buying and merch Portfolio- ALLSAINTS DOCUMENT TO UPLOAD | Page 38

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BUYING AND MERCHANDISING BUYING AND MERCHANDISING
LIKE FOR LIKE SWOT ANALYSIS
Figure 80 Figure 81 Figure 82
Allsaints Charlton Lace Dress
£168
Black, also available in a longer
style.
2(only 4 left), 4(only 3 left), 6(only
4 left), 8(low in stock), 10(low in
stock), 12(low in stock), 14(only 4
left)
Made in china
100% nylon
This dress comes in a short length
and a longer length both with the
same design. The dress is made up
of sheer mesh panels combined with
lave detailing. The dress features a
high round neck with short sleeves. Whistles Valentine Fluted Lace Dress
£198
Black
4(low stock), 6(out of stock), 8(low
stock), 10, 12(order from store
option), 14, 16
Country of
64% viscose, 28% nylon, 8% cotton.
A shift dress silhouette, cinched in
at the waist, with a shorter length.
The dress features long sleeves and a
high round neck. The dress is all over
lace panelling over what looks to be a
plain black material. Reiss Tinley Lace Dress
£250
Black/Nude
4, 6, 8, 10, 12, 14
Made in China
100% polyester
Another shift dress silhouette,
yet with a short scalloped sleeve,
with a high round neck. Lace shape
detailing with a lace waistline, over
a nude lining.
Strengths Opportunities
•Strong brand aesthetic, that is extremely original and
individual to them.
•They are an omni-channel retailer.
•Their stores are mainly in larger cities, which suits their
target market.
•Ethical values are considered by the brand and they have
stopped using angora fur. They also have made a clothing
line in aid of a human-trafficking charity.
•Original designs to express individuality and attitude and
defying mainstream trends.
•Design their patterns and prints in house.
•Extremely well known for their leather jackets.
•have outlet stores in smaller towns such as Gloucester
where they sell previous season clothing at large
discounted prices. •Could do a plus size range or expand their sizes to a 16,
like Whistles and Reiss.
•Could do a slightly cheaper range at a lower price point to
attract new consumer profiles.
Weaknesses
•A rather high price point for many of their garments,
which can limit consumers.
•They seem to mainly have stores in larger cities, so could
do with opening more stores in highly populated towns to
create a new customer base.
•Size range is predominantly for smaller size women and
only goes up to the uk average size of a 14, which could also
scare away potential consumers.
• Don’t update their Allsaints concession enough with new
product. Threats
•Being so different and individual, in defying the
‘mainstream’ trends, could scare away new consumers.
•Similar styles, materials and options in a wider variety
of colours are offered at competitor stores, especially
whistles.
•The concessions store is more for selling Allsaints key
pieces and because of this it can start to look and have
rather dark and duller colours compared to concessions
around them such as Topshop, with their bright spring
colours.
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