Ready-to- ANALYSIS OF FASHION
Wear Project
BRAND
Allie Erickson, Anna Caroline, Sarah Elizabeth,and Natalie
Historical Overview: 2010: Founded in Ukraine by Anna October
2014: Shortlisted for LVMH
2017: Became apart of the Mercedes Benz
Collective
With a background in pattern cutting, tailoring
and fine art, Anna, designer and founder of the
brand, reconstructs vintage styles from the past
decades and translates them with contemporary
aesthetics.
Anna October’s collections are created in
carefully selected local manufactories using
dead stock fabrics and eco-friendly materials.
Historical Overview:
Major Milestones
Anna October
Mercedes-Benz clothing is available in
Showed a seasonal
Fashion Prize as Best more than 30 online
collection as part of
Designer and offline stores
Paris Fashion Week
2010 2013 2014 2016 2020 PRESENT
Shortlisted for LVMH
Founded in Ukraine Creates new logo
by Anna October
Product
category and
price zone:
Anna October is a contemporary casual brands
specializing in "signature soft-to-the-touch
femininity, as well as a built-out offering of the
knitwear." Moda Operandi says that Covetable
details of her collection include "lingerie-inspired
touches on silky dresses and separates, from subtle
seaming to bra details. Equally seductive are the
open backs with tie details, and the new cropped
knit and brief sets in a cool, chunky weave."
DEMOGRAPHICS
Gender: Women
Age: 18-40
Target
Employment Status: High Income
PSYCHOGRAPHICS
customer Personality: Loves style and femininity, Spends the weekends at social
profile
events, Spends the summers at the beach, Goes to many galas and loves
charity, Likes a mix go casual looks and fancier styles
and Values: Enjoys spending time at the gym and workout classes
persona Interests: Art and galleries
GEOGRAPHICAL REGION
Location: Urban, Big Cities
NAME & AGE
FASHION ORIENTATION
Name: Elly McGaw
Feminine, Fun, Sexy
Age: 30
SHOPPING HABITS
HOMETOWN/PLACE TO LIVE
Always browsing in-store and online
Hometown: Australia
for herself and clients
Current Residence: New York City
Consumer JOB/INCOME
MONTHLY EXPENDITURE
$1,200.00
Identity 1
Job: Freelance Stylist & Creative
Director
Income: $80,000 year
LIFESTYLES
Hectic work schedule, loves to go out with
friends, brunch and shopping on the
weekends
CORE VALUES
Independence and Self Expression
FAVORITE FASHION BRANDS
Aya Muse, Jacquemus, Johanna Ortiz
NAME & AGE FASHION ORIENTATION
Name: Charlotte Boyd Sexy, Cool, Adventourous
Age: 28
SHOPPING HABITS
HOMETOWN/PLACE TO LIVE Early adopter of trends, fashion
Hometown: New York, NY innovator, buys unique pieces others
won't have
Consumer
Current Residence: Paris, France
MONTHLY EXPENDITURE
JOB/INCOME
$4,000.00
Identity 2
Job: Fashion Entrepreneur
Income: 200K
LIFESTYLES
Nights filled with dinner and dancing,
traveling, fashion events
CORE VALUES
Life shouldn't be taken too
seriously
FAVORITE FASHION BRANDS
SIR, Proenza Schouler, Acne Studios
NAME & AGE
FASHION ORIENTATION
Name: Ireland Hudson
Flirty, Fun, Trendy
Age: 21
SHOPPING HABITS
HOMETOWN/PLACE TO LIVE
Purchases clothing that will stick
Hometown: Austin, Texas
around for many seasons
Current Residence: Student at College
Consumer
of Charleston
MONTHLY EXPENDITURE
$1, 500.00
JOB/INCOME
Identity 3 Job: Fraiser Sterling Jewelry
Income: 15k
LIFESTYLES
Time spent with friend, grabbing herself
a matcha latte, and organizing the
Frasier Sterling instagram
CORE VALUES
Enjoy the little things in life
FAVORITE FASHION BRANDS
Stuad, Vehlae, Lioness, Prada, Ganni
NAME & AGE
Name: Emili Sindlev
FASHION ORIENTATION
Age: 26 Neutrals with a Pop of color
HOMETOWN/PLACE TO LIVE SHOPPING HABITS
Hometown: Curated piece for certain events/time
Copenhagen, Denmark of day
Consumer
Current Residence:
Copenhagen, Denmark MONTHLY EXPENDITURE
$5,000.00
Identity 4
JOB/INCOME
Job: Stylist & Creative director
Income: 200k
LIFESTYLES
Keeping up with her skin care routine,
eating healthy, promoting her brand, and
styling clients
CORE VALUES
Do not be afraid to take risks
FAVORITE FASHION BRANDS
xMiu Miu, Simone Rocha, Attico, Chanel
NAME & AGE
FASHION ORIENTATION
Name: Olivia Mangrum
Chic, Classy, Tailored
Age: 30
SHOPPING HABITS
HOMETOWN/PLACE TO LIVE
Purchasing designer clothing that will
Hometown: Dallas, Texas
last
Current Residence: Los Angeles,
Consumer
California
MONTHLY EXPENDITURE
$2,000.00
JOB/INCOME
Identity 5 Job:Model
Income:50k
LIFESTYLES
Creating content for her instagram feed
,modeling for Wilhelmina and Kim Dawson
Modeling agency
CORE VALUES
Do what lasts
FAVORITE FASHION BRANDS
Noble31, La Vie Style House, Vince,
Zimmermann
NAME & AGE
FASHION ORIENTATION
Name: Charly Sturm
Sleek, Confident, Bold
Age: 23
SHOPPING HABITS
HOMETOWN/PLACE TO LIVE
Purchasing clothing that makes her
Hometown: Stockholm, Sweeden
feel confident
Current Residence: Beverly Hills,
Consumer
California
MONTHLY EXPENDITURE
$3,000.00
JOB/INCOME
Identity 6 Job: Brand Ambassador
Income: 20k
LIFESTYLES
Loves to spend her time: baking, creating
recipes, learning about new skincare
formulas, and creating content
CORE VALUES
Self Love
FAVORITE FASHION BRANDS
Anita Ko, Galvan London, Rat & Boa
Brand
Concept
Anna October,
"With a background in pattern cutting, tailoring and
fine art, Anna, designer and founder of the brand,
reconstructs vintage styles from the past decades
and translates them with contemporary aesthetics.
Anna October client is hedonistic woman who feels
relaxed and confident in her femininity."
Feminine
SEXY
Vintage
Contemporary
Cool
Logo:
There is two different types of Anna October
logos one very sleek and straight forward.
The other one is similar to an edgy type of
signature. When the consumer is wearing the
article of clothing, the logo is not shown. The
logo is always towards the top of the article of
clothing and when purchasing in store there is
an Anna October hanging tag.
Competitor Analysis
ULLA JOHNSON LOVESHACKFANCY ACLER ALEX PERRY ZIMMERMAN
Consumer Consumer Consumer Consumer Consumer
Demographic: City and Demographic:Young Adult, Demographics: Demographics:City Demographics: City and
Rural, working women, all high income, working in an Australia, City girl, young woman, mid-30's-50s, beach, early 30s-60s,
ages, high income artistic job, city or rural adult, high income high-income, working high-income
Psychographic: active, Psychographic: Free- Psychographic: Poised, woman (CEO) Psychographic: social,
artistic, kind-hearted spirited,adventerous, loving hardworking, likes to Psychographic: A fierce loves art and brunch, has
Product Assortment: Product Assortment: Dresses, have fun woman, likes to work a positive attitude
Dresses, Blouses, Sweaters, skirts, activewear Product Assortment: during the day and then Product
sweaters Brand Concepts: Boho, Party dresses, skirts, go to an event at night, Assortment:Handbags,
Brand Concepts: feminine, floral, pastel colors blouses, pants values relationships dresses, blouse, loose
Feminine, Boho-chic, Quality:High-qulity Brand Concepts: Product Assortment: pants, jewelry
nostalgic Price: $600 range tailored, sleek, feminine Suits, Dresses, Slacks, Brand Concepts:
Quality: High-quality fun Blouses Artistic, luminous, fun
Price: $300-$3,000 Quality: High-quality Brand Concepts: Sleek, chic, feminine
Price: $500 tailored, glamourous Quality: Very high-
Quality:Very high-quality quality
Price: $1,500 Price:$800
Brand
Positioning
Maps
Exclusivity Price
Market
Mass
Quality
Feminine
Edgy
Boho
Tailored
High Price
Fast Fashion
Haute Couture
Low Price
Known Brand
Exclusive Brand
Non-Exclusive
Brand
Lesser Known Brand
SWOT Analysis
Strengths Weakness
Tailoring Brand Awareness
Pattern Making Advertising
Quality
Omnichannel-Online and Brick and Mortar
Diversity
Price
Solidify Brand Concept Exclusivity
Competitors getting majority of market share
Opportunities Threats
What are the current gaps in this
company
Anna October offers a variety of clothing options for women, from dresses, tops, skirts, and bottoms, all ranging
in different styles. Though Anna October caters to many needs of different women, she could leverage extended
sizing. The current sizing ranges from XS to XL. This would allow varying body sizes to enjoy all aspects of her
brand. Another lifestyle category she could expand on would be swimwear. Currently, Anna October does not
sell any swimwear. Her pieces from resort and spring/summer collections would translate well to swimwear.
Lastly, the site currently features and gifts category, including scrunchies and sleeping masks. This could be
expanded by sleepwear and robes for the consumer.
