The Impact of the "longer Length Skirts" Trend

Introduction

The purpose of this report is to identify a key trend for Autumn/Winter 2011/2012 that will have the biggest impact on a specific product category and retailer. The retailer and chosen category for this report is H&M's (Hennes & Mauritz) skirts in its core range (excludes Divided range). The current product range offered at H&M will also be looked at in order to identify the way the chosen trend will be reflected in the coming season.

Recommendations will then be made on new products and categories that should be made available as well as products and categories that should be reduced or deleted in order to increase sales and product creditability. Recommendations will also be made on packaging, and visual merchandising in order to promote the product category.

This report will cover the new length skirt trend for Autumn/Winter 2011/2012 and how this should be taken into account for H&M's product offer in the next season.

The information on this report was predominantly collected through store visits and internet research on the retailer, product category and trends.

Category

Although the best selling product category in the Spring/Summer 2011 has proved to be dresses, separates have been predicted to make a return for the Autumn/Winter 2011/2012. (Drapers, 2011) As seen in catwalk shows, skirts will play a major role in the trends for this season coming; therefore the product category that will be analysed is skirts as this could be the category which could be impacted the most by trends in the coming season.

Retailer

H&M (Hennes & Mauritz)

H&M has had a 5% decrease in sales recently. It is important for the retailer to look into its buying strategy for the next season in order to accommodate to the current economic climate in order to increase future sales.

H&M is known for taking trends straight from the catwalk and making them accessible for its customers. It will be key for H&M to choose the most commercially viable trends for next season in order to cater for its current customers and to attract new ones.

The uncertain economic climate in the UK at the moment means that consumers are less likely to spend on items that can only be worn for just a season and for just one occasion. Therefore H&M should make a conscious effort to offer a range that is both flexible and with a longer longevity.

Choosing the right trend to put on offer in their skirt category will prove vital in order to increase future sales.

Current offer

H&M current skirt offer lacks credibility. With only 12 options available in store it proves that they have missed out on sales by not offering its customers a wider range in this category with respects to trends. Maxi skirts and midi skirts were a strong trend in the Spring/Summer 2011 catwalk shows which would have been a great opportunity for H&M to increase profits by including this trend in its current product offer.

Shapes & Silhouettes

H&M's Oxford Circus branch core range currently offers (Appendix A):

- 3 midi skirts

- 5 maxi skirts

- 4 mini skirts

Key Colours

The colour palettes used in this category are whites, neutrals, pastels and earthy tones with floral and tribal prints predominating the collection (Appendix A).

Key Fabrics

Fabrics used in H&Ms skirt range are cotton, denim, chiffon, faux leather and polyester.

Trend

The trend for Autumn/Winter 2011/2012 that will have the most impact on H&M's future product range offer is the longer length skirts as seen in Dries, Chloe, Balenciaga, Roland Mouret and Antonio Marras catwalk shows. The predominant style is the midi skirt but the maxi skirt from Spring/Summer 2011 shows no sign of abating, resurfacing again as a key hem length for Autumn/Winter 2011/2012.

The new longer length skirt styles for Autumn/Winter 2011/2012 are:

- "maxi skirts

The maxi skirt is one of the key skirt shapes for the next winter. The lengths are floor sweeping or cut just above the ankle.

Lengths are floor sweeping or cut just above the ankle to team with casual knits and rugged outerwear.

- pleated maxi skirts

The pleated maxi skirt is a dressier version of the floor sweeping maxi, with pleats that give the skirt floatiness and volume.

- split-hem maxi skirts

The narrow split-hem maxi is a new key item for a younger customer. Silhouettes should be simple, straight cuts with thigh-high slashed hemlines.

- midi skirts

The mid-calf-grazing midi has also been a trend for Spring/Summer 2011. It's got a 50s and 70s retro influence with silhouettes that work as high-waisted dirndls or a more commercial A-line.

- pleated midi skirts

A variation on the midi theme here, with crystal or knife pleats adding a sense of airy volume to the season's key silhouette, great to team with a simple shell top or easy tunic sweater for a dressed-down casual look.

- midi pencil skirts

Here we look at the pencil skirt, given a new fashion appeal when cut into long mid-calf lengths, which are perfectly attuned to sit with the season's retro-inspired 30s and 40s looks. Team with high-cut ankle boots or vampy ankle straps for a touch of vintage glamour.

- split-hem pencil skirts

Variations on the pencil skirt theme here, with thigh-high slashed details adding a subversive sexy twist to basic silhouettes, maybe to bring a touch of glamour to masculine/feminine looks." (WGSN, 2011)

Impact of trend in Autumn/Winter 2011/2012 offer

H&M's current skirt offer reflects the current season but is also starting to show glimpses of an Autumn/Winter 2011/2012 longer length skirt trend. Although the current product