Gucci Snooze is a brand extension into lounge and sleepwear created for my Global Sourcing class at SCAD in partnership with Paola Rios. The project covers the tech packs and costing for 10 garments, as well as the advertisements and event launch party for the extension.
5. Gucci was founded by Guccio Gucci in Florence, Italy in 1921. The company
originally specialized in leather saddles, later introducing suitcases and
footwear. In 1953, Guccio Gucci died at the age of 72 leaving his descendants
to lead the company. In 1995, Maurizio Gucci (Guccio Gucci’s grandson) was
killed by a hit man hired by his ex-wife.
The current creative director, Alessandro Michele ,was appointed in 2015
bringing his maximalist philosophy to the brand. His creative approach
resonated with the millenial consumer and Gucci rose to become one of the
trendiest luxury brands.
Expanding beyond leathergoods, Gucci now carries shoes, bags, apparel,
accessories, fragrances for men and women, as well as a childrens line and a
home décor.
History
6. Customer
Age: 25 - 40
Salary: $80,000-$300,000+
Target Generation: Millenials
Characteristics:
Metropolitan Dweller
Brand Conscious
Luxury Devotee
Disposable Income
Trend Focused
Social Media Enthusiast
Fashion Risk-taker
7. Competitors
Balenciaga
Balenciaga carries apparel, footwear, bags and accessories for men, women,
and children. The brand has captivated millenials through their incorporation
of streetstyle and bold graphics to their aesthetic. Pieces such as their Triple S
sneakers and their boot-socks have risen in demand.
Dior
In its efforts to captivate a younger audience, Dior has modernized its iconic
style. It has proven a success for them with the J’adior pumps and saddle bags
becoming key trend items.
Louis Vuitton
This major luxury brand has always maintained its relevance in the market.
Recent collaborations such as SuprimexLouisVuitton and the creative direction
of Virgil Abloh, have enticed younger consumers. The brand seems to continue
being a competitive power.
9. Gucci Snooze is an extension of the classic Italian Gucci brand. Our
designers have dreamt up the first 10 women’s sleepwear pieces of this
extension. They drew inspiration from the atmosphere of the Rococo art
period, combined with popular silhouettes from around the 60’s.
The Gucci sales team have decided to do an unconventional drop in
late September, just in time for Paris Fashion Week. The end goal, if
the Gucci Snooze launch goes well, is to expand into both men’s and
children’s sleepwear, but for the initial drop, only women’s sleepwear
pieces will be available.
11. Color Palette
ZILCH: 60s terms for nothing
ZWOODER: 19th century term for a drowsy
and stupid state of mind
BLITZED: 60s terms for drunk
ZECCA: italian for mint
ZELOTYPIA: 17th century word for jealousy
RITZY: fashionable or expensive
ZAZZY: 60s slang for something showy or
colourful
17. Manufacturer
Gucci manufactures its garments and
accessories in Italy, specifically the city of
Prato.
This production mainly consists of silk, which
has for centuries been an Italian staple.
Sampietro S.p.A. is a manufacturer located in
Prato, Italy that specializes on silk fabric and
garment production.
18. Time & Action Calendar
STYLE Loungewear SEASON: Fall/Winter
VENDOR: Sampietro S
ACCOUNT MANAGER: GraceTaylor/PaolaRios COUNTRY OF ORIGIN
2/24
2/25
3/20
3/23
4/10
5/1
5/8
5/16
5/25
6/1
5/22
4/21
4/17
4/14
4/30
5/1
6/1
5/28
6/10
6/15
6/20
8/17
9/20
PRODUCTON CUTTING
PRODUCTION SEWING COMMENCE
TOP SAMPLE SUBMIT
SHIPMENT AT CONSOLIDATOR DATE
IN NY (20TH OF THE MONTH)
PIECE GOODS DYEING (SOLIDS) DATE
BULK FABRIC SUBMIT FOR APPROVAL
AD SAMPLES SUBMIT
FABRIC EX MILL
FABRIC IN FACTORY(PRODUCTION COO) DATE
ACTIONABLE PREPRO SUBMIT
IST FIT SAMPLE COMMENTS DYE
2ND FIT SAMPLE SUBMIT
2ND FIT SAMPLE COMMENTS DUE
FIT APPROVAL DUE DATE
LATEST TRIMS/ACCESSORIES APPROVAL DATE
PIECE GOODS KNITTING/WEAVING DATE
ORDER CONFIRMATION/PRODUCTION RESERVATION DATE
COMPLETE COLOR/PATTERNS BREAKDOWN DUE
1ST LABDIP/STRIKE OFF SUBMISSION FROM VENDOR
1ST LABDIP/STRIKE OFF COMMENTS FROM BUYER
FINAL LABDIP/STRIKE OFF APPROVAL DUE
1ST FIT SAMPLE SUBMIT
TIME & ACTION CALENDARStyle: Loungewear
Season: Fall/Winter ‘19
Account Manager: Paola Rios/Grace Taylor
Vendor: Sampietro S.p.A.
Country of Origin: Italy
19. Assortment Plan
COMPANY
LINE PLAN SEASON F/W 19 DROPS September 20
Fall/
Winter Holiday
STYLE # NAME UNITS% AUG SEP OCT NOV DEC JAN TOTAL Cost COST RETAIL RETAIL Margin Margin %
Quantities Quantities Quantities Quantities Quantities Quantities Quantities Units PER UNIT TOTAL PER UNIT TOTAL $ %
FW1901 Pants 8% NA 454 504 302 252 168 1680 242.25$ 406,980.00$ 1,500.00$ 2,520,000.00$ 2,519,757.75$ 83.9%
FW1902 Dress 3% NA 170 189 113 95 63 630 185.02$ 116,562.60$ 4,500.00$ 2,835,000.00$ 2,834,814.98$ 95.9%
FW1903 Tunic 16% NA 907 1008 605 504 336 3360 260.15$ 874,104.00$ 5,700.00$ 19,152,000.00$ 19,151,739.85$ 95.4%
FW1904 Short Robe 18% NA 1021 1134 680 567 378 3780 286.45$ 1,082,781.00$ 2,800.00$ 10,584,000.00$ 10,583,713.55$ 89.8%
FW1905 Romper 7% NA 397 441 265 221 147 1470 309.54$ 455,023.80$ 5,100.00$ 7,497,000.00$ 7,496,690.46$ 93.9%
FW1906 Sleeve Top 14% NA 794 882 529 441 294 2940 311.08$ 914,575.20$ 2,980.00$ 8,761,200.00$ 2,668.92$ 89.6%
FW1907 Long Nightgown 5% NA 284 315 189 158 105 1050 292.99$ 307,639.50$ 4,980.00$ 5,229,000.00$ 4,687.01$ 94.1%
FW1908 Ruffle Bottoms 3% NA 170 189 113 95 63 630 173.71$ 109,437.30$ 1,600.00$ 1,008,000.00$ 1,426.29$ 89.1%
FW1909 Shorts 13% NA 737 819 491 410 273 2730 144.95$ 395,713.50$ 1,800.00$ 4,914,000.00$ 1,655.05$ 91.9%
FW1910 Top 13% NA 737 819 491 410 273 2730 134.14$ 366,202.20$ 1,300.00$ 3,549,000.00$ 1,165.86$ 89.7%
TOTAL 100% NA 5670 6300 3780 3150 2100 21000 234.03$ 5,029,019.10$ 3,226.00$ 66,049,200.00$ 2,991.97$ 91.3%
18% 30% 27% 15% 10% Average Average Average
27% 30% 18% 15% 10% 42,598,319.72$
Season: Fall/Winter ‘19
Collection Launches: September 20, 2019
Locations: 8 US flagship stores exclusive
Average Cost per unit..............................$234.03
Average Retail per unit.........................$3,226.00
Average Margin............................................91.3%
22. Packaging
“Night Time” Packaging
For a limited time of five months (September to
January), Gucci will use the “night-time” version of
their packaging that compliments the Gucci Snooze
loungewear collection.
The labels on the loungewear garments will have
the official Snooze logo. They will be considered
collectable pieces thus increasing their value.
28. Show & Afterparty
Gucci will show its loungewear capsule
collection six-months prior to its launch.
The event will consist of a runway show
of the collection and an afterparty in the
Palace de Versailles.
Location............................................
Catering............................................
Decor................................................
Photographer......................................
Music..................................................
TOTAL $128,000
$80,000
$10,000
$25,000
$8,000
$5,000