INTERNATIONAL BRAND

Oysho is a Spanish clothing retailer specialising in women's homewear and

undergarments. The company is part of the Inditex group and it was founded in 1977 as
Confecciones Noite, S.A. in Arteixo (A Coruña) in Galicia.

In 2001 Inditex created its new lingerie brand: Oysho. Oysho has a short history but
it has grown quickly. The first stores were opened in Ireland, Iceland, Italy, Luxembourg, and
the Czech Republic. Puerto Rico and Jordan. Currently, Oysho has more than 605 stores in
44 different countries. 190 of them in Spain. As part of the Inditex Group. It shares the same
management model and approach to fashion. This focus on feminine sophistication is also
echoed across its stores, where Mediterranean aesthetics mingle with contemporary
technology, creating warm and open spaces.

The brand’s dedication to sustainability is also reflected. Both its heaquarters in

Tordera (Barcelona) and its more recent store opening in Paseo de Gracia (Barcelona) have
been recognised with the LEED-gold certificate.

In 2016, the brand opened its first store in Jakarta, Indonesia. The store is located at
Plaza Indonesia. In 2017, Oysho organized a women's race against breast cancer in several
cities. Oysho also opened its second for&from store in Llagostera (Girona, Spain) in
cooperation with the Moltacte non profit cooperative.
 OVERVIEW : From 2016 to 2019 the Spanish market is expected to stabilize and grow
at a CAGR of 2%; thus. resulting in spaniards regaining their confidence as well as their
purchasing power. However. low cost fashion retailers will continue to experience growth.
as the spanish consumer keeps to incline towards lower prices when making purchasing
decisions. As a result of this trend. online retailing has prompted a rapid expansion within
the consumption market since consumers are able to find and compare the best prices
offered between retailers with just a few clicks. Other current happenings in Spain
influencing the retail world are showrooming and reverse showrooming. This is when
retailers provide the "click and collect" service that allows the consumer to purchase a
product online and pick it up in the store later. By 2019, online retailing in the apparel and
footwear section is expected to maintain a rapid CAGR of 12% where fast fashion retailers
such as Zara. H&M and C&A are expected to dominate. On a smaller note. m-commerce is
experiencing a major increase in the Spanish market.

LINGERIE : From 2016 to 2019 the Spanish market is expected to stabilize and grow
at a CAGR of 2%. Spaniards are regaining their confidence and are expected to slowly
recover purchasing power. The Spanish consumer continues to look for lower prices which
has prompt the low cost fashion to expand in the country. This same consumer trend has
promoted the rapid expansion of online retailing. where consumers go to find and compare
the best prices. Showrooming and reverse showrooming are current happenings in Spain.
Larger Inditex brands are provide the "click and collect" service which involves purchasing
product online and picking it up in store. Through 2019, online retailing within apparel and
footwear is expected to maintain a rapid CAGR of 12%. Fast fashion retailers such as Zara.
H&M and C&A will dominate this platform. On a smaller note m-commerce is on the rise as
well.
SPORTS WEAR : In Spain growth in sportswear became concrete in 2014. The market
is being driven by more people participating in sports. There has been a growth of
specialized sportswear retailers. Additionally. mass market retailers are pushing the market
upward be entering into to sportswear. these companies include Zara. Mango. Desigual. and
Oysho. According to the Spanish Sports Council 41% of Spaniards over the age 14 are
regularly doing sports. 50% of the market is made up of apparel inspired by sports. while the
second half consist of performance apparel. Intemational sportswear brands dominate the
market because of their global coverage in distribution and strong sponsorship in football.
Nike leads with 12% of the market share and Adidas is second with The market share for
local brands like Oysho is indistinguishable. However. after introducing sportswear to their
product line. Oysho experienced a 79% growth rate. From 2016 to 2019 the sportswear
market is expected to have a modest CAGR of 3%

A. Season and Style Collection

Oysho launches new collections every season (Spring/Summer, Pre-
fall/Winter, and Fall/Winter). For their latest collection, the season is Fall
2019 OYSHO usually use cotton, modal, microfiber, and lace as their main
material. All Oysho's lines are incorporating garments made with sustainable
materials under its global action plan Oysho Join Life. Its goal is to reduce the
use of natural resources, minimising the environmental impact of each phase
of obtaining them, and also to protect biodiversity.
B. Store Display and Event Promotion

The store display is divided into two big section. The first section is on the
front of the entrance door which is sports wear section. This section ends at
the back where the cashier is placed along with the bra cup and some
stockings. The second section is also divided into two smaller section. Behind
the front display window there is bikini and summer outfit section, while at
the back is already lingerie section. The fitting room is placed on the very back
along with the pajamas display and the socks display. Most of the shoes is
placed under the display racks, while the bags are placed on the display table.

For Event Promotion, they usually give 10-50% discounts for some products every
mid year and the end of the year.

C. Target and Market Sector

• Target Market : Oysho are looking to attract women between the age of 20 to
35, living in major cities, commonly referred to as "Urban Uptowners" that leads
to be nation wealthiest urban lifestyle. Member of this social group tend to be
midscale to upscale, college educated and ethnically diverse, with Asian and
Hispanic Americans as the most concentration. They tend to frequent the arts,
shop at exclusive retailers, drive luxury imports, travel aboard, and spend heavily
on technology.
• Market Sector : Oysho’s collections are carefully curated to infuse today’s trends
with the timeless principles of elegance, romance and subtle femininity.
D. Product Category and Materials

Name Fabric
Bra ( All Types ) Lace, Polyamide, Modal, Cotton, Elastane, Polyester,
Polyurethane, Microfiber
Briefs ( All Types ) Lace, Polyamide, Cotton, Elastane, Microfiber
Pajamas Bottom Viscose, Modal, Cotton, Lyocell, Polyester
Pajamas Top Viscose, Modal, Cotton, Lyocell, Polyester, A bit of
Polyamide
Knickers Polyamide, Elastane, Cotton
Garter Lace, Polyamide, Elastane
Suspenders Lace, Polyamide, Elastane
Bodysuits Polyamide, Elastene, Cotton, Modal, Polyurethane
Bathrobe Polyester, Polyamide, Modal, Elastane, Cotton, Lace
Lingerie Cotton, Polyester, Elastane, Lace, Modal, Polyamide
Footwear Polyester, Thermoplastic Rubber, Elastane, Cow Leather
& Furskin, Ethylene Vinyl Acetate, Polyurethane
Thermoplastic
Bottom Viscose, Polyester, Cotton, Linen
Top Polyester, Polyamide, Elastane, Viscose, Linen, Cotton,
Satin
Dress Cotton, Linen, Viscose, Polyester
Bikini Top Polyamide, Elastene, Polyester, Polyurethane
Bikini Bottom Polyamide, Elastene, Polyester, Polyurethane
Swimsuit Polyamide, Elastene, Polyester, Polyurethane
Cups Silicone, Polyamide, Elastene, Polyurethane, Polyester
Kimono Polyester, Polyamide, Modal, Elastane, Cotton, Lace
Socks Cotton, Polyamide, Elastene, Polyester
Knitwear Viscose, Polyamide, Cashmere, Polyester, Cotton,
Acrylic, Wool
Robe Polyester, Polyamide, Modal, Elastane, Cotton, Lace,
Viscose, Cotton, Acrylic, Wool
Nightshirt Polyester, Viscose, Elastene, Cotton, Lyocell
Nightdress Lace, Polyester, Modal, Polyurethane, Viscose,
Jumpsuits Polyester, Acrylic, Polyamide, Elastene, Viscose
Stocking Polyamide, Cotton, Elastene, Acrylic, Viscose
Leggings Polyester, Elastene, Polyamide, Thermoplastic,
Polyurethane
Sport Bra Polyester, Elastene, Polyester
Short Polyester, Elastene, Polyamide, Thermoplastic
Sport Trousers Polyester, Elastene, Modal
Mat Polyester, Cotton, Metallised fibre, Polyethylene
Fibre
Bag Polyester, Nylon, Paper, Polyurethane,
Polyurethane Thermoplastic
E. Price Range
• Robe : IDR 459.900 - IDR 999.900
• Nightdress : IDR 459.900 - IDR 699.900
• Nightshirt : IDR 459.900 - IDR 599.900
• Bathrobe : IDR 799.900
• Kimono : IDR 699.900 - IDR 799.900
• Camisole : IDR 359.900 - IDR 499.900
• Pants: IDR 299.900 - IDR 599.900
• Slippers : IDR 199.900 - IDR 659.900
• Footwear : IDR 299.900 - IDR 699.900
• Pajamas Top : IDR 199.900 - IDR 699.900
• Pajamas Bottom : IDR 299.900 - IDR 699.900
• Leggings : IDR 359.900
• Knitwear : IDR 399.900 - IDR 999.900
• Socks : IDR 89.900 - IDR 299.900
• Tights : IDR 119.900 - IDR 299.900
• Mat : IDR 399.900
• Bag : IDR 799.900
• Tops : IDR 459.900 - IDR 799.900
• Bottoms: IDR 359.900 - IDR 599.900
• Dress : IDR 699.900 - IDR 899.900

• BRA :
o Maternity Bra : IDR 399.900 - IDR 499.900
o Maternity Bralette : IDR 499.900
o Bralette : IDR 399.900
o Halterneck Bra : IDR 399.900 - IDR 459.900
o Push-bra : IDR 329.900 - IDR 459.900
o Strapless Bra : IDR 119.900 - IDR 499.900
o Lace Bra : IDR 359.900 - IDR 499.900
o Underwired Bra : IDR 299.900 - IDR 459.900
o Nonwired Bra : IDR 299.900 - IDR 499.900
o Non-padded Bra : IDR 299.900 - IDR 459.900
o Triangle Bra : IDR 299.900 - IDR 459.900
o Classic Bra : IDR 299.900 - IDR 399.900
o Lightly Padded Bra : IDR 299.900 - IDR 499.900
o Basic Bra : IDR 299.900 - IDR 499.900

• Lingerie Sets : IDR 519.800 - IDR 659.800

• Suspenders : IDR 299.900
• Garter : IDR 299.900
• Bodysuits : IDR 599.900 - IDR 699.900
• Sports Bra : IDR 359.900 - IDR 699.900
• Short : IDR 499.900 - IDR 899.900
• Leggings : IDR 199.900 - IDR 999.900
• Sport Trousers : IDR 699.900 - IDR 799.900
• Top Bikini : IDR 399.900 - IDR 499.900
• Bikini Bottom : IDR 279.900 - IDR 359.900
• Swimsuits : IDR 699.900 - IDR 899.900

• BRIEFS :
o Boy Shorts : IDR 129.900 - IDR 199.900
o Shapewear Shorts : IDR 399.900
o Shapewear knickers : IDR 359.900
o Culotte Briefs : IDR 119.900 - IDR 179.900
o High-rise Briefs : IDR 129.900 - IDR 359.900
o Thongs : IDR 119.900 - DR 299.900
o Hipster Briefs : IDR 129.900 - IDR 299.900
o Hipster Thongs: IDR 129.900 - IDR 199.900
o Lace Briefs : IDR 159.900 - IDR 329.900
o Lace Thongs : IDR 159.900 - IDR 199.900
o Laser Cut Briefs : IDR 129.900 - IDR 299.900
o Laser Cut Thongs : IDR 129.900
o Laser Cut Shorts : IDR 129.900
o Elastic Briefs : IDR 159.900
o Seamless Briefs : IDR 129.900
o Seamless Thongs : IDR 129.900
o Brazilian Briefs : IDR 119.900 - IDR 299.900
o Classic Briefs : IDR 119.900 - 299.900
o Scuplted Briefs : IDR 159.900

F. Location

• Plaza Indonesia
• Jl. M.H. Thamrin No.28-30, RT.9/RW.5, Gondangdia, Kec. Menteng, Kota
Jakarta Pusat, Jawa Barat 10350
• Floor : 2nd floor
• Business Hours: Monday - Sunday 10:00 - 22:00