playwell
DESCRIPTION
Design to Brand - Brand DiffusionTRANSCRIPT
Madewell
BRAND ANALYSIS Madewell is for the young or young at heart. Carefree, quality clothing that is inspired by antique knick knacks and vintage feminine silhouettes. Madewell is perfect for a student or working professional. It is a playful and transitional brand that is easily accessible and offers a new fresh appeal to clothing.
HISTORY Madewell first started as a specialty jean maker in 1937. J. Crew Group Inc. bought the company and the first Madewell store opened in 2006. It began in Dallas, Texas. Madewell is now all over the country and continuously growing. It offers high quality product for average pricing.
ARCHETYPE The Sage. The Sage is an independent being. They enjoy thinking outside the box and coming up with new and different ideas. They like to learn and be taught new things. Quality is important to the Sage. Only the best of the best is good enough.
“compliments J. Crew, but doesn’t compete.”
MadewellCOMPETITIVE ANALYSIS
Madewell is in a highly competitive market. It focuses on timeless classic looks in women's wear. Madewell's top competitors are American Eagle, GAP, and Urban Outfitters. Each company focuses on women's fashion in a slightly edgier way just like Madewell. American Eagle and Urban Outfitters are on the younger end of the spectrum whereas both Madewell and GAP are timeless.
Madewell: “ We are your best friend and personal stylist all rolled into one.”
American Eagle: "We respond to the needs of our customer and enjoy the satisfaction of a job well done."
GAP: “Our purpose? Simply, to make it easy for you to express your personal style throughout your life.”
Urban Outfitters: “Our mission is to help our customers express and their individuality and connect with their interests, needs, passions and each other.”
Mission Statement:
Store AnalysisMadewell, a more laid back and casual street style look for the J. Crew Group. Established in 2003 as a branch off of J. Crew in Dallas, Texas. The store is decorated in way that appreciates antiques and vintage inspired pieces. Madewell focuses on great basics for layering widening the age range of women who shop there. While in the store at Kenwood Mall in Cincinnati the Ohio I interviewed the manager and asked what she thought the madewell brand was. She responded, “ The madewell brand is timeless. You will find pieces that will be staples in your wardrobe for the years to come. Madewell is not about the age of the customer but more of the attitude.”
Madewell SWOT ANALYSIS
Strengths Weaknesses Opportunities Threats- upscale target market- great following of brand loyalists- associated with J. Crew Group, very successful- Growing brand recognition
- not a worldwide market, cannot tap into other markets- new, not fully recognizable - solely a women's line of clothing
- specialty store's for girls with same brand equity and aesthetic- grow as a company
- other brands are offering fashionable clothing at better values- the rapid change of fashion trends can be a challenge to keep relevant and new
To create a line of children's apparel for the loyal Madewell woman that desires to dress her daughter up in fashionable, quality clothing that is comfortable and still allows her to play.
PlaywellPROBLEM STATEMENT
The madewell customer is ageless. They have a unique eye and appreciation for all vintage. They are inspired by older decades and enjoy dressing in a way that is of today with glimpses of the past. She is a strong, confident woman who loves to learn and explore.
the madewell customer
The Playwell mother requires only the best for her little girl who she likes to dress in ways similar to her own style. She has high interests in what is fashionable and keeping up with the latest of trends for herself as well. She is very chic in her demanor. She is very quirky and is known for her great flam-boyant personality. She is an avid go-do-er and is always the first to offer her help in any way possible.
the playwell mother
The Playwell child is an active 6 to 10 year old girl who loves to play. She is outgoing and bubbly. She enjoys crafts and playing outside. She likes to explore the outdoors and go on adventures. She believes in wishes coming true and can paint a picture with her beautiful imagination. When it comes to fashion, she likes to be unique wearing feminine styles and comfortable basics with stylish flares.
the playwell customer
Trends
With today's over access to technology, growing up has changed a lot for children now a days. Life has become digitally enhanced and the younger generations are becoming more and more keen to all the new gadgets. However we are moving towards a new trend bringing the imagination and substance back into children's lives. Life will be more focused on what is happening in the here and now. Children will learn how to play again and focus on imagination without the digital outlets.
- Childhood obesity rates are still increasing throughout the years. We want to focus on getting the kids back out and active rather than sitting doing monotonous activities.
- In some countries, such as France, cell phone usage is becoming banned for children under the age of 12. Cell phones admit certain amounts of radiation that is unsafe towards children. This will promote a healthier tech free way of living that will get kids to get up and play like they used to.
filtered hues
dainty dresses
ChildrenswearFASHION TRENDS
spring summer 2014
Childrenswear for Spring / Summer 2014 will focus on filtered like hues. This will be reminiscent of past times giving an imaginative, whimsical feel.
Dainty dresses and fabrics will be popular for girls in Spring / Summer 2014. Laces, Eyelet, and Cotton will be dominant materials in this trend.
PlaywellPOTENTIAL COMPETITORS
Target Market:
Aesthetic:
Annual Revenue:
Their Mission:
PLAYWELL GAP KIDS ABERCROMBIE JUSTICE
Girls 6 -10Girls 6 -15Boys 6 -15
Girls 7 -14Boys 7 -14
Girls 6 -14
Chic clothing for the younger gal. Offers quality fabrics for the comfort of a lively customer.
Versatile basics. Very colorful and simple silhouettes.
Preppy cool clothing for both boys and girls. Classic silhouettes with clean lines.
Fast fashion for girls. Trendy and glitzy items. Bright and stand-out colors.
Provide quality clothing at average prices
Provide quality clothing at average prices
High brand equity. All about the brand
On trend clothing for good prices.
GAP Inc.6 Billion
J. Crew GroupTBD
Abercrombie & Fitch Co.2.81 Billion
Tween Brands Inc.1 Billion
PlaywellJUSTIFICATION
Playwell would be a great addition to theMadewell brand. It would expand the audience toMadewell and would give customers the ability toshop for not only themselves, but their childrenas well. The clothing would best competitors byquality and having a mature chicappearance to them that other brands lack.
PlaywellFABRICATION
cotton
denimjersey knit
chambraylace
cotton poplin
white eyelet100% cotton 100% cotton100% linen
98% cotton 2% lycra96% cotton 4% spandex 65% Cotton/32% Polyester/3% Lycra
55% nylon 45% rayon
linen100% linen
PlaywellCOLOR & PRINT WAYS
Playwell
Playwell
party dressSizes: small, medium and largeSimple cotton poplin dress with pops of color and a lace under-lay. SKU: 18$45
dress prints & colorways:
classic chambraySizes: small, medium and largeA Playwell staple item. 100% CottonSKU: 3$30
basic leggingSizes: small, medium and largeStretch Cotton LeggingsSKU: 18$20 top: bottom:
tye topSizes: small, medium and largeSKU: 6$20
linen pantSizes: small, medium and largeSKU: 12$40
top: bottom:
mini dot topSizes: small, medium and largeCotton poplin shirt with lace overlay collarSKU: 6$35
denim shortSizes: small, medium and largeSKU: 15$30top: bottom:
dot blouseSizes: small, medium and largeSKU: 6$45
simple skirtSizes: small, medium and largeSKU: 12$30
top: bottom:
mixed print dressSizes: small, medium and largeMix of stripes and dots made of stretch cotton.SKU: 6$35
dress:
ruffle tankSizes: small, medium and largeSimple cotton tank.SKU: 6
ruffle shortSizes: small, medium and largeStretch denimSKU: 12$35
top: bottom:
lounge teeSizes: small, medium and largeCotton knit tee with high- low hemSKU: 15
bermuda shortSizes: small, medium and largeStretch denimSKU: 18$35top: bottom:
eyelet blouseSizes: small, medium and largeCotton top with eyelet embroidery on sleeveSKU: 6$45
basic leggingSizes: small, medium and largeCotton stretch knit shorts.SKU: 12$25
classic teeSizes: small, medium and largeCotton stretch tee with embroidered trimsSKU: 15$30
skinny jeanSizes: small, medium and largeStretch denimSKU: 18$60top: bottom: top: bottom:
5 -6
6 - 7
7 - 8
8 - 9
9 - 10
45 - 48”114 - 122 CM
48 - 51”122 - 130 CM
51 - 54”130 - 137 CM
54 - 57”137 - 145 CM
57 - 60”145 - 152 CM
43 - 50 LBS20 - 23 KG
50 - 57 LBS23- 26 KG
57 - 67 LBS26 - 30 KG67 - 75 LBS30 - 34 KG75 - 85 LBS34 - 39 KG
22 - 22 1/2”
22 1/2 - 23”
23 - 23 1/2”
24 - 24 1/2”
25 - 25 1/2”
20 - 20 1/2”
20 1/2 - 21”
21 - 21 1/2”
22 - 22 1/2”
23 - 23 1/2”
24 1/2 - 25 1/2
25 1/2 - 26 1/2
26 1/2 - 27 1/2
27 1/2 - 28 1/2
29 1/2 - 30
24 1/2 - 25 1/2
25 1/2 - 26 1/2
26 1/2 - 27 1/2
27 1/2 - 28 1/2
29 1/2 - 30
6
6x / 7
8
10
12
S
M
M
L
L
AGE HEIGHT WEIGHTWAISTregular
WAISTplus
WAISTslim
WAISThusky SIZE
