- Università: Em Lyon School Business
- Studenti:
Marianne Chaptal, Sistine Cutillo, Max Gruby, Gauthier Jehanno, Léna Schelker, Camille Vouaux
Retail concept
It’s challenging to find a well fitted pair of jeans. Jeans are an everyday piece of garment. People want to feel comfortable in them, they want to look nice and they want to be original. Over the past years sustainability has been more and more important for customers while purchasing clothes.
Fit Your Jean is a concept store that offers a unique experience for jean lovers. This store, thanks to an AI generated mirror, will evaluate your body morphology and select for the customer a pair of jeans that fits best according to his/her criteria. All the jeans are from eco-friendly brands that have a sustainable production. Once the customer finds their pair of jeans, they can head over to the atelier part of the store and make alterations to the jeans or even add personalized items such as perls or patches.
Market analysis
Even if the jean market can seem saturated it is constantly evolving. The jean market in France is large and diversified. Sustainability and social responsibility are becoming increasingly important, with a growing demand for jeans made from sustainable and environmentally friendly materials.
Consumers are also looking for a variety of cuts and styles, from skinny jeans to wide jeans to high-waisted jeans. Collaborations between jeans brands and influential personalities or other brands are also popular.
SWOT analysis
Strenghts
- Unique Selling Proposition : eco friendly and personalized jeans. Attracting environmentally conscious consumers seeking unique and customized fashion.
- Sustainable Brand Image : the store aligns with the growing demand for sustainable and ethical fashion, appealing to environmentally conscious customers.
- Personalization Options: The ability to personalize jeans allows customers to create unique designs, fostering a sense of individuality and exclusivity.
- Location: Lyon is a vibrant city with a diverse population and a strong fashion scene, providing a favorable environment for a concept store targeting niche markets.
Weakness
- Higher Price Point: Eco-friendly and personalized products often come with higher production costs, which can result in higher retail prices. This may limit the store's accessibility to pricesensitive customers.
- Limited Market Size: The store's focus on eco-friendly and personalized jeans narrows its target market to environmentally conscious consumers who value customization. This may limit the potential customer base compared to traditional clothing retailers.
Opportunities
- Rising Demand for Sustainable Fashion: the increasing awareness and concern for the environment create opportunities for the store to capitalize on the growing demand for eco-friendly clothing.
- Collaborations: Partnering with local designers or artists can enhance the store's offerings and attract a wider range of customers.
Threats
- Competition: Lyon may have existing clothing retailers and concept stores, some of which may also offer sustainable or personalized fashion options. The store needs to differentiate itself effectively to stand out.
- Economic Factors: Economic downturns or changes in consumer spending habits can impact discretionary purchases, potentially affecting the demand for personalized and higher priced products.
Target
Our target are customers that have a hard time finding jeans that fit their body morphology. These customers are fashion oriented and wear jeans often. They like to wear custom designs that are unique. Sustainability is important to them and they are willing to spend extra for quality jeans from brands that are eco-friendly. These customers are majority female and the age range is 30 to 45.
Product & Services
Fit Your Jean offers a customized service for each customer. The mirror will generate a jean that fits the client. Then he will go to the atelier and choose what kind of personalisation he wants for his new pair of jeans.
- connected mirror
- sustainable customized jeans
- personalized customer journey
Store location
The Fit Your Jean boutique will be located near the Place des Brotteaux in Lyon. Lyon's 6th arrondissement is one of the city's most prestigious districts. It's chic yet relaxed atmosphere matches the world of our boutique. It's a major residential area, home to a relatively affluent and trendy population of young professionals, students and families. The area is also very central and easily accessible by metro, streetcar and bus.
The 6th arrondissement is already home to many small fashion boutiques of the same high standards as Fit Your Jean. Stores in this district are very focused on personalization, ecological responsibility...We'll be able to take advantage of the existing appeal and the influx of shoppers already visiting the area. Still, competition is less intense than in Lyon's other central districts, where many of the big names, such as Levis, are located. Our customers can stop by our boutique before going home, after a stroll in the nearby Parc de la Tête d'Or, or even during a lunch break. The FYJ experience is all about finding the perfect pair of jeans in the blink of an eye.
Communication & CRM
The denim market faces many challenges in terms of environmental issues: water consumption, use of cotton and chemical products... Given the growing awareness of many customers who are prepared to pay more for more environmentally-friendly products, FYJ offers only eco-responsible jeans. However, the jeans market is highly competitive, with many brands offering a wide range of jeans. We therefore offer jeans from existing brands centralized in our boutique, to which we add customization on request. The challenge for the brand is to encourage consumers to buy these jeans in our boutique and not in the original stores.
We will therefore be organizing occasional events focusing on jeans customization. Workshops will be set up with fashion shows to build customer loyalty. In parallel, a communication strategy will be developed on all networks to attract new customers, and a sponsorship system will be created. The aim is to create a real community around FYJ. We're going to rely on local influencers in Lyon to spread the word about our boutique. The aim is to create local enthusiasm: effective and less expensive from a communication point of view.
