Marchesa for Topshop
Contents page • • • • • • • • • • • • • • • • • •
Project proposal Personal development rationale Resources Consultations Skills Processes and Practices Action plan Identification of Potential Risks and contingencies Ethical considerations Health and safety Project objective Brand research SWOT analysis Customer Profile Comp shop and evaluation Directional shop and evaluation Questionnaire and feedback Industry professional interview
•Critical path •Trend research •Key colours and prints •Emerging trends •Mood boards •Range plan •Written range report •Financial spread sheet •WSSI •Press release •Billboard •Visual Merchandise /window display •Reflective diary •Evaluation
PROJECT PROPOSAL Review To achieve my final assignment I will project all the skills and knowledge I have learnt through the course. During my studies I have broadened my ICT skills which has helped me work in moderation to the growing world of modern based technology and work presentations. I have gained better knowledge on Word, Power point, Excel and Photoshop adobe. Through the learning process I have greatly improved on my writing skills and have learnt to communicate effectively if I was to be in a professional setting. When it comes to buying and merchandise I have realised the roles require more than that meets the eye. For these roles you have to a great communicator, good at planning and organising, have great numerical skills have a great eye for the latest fashion fads and taking advantage of niche markets to gain profits amongst many other responsibilities. Being able to take on this course has prepared me for what the buying industry will have to offer. As I aspire to be buyer I have gained knowledge from what I can archive from the process a buyer goes through from trade show to producing mood boards and final range plans. I am equipped on knowing how the buyer’s calendars work (lead times, events), seasons, swots analysis, customer profiles, and WSSI and spread sheets. I aspire to be buyer of a top selling brand and moving forward I am looking forward into looking for a job or a buying apprenticeship. Throughout my course and the marketing course I did in the previous year I have gained general skills that would help me in a future business venture that I would like to have which is a women’s organisation that profits with fashion and gives back to women of the community to help them be future entrepreneurs. I would also love to travel and citing different countries learn about people cultures which would help in my future career because this would spark inspiration on projects and it will help in knowing how to interact with people from different backgrounds which is similar to what would happen when one is a buyer.
Rationale and context My purpose and aim is to bring more brand awareness and introduce a new customer to Topshop. The purpose of this task is to create a spring summer range that will meet my customer’s wants and needs that will make them indulge in purchasing into a lifestyle maximising profits. I will be doing a collaboration with the very high end brand which is Marchesa. This will be a trend injection collection only limited to TOPSHOP Oxford Circus. This will bring exclusivity to Topshop. Though Topshop has done collaborations before with the likes of Mary Kantrantzou, Christopher Kane and Ashish this collaboration is much more feminine, less street and very Êlite. The collaboration will be limited to be stored in flagship stores only, it would be a capsule collection for a target market a target audience 20 to early 30’s.To help me initiate and communicate this to the customer I will research other competitors and how they have done these collaborations in the past. I will research into my collaborating brand, their present and past summer collections. During the process problems are prune to occur and I would need to creatively solve these issues. The unsuccess of the collaboration might hinder profits, to plan ahead and achieve success of the collection doing well we would have to do a lot of promotions from billboards, livery and social media to give more brand awareness and build a media buzz. I would do some market research buy talking to staff and customers making sure that I hear and consider their wants and needs. With my personal progression this would help me with my communication skills, I will be able to do market research and use marketing tools to help me maximise sales for an organisation. Creative marketing ventures and strategies will have be the driving force of sales and awareness of the collaboration Development and realisation Methods and processes To achieve my potential outcomes I will use skills and tools I have acquired throughout my course I will research into both my brands and produce a customer profile. To improve my research it will be beneficial to do some comp shop and directional shopping I will produce this with primary and secondary evidence looking at style, price, sizes and country of origin all presented in a power point formant. A SWOT analysis of the collaboration will help me evaluate the strengths, weaknesses, opportunities and threats of my project. By doing this it will help me access on what changes need to be made so that the launch or sales are not affected. When creating collections it will be useful to look into past and present trends to get inspirations which I will then create and present as mood boards. Once my inspirational mood boards are created I will produces a capsule collection that will be launched into Topshop. This will be followed by spread sheets of budgets. The budget spread sheet will obtain information like image of products, product ID, fabrics, cost and retail prices, sales date, sales per week, store grade, weekly sales, total quantities quantity Replens, total cost and total retail costs. When I have my overall budget plus Replens for the collection I will add on a 30%-40% to make the OTB budget (open to buy budget) this budget goes to intakes, marketing or unplanned emergencies For example if a celebrity is sported in the new range collection (dress) it will boost sales, which will decrease stock meaning that an intake has to be done. The WSSI will follow with projected data on weekly sales, intakes and mark downs. This will show how the stock and sales are intended to shift with effect to any promotions (seasonal/promotional sales) and event calendar reactions. After this is I will do a store grading chat allocating what percentage of sales will go to each store. This will be followed by me allocating each style, colour way, size and ratio of what will be dispatched to each store.
Resources For me to achieve accurate research I would have to use credible sources and useful resources. To create the boards I will use Photoshop Adobe CS6 using CAD images from WGSN which I will edit in colour and shape. The internet will be very informative, convenient and it will give me a wider base of knowledge e.g. blogs and social media. I will present my work on power point and I would use EXECEL to present the quantities and monetary figures. These forms of presenting work are methods used in the professional industry. To research trends present and past I would use WGSN, VOUGE and Drapers amongst other sources. For my SWOT analysis I would need to produce primary research by visiting the store, take pictures to evident my finding, talk to stuff and customers. I could also produce a questionnaire to find out what the customers might think about the collaboration. For experimental and trail I am going to use Photoshop to edit images and CADS so that my final mood boards and range plans will be fitting of each other. Evaluation I will review my progression by creating a reflective dairy on power point, which will guide me to which task I should be tackling and at what stage I should be doing what to help me meet my deadline. Dividing my time wisely to each task will be essential towards me producing a good standard of material and research. My reflective diary will have consist of dead line dates of each task at hand , if I happen to fall behind or not manage to fulfil a task this will help me know how to deal with the rate at which I produce my work. Job role: Fashion Buyer As a fashion buyer you responsibility is to make sure that have the best fashion fads available to the customer whilst also meeting their wants and needs. It will involve attending trade shows and sometimes fashion shows in order to be able to aware of what the latest trends are. Your daily tasks will be maintain store inventories, fashion forecasting and trend hunting. You will have to communicate with other departments e. g. with merchandisers making sure that on the budget and that stock is delivered at the right place at the right time. It will also be necessary to communicate with store managers and visual merchandisers making sure products are displayed in a marketable way to increase and attract purchase. As a future buyer and business woman taking on these tasks will help me in communication skills to be able to work in a team and as an individual. These tasks will set base for me as a business owner in self and time management. I am able to trend hunt/fashion forecast. I can apply Photoshop and illustrator skills to present images creatively .With this am able to know what sources of information I could use in industry like WGSN, VOUGE, Drapers and Retail weekly. Career wise I am able to say I have depth knowledge than when I started on how WSSI ‘S, SPREAD SHEETS RATIOS and evaluating figures.
Personal development rationale I am going to produce and create a Marchesa collection for Topshop. This range collection will be a spring/summer 15 trend injection collection. It will be paying homage to British fashion designers This will be a women’s collection based on a target market of ages 20 to early 30’s. This will be the first collaboration for Marchesa with a British high street store. I believe these two organisations will make a perfect match because they are both good brand names and trendy. Though Topshop has done collaborations before with the likes of Mary Kantrantzou, Christopher Kane and Ashish this collaboration is much more élite and more exclusive. The main aim is to attract new potential customers to Topshop. It is to make and get customers excited about buying into to an exclusive brand such as Marchesa at a value price. Customers love a bargain and this would be good high quality products giving them value for money ,and the uniqueness of a limited edition collection in the London flag ship store only will be a selling point. Summer is the perfect season for all occasional and casual wear a Marchesa Topshop collaboration will provide just that.
RESOURCES I plan to use informative websites and blogs because this will give me reliable information . I will also need reliable techniques to save my work and research so that it is saved well and not lost which will cause delay and inconveniences to complete my work .Here are some of the resources I will use:
Consultations • I will be consulting some business contacts from the fashion retail industry . These will be staff members with back backgrounds of visual merchandise/ merchandisers and sales associates that work directly with customers . These contacts will help me because merchandisers will help me assess how collaborations have impacted sales in the past .Sales associates will help me get informed on what the customers needs and thoughts are as they are in direct contact with the customers •
Creating questionnaires is part of my consultation process as it will give me a direct report of what the customers would like to see in the new range collection. These questionnaires will be put forward to both existing and potential customers .I will present question on what they would like to see being done differently and what type of silhouettes garments they would like produced for this collection e.g. skirts, dresses , pant trousers
• I will visit other stores/ competitors and look at what trends are going on and see what collaborations they might be doing or look online on any potential collaborations they might have in the near future that could affect the launch of TOPSHOP’s collaboration with Marchesa
Skills I will need particular skills to present my work and produce it to an exceptional standard. These are some of the tools and skills I will use : • Microsoft word processing and PowerPoint. Together with my writing skills to be able to communicate my project through visuals and reflective writing • Trend research • Photoshop CS6 and Illustrator to produce CAD images to present on mood board and trend boards • Excel to produce spread sheets , WSSI, allocation and ratios • Photo-shoot skills • Time management to ensure that am keeping on top of all the task and following to my action plan target
Processes and Practices For me to meet my objectives and produce a range plan that will do well I need to produce the following: • • • • • • • • • • •
Brand research Customer profile Customer and staff questionnaires Swot analysis trend boards, key shapes, colours, fabrics & details Comp shop in store Range plan, written, financial range plan, WSSI and allocation Key events calendar Photo shoot marketing material bill board and press release Overall evaluation and
Action plan Date
Achievements
May 11th
trend boards, key shapes, colours, fabrics & details
MAY 12TH -18TH
Brand research comp shop, directional shop and swot analysis and questionnaires
May 19th
Mood boards
May 20TH
Range plan
May 22nd
written range report , financial spread sheets ,WSSI
May 25th
Press release
May 30TH
Bill board promotion campaign
JUNE
9TH
June 13TH
Launch date confirmation Visual window display Final evaluation
This is my action plan that I plan to follow to schedule; this plan will help me assign each stage of my assignment to completion. With this action plan if I fall behind with my work I will evaluate that in my action plan evaluation. I have stated dates to when I expect to be completed certain task and the days in-between to will days to which I will stay committed to each task in order to achieve it.
Identification of Potential Risks and contingencies • Other store competitors could have a collaboration launch at the same time • Making sure my working according to my action plan dates and not falling behind • Restricted access to WGSN and Photoshop • Being not able to produce accurate values for spread sheets and WSSI • Having access to industry professional
Ethical considerations •Following the global news of the factory collapse in Bangladesh The Rana Plaza and the Dhaka collapse it is essential to consider the ethical standards of our workers and factories that will be producing our products. • workers should be supplied with a good working environment making sure that the amount of dust is limited, the factories should have good air conditions and lighting coming in . •Workers should be paid the minimum wages and should there be no signs of over worked staff and forced labour •One issue that is to consider in fashion factories is that they employ under age workers •Employees should be fully trained and give respective protective clothing for duties they are to under take •Risk of our collaboration being forged and being sold on mass market as nock offs •Promoting ethical fashion but trying to avoid the use of real fur and using environmentally friendly techniques for production
Health and safety Health and safety in the head office • Ventilation •Cleanliness and waste disposal •Work stations and seating take breaks from sitting and looking at the computer to too long •Good lighting •Floors and traffic routes •Vehicle traffic routes •Quality control room dimensions ,space and highlighted regulations
Health and safety in an store •All exit signs should be visible and all members of staff should familiarise with all fire exists and stations •Good working / conditions of all electronics to avoid fire hazards •Proper training of all staff and inductions •ventilation
Project objective For my final major project I will be researching into Marchesa and Topshop . The final objective is to produce a Marchesa collection Topshop with a value for money and affordability for the general public to buy into the lifestyle of this global luxurious brand . It will be a 2015 spring /summer collection to be sold in the London Topshop flag ship store only as an appreciation to British designers. There is certainly a gap in the market for sophisticate couture such as the one that would be produced from a collaboration with Marchesa. This trend injection collaboration fits in well as the summer is Wedding season with lots of festival occasions, sophisticated summer days at the races and this type of collaboration is providing for that niche relatable to sales and customer attraction
Marchesa British born Georgina Chapman and Keren Craig have built a fashion empire defined by elegant eveningwear and one of a kind couture designs. The duo met at Chelsea College of Art and Design in London. Georgina’s draping and design expertise paired with Keren’s textile creations resulted in a business partnership and the establishment of Marchesa in 2004. With the extravagant and eccentric fashion icon and Italian heiress as their muse, Georgina and Kerens beautifully crafted runway collections and accessories line fuse exquisite detailing with supreme femininity. Coveted not only by celebrities, but by women of all ages, Marchesa continues to be the centrepiece of iconic red carpet moments and high end fashion alike. Based in New York, the Marchesa collections are presently available world- wide. Now with the launch of their premiere fragrance, there is a new and enticing way to experience the luxury of Marchesa http://www.marchesa.com/
The recent runway collection consisted of inspired looks of Woodstock hippy gal in her tiered Bohemian dresses, the Palm Springs princess beamed in from the Fifties in her baby pink tulle gown and the LA band chick; in black lace trousers and white bib-fronted sleeveless shirts, soft rock perfection. And these are consistent trends within the Topshop store that will blend in well as part of its collaboration
Here are some of the looks from the Marchesa collection for the 2015 ready to wear spring summer collection. This collection was very versatile from with two piece garments, jumpsuits midi skirts and long maxi dresses
TOPSHOP is a British multinational retailer which specialises in fashion clothing, shoes, make-up and accessories. It has around 440 shops across 33 countries and online operations were it provides a consumer service where people have their buys delivered to their homes. It is part of the Arcadia Group, which is controlled by Philip Green and owns a number of other retail outlets including Burton, Dorothy Perkins and Miss Selfridge. Topshop only has three flagship stores Collaborations with other designers has been part of their success, they have collaborated with likes of Kate Moss and Christopher Kane. TOPSHOP are the only high street brand show on schedule at the London Fashion Week.
Topshop collaborates with a lot of in house and upcoming designers , though Marchesa is an established brand Marchesa’s directive creativity brings a new flare to the fashion industry an it being high end couture the contrast fits in well with Topshop’s their mission statement of bringing in new fresh style
Swot analysis Strengths •Store location •Brand recognition and reputation • Market position •Additional services e.g. personal styling, nail salon and cafe •Store space •Great range of awards won, making it a highly recognized High Street Retailer in Britain, and overseas and a sponsor to fashion week •Loyal customers
Weaknesses •Store location •Just three flagship stores •Could be difficult to manage too many lines •Prices could be too high •Having other lines and size of the shop could be too much and overwhelming to some customers •. Marketing material not eye catching enough to promote sales • Mainly caters to a younger demographic
Swot analysis Opportunities
Threats
•Targets a young demographic who are fashion conscious and spend regularly •As a good association with celebrities creates public recognition and connection to brand •Store expansion room for more stores and flagships •More potential to extend business trough e-commerce
•Topshop has so much high street competition especially from the likes of H&M and River Island . Especially H&M who have done a successful collaboration and endorsements • Government , overseas legal polices political issues could affect the way top shop trades • Competition from other organisations that offer fast fashion at cheaper affordable prices (MOCKOFFS) •Negative impact of brand identity through bad choice of collaborations and endorsements
Customer Profile •Target market is 18-35 female •Fashion forward and trend aware •Students and celebrities alike • They also target consumers who are with goal oriented focuses on career or family •Socially aware attend parties and festivals •Fashion related studies or graduates with well paid jobs •Bloggers or like to read magazines like Grazia and Vogue •Is active on most social network sites like Instagram, Facebook and snap chat •Trend setter •Shops regularly
Competitors
I have carried out my comp shop at Topshop's competitive stores which are H&M, River Island and ZARA. I have carried out this comp shop so that I can look at what the competitive market has to offer. This will also help me evaluate parts of the market has not been explored yet and what niche I could indulge in to create new innovations. I will be using images from the stores to give me ideas and examples of fabric contents and sizes. Comp shop also helps me to evaluate what prices my garments should range from. Going through this process I will be able to spot what trends and style of garments are missing in the market.
Comp shop
Product description: Sleeveless V-neck jumpsuit in woven fabric Cost: £24.99 Colour: Black, Green, Blue floral Sizes:8-20 Fabric content:100% viscose Care: Machine wash at 30˚ COO: IMPORTED
Product description: Playsuit in woven fabric Cost: £12.99 Colour: Black Sizes:8-20 Fabric content:100% viscose Care: Machine wash at 30˚ COO: IMPORTED
Product description: Sleeveless maxi dress in woven fabric with a print pattern Cost: £29.99 Colour: Orange and White patterned Sizes:8-20 Fabric content:100% polyester Care: Machine wash at 30˚ COO: IMPORTED
Product description: Long, bandeau dress in woven fabric Cost: £49.99 Colour: Mint and Powder Pink Sizes:8-20 Fabric content:100% polyester Care: Machine wash at 30˚ COO: IMPORTED
Product description: Kneelength skirt in woven fabric with zipped side pockets, and a visible zip at the back. Lined. Cost: £12.99 Colour: Pink, White, Black, Grey Checked and Floral Sizes:8-20 Fabric content:92% polyester, 8% Elastane Care: Machine wash at 30˚ COO: IMPORTED
Product description: CONSCIOUS EXCLUSIVE. Calf-length skirt with a number of slanting fringed tiers Cost: £79.99 Colour: Pink, White, Black, Grey Checked and Floral Sizes:8-20 Fabric content:75% lyocell, 25% polyamide Care: Dry clean only COO: IMPORTED
Product description: Knee-length skirt in twill with cut-out embroidery Cost: £39.99 Colour: Black Sizes:8-20 Fabric content: polyamide97% cotton, 3% Elastane. Care: Machine wash at 30˚ COO:IMPORTED
Product description: Knee-length skirt in twill with cut-out embroidery Cost: £39.99 Colour: Black Sizes:8-20 Fabric content:100% polyester Care: Machine wash at 30˚ COO: IMPORTED
Product description: Short, off-the-shoulder top in woven fabric Cost: £12.99 Colour: White and Small black floral Sizes:6-18 Fabric content:100% viscose Care: Machine wash at 30˚ COO: IMPORTED
Product description: Top in woven fabric with beaded embroidery Cost: £12.99 Colour: Dark blue Sizes:6-16 Fabric content:100% polyester Care: Dry clean only COO: IMPORTED
Product description: Long-sleeved peplum top. Cost: £12.99 Colour: Black and Pink Sizes: xs, s, m, l Fabric content:98% polyamide, 2% Elastane Care: Machine wash at 30˚ COO: IMPORTED
Product description: Short top in woven fabric with a print pattern, long fringes at the hem Cost: £12.99 Colour: Black and Pink Sizes: xs, s, m, l Fabric:100% viscose. Care: Machine wash at 30˚ COO: IMPORTED
Product description: Red floral Bardot slip dress. This blouson-style bardot dress has ounces of free-spirited bohemian charm Cost: £38.00 Colour: BLACK and RED floral Sizes:6-18 Fabric content:100% viscose Care: iron on reverse, machine was max 30. do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: Navy floral print maxi dress. Take your style to a whole new level with this fabulous crepe maxi dress Cost: £38 Colour: multi colour floral Sizes:6-18 Fabric content:100% Polyester Care: iron on reverse, machine was max do 40°C not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: Online exclusive pearl embellished bodycon dress Cost: £120 Colour: Nude Pink, Blue Sizes:6-18 Fabric content:100% Polyester Care: iron on reverse, hand wash only, do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: Online exclusive sleeveless number boasts a pretty pleated skirt and intricate sequin embellishment to the body Cost: £85 Colour: White Sizes:6-18 Fabric content:100% Polyester Care: iron on reverse, hand wash only, do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: Black printed embellished kimono. Relaxed fit with 3/4 sleeves and lavish beading, it translates the best of Oriental styling Cost: £40.00 Colour: white and black floral Sizes:6-18 Fabric content:100% polyester Care: cool iron , machine was max 30. do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: Black tassel trim cami Cost: £25.00 Colour: white and black floral Sizes:6-18 Fabric content:100% polyester Care: cool iron , machine was max 30. do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: sassy style statement in this ruffly crop top Cost: £22.00 Colour multi colour Sizes:6-18 Fabric content:100% polyester Care: professional dry clean only dry flat, do not bleach, max 40°C COO: IMPORTED
Product description: Black splice print asymmetric peplum top Cost: £40.00 Colour multi colour Sizes:6-18 Fabric content:95% polyester ,5 % Elastane Care: Do not dry clean dry flat, do not bleach, max 40°C COO: IMPORTED
Product description: Grey floral print palazzo trousers Cost: £35.00 Colour: white and black floral Sizes:6-14 Fabric content:100% polyester Care: cool iron , machine was max40°C . do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: Black check smart culottes Cost: £32.00 Colour: white and black Sizes:6-8 Fabric content:100% polyester Care: cool iron , machine was max40°C . do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: floral print smart cigarette pants Cost: £42.00 Colour: white,red,green floral Sizes:6-18 Fabric content:98% Cotton 2% Elastane Care: iron on reverse, machine was max40°C . do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description; Yellow soft palazzo pants Cost: £35.00 Colour: white,blue and black Sizes:6-18 Fabric content:100% polyester Care: cool iron , machine was max40°C . do not beach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: LONG SCARF PRINT DRESS Printed dress. Flowing cut. V-neck. Sleeveless. Cost: £49.99 Colour: multicolor Sizes : xs, s, m Fabric content: outer shell 100% polyester LINING 100% Polyester Care: cool iron , machine was max40°C . do not bleach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: FLORAL PRINTED TUBE DRESS. Drop sleeves. Pleated neckline. Boat neck. Cost: £45.99 Colour: white floral Sizes : xs, s, m abric content:89% POLYESTER, 11% ELASTANE Care: cool iron , machine was max40°C . do not lbeach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: BRAIDED SUEDE DRESS Flowing cut. Mini length. Cape sleeves. Lace-up front Cost: £129.99 Colour: Tobacco brown Sizes : xs, s, m Fabric content: outer shell 100% Goat leather Care: do not cool iron , do not machine . do not beach ,do not tumble dry COO: IMPORTED
Product description: COMBINED JUMPSUIT v-neck jumpsuit. Strappy. Bell bottom Cost: £29.99 Colour: black Sizes : xs, s, m Fabric content: OUTER SHELL MAIN FABRIC: 95% POLYESTER, 5% ELASTANE SECONDARY FABRIC 52% POLYESTER, 45% POLYAMIDE, 3% ELASTANE Care: do not bleach ,do not tumble dry ,do not dry clean COO: IMPORTED
Product description: PRINTED SKINNY TROUSERS Tailored cut. Skinny Cost: £29.99 Colour: multi colour Sizes : xs, s, m, L, LX Fabric content:98% COTTON, 2% ELASTANE Care: do not bleach ,do not tumble dry ,machine was at max40°C ,cool iron COO: IMPORTED
Product description: Culottes. Striped. Flowing cut Cost: £29.99 Colour: navy blue Sizes : xs, s, m, L, LX Fabric content: 100% POLYESTER Care: do not bleach , tumble dry low , machine was at max40°C ,cool iron COO: IMPORTED
Product description: Culottes. Striped. Flowing cut Cost: £59.99 Colour: white Sizes : xs, s, m, L, LX Fabric content: 84% POLYESTER, 16% COTTON Care: do not bleach do not tumble dry low , machine was at max40°C ,cool iron
Product description: Floral print cropped top. With thin straps Cost: £25.99 Colour: white floral Sizes : xs, s, m, L, LX Fabric content: 94% POLYESTER, 6% ELASTANE Care: do not bleach , tumble drylow , machine was at max40°C ,cool iron COO: IMPORTED
Product description; Open-work top. Straight cut. Round neck. Sleeveless. Fringed hem. Cost: £25.99 Colour: black Sizes : xs, s, m, L, LX Fabric content: 100% POLYESTER Care: do not bleach , tumble dry low , do not tumble dry machine was at max 30°C ,cool iron COO: IMPORTED
Product description; LACE YOKE SHIRT with 3/4 sleeves. Yoke Lace sleeves. Cost: £25.99 Colour: black Sizes : xs, s, m, L, LX Fabric content: MAIN FABRIC: 100% POLYESTER SECONDARY FABRIC: 73% NYLON, 27% VISCOSE Care: do not bleach , tumble dry low , do not tumble dry machine was at max 30°C ,cool iron COO: IMPORTED
Product description. Cost: £39.99 Colour: black Sizes : xs, s, m, L, LX Fabric content: 100% VISCOSE Care: do not bleach , tumble dry low , do not tumble dry machine was at max 30°C ,cool iron COO: IMPORTED
Comp shop evaluation Having carried out my comp shop it has helped me to have a better understanding of the market and my target market. As I have looked at the online websites as well as visiting the stores and this has helped me to know what the latest trend fads and fashion muses are. I was able to look at other store and the prices that the consumer pays. Especially with H&M are well known for their designer collaborations and seem to be the biggest threat that would affect my collaborated project in sales. But to justify that I realise that BALMAIN is their next collaboration which will be a winter collection so it would not infect threaten my summer collection in sales I also got into in-depth knowledge on fabric and materials being used with the likes of Lace, Cottons, Polyester, Viscose and Elastane seem to be popular choices of fabrics being used in the summer trends . Alongside H&M I also looked at River Island because I thought they were a relevant competitor to Topshop as they target the same audience. In terms of price H&M seem to be more pocket friendly , followed by River Island and Zara Topshop being more costly. From my comp shop research all these stores have products that will range in the hundreds of which some of the Marchesa collection for Topshop will price at . The price range will depend on the quality, detail and overall cost that would have gone into the product to be produced. Some of the trends I came across were 70’S floral prints, Hawaiian flower prints, fringing, lace, beading and floral embellishments. My overall conclusion is that there is certainly a gap in the market for sophisticate couture such as the one that would be produced from a collaboration with Marchesa. This trend injection collaboration fits in well as the summer is Wedding season with lots of festival occasions, sophisticated summer days at the races and this type of collaboration is providing for that niche relatable to sales and customer attraction.
PICTURES I TOOK IN TOPSHOP
PICTURES I TOOK IN H&M
PICTURES I TOOK IN RIVER ISLAND
Directional shop evaluation Below are brands I did my directional shopping on .These are brands which I thought Marchesa and Topshop would get inspiration from. Just like Marchesa these designers do bridal wear too, but I looked at the designers ready to wear range collections to get inspired and see what these designers offer to ready to wear collections. This is because these are collections by which high street stores would inspire from for fast fashion stores and trend injections. I am most inspired by the Dolce and Gabbana together with the Valentino collections . I like these two designers as they produced beautiful couture silhouettes crop tops, jumpsuits, long length dresses midi skirts and dresses which would all fit in with my target audience. They both use florals and embellishment details that enhance style and uberness of the clothing designs.
QUESTIONAIRE 1. What is your occupation?....................................... 2. How often do you shop in Topshop? Everyday Once a week Twice a week Monthly Never Other.................... 3. How much do you usually spend on a visit to Topshop?...................... 4.Which of the following defines your dressing style? Casual Urban Trendy High fashion Occasional Other 5. Do you shop for clothes during special occasions?................................................ 6. What is your age? 16-18 19-21 22-25 25-30 31 and over What do you know about MARCHESA as brand?...................................................... ..................................................................................................................................... 7.What is your favourite fashion decade......................................................................
Questionnaire feed back From the questionnaires I was able to get information that will potentially assist me when producing my range plan .Most of the customers and potential customers have occupations and are student. The results show that they spend from at least £10 to £90 pounds . Justifying that if a collaboration range is done they would have a potential of paying high amounts for a designer range . They are all trend aware and are into high fashion and casual wear. It is a mix of ages from 16 years old and early 30’s .the customers I asked love fashions from the 70’s ,60’s and 90’s which makes it a mix of classy but trendy in today’s fashions.50% of the surveyed knew Marchesa as brand meaning that their is potential for the brand to do well
Interview with an industry professional For my industry professional interview I went and had with Adish owner of Frocks a Liverpool boutique that sells out of season designer range clothing. The store has been opened since 1972. It is known as FROCKS because when they started it off it was a store that sold frock garments, however with the rate and amount of change that has happened in the fashion industry. The store has changed its niche and taken a different direction to be able to compete with the modern day store and customer competition. It hosts designer range clothing which is able to compete with fast fashion stores as well as meet the evolving customer’s needs. They have brands like Kate Spade, Jeffery Campbell, Ralph Lauren, Moschino, Dolce and Gabbana.
I asked him what he enjoyed about the industry and mostly it was that he enjoyed seeing his customer satisfied. We also spoke about the industry in general and that buyers like him source from Italy and France and when he is on his sourcing trips he finds that Nigeria seems to have a growing number of buyer spending huge sums of money rather than European buyers. I asked ADISH how well people react to these designer brands and his answer was that in his experience he now finds the market harder as he tends to spend more than he will gain from sales. He finds that because of fast fashion and the means of manufacturers making imitations ,consumers would rather have that than the actual designer brand itself. It seems consumers respond well to high street and cheap fashion . Through my interview with ADISH it justifies why my concept of promoting BRITISH Designers and collaborating with TOSHOP will be a success as the customer will enjoy to buy into a brand and the lifestyle of a brand such as Marchesa at a value for money. The collaboration is a timeless collection.
PROCESS
LEAD TIME
PLANNING
4 WEEKS- 15 October 2014
RESEARCH
2/4 WEEKS- 22November
DESIGN
3WEEKS- 6December
PROTO SAMPLE & COSTINGS
2/4 WEEKS- 27 December
PRE RANGE SELECTION MEETING
I WEEK- +1 day 18 January
NEGOTATION / TRIP TO FACTORIES
2 WEEKS- 24 January
FINAL RANGE SELECTION MEETING
1WEEK- 7 February
PLACE ORDER
1 WEEK-14 February
GARMENT FITTINGS
4 WEEKS- 21 February
FABRIC ORDER
6 WEEKS-21 March
TRIM & COLOUR APPROVALS
4 WEEKS- 2 May
BULK PRODUCTION
1 WEEK-30 May
SHIPPING
2 weeks – 6 June
WAREHOUSE – STORE ALLOCATION
2 WEEKS- 19 June
PRODUCT LAUNCHED IN STORE
4TH July
Critical path My products are being produced and shipped from Turkey. The main objective of the critical path is to track and know that the process in lead times is moving and attained smoothly to allow products to arrive the final destination to be launched on time. This is because is it cheaper to get manufacturers and source from there. It is easier to communicate with manufacturers and lead times are less affected as it is not so far from England. Each process of the critical path is allocated time to be able better to meet target requirements ahead of time. This to allows room for changes to be made for example if prototype garment need to be discussed or changed not meet the standards expected. Factors to highlight when planning and working ahead of time is you know and access events that could affect your lead times. For my calendar I have assessed the Turkish calendar land any holidays that may effective disturb the lead times on my calendar and launch date
This trend is very young and trendy is has a mix ox romantic and bohemian floral power. With a mix of light pastels bright oranges in the mix . Most of the silhouettes are loose fitting and flowing fabrics that fit in well the Marchesa summer trends 2015 . With the romantic glamour trend the floral patterns are very visible and bold. Most of the print inspirations come from earthy marble patterns, summer nature ands wild flowers . Powdery pastels are mainly for the romantic glamour .The styling of this trend reignites the valour of 70’s fashion. The fabrics are very feminine silks, chiffon sheers, transparencies, organza and light cotton fabrics. The key items are blouses, crop tops, maxi dresses, midi skirts , maxi dresses, short shorts and skirts . As well as jump suits .
Prints
Style sight predicted a resurgence of ditsy vintage floral. With this trends there is a lot of neutral colours. And the floral patterns have a lot of bright orange coming through
Delicate laces from 2013 trend research suggested that there will be a renaissance of lace work through out the trends in 2015 . The fabric structure has a lot of scalloping loose fitting garments
Earthy naturals, dark greens and iron blues and seasonal chamomiles tones
Soft and sophisticated, colours are part of this trend vapored greys and soft pinks
This trend is very pop culture influenced with a lot of vibrant colours and bold graphics . We se this trend on the runway and 2015 trends from the likes of Balmain, Alexander Wang and Chanel This trend plays about with a lot of stripes and geometrics fonts bring further appeal of vibrant colour blocking. The trend was inspired by Mowgli Omari and Alexis Bittar’s Resort 2012 Look book. This is the new colour block trend of illustrated pop culture.
All shades of purple are in this trend as well as burgundy and dip lime are the key colours. I find that it has a lot of blossoming floral fantasy. Most of the inspired floral of the memory trend are inspired from home wear art . Most of the floral prints would be on wallpapers or painting . The main design influence comes from Ellie Cashman who is a home wear designer specialising in wall papers.
Vintage Hawaiian are back on the run ways we see them from the likes of Yigal Azrouel and Mara Hoffman. This theme trend has cyanotype prints mixed with graphic patterns and nostalgic fonts
Key print and patterns Most of this summer trend had bold floral prints. Starting with the most trending 70’s glamour girl which has a mix of bohemian styling . The bohemian look is very a very festive look. The other prints were the palm safari inspire by the Hawaiian florals with pallets of jungle green colours , silhouettes being very youthful. Stripes are a huge summer colour trend vividly evident in most stores and high end couture designers heading this trend. The stripes trend inspired by classic French lines coming in candy coloured hues. The eastern girl prints are Asian inspired replacing the tribal trend that was last season top trend . The eastern girl is very oriental with a lot of cherry blossoms florals. The monochrome look is given a graphic overhaul with stencil techniques making it statement from the ordinary monochrome of past seasons .
Emerging trends
Lace it up this is a growing trend instead of the norm like using hems or stitching we see designers lacing it up with materials like rope, cord, leather, knit and self-fabric
Asymmetric shaped silhouettes pleated on sheer side inserts on dresses, crooked jigsaw necklines, layered pleats placed on the hip of a blazer, and draped yoke pleats on vests
70’s glamour is the new statement styling tip of upcoming trends ,long dress, plunging neck lines dramatic, provocative appeal is central to the trend Key fabric directions include intricate lace, silk satin, head-to-toe embellishment and shimmering metallic coatings
Footwear key shapes
A flower head over a dainty strappy leather shoe and a modernized fresh heel. We also get to see metallic's on shoes
Shorts and trousers key shapes
Wide leg culottes are a huge fashion fad that we have seen through the past season and we see them thriving through the summer style trends in neutral hues colours
Sultry front panel pleat shorts with fresh detailing of fine lace.
High waist pants floral vintage prints or plain in luxurious silks key colours purple tones
Dresses key shapes
Romantic summer dress with dreamy lace detail and draped shoulders , the colours are soft and delicate palettes
Sweetheart neckline dress with contrasting floral detail
Skirts key shapes
Full skirts with scalloped lace for volume with natural colours
Full skirt with darts to the hips to add structure and fullness in soft ivory and lavender colours
Draped dip hem skirt with gathers ad pleats coming from the waist line Palette is a pretty pink
Tops key shapes
Crop tops laced or flared with gathered neck line
Panelled lace materials used silk and lace
This has thick straps and open shoulder details which are ruffled. It comes in sand washed colours which are grey, pink and cream
Wide leg palazzo pants made from a soft summer silk wool blend . They come in blue, brown and beige colours
MOOD BOARD VISIONS OF A PRETTY GARDEN
Marketing campaign
MARCHESA FOR TOPSHOP VISIONS OF A PRETTY GARDEN 4/7/2015
Bill board
For my marketing campaign I will use three types of main stream media outlets which are mainly relevant to my customers generations. The main media out lets I will use YouTube, Instagram and billboard as my sources. All three out lets are granted to build a media buzz for this collaborations.
My Press release could also be part of magazine spreads like Look, Grazia ,Glamour and Cosmopolitan. The information from this should be released months earlier before the collection is launched so that people are well aware and interest has been built around the collection. The press releases will just have the garden picture in order to build suspense and curiosity of the collection.
PRESS RELEASE
V1SIONS OF A PRETTY GARDEN
Topshop will be collaborating collection line visions of a pre collection , trendy and blosso designers . This collection is E the TOPSHOP flagship store I launching on the 4 of July 20
Visual merchandise
I plan to have a visual presentation that will catch my existing customers and potential customer eyes .Just like the social media buzz the visual presentation should be something worth talking about. I plan to achieve a presentation that blends well with the theme Visions of a pretty garden , it should be a very floral presentation with averaged sized mannequins and good lighting.
Financial spread sheet RANGE PLAN Retailer name Marchesa for Topshop Rangeplan Spring/Summer 2015
Image
Product Id
Product Info
Colour
Hot MARCHESA FOR TP MARCHESA FOR TP Shoulder pink crop top and scalloped MARCHESA FOR TP drop summer romance dress Emblished floral crop top skirt with ruffle tiered skirt Midi length skirt with lace Ruffled tiered skirts Dropped shoulder dress with v shaped neck line and scallopped pannels zip on with a zip to the side comes with a floral full lace bodice.dress has zip the back centre seam .Comes with a cropped top flower embelished top to the back with a sweet heart neck line with zip to the back
Peplum skirt with multi colours and box pleats to the front of bodice. It has a boat neckline and gold zip on the back
Cigarratte pants with Lace shorts with band and small darts on symmetric lace waist the waistline band and two inside pockets , has gold zip on the back
Multi colour
Multi color
Black
Pink
100% Polyester
100% Polyester
100% Vicose
Turkey
Turkey
Turkey
Hot pink
100% Lace 100%cotton
100% silk cotton ,100% Lce Top 100% Polyester Skirt 100% silk cotton 100% Lace ,Under skirt panels 100% Polyester
Turkey
Turkey £100.00 33.48 66.52 04/07/2015 140 A 12 1680 340 2020 £67,629.60 £202,000.00
Turkey
Turkey £120.00 40.39 66.34 04/07/2015 140 A 12 1680 340 2020 £81,587.80 £242,400.00
£120.00 40.39 66.34 04/07/2015 175 A 12 2100 340 2440 £98,551.60 £292,800.00
MARCHESA FOR TP Wide leg palazzo pants
MARCHESA FOR TP Lace scalloped shorts
Black
Fabric COO RRP Cost+ shipping Margin On Sale Date Sales per week Store Grade Weeks on Sale Total Quantity for 12 wks Replen Quantity plus replen 15% Total Cost Total RRP
Multi colour and white
MARCHESA FOR TP Cigaratte pants
MARCHESA FOR TP Rose flower peplum
£80.00 26.82 66.48 04/07/2015 210 A 12 2520 380 2900 £77,778.00 £232,000.00
£65.00 22.06 66.06 04/07/2015 210 A 12 2520 380 2900 £63,974.00 £188,500.00
£85.00 28.72 66.21 04/07/2015 210 A 12 2520 340 2860 £82,139.20 £243,100.00
MARCHESA FOR TP vintage sun glasses
MARCHESA FOR TP Asymmetric full skirt
MARCHESA FOR TP LACE MARCHESA FOR TP Daisy girl BLOUSE
Maxi dress with two side slit openings , crossing straps on the back of the dress. Open back
Full shaped asymmetric dress with loop and buttons by the side of the hip
Top of bodice has floral print and the bottom is full lace and scalloped hem
embelished cop top coming with long skirt which has lasered in daisy flowers
palstic heel with detailing of of straps and a flower
Lace bag with gold clippiing close
round shaped eye lances
Multi colour
Multi colour
Peach
floral and white
white
Peach
White
Gold and black
100% Polyester
100% polyester
100% Jacquard
100% Lace
100% Polyester
100% leather Sole 100% Plastic
Clipping 100% metal silk100% 100% lace
Turkey
Turkey
Turkey
Turkey
Turkey
Open front hanging long lenghth loose tight fit to the waist and fringing fabric/ threads hips and goes loose with a wide leg to the bottom and routched waist line
£95.00 32.06 66.25 04/07/2015 210 A 12 2520 340 2860 £91,691.60 £271,700.00
MARCHESA FOR TP Strappy leather shoes
MARCHESA FOR TP Long rose maxi dress
MARCHESA FOR TP Fringed gilet
£90.00 30.15 66.50 04/07/2015 210 A 12 2520 340 2860 £86,229.00 £257,400.00
£80.00 26.82 66.48 04/07/2015 210 A 12 2520 380 2900 £77,778.00 £232,000.00
Turkey £75.00 25.00 66.67 04/07/2015 140 AA 12 1680 300 1980 £49,500.00 £148,500.00
Turkey
12 1680 340 2020 £81,587.80 £242,400.00
12 2520 340 2860 £124,810.40 £371,800.00
£40.00 13.38 66.55 04/07/2015 210 A
A
A
A 12 2520 340 2860 £67,152.80 £200,200.00
Turkey £65.00 21.98 66.18 04/07/2015 210
£130.00 43.64 66.43 04/07/2015 210
£120.00 40.39 66.34 04/07/2015 140
£70.00 23.48 66.46 04/07/2015 210
MARCHESA FOR TP Heavy lace vintage bag
12 2520 300 2820 £61,983.60 £183,300.00
12 2520 300 2820 total £37,731.60 £112,800.00
£1,150,125.00 £3,420,900.00
My spread ship displays the image , product description and product identification of the garments. This also shows what the garment fabric contents are and were they are sourced from which is Turkey. On the spread sheet you can see what the product cost to produce and ship . The actual retail price is the RRP. My profit margin is 66%.My store grading is A and all my products are being allocated to ne store which is the Topshop Oxford Circus Flagship store. Because this is trend injection collaboration it has 12 weeks of sales and it will be launched on the 4th of July 2015. On my spreadsheets you can also view the my total quantity of products to be sold per week . And the total quantities plus replenishments. The total cost of the range collection is £1,150, 125.00, . The total retail cost is £3,420,900.00. Which makes a profit of £2,270,775.00
WSSI WSSI
Wide leg palazzo pants
Topshop
Week
Opening Stock Intake
Act. Weekly Sales
For. Weekly Sales
Markdowns
Closing Stock
Stock Cover
Comments
1
2520
0
210
300
0
2220
8.40 wedding season
2
2220
0
210
300
0
1920
7.40
3
1920
0
210
300
0
1620
BeyoncĂŠ seen in the wide leg 6.40 palazzo pants
4
1620
0
210
400
0
1220
4.05
5
1320
500
210
300
0
1520
4.40
6
1520
0
210
250
0
1270
6.08
7
1270
0
210
220
0
1050
5.77
8
1050
0
210
220
0
830
4.77
9
830
0
210
300
10%
530
2.77 Student discount week
10
530
0
210
250
0
280
2.12
11
280
0
210
150
20%
130
1.87 End of season sale
12
130
0
210
130
20%
0
0 End of season sale
The above illustration show the WSSI report for one of my garments and I understand that I would have to do a WSSI report for each of my garments to understand how the market is reacting to each products and how the sales predictions are doing . For this WSSI it shows how well the Wide leg palazzo pants do well in sales the first 5 weeks . We also see how the garment goes higher in sales after a celebrity is seen in the new range collection. This shows how consumers react when a person of high status is seen in clothes consumers want to buy into the lifestyle and it promotes sales. After week 5 an reactive intake has to be done of 500 in order to be able to have stock available for the remaining weeks. Actual sales are steady and high so high mark downs are unnecessary but a 10% mark down will boost customer purchase. A 20% mark down is will be the last as it will be an end of season sale discount which will help shift the products in order to bring in next season’s stock .
Written range report Introduction The range plan I have designed is influenced by the Marchesa range for the Topshop customer. It is a range inspired by the latest trends from my trend research and what Ii believe will be a unique niche that would do well in Topshop and for its customer. Having to have visited Top shop they do have their latest collaboration with Adidas sports .so what better and not so obvious surprise it will be to collaborate with a brand such as Marchesa. Marchesa is owned by two British female designers. This brand has is well established has a customer base that will certainly relate to the Topshop customer. Marchesa is most known for its couture designs and bridal wear and this is where the essence of my range plan comes from .For marketing and publicity this range is to celebrate British designers and sell it to the British public hence it is being sold at the London Flagship Topshop store only. Topshop has a collection of brands that are sold in their store for example LOLA, RARE LONDON,TFNC and OH MY LOVE LONDON .Comparing to these brands this collaboration is very elite and will attract a new type of customer to the interest of Topshop. The pieces can be worn from casual to occasional. From the research I did using the likes of WGSN, Instagram, VOGUE website and Topshop's competitors this helped know up coming colour schemes and garment constructions for spring /summer 15. The collection is going to be called Marchesa for Topshop – Visions of a pretty garden
My inspiration Based on my research and taking into consideration the two brands which are collaborating as well as the niche , I was inspired by the Romantic glamour trend which came under the Saccharine Romance trend. This trend has a lot of 70 romantic glamour influence to it . The top tip styling of this this trend has bohemian festival influence to it. This was the trend that influenced me having that it a summer launch my target market is usually in dear need for this type of trend. For example its wedding season in ENGLAND and the relation of the Marchesa collaboration opens room for sales. The romantic glamour trend prints are summer blooms with pops of colour which fits in with what Marchesa produced for their summer collection 2015.
Fabrics and colour ways offered in each style The textures of fabrics I chose are fabrics that would bring out the essence of the trend and project the style well and most importantly meet my audiences need, such as comfort and good quality for value for money. The fabrics I chose are delicate smooth fabrics that sew and flow well . I chose lace, silk cottons and polyester fabrics. The prints I chose are romantic glamour influenced with summer blossoms. The use of colour and prints flow through the range collection. With a mix of multi colour floral blossoms, pinks, baby blues, natural browns amongst other colours. The fabrics are used are perfect for the season because they are light weight, airy, and the colours are cool and bright enough for the season.
Specific styles to be included My choice of colour and texture were flowing from my mood boards. My key shapes are influenced by the trend research , the trend I chose and not forgetting my collaborating brand Marchesa. For my key shapes had some draping, tiering, fringing , wide leg pants and asymmetric hemlines . I tried to incorporate the whole bohemian and 70’s essence into this romantic glamour look. Though my range plan is evaluated from my trend research I also considered that the silhouettes stay casual in regard to the results I had got fro the customer questionnaires that I handed in . This was to make sure that the style of garments will sale by providing what my customers need.
Number of garments in range My range plan consists of 15 garments and accessories • Shoulder drop summer romance dress •Hot pink crop tot and scalloped skirt •Embellished floral crop top with ruffle tiered skirt •Rose flower peplum • Lace scalloped shorts •Cigarette pants •Wide leg palazzo pants •Fringed gilet •Long rose maxi dress •Asymmetric full skirt •Lace blouse •Daisy girl •Strappy leather shoes •Heavy lace vintage bag •vintage sun glasses
Proportion of different types of garments My range collection has an assorted choice of single pieces of clothing which can be mix and matched with other statements pieces. I also have two piece sets of skirts and crop tops .the ratio of the pieces is 3:1 of skirt /trousers to tops. The mix of garments is timeless and I believe my customers will be satisfied by this range as it provides all types of silhouettes across the range and it is versatile .
RRP (RETAIL PRICES ) For my retail prices I referred back to what I had researched about the Topshop customer and the sort of price that are in their store as well as the prices I had researched from my comp shop and directional shopping. I also had to consider who my customer is and potential customers are , I did this by handing out questionnaires. This helped me to market research into incomes , age, styles and how much they may spend on a visit to Topshop. My comp shop and directional shop helped me to asses what kind of prices my competitors charge on products .Using these as referrals to price guide I was able to make the best judgement as to what I thought would be the best pricing of the range collection Turkey was the best choice because it is financially beneficial for both parties/ brands to use it as the for the Country of origin , as the shipping prices and manufacturing prices are going to be reasonably lower as compared to other destinations. Because production is in bulk it works out cheaper for the products to be produced in Turkey than the UK. Being that the manufacturers are in Turkey communication between us would be easier and more efficient. Lead-times would not be affected widely as Turkey is not so far and production is faster. As compared to if we used the home base of our collaborating brand who are based in the United states. Turkey are also a leading country for producing men’s wear therefore it will mean that the garments will be produced at a high quality and efficiency. The quantity allocation to the store was based on that the Topshop flagship store in London Oxford Circus. The products are to sale for 12 weeks , so based on that theory and that the store and the MARCHESA brand are both well known with huge customers bases the quantity of sales per week had to high. Because of presentation of products and that this range is elite I needed to have most of the products in containers. The highest number of products are 2520 and these are mostly the single pieced products, this is because as single piece products I believe they would sale faster and better than the sets . My retail prices are also based on the comp shop and directional shopping results making sure that they are affordable to my target audience who I found out that most do work but at the same time are students or just graduated.
The overall cost of my range collection has accost price of £1,150, 125.00.. The cost of garments vary depending on what fabric materials I would have sourced. My retail prices range from £40 – £130 . 66% is the value of most of my range collection’s profit margins . My overall retail cost is 3,420, 900.00 which makes my total profit to be £2,270,775.00
REFLECTIVE DIARY •For my final project I have decided to do a collaboration with Marchesa for Topshop to pay homage to BRITISH fashion, as the two ladies who own the brand are British designers .The selling point is also that this collection is limited stock only available exclusively to Topshop Oxford Circus .The plan is to produce a collection that is trendy, classy and unique for the Topshop audience. I Intend to produce a collaboration that will sell well and bring profit. The collection will set its self apart from the other brand labels that are sold in Topshop. •May 11th - I started my research of by using WGSN to look at the different markets and trends that were available for summer 2015, From the trends I chose one particular trend to flow through my range which was romantic glamour from the Saccharine Romance trend . I felt that this look and particular trend would fit in perfectly well with the inspiration I was getting from the Marchesa ready to wear collection spring /summer 2015. I decided to look for inspiration from the ready to wear range as this is more relatable to fast fashion and the high store fashion •May 12th – As I was not able to finish my research I progressed on with it looking at fabric trends in order to know what type of fabrics to use . I also looked at trending key colour pantones and prints which were trending on WGSN •May 13th – I looked at emerging trends and styling tips that could help me in making decisions on how I would produce my range so that the styles will still be timeless pieces once a new trend comes in. Once that was done I concentrated on key shapes ,these would be some of the pieces i would use in my collection
•May 18th- As I was legging behind with some of my written work I carried on with it at home. And I was ready to produce my brand research, comp shop, directional shop and questionnaires . I was also able to visit Topshop, H&M and River Island and evidenced it in photos. •May 20th,- I produced my mood board
•May 21st -25- due to not having Photoshop at home i put in extra time to produce my range plan ,product description and prices •May 26th- written range report •May 27th-i I have fallen behind with work due to revision and exams but I manage to produce my Press Release and billboard . I also go back on all my work to check and finish off everything •June 10th -financial spread sheets ,WSSI •June 14th evaluations
Final evaluation
As I set out I in proposal I started of by wanting to do a BALMAIN Collaboration for Topshop , but unfortunately in the process of doing that research for the two brands BALMAIN announced they would be doing a collaboration with H&M for a autumn/winter collection 2015.With this set back I had to evaluate what I would be doing for my final project which I ended up deciding to do a topshop collaboration with Marchesa for Topshop. I loved this idea because its unexpected and the Marchesa brand would fit in well with the Topshop’s occasional , casual feminine range. As compared to the other brands like RARE LONDON ,LOLA, TFNCE and OHMY LOVE. This collaboration would set itself apart as more elite and exclusive . Through out my course I have learnt how to manage my work as I go , in particular for this assignment I had to work with an action plan to help me allocate time spent and progress achieved to make sure I had achieved all the criteria's of my assignment as this had a shorter time space to achieve. I did however fall back on my action plan at times due to exam revision and not having Photoshop at home. Due to this I tried by best to work through it all by coming in extra days for make sure I am up to speed with my work using the school library . I have enjoyed the course and I can say that my aspirations to be a buyer are confirmed that it is something I would still want to pursue as I leave the college. I plan to look for jobs in the industry and apprenticeships . I have been able to understand the buying environment much better and the role of a buyer During this final evaluation I enjoyed coming up with my own collaboration and exploring ideas into what would be a niche market. I like the fact the assignment allowed us to be adventurous and create our ideas without limitations. I was pleased with my final range plan and I believe that it would do well . Final collection is trendy , light and has all the right aspect of a summer collection. I have made sure the quality and standards will meet the industry’s satisfaction as I would have worked this by working together with garment technicians and long term partners and manufacturers to achieve exeptional results.
The media sources plan to use bill boards, press release Instagram and YouTube are popular and they will bring about the brand awareness and media buzz the collaboration needs. However the time space for the assignment was very limiting to explore the things that we might have wanted to create. For example I wanted to a photo shoot but it was time consuming having to find and go to the location, figure out wardrobe and look for the model. This photo shoot material I would have used to produce the video links to Instagram and YouTube. I also enjoyed the use of Photoshop as my skills have improved I am now able to present my collection using the techniques from my Photoshop skills. I was also able to produce the window display for this final assignment using Photoshop a skill I would need in the professional would to project ideas in a working environment. My mathematical skills sets have improved and I now have better knowledge of using spread sheets and the calculations used in the buying process. I was please with what I remember when doing my cost prices, shipping, open to buy budgets amongst others as compared to when I first started the course. I am able to collect primary and secondary evaluate it more professionally.
data and evaluate it but I believe I would need more help to be able to