram Weekly Reports.
[accessed 10.01.20]

40091432 — 2020-01-10 17:00:44 UTC

40091432 — 2020-01-10 17:00:56 UTC

40091432 — 2020-01-13 13:34:35 UTC

Drapers article that demonstrates the fashion industrys predictions for 2020.
Key takeaways:
- Volatility in store experiences
- Development in sustainable and ethical practices
- Innovation
[accessed 13.01.20]

40091432 — 2020-01-13 13:40:48 UTC

Drapers article that focuses on sustainability within the fashion industry. There are useful statistics that can be used in my customer profile to explore the sustainable needs of the consumer.

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40091432 — 2020-01-13 15:08:49 UTC

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#ITSCOOLTOBEKIND

40091432 — 2020-01-13 15:46:17 UTC

This particular page on the TALA website provides information and statistics on how TALA is sustainable within their supply chain - through water and plastic usage, their recycling practices, chemicals and emissions. This page will be good to include when considering the brand's transparency and how this will connect with the target market, Gen Z. TALA are aiminig to be as transparent as possible and providing the customer with a place to go to find all the information.

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40091432 — 2020-01-13 16:05:37 UTC

40091432 — 2020-01-13 16:15:29 UTC

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Edited - Competitor Research

40091432 — 2020-01-13 17:17:07 UTC

By looking at analytics of competitors, this can influence my colour palette to ensure it will compete with the competitors. Purples only cover 3% of gymshark, however that may be when purple tones aren't being used as the core colour of a range. Also, blacks and greys dominate which influences my core colours to provide customers with a more neutral choice to the lilac within the range.

[accessed 17.01.20]

Edited - Competitor Research

40091432 — 2020-01-17 10:17:22 UTC

As TALA doesn't have any information on Edited, I used the resource to research the competitors and provide a guideline when considering choices made for my TALA range. This table shows the price points of Gymshark in the UK and US [chosen locations due to top customer locations for TALA]. From this table, we can see that the average price point for Gymshark is £20-40. Therefore, this should be considered when seeing the ASP in my merchandising strategy.
[accessed 17.01.20]

2019 TALA Business Round Up

40091432 — 2020-01-17 10:21:32 UTC

Key takeaways of 2019 from CEO: -
- Since launch over £3 million in sales
- Launched in May, £0 marketing spend until December
- 2.3 million online store sessions
- Average order amount is £60
- Average basket quantity of 1.5 units as average product cost is £40
- 63,000 total orders
- Top locations : USA, UK and Ireland

As a result of someone buying TALA over a non-recycled equivalent:
- saved 2.3 million litres of water
- recycled over 70,000 plastic bottles
- saved 166 tonnes of CO2

Some of these statistics can inform my decisions when completing my merchandising strategy

[accessed 17.01.20]

40091432 — 2020-01-17 10:22:58 UTC

40091432 — 2020-01-17 10:32:15 UTC

WGSN: Swimwear Forecast SS20 Empower Up!

40091432 — 2020-01-17 11:48:06 UTC

Inspiration for my range has been taken from WGSN swimwear forecasts.

[accessed 17.01.20]

WGSN - Catwalk Analytics SS20

40091432 — 2020-01-22 19:58:41 UTC

[accessed 22.01.20]

Competitor - Gymshark

40091432 — 2020-01-23 13:48:04 UTC

Evidence of lilac within activewear, growing specifically within the social media space; where the TALA Gen Z customer habits lie.

[accessed 23.01.20]

Fashion United

40091432 — 2020-01-24 11:48:03 UTC

An article that highlights the overall trends from the catwalk that will be commercially relevant within the market. My focus remains on the colour lilac and pastels that were present on the runways - "pretty pastels––lavendar, cornflower, mint, citrine––will be present for easy separates". This can influence where I choose to apply the lilac within my own range.

[accessed 24.01.20]

40091432 — 2020-01-26 15:29:22 UTC

Further WGSN forecasting for newness within SS20 that explores different versions of tie dye in comparison to the brighter, acidic and neon tones. I will consider both when creating my range and will choose depending on which print I feel provides more longevity and versatility in order to support the message of sustainability.
[accessed 26.01.20]

40091432 — 2020-01-28 22:02:46 UTC

An article that provides insightful statistics about the impact of our environment. Particularly looking for information in relation to the ocean, as the focal product category of my range is swimwear.

[accessed 28.01.20]

Constraints for recycled nylon

40091432 — 2020-01-30 21:40:34 UTC

Explains the issues of recycling nylon, which is something I can include within my constraints for the garment tech pack, in which I will choose the garment of a swimming costume.

[accessed 30.01.20]

Sourcing from Portugal

40091432 — 2020-02-02 14:28:43 UTC

A article that suggests benefits of sourcing from Portugal that can contribute to my supplier strategy.

- Ethics and labour - "Portugal was the first country to abolish slavery 250 years ago in 1761."

- Portugals commitment to the environment - "84% national companies have invested in reduction of energy consumption and carbon dioxide emissions."

- Highly skilled workers and technical ability - "Portugal has currently one of the strongest textile industries in Europe and is known for its expertise in shirts, jerseys, and home textiles with skilled pattern makers and master craftsmanship".

[accessed 02.02.20]

TALA factory visit

40091432 — 2020-02-02 18:37:44 UTC

Youtube content created by TALA's CEO Grace Beverley that shows her visiting the factory they use in Portugal. Within the video, you see the process of creating the recycled yarn. It provides a nice overview of the benefits of sourcing from Portugal such as communication, ability to visit with ease and technical ability. This information can be used within my INP for the supplier strategy.

[accessed 02.02.20]

"But if we - a 6 month old start up with $0 external investment and $0 marketing spend and only 3 full time employees - can do it, so can you. 50,000 orders and 250,000 units of stock says it all."

40091432 — 2020-02-02 18:44:53 UTC

By using statistics given by the CEO through Instagram, I can create an approximate for units required when creating the merchandising strategy for this range. Beverley states that since launch they have sold 250,000 units of stock. During that time, they have released 6 collections. These collections plus a few restocks I have decided to approximate 250,000 units spread across 10 drops which equals 25,000 units per drop. This figure gives me an indication of the number of units I should be considering for my own range.

[accessed 02.02.20]

40091432 — 2020-02-02 19:13:03 UTC

An article that provides a background into my research for phasing the launch across two drops. It explains the background of 'drop culture' and why it can be a beneficial marketing tool for the Gen Z market, TALA's customer.

[accessed 02.02.20]

40091432 — 2020-02-02 19:17:19 UTC

Further statistics in relation to consumers sustainable shopping habits that will build my knowledge and use of demonstrated research in my INP.

[accessed 02.20.20]

40091432 — 2020-02-02 19:18:30 UTC

Drapers - Tariffs from EU

40091432 — 2020-02-04 20:47:48 UTC

Really interesting article discussing the impact of possible tariffs on the fashion industry. It will be interesting to see how this impacts the future costs of products - whether the businesses will take the hit or the customers will have to pay more for products. Important to consider when forming my PEST analysis.

[accessed 04.02.20]

BBC - Weak £

40091432 — 2020-02-04 20:59:36 UTC

The pound is weak after concerns of no trade deal with the EU. As it appears Boris Johnson is not currently agreeing with the EU negotiator, it seems an uncertain time to make investment with the UK businesses as we don't yet know the outcome of certain agreements in regards to tariffs and customs.

[accessed 04.02.20]

UK manufacturing growth

40091432 — 2020-02-04 21:28:21 UTC

The possibility of increased imports costs may result in UK businesses to look to source from the UK. As a result, we could see a revival on UK manufacturing. Not only could this bring economic growth to the country, but it also improves the sustainability of brands as garments will not have been shipped or flown across the planet, producing harmful emissions.

[accessed 16.02.20]

40091432 — 2020-02-06 16:32:52 UTC

Interesting report that highlights sustainability in the fashion industry. This report provides me a good overview of how the industry and brands are approaching the demand of sustainability from consumers, for example "brands are taking action on other fronts too. Many are making efforts to increase sustainable options for consumers, or even make it the new normal in the future. Zara this year pledged to use 100 percent sustainable fabrics by 2025, joining H&M which earlier committed to using 100 percent recycled or sustainable materials by 2030"

[accessed 06.02.20]

40091432 — 2020-02-06 16:33:58 UTC

Article that discusses social media and how businesses need to interact with the customer in 2020.

[accessed 06.02.20]

40091432 — 2020-02-06 16:37:42 UTC

Article featuring TALA demonstrating their successes:

"When TALA launched in May 2019, her first set of clothes sold out in 20 minutes, with a new collection of over 20,000 units selling out online last week.

She’s aware of her young fan base and says one of her biggest achievements so far is “matching those bigger fast fashion brands by making prices under £35–40.”

[accessed 06.02.20]

40091432 — 2020-02-07 15:46:42 UTC

Edited analysis that provides evidence of lilac within the affordable, high street market in which TALA sits. Therefore, it can be argued that lilac has now reached the commercial market from the runways, so the range should be successful and produce a good sales turnover.

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40091432 — 2020-02-07 15:47:04 UTC

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40091432 — 2020-02-07 15:52:38 UTC

40091432 — 2020-02-07 16:07:03 UTC

Monthly Sustainability Bulletins that are available on WGSN inform me of any sustainable developments being made in the fashion industry, from concept stores to brand launches. This resource will be great to use throughout my INP as source of inspiration for my own range and concept store ideas.

[accessed 07.02.20]

40091432 — 2020-02-13 20:25:20 UTC

Drapers article highlighting sustainable initiatives within the industry, that can provide some inspiration for my own INP.

In particular, Timberland's 'purpose-led' store design. "The 2,594 sq ft shop features materials made from recycled industrial waste, a living green wall and trees, as well as information about its community projects and product-led technological innovations."

My concept store aims to educate the consumer on sustainability and our oceans, Timberland's store can inspire in terms of how they inform and the materials they physically use to communicate a message.

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40091432 — 2020-02-13 21:01:10 UTC

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40091432 — 2020-02-13 21:11:25 UTC

Drapers article that explains the benefits of pop stores.

Key takeaways:
- Flexibility
As a young brand, TALA may not the money to invest in a permanent space. However, a short term space over a weekend doesn't require them to have a long term investment.

[accessed 13.02.20]

Completed Merchandising Range Plan - Excel

40091432 — 2020-02-16 12:23:14 UTC

[accessed 16.02.20]

TALA labels [Secondary Research]

40091432 — 2020-02-16 14:42:16 UTC

Through Google, I found several images of TALA labels. This provided me with the information needed to create my own labels. It's important to include the information such as the sustainable message through the text and the material. The labels include small seeds, therefore the labels are plantable, to grow a small TALA plant. In addition, it was interesting that size info, wash care etc is all stitched into each garment. This will minimise need to extra resources, therefore another example of how TALA aim to be as sustainable as possible.

[accessed 16.02.20]

40091432 — 2020-02-16 14:43:29 UTC

40091432 — 2020-02-16 14:44:02 UTC

Brand Website

40091432 — 2020-02-16 14:49:24 UTC

The brand website provides all the information needed. I can understand the KPI's of sustainability, affordability an inclusivity. Also, I can gain an understanding of previous TALA collections, which will contribute to my decisions regarding assortment mix, colours, size ranges and price architecture.

[accessed 16.02.20]

40091432 — 2020-02-16 14:58:35 UTC

Gymshark: Swimwear

40091432 — 2020-02-16 16:52:13 UTC

The swimwear on offer at Gymshark is varied, from sporty swimsuits to more fashion bikinis. The pricing is fairly reasonable, with swimsuits around £30-35 and bikini pieces from £20-25. However, similar to other products they sell, sustainability does not seem to be the driving force within swimwear as no swimwear products are made with recycled materials. Therefore, if TALA can match the price point and offer a sustainable option, its a great USP for the brand.

[accessed 16.02.20]

40091432 — 2020-02-16 17:05:19 UTC

Conclusion

40091432 — 2020-02-16 17:10:31 UTC

Overall, the main takeaway from this comp was that there was one clear message within activewear brands, that is community. Whether it's through the imagery on the website or the experience that customers can have when the visit the store, community plays a huge part in the success of the brand. Therefore, it is imperative that my range continues the message of inclusivity that TALA has created. This can be done throughout the range, from the size range I offer to the concept store that will be held to celebrate the launch.

Tie dye and Sustainability

40091432 — 2020-02-16 18:28:21 UTC

"|Fashion’s belated move towards to sustainability is the final factor behind the tie-dye resurgence". The timing of the trend is no coincidence. Tie dye can be directly connected to sustainability. It allows updates to be made to a previously owned item and it is also possible to create within having a negative impact on the environment in comparison to other dyeing processes. Natural or AZO-free dyes can be used within the TALA range. Therefore, as the first print to be introduced to TALA, it seems like a great choice to work in harmony with message of sustainability.

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40091432 — 2020-02-16 18:59:46 UTC

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40091432 — 2020-02-16 19:02:14 UTC

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40091432 — 2020-02-16 19:04:07 UTC

A great infographic that provides statistics that can support my choice of marketing strategy in regards to Instagram and Youtube content and selling on an online platform.

[accessed 16.02.20]

40091432 — 2020-02-16 19:08:47 UTC

This article highlights why businesses are choosing to be based in Portugal - economic stability. This is another benefit for TALA when considering where to source from.

[accessed 16.02.20]

40091432 — 2020-02-16 19:12:45 UTC

Drapers article that discusses the future of online retail:
"Ecommerce is expected to account for 53% of retail sales by 2028".
Therefore, it can be suggested that TALA are in the right place, online.

[accessed 16.02.20]

40091432 — 2020-02-16 19:14:34 UTC

[accessed 13.02.20]

40091432 — 2020-02-16 19:15:52 UTC

Portugal is a country that supports sustainability and is actively committed to creating a better planet. Therefore, it can be suggested it is likely that their manufacturing will invest money in sustainable practices and machinery within the fashion industry.

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40091432 — 2020-02-16 19:19:03 UTC

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