Line Plan Report: Boohoo Night+
For this project, I chose to develop and create a design brief for a new line of Boohoo.com plus size women's clothing. This line is a plus size rendition of their current Boohoo Night brand. In this project I created a line plan report that includes company research, market segment, product category, trend forecasting of general theme, color, material and style. Using this information, I selected thirteen forecasted designs from WGSN and developed three original designs for the final line plan.
A/W 17/18 Trends
“Boohoo focuses on their “PACT (to be passionate, agile, creative and above all a team)” so that they can be open to new ideas and keep ahead of the trends. They strive to provide fashion for every individual at an affordable price with 24/7 fashion and up to 100 pieces added each day and a new collection each week” (About, 2016).
Logo and slogan. The company’s logo centers around being an online fashion retailer and the appeal of always being able to access its fashion. The “.com” ending highlights that goal. The company’s slogan is “twenty-four seven fashion” which comes directly from the company’s mission statement (About, 2016).
Consumer perception. Target market buyers love boohoo for its amazing discounts and low priced or free shipping. They feel that boohoo has an amazing selection of styles and unique items. Nearly anyone that has purchased from them, though, will agree that they do not always receive good quality items and often items will not seem the same as the display once they arrive. Over all, most consumers still feel that the brand is fantastic for finding unique and new items at a very good price (Miller, Ms.Shoppaholic Diaries, Haynes, 2016).
Consumer Markets Served
Boohoo consumer markets include women’s, men’s and kid’s. I will be focusing on women’s.
Women’s. This segment is made up of college age women who make at or just above minimum wage. The typical woman in this segment attends college and enjoy weekend outings or late night events. She enjoys unique style, low prices, and variety.
Women’s and boohoo basics. This consists of stable wardrobe pieces and core outfit items. They are easy to wear and good for layering or relaxing. The items are mainly plain jersey or basic wovens in neutral colors. This section includes every type of basic from leggings to dresses, from crop tops to joggers. The prices average $10-$15. These are mid-range quality items that are in the introduction or maturity stage of the fashion diffusion curve. (Boohoo basics, 2016).
Women’s boohoo night. Statement pieces for night life made up of body cons, crops, plunge necklines, cut outs, unique soft pants, miniskirts, asymmetrical hems, strappy details, and off the shoulder looks encompass this section. These styles have lots of extra details in bold colors or cold neutrals with lace and mesh insets. Prices range from $18-$35. The quality is mid-range and include styles that are in the introduction or maturity stage of the fashion diffusion curve (Boohoo night, 2016).
Women’s boohoo blue. This section includes boohoo’s denim and anything that can come in denim. This includes every type of denim pant you could think of including overalls, skirts, dresses, and jackets. Items are mainly traditional denim colors with some coming in statement colors. Prices range from $25-$45. The quality is mid-range and include styles that are in the introduction or maturity stage of the fashion diffusion curve (Boohoo blue, 2016).
Women’s boohoo boutique. The styles in this section speak to classic designs with added detail and a bit of an up do. Styles range from body con dresses, cigarette trouser pant suits, crochet lace crop tops, fit and flare, embellishment, and many other looks that would be perfect for prom or a fancy event. The prices are between $30-$80. The quality is mid-range and include styles that are in the maturity stage of the fashion diffusion curve (Boohoo boutique, 2016).
Women’s boohoo Fit. These styles are perfect for the gym or to add something comfortable to an everyday outfit. While they are work out functional, they are also eye catching pieces. The styles in boohoo fit include tank tops, mesh tees, sports bras, active leggings, joggers, hoodies and motivational graphics. The prices are between $10-$20. The quality is mid-range and include styles that are in the introduction or maturity stage of the fashion diffusion curve (Boohoo fit, 2016).
Women’s boohoo plus & curve clothing. This section is directed at women who wear a UK size 16-24 and often attracts fashion forward plus size women up to age 35. It includes all the styles of all the other sections but in plus size range. The styles include dresses, tops, knitwear, pants, rompers, jumpsuits, skirts, shorts, coats, and jackets. The prices range from $10-$100. The quality is mid-range and include styles that are in the introduction or maturity stage of the fashion diffusion curve (Boohoo plus, 2016).
Target Market Analysis
The boohoo market segment that I am looking to target is UK plus sizes 16-24. The average women in this segment is a college student. She finances herself through school by working after school, through financial aid, and has little to no help from parents. She has a low wage job and needs to save money, but still enjoy outings on the weekends and evening events that require dressing up and expressing her style. This combination causes the need for clothing that is very affordable and individual to her, but is often not provided at most plus size retailers. Boohoo offers unique styles in a wide variety to suit this need.
Overview of demographic segmentation. Demographic variables are determined by age, gender, marital status, and occupation. While this can no longer be the complete deciding factor on marketing, it is still a good basis to start with and add other variables. (Brannon & Divita, 2015, p. 278)
Specific to proposed market segment. Boohoo’s target market is college age, 18-26. 70% of students with a bachelor’s degree graduate with $29,400 in debt (Gabriel, 2014). Of this group, there are many plus size women who want to express their style just the same as anyone else, and also at an affordable price. These two needs of style and low costs make it necessary to shop for extremely affordable and trendy clothing which Boohoo provides. As of 2012, 31.8% of women ages 20-39 are considered obese and 18.1% of girls ages 12-19 were considered obese in 2008 (Smith, 2015, Lipson, 2012). The plus size market is a significant group and is a purchasing power that will continue to grow.
Overview of psychographic segmentation. This variable combines consumer psychology with demographics. This helps to identify the segments values, attitudes, preferences, and behaviors (Brannon & Divita, 2015, p. 278)
Specific to proposed market segment. Boohoo women’s target consumer is part of the younger half of millennials. This means her top 10 values in order of importance are success, happiness, loyalty, equality, authenticity, courtesy, curiosity, comfort, sharing, and honesty (CEB, 2014). She wants a unique style that authentically herself. Many plus size retailers do not provide clothing that is meant keeps up with the newest trends. This group wants to have the up and coming styles, but at an affordable price. Since boohoo provides unique items at a low price they have the ability to attract this target market over any other low price retailer.
Overview of lifestyle segmentation. Lifestyle segmentation is understanding social changes involving attitudes, interests, and opinions. These attributes would combine to make up a category to sort others to who have similar attributes (Brannon & Divita, 2015, p. 282).
Specific proposed market segment. Part of this market segment is the new college student that is responsible for their own tuition and cost of living while at college. They also have to consider saving to pay back loans. Since our target consumer doesn’t have much excess spending money, she is looking for the best deal for her buck. In Mitel’s survey of plus size women in 2012, 94% agreed that low price was important to them in their purchases (Smith, 2015). This group still has interests in being on top of fashion trends and having a wide selection but does not have the financial means to always purchase the newest trend items. Because of this they need a place to purchase trendy items that are at affordable prices. Boohoo gives them this opportunity and many choices to choose from. This is important because this group wants to be able to customize their style while still being fashionable.
Specific to proposed market segment. The life stage of this segment is the new college student. She is on her own for the first time, has a low wage job, and needs to balance her lack of funds with her evening and weekend social events. This is where boohoo can serve her as a fashionable low cost retailer.
The target consumer for this category is women UK plus size 16-24. She is a college student that finances herself through school by working after school, through financial aid, and has little to no help from her parents. She has a low wage job and needs to save money, but still enjoys outings on the weekends and evening events that require dressing up and expressing her authentic style. She is looking for night life clothing that is uniquely her and is comfortable, versatile, and flattering. This combination causes the need for clothing that is very affordable and individual to her, but is often not provided at most plus size retailers. Along with lack of up to date style, competitors are getting feedback that their clothing has improper fit, quality is lacking, and prices are too high.
While Boohoo already has fantastic prices, this line will need to focus on fit and quality to satisfy the consumer. It will also need to be comfortable, versatile, and flattering. Often these traits are intertwined. To satisfy one trait means satisfying part of another. If a garment is flattering, then she will feel more comfortable wearing it. Because it is comfortable it becomes versatile and she will want to wear it more often. This needs to be considered while creating these garments. This line will be an extension of the Boohoo Night brand and flow with its current styles but with plus size additions.
The inspiration for this line is dark oversaturated color and light reflections from dusk to dawn. The saturated colors are the rich personalities the Boohoo night+ woman and the light reflections are her key catching style. The looks are unapologetically feminine, expressed through bold colors, silhouettes and materials.
The colors are rich, the concentrated colors right before the fade out, with glints of reflective colors from the lights of the night. The color trend focuses on natural shades with fashionable complimentary colors. The key colors are earthy, mainly deep colored, with eggshell and blush being subdued pastels. Almost every color has a grey undertone. The key colors are eggshell, blush, grey, black, rose, blueberry, earth, and cappuccino. The fashion colors are complimentary and bright with a natural feel. The strongest color family in this trend are reds. This color trend closely follows last season’s colors but in deeper and warmer tones. The fashion colors are peach, periwinkle, plum, slate, moss, and dandelion.
The silhouettes in dresses are mini asymmetric, woven poly/cotton with metallic finish (wholesale $12.50, retail $25.00), empire waist A-line poly/spandex rib knit marled (wholesale $7.50, retail $15.00), corset A-line poly/spandex top, polyester body, tulle skirt ($32.00), trapeze floral jacquard woven w/ metallic thread (wholesale $6.00, retail $12.00), and body con polyester knit velvet (wholesale $12.00, retail $24.00). The top silhouettes are boxy button up cotton woven (wholesale $16.00, retail $32.00), A-line rayon spandex jersey w/ tulle frill (wholesale $6.00, retail $18.00), 2 in 1 empire waist poly/spandex mesh and cotton woven tank (wholesale $10.50, retail $21.00), bralette poly/spandex knit (wholesale $7.00, retail $14.00), and bodysuit cotton spandex knit (wholesale $6.00, retail $12.00). Pants silhouettes are slim leg ploy/cotton/spandex knit (wholesale $10.00, retail $20.00) and wrap front jogger cotton/polyester woven (wholesale $8.00, retail $16.00). Skirt silhouettes include 2 asymmetrical skirts, a metallic coated netting w/ tulle poly/spandex skirt and a rayon spandex knit skirt (wholesale $14.00, retail $28.00, wholesale $8.00, retail $16.00) along with a wrap front rayon/spandex knit (wholesale $6.00, retail $12.00).
Body con long sleeve dress, boxy button up with frill, marled knit with tulle A-line, corset top tulle A-line, mini asymmetrical dress, long line bralette, sheer wrap skirt, high neck shirt, jogger and asymmetrical skirt flats from WGSN.
About us at boohoo.com. (2016). Retrieved from: http://us.boohoo.com/page/about-us.html
Boohoo basics. (2016). Retrieved from: http://us.boohoo.com/womens/boohoo-basics
Boohoo blue. (2016). Retrieved from: http://us.boohoo.com/womens/boohoo-blue
Boohoo boutique. (2016). Retrieved from: http://us.boohoo.com/womens/boohoo-boutique
Boohoo fit. (2016). Retrieved from http://us.boohoo.com/womens/boohoo-fit
Boohoo night. (2016). Retrieved from http://us.boohoo.com/womens/boohoo-night
Boohoo plus & curve clothing. (2016). Retrieved from http://us.boohoo.com/womens/plus-size-curve-clothing
Brannon, E. L., & Divita, L. (2015). Fashion Forcasting (4th ed.). New York: Bloomsbury. CEB Consumer Insights. (2014). Millennial Mind. CEB. Webinar. Retrieved from https://ceb-event.adobeconnect.com/_a1107018057/p702rqtldd9/?launcher=false&fcsContent=true&pbMode=normal
Gabriel Jr., F. P. (2014, June 16). College debt threat to Millennial dreams. Investment News, 18.24, 2. Retrieved from http://go.galegroup.com.ezproxy.proxy.library.oregonstate.edu/ps/i.do?&id=GALE|A371934045&v=2.1&u=s8405248&it=r&p=ITBC&sw=w&authCount=1#
Lipson, A. (2012, November). Shopping for plus size teens’ and women’s clothing-us. Mintel. Retrieved from: http://academic.mintel.com.ezproxy.proxy.library.oregonstate.edu/display/590807/
Smith, D. (2015, June). Plus size and big & tall clothing-us. Mintel. Retrieved from: http://academic.mintel.com.ezproxy.proxy.library.oregonstate.edu/display/716557/
Miller, Haley. (2016, August 15.) Boohoo.com clothing haul and review. [Video File]. Retrieved from https://www.youtube.com/watch?v=RqXMuY5Myig.
Ms.Shopaholic Diaries. (2014, December 1.) Boohoo.com review & try-on haul. [Video File]. Retrieved from https://www.youtube.com/watch?v=tzlUP1LqObQ.
Haynes. (2015, February 18). I review: boohoo.com. [Video File]. Retrieved from https://www.youtube.com/watch?v=jFb3goHj6PI.