Kristen Hendy Sarah WeirPatricia Hermogenes

Styling & Design Considerations

The Miu Miu for Topshop collection is the

perfect mix of luxury and affordability. It is a

unique mix of Italian couture and British

high-street, targeting the young, fashion-

forward individual.

Styling & Design ConsiderationsInspiration:

• East asian influences

• Rich and vibrant fabrics

• Chunky knits

Silhouettes:

• Cocoon silhouettes

• High-waisted trousers

• Covered necks

Key Details:

• Pleating

•Color blocking

• Fur trims

Styling & Design Considerations

The collection will still remain true to Miu Miu’s distinct design aesthetic.

Target Customer

Demographic:!

•  18-30 years old!

•  Female!

• Middle and upper-middle class!

Geographic:!

•  Lives in an urban setting, most likely fashion capital!

Psychographic:!

•  Fashion conscious!

•  Aspires to be successful!

• Not afraid to experiment with different styles!

Behavioral:!

•  Buys fashion for fun!

• Wants to dress in designer clothes but not willing to pay designer prices!

CompetitorsZara:

• Spanish-based apparel retailer

•1,557 stores in 73 countries (48 in US)

• Part of Inditex Group

• Leader in fast fashion - launches over

10,000 new styles each year

• Targets wide age-range of women

CompetitorsH&M Guest Designers:

• Swedish-based apparel retailer

•Over 23,000 stores in 41 countries (213 in US)

• Collaborating with guest designers since 2004

• Targets young, fashion savvy women seeking

affordable prices

•Past designers:

• Karl Lagerfeld

• Versace

• Viktor & Rolf

• Roberto Cavalli

• Comme des Garcons

• Matthew Williamson

• Lanvin

•Versace

•Marni (Spring 2012)

Competitive AnalysisMiu Miu for

TopshopH&M

Guest DesignersZara

Average Price Point $180 $150 $90

Materials

• Wool• Acrylic• Polyester• Viscose• Polyamide• Modacrylic• Leather• Microsuede

• Silk• Cotton• Wool• Polyester• Leather

* Varies by collection

• Acrylic• Polyamide/Nylon• Wool• Polyester• Cotton•Viscose/Rayon

Countries of Origin

• China• India• Brazil• Romania

• Cambodia• China• Romania• Vietnam

• Spain • Morocco• Portugal• Turkey• Cambodia• Bulgaria

Depth & Assortment of Styles

• Tops• Bottoms• Dresses• Blazers & Jackets• Outerwear• Shoes• Handbags

• Tops• Bottoms• Dresses• Blazers & Jackets• Outerwear• Shoes• Accessories

• Tops• Bottoms• Dresses• Blazers & Jackets• Outerwear• Shoes• Handbags• Accessories

Style Assortment

Tops

Cocoon SweaterCocoon Sweater

Sizing: 2-12

Country of Origin: India

Composition: 70% Acrylic 30% Wool

Price: $149

Bottoms

Straight Leg TrouserStraight Leg Trouser

Sizing: 2-12

Country of Origin: India

Composition: 50% Wool 50% Viscose

Price: $129

Dresses

Armadillo Sleeved DressArmadillo Sleeved Dress

Sizing: 2-12

Country of Origin: China

Composition: 65% Wool 35% Viscose

Price: $169

Dresses

Drop Waist Collared DressDrop Waist Collared Dress

Sizing: 2-12

Country of Origin: India

Composition: 100% Polyester

Price: $199

Blazers & Jackets

Faux Fur Sleeved JacketFaux Fur Sleeved Jacket

Sizing: 2-12

Country of Origin: China

Composition: 41% Wool 34% Acrylic 25% Polyester 100% Modacrylic (Sleeves)

Price: $299

Outerwear

Faux Fur Trimmed CoatFaux Fur Trimmed Coat

Sizing: 2-12

Country of Origin: China

Composition: 60% Wool 40% Polyamide 100% Modacrylic (Trim)

Price: $349

ShoesCutout Ankle BootCutout Ankle Boot

Sizing: 5.5-11.5

Country of Origin: Brazil

Composition: 100% Leather

Price: $199

Leather and Suede Ankle BootLeather and Suede Ankle Boot

Sizing: 5.5-11.5

Country of Origin: Brazil

Composition: 100% Leather 100% Microsuede (Trim)

Price: $199

Shoes

Zip Up High-Heel BootZip Up High-Heel Boot

Sizing: 5.5-11.5

Country of Origin: Brazil

Composition: 100% Leather

Price: $269

Handbags

Chiffon ClutchChiffon Clutch

Sizing: One Size

Country of Origin: Romania

Composition: 100% Leather

Price: $139

Satchel PurseSatchel Purse

Sizing: One Size

Country of Origin: Romania

Composition: 100% Polyester

Price: $159

Handbags

Fringe Hobo BagFringe Hobo Bag

Sizing: One Size

Country of Origin: Romania

Composition: 100% Microsuede

Price: $199

Marketing Plan

Sales Plan

• Merchandise will be available at the Topshop

flagship stores in New York, Chicago and Las

Vegas

•A pop up store at the Grove in LA will be created

to cater to the West coast customers

Sales Plan

Collection will also be available on Topshop website:

http://www.topshop.com

Advertising Plan

Billboards will be placed in high-traffic areas in cities

where collection is available.

Advertising Plan

Print ads will run in major fashion publications three

months before collection launch.

•

Advertising Plan

The advertisement will also be featured on Topshop’s official Twitter account.

Advertising Plan

Custom Topshop shopping bags will act as advertisement during sales period.

Promotional Plan

Polyvore contest will be held - fans can style looks using pieces from collection. The best looks will be posted on Topshop’s Facebook page, and users will vote for

winner.

Promotional Plan• Launch party will be held one week before

collection launch

• Looks from collection will be sent to influencers

(fashion editors, celebrities, and bloggers) to wear

to launch party

• Pop-up store will be present at event

• Fashion show for collection - streamed live on

Topshop website

Possible Problem Areas

Problem Solution

There are only three Topshop stores in the US.; collection is inaccessible to many

customers.

Pop-up shopsand online shopping will increase

distribution points.

The Topshop website might crash due to excessive traffic from collection.

An extended IT team will be on call for the duration of the collection’s run.

Coming Fall 2012