A/W

2017
6 MONTH / BUYING PLAN
TABLE OF CONTENTS
BRAND IDENTITY 4
SCOPE & SIZE 7
RECYCLING 8
ARTELIERS 9
PRODUCT CATEGORY 10
CUSTOMERS 14
COMPETITORS 19
SWOT 24
TRENDS 26
BUYING PLAN 34
SOHO 36
BEVERLY HILLS 38
ASSORTMENT PLAN 40
OPPORTUNITY STATEMENT 43
MISSION STATEMENT
“She wears things that feel
right to her and reflect her
personality. & Other Stories
is about bringing everything
she can wear into one place,
focusing on the whole look.
We believe shoes, bags,
jewelry, lingerie and beauty
are key for styling and just
as important as clothing.”
BRAND IDENTITY
& Other Stories is about empowering a woman who
wants to create and tell a story through her wardrobe.
& Other Stories seeks to give her that and so much
more. The company has built itself as a lifestyle
brand; everything a woman could want from clothing
to beauty products to accessories are all under one
roof. Along with wanting pieces that are both timeless
and trendy, the & Other Stories customer wants her
clothing and choices to be socially responsible. As
such, sustainability is a fundamental aspect of the
company, allowing customers to recycle old clothing
and beauty products. & Other Stories is committed
to making all merchandise in house, providing a
more ethical and responsible production process.
SCOPE & SCALE
- Opened in 2013
- Brand under H&M company
- Ateliers in Paris and Stockholm
- 46 stores in total / 6 in US
- Carries ready-to-wear, shoes,
bags, accessories, jewelllery,
lingerie and beauty
SUSTAINABILITY &
RECYCLING

“Our aim is to create collections,

with well thought-out solutions,
that give people the opportunity
to express their personality.
The Code of Conduct explains
the requirements we have on
all suppliers when it comes to
environmental practices and
working conditions for their
employees. It builds the basis
of our efforts to make our
supply chain more sustainable.”
ARTELIERS &
ART WORK
Although & Other Stories is
under H&M company, they
act as their own entity with
H&M as a financial back
bone. What makes & Other
Stories unique is that they
deisgn their collections in
house at their atelier in Paris
and Stockholm.They focus on
great quality and attention to
detail at an affordable price.
AW 17 READY-TO-WEAR
CUSTOMERS
- 20-45 years old
- City dweller
- Either have a higher education degree or working
towards one
- Works in more creative fields
- Enjoys pieces that are trendy, but she is more
focused building a lasting, timeless wardrobe
- Likes to mix pieces that are trendy and eclectic with
more high end pieces
- Environmentally and socially conscious and likes her
clothing choices to reflect that mentality
35 % STRIVER
45 % ACHIEVER
20 % INNOVATOR
COMPETITORS
- Similar product range
- Prices and quality either matched
or were lower
- Similar store aesthetics and target
markets
- Interest in sustainability
- Some stores had larger customer
base and faster delivery time
- Larger social media platforms
COS
MANGO
H&M
ZARA
ASOS
STRENGTHS
- Locations-good location in populated areas
where fashion is explored:
Regent St
Oxford St
Beverly Hills
World Trade Center
Rue Saint-Honore
- Lifestyle store rather than item store
- Want all elements of a wardrobe under one roof
- Strong focus on accessories and beauty and RTW
- Sustainability
- Recycle cosmetic containers and customers
receive 10% off
- Textile Recycling: bring any textiles from any
brand and can either be recycled, reworn, reused
or upcycled
- Customers are generally older and have a higher
and more disposable income

WEAKNESS
- Not widely known yet
- Have had problems with website and delivery
- Flagrant charges
- Product not being delivered on time or correctly
- Fierce competition
Cos, Zara, Topshop, H&M
- Lower price points
- Turn out new styles faster
- Few stores in the US
- Not much access
 OPPORTUNITIES
- Open more stores to increase awareness
- International markets such as the Middle East
- Expanding sustainability and joining other
charities
- Millennials entering the workforce
- Opportunities in social media, advertising and
marketing
- Currently they don’t promote their stories
enough
- Have opportunity to work with social media and
tech-savvy millennials and interact with them more
- Do feature looks and stories
- Promote online sales since there’s few stores in
the US
- Create new stories happening in new cities
- Offer more in stores such as makeup services and
styling

THREATS
- Competitors more established and have a strong
online and social media presence
- Super saturated market
- Fashion changes overnight
- Differentiating from other brands with cosmetics
- Cos offers in store makeup services
- & other stories has similar products at higher
price points so how do they gain loyalty?
- Macroeconomics-economic downturns in
countries and markets
TRENDS
RUFFLED HEMS

Key Garments:
//Denim//Blouses//Knit tops//
PUFFER JACKETS

Key Garments:
//Outerwear//
MATCHING SETS

Key Garments:
//Trousers//Blouses//Skirts//
LUXE KNIT

Key Garments:
//Knit Tops//
FULL VOLUME PANT

Key Garments:
//Trousers//
OVERSIZED OUTERWEAR

Key Garments:
//Coats//Jackets//
TECHNOLOGY & LIFESTYLE

- Haptic touchscreens that can mimic

the feel of fine textures and fabrics.
- Continued increase in the
popularity of a health concious and
fitness driven lifestyles (athleisure).
- People continue to search for and
shop at stores that not only provide
good products but also do good.
- People seek to spend with a
perspective beyond themselves.
Focus Product Category:
Ready-to-Wear
Fall 2017

Planned Net Sales, Fall 2017 1750.0

Est Net Sales, Fall 2016 1400.0
Plan % Last Year 25%
Average Stock, Retail 820.0
Inventory Turnover 2.13
Planned Reductions, $ 315.0
Reductions % Sales 18%
Planned IMU % 54%
 August September October November December January Fall 2017
Net Sales 245.0 315.0 280.0 315.0 385.0 210.0 1750.0
% Fall 14% 18% 16% 18% 22% 12% 100%
Plan BOM Stock 784.0 882.0 840.0 882.0 924.0 714.0 820.0
Stock/Sales Ratio 3.2 2.8 3.0 2.8 2.4 3.4
Plan EOM Stock 882.0 840.0 882.0 924.0 714.0 714.0
Plan Reductions 25.2 47.3 47.3 69.3 78.8 47.3 315.0
% Fall 8% 15% 15% 22% 25% 15% 100%
Purchases, Retail 368.2 320.3 369.3 426.3 253.8 257.3 1995.0
Purchases, Cost 168.5 146.6 169.0 195.1 116.1 117.7 913.0

-Net Sales for Fall 2017 are planned at 1750.0, a 25%

increase from last year.
-The increase is planned much higher due to the
opening of a 6th store in 2017.
-Inventory turnover is planned at a 2.13, just slightly
above the average turnover in traditional retailing.
 SoHo
Fall 2017

Planned Net Sales, Fall 2017 350.0

Est Net Sales, Fall 2016 280.0
Plan % Last Year 25%
Average Stock, Retail 158.7
Inventory Turnover 2.21
Planned Reductions, $ 63.0
Reductions % Sales 18%
Planned IMU % 0%
 August September October November December January Fall 2017
Net Sales 49.0 63.0 56.0 63.0 77.0 42.0 350.0
% Fall 14% 18% 16% 18% 22% 12% 100%
Plan BOM Stock 147.0 170.1 162.4 170.1 184.8 138.6 158.7
Stock/Sales Ratio 3.0 2.7 2.9 2.7 2.4 3.3
Plan EOM Stock 170.1 162.4 170.1 184.8 138.6 138.0
Plan Reductions 5.0 9.5 9.5 13.9 15.8 9.5 63.0
% Fall 8% 15% 15% 22% 25% 15% 100%
Purchases, Retail 77.1 64.8 73.2 91.6 46.6 50.9 404.0
Purchases, Cost 35.3 29.6 33.5 41.9 21.3 23.3 184.9

-Net Sales for the SoHo store are planned at 350.0 for
Fall 2017
-Inventory turnover rate is planned at a 2.21, just slightly
above our corporate plan in order to accomodate the
higher market demand in NYC.
 Beverly Hills
Fall 2017

Planned Net Sales, Fall 2017 300.0

Est Net Sales, Fall 2016 240.0
Plan % Last Year 25%
Average Stock, Retail 140.2
Inventory Turnover 2.14
Planned Reductions, $ 54.0
Reductions % Sales 18%
Planned IMU % 0%
 August September October November December January Fall 2017
Net Sales 42.0 51.0 48.0 54.0 63.0 42.0 300.0
% Fall 14% 17% 16% 18% 21% 14% 100%
Plan BOM Stock 130.2 142.8 139.2 151.2 157.5 130.2 140.2
Stock/Sales Ratio 3.1 2.8 2.9 2.8 2.5 3.1
Plan EOM Stock 142.8 139.2 151.2 157.5 130.2 130.0
Plan Reductions 4.3 8.1 8.1 11.9 13.5 8.1 54.0
% Fall 8% 15% 15% 22% 25% 15% 100%
Purchases, Retail 58.9 55.5 68.1 72.2 49.2 49.9 353.8
Purchases, Cost 27.0 31.2 31.2 33.0 22.5 22.8 161.9

-Net Sales for the Beverly Hills store are planned at

300.0 for Fall 2017
-Inventory turnover rate is planned at a 2.14, which is
very much in line with our corporate plan.
Assortment Plan
Planned Purchases, Retail:
$1,995,000

% Total $ Purchases

Dresses 25% $488,750

Knitwear 15% $293,250
Tops 25% $488,750
Skirts 10% $195,500
Jackets & Coats 10% $195,500
Trousers & Shorts 15% $293,250
100% $1,955,000

Sizes Knitwear Sizes

% Total $ Purchases % Total $ Purchases
2 15% $249,262.50 S 25% $73,312.50
4 18% $299,115.00 M 30% $87,975.00
6 20% $332,350.00 L 25% $73,312.50
8 20% $332,350.00 XL 20% $58,650.00
10 16% $265,880.00 100% $293,250.00
12 11% $182,792.50
100% $1,661,750
OPPORTUNITY STATEMENT
Lacking in risks, we predict And Other Stories will
have a successful six-month season in Autumn/
Winter 2017. There’s a growing U.S. market for
sustainability that keeps up with fast fashion. This
specifically coordinates with millennials entering
the workforce. With the new store opening in
D.C., we predict more stores will open in other
major cities such as Miami, Dallas, and Chicago.
We do not see our sales plan as a risk or a plan
that will measurably overachieve. And Other
Stories is relatively new to the U.S. and our plan
recognizes the demands of the current market.
EMILY COLE LAUREN WERTH KALLIE MCSHANE EMILY ECKARD