ARKET
COMP SHOP - COATS
About ARKET
'Our shared mission is to democratise quality and make sustainable design accessible to more people. With a circular BRAND
CHOICE,
approach and a high level of transparency into our processes, we also want to drive forward positive change in the fashion
and design industry’ (arket, no date)
We chose to take a look at the category of outerwear; this includes jackets particularity down,
COMPETITORS
blazers, pile and fleece a large wool range that they have on offer.
AND WHY?
& other stories WHISTLES Reformation
& Other Stories is a Swedish women's fashion retailer Whistles, a renowned fashion brand, was founded in 1976 by Reformation is luxury womenswear label founded by Yael
Aflalo in 2009. The label focuses on efficient, eco-friendly
founded in 2013. The brand operates 74 stores in 22 markets Lucille Lewin. Born out of a desire to create contemporary and manufacturing and employs 'green methods' into every
across Europe, the US and Asia. timeless pieces for the modern, independent woman, Whistles aspect of the brand. From repurposed vintage pieces and
‘Designed in Paris, Stockholm, and Los Angeles — for style has become synonymous with understated luxury and sustainable materials to recyclable packaging,
Reformation’s design mission is to make effortless
diversity.. Each one of our design ateliers has its unique effortless style. silhouettes that celebrate the feminine figure using eco
expression that reflects the ever-evolving signature styles of conscious measures.
the city where it’s based’ (&other stories, 2018)
IN - STORE COMP SHOP
product description image sizing composition price colour/options country of origin
Belted wool coat woven in a bouclé finish. This is a Shell: Wool 100%
double-breasted style with an oversized fit. Side 34-44 Lining: Acetate 100% £249 Black Romania
pockets.
Short coat crafted from an Italian-made wool blend with a
fuzzy texture. Cut for a relaxed fit with a wide stand collar.
Shell: Wool 75%, Polyamide Black and dark
34-44 21%, Acrylic 3%, Polyester 1% £189 Romania
Hidden button closure at front and buttoned tabs at end of
Lining: Acetate 100% green
sleeves. Fully lined.
Single-breasted coat made from a wool blend twill. Shell: Wool 67%, Polyester
An A-lined style with raglan sleeves and a detachable 23%, Polyamide 5%, Acrylic
wool collar. Detailed with welt pockets and button
34-44 3%, Viscose 2%
£249 Grey Romania
closure Lining: Acetate 100%
Pocket lining: Cotton 100%
Loose-fit pile jacket crafted from polyester with Binding: Leather 100% Light
bindings made of leather. Styled with a large collar, Outer layer: Polyester 100%
zip closure and two front pockets. Unlined
XS-L £149 beige/black Romania
and black
ONLINE COMP SHOP
Season A/W 23
Brand & Product Description &
Image Options/ Colours Size Range Fibre Composition Country of Origin
Competitors Price
Oversized Wool Coat
100% Wool
ARKET ---------------- Grey Melange 34 - 44 Lining: 100% Acetate
Turkey
£259
Voluminous Belted Wool Certified Responsible materials
& Other Coat Black, Navy, Dark Grey, Shell: 100% Wool
---------------- Beige, Brown, Brown
XS - L Lining: 55% Recycled Polyester, 45% N/A
Stories
£225 Viscose
Lorna Wrap Wool Coat 4 - 20 100% Wool
Whistles ---------------- Black, Camel, Burgundy also offer Petite
Lining: 100% Polyester
N/A
£329 sizing
Downing Coat 70% Recycled Wool, 12% Recycled
Reformation ---------------- Black, Camel, Caramel XS - XL Polyamide, 18% Polyamide China
£368 details sustainable impact of each item
ONLINE COMP
SHOP REPORT PRICE FOCUS & DISCOUNTS
The website reflects the minimalism of the brand's aesthetic
Very easy to navigate the website and provides multiple
categories but not as many filters
Aims to be transparent but finding details about ARKET and
the environment was difficult - regardless it provided good
information
Offers more range of items online as well as items like New
Balance shoes
Easily add items to your wish list from the product page but
don’t offer the option to add it straight to your basket
ARKET ARCHIVE is a new service which allows consumers
to sell and purchase second-hand ARKET pieces. Sellers COATS & JACKETS COMPETITORS
can get 100% of the listing price to use in ARKET or 70% of it
in cash ARKET &Other Stories Whistles Reformation
Effectively promote new collections but don't promote their Entry Price £67.00 £120.00 £75.00 £178.00
discounted items from previous collections
Mid Price £249.00 £205.00 £399.00 £398.00
Discounts:
10% off your first order when you sign up for their Newsletter Exit Price £829.00 £429.00 £1,299.00 £798.00
Student discount is 14% off
the
leather
PRODUCT
trench
FOCUS T
R
C E
O N
L D the biker
jacket
O A
U N
R A
S L
Y the
trench
S
I
WGSN suggested the top neutral colours for the AW 23/24
season were a range of classic greys and versatile neutrals. These align S
with the current trend of “#lowkeyluxury”.
SUMMARY OF
FINDINGS RECOMMENDATIONS FOR
AW24
Quality materials Limited variety
Virtual shopping experience
Sustainable practices Price perception
Design innovation
Minimalist aesthetic Online experience
Further
STRENGTHS WEAKNESSES incorporate
trending styles
OPPORTUNITIES THREATS
Inclusive sizing
SWOT Rapid fashion trends
Enhance size
inclusivity
Customer engagement Competitive landscape
Adapt marketing
strategies
Customisation options
Bibliography
Slide 3-4
& Other Stories (2018). & Other Stories - About & Other Stories. [online] & Other Stories. Available at:
https://www.stories.com/en_gbp/about/about-us.html.
ARKET. (n.d.). About ARKET. [online] Available at:
https://www.arket.com/en_gbp/about.html#:~:text=Our%20shared%20mission%20is%20to.
Slide 5-6
& Other Stories (2018). & Other Stories - Create your own fashion story - Online shop - GB. [online] & Other Stories. Available at:
https://www.stories.com/en_gbp/index.html.
Arket (2019). Essential products for men, women, children and the home. [online] ARKET. Available at:
https://www.arket.com/en_gbp/index.html.
Whistles.com. (2020). WHISTLES | Women’s clothing, contemporary fashion. [online] Available at: https://www.whistles.com.
www.thereformation.com. (n.d.). Sustainable Clothing and Accessories | Reformation. [online] Available at:
https://www.thereformation.com/?_gl=1 [Accessed 30 Nov. 2023].
Slide 6-7
ARKET. (n.d.). About ARKET. [online] Available at:
https://www.arket.com/en_gbp/about.html#:~:text=Our%20shared%20mission%20is%20to.
Smith, C. (2023). Collection Review: Women’s Colour A/W 23/24. [online] www.wgsn.com. Available at:
https://www.wgsn.com/fashion/article/639c3b369806fffb363c4d7a.
www.wgsn.com. (n.d.). WGSN Login. [online] Available at: https://www.wgsn.com/fashion/article/65252c77ce88e0e28f60108b.
