Final project Elizabeth Nuttall
What skills would I bring to this job? I am a career driven person who like to succeed in everything I do. I always give 100% when it comes to my work and my goals. I have a history of working with brands and I love to keep on top of trends on the high street as well as #findyourwings designer. I work well as part of a team and I am also confident enough to complete tasks alone.
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What skills would I bring to this job? I am a hardworking enthusiastic individual who takes pride in all that I do. I give 100% in all my work and always work to the best of my ability. I take a strong interest is all fields of fashion, especially active wear. I like to keep up with current trends and I have a massive passion for fashion.
#findyourwings @
What skills would I bring to this job? I am a really organised individual who has a passion for fashion. I can work to deadlines , keep on top of work loads and can take directions from other members of staff. I am always happy to help others and am a keen learner who isn't afraid to ask for help.
#findyourwings @
Team Work Task As part of our team work task we are conducting a photo shoot with influence from the Career Conscious range. Once we have completed the photoshoot we are going to create a look book to show how to style the garments and how it can be worn from day to night in an ‘office to party’ kind of vibe. We got together and created a mind map of jobs needed to complete the task and allocated roles to each member of the team. This is to ensure everything is covered so that we all know exactly what we will be doing. Me - I will be assisting the photographer, organising the background and guiding the model with poses. Steph - Hair & make up - influences before the photoshoot and then will create looks on set at the photoshoot. Natasha - Providing clothes for the photoshoot, also photographing the shoot , editing pictures for look book Paige - Styling the model on the shoot Ellie - Guiding the model on the shoot and creating the final look book Joy - Layout board We will be working as a team for this task but also working individually to create a successful look book. We will be using photoshop to edit images and to create the look book. All software used will be to help create a professional look book.
Team Work Task Evaluation Having been given the task to complete a photoshoot and to create a look book we worked as a team to ensure the task was completed successfully and professionally. We worked together as team to style our model based on the range being promoted which is office to party wear for Matalan. It had to be versatile , good value for money and trend driven. When styling the model the outfit choices show that garments can be worn with other garments quite easily. This is to help ensure the customer that her wardrobe for work can also be worn to party. The looks are easy and accessible and are suitable for everyday. Steph put together a styling board for hair and make up , this then helped us as a team get inspiration and ideas of what trends would suit our concept. myself and Ellie organised the set of the photoshoot, positioning the model and props around her to ensure the her surroundings looked professional and realistic.
Paige was in charge of the styling of the model and dressing her to suit the range and to match up with the concept. Natasha was in charge of photography , Natasha took professional images taking into account the models movements and the lighting around her. She took a variety of shots then myself and Natasha narrowed the photographs down for the ones we felt looked the best. Ellie then took the photographs and created a look book , she used photoshop to create great visuals. We all overlooked the final images to ensure they looked professional , sleek and matched the Career Conscious range.
Team Work Task Evaluation Below are the images we have taken of our model for the Career Conscious range look book. We used a studio with a white background then edited the images on to locations that suit the idea behind the range. We have shown the transition from day to night and from in and out of the office. Not only in the outfit choices but also with the background images. The Career Conscious range is based on blouses and trousers that can be worn with flats or heels as well as tote bags and clutch bags. Looks that can see the customer go from office to the party. We also wanted to use typical Matalan marketing strategies to fit in with the company profile which is why the images are similar to their billboard advertisements.
Team Work Task Evaluation Steph was in charge of creating our hair and make up inspiration boards. We needed to look at a variety of hair and make-up styles that would be suitable for going from the office to the party after work. We have created a styling board for hair and make-up to go along side the images from the photoshoot. This helps the look book look exclusive and also give the customer more trend ideas further than fashion. Marketing strategies like this are what gives that personal touch , they make customers feel more connected to a company and it is strategies like this that would give Matalan an advantage over other competitors.
PESTLE
Political Matalan released a advertising campaign for their winter onsies available for children, the advertising image had 6 children wearing different animal styled onsies . The campaign come under fire for being racist . People were quick to scrutinise the campaign complaining the two children who are wearing the monkey onsies are black . People named the campaign with the two children in “stupid” , “rude” and “quite racist”.
However other social media goers defended the retailer calling the incident “ political correctness gone mad” . Matalan were quick to defend the campaign by commenting back to inform the critics that they worked with the children a lot and they got to choose what outfit they wanted to wear and they are accompanied by their parents at all time. Matalan were upset that this campaign got turned into a race issue rather than looking at the campaign and just seeing cute things for children. Affect it has on the buyer : This could affect the buyer as it creates bad publicity for the company which could result in a decrease In sales which could then affect the buyers budget as the company might not make any profit.
Economical
(Woodrow, 2017)
At a time when most shops are bogged down by the recession, Fashion chain Matalan is defying the odds. The company already has 203 stores in the UK and are planning to open three more , after revealing operating profits of £102 million last year . Customers are more and more impressed with the designer style of the garments being sold in Matalan with the affordable price tag. Customers are also recognising the good quality of the products being sold in Matalan stores , school uniforms start from as little as £4 for a school cardigan and customers have been impressed by the quality and how durable these products are. Customers are looking at their money and realising they can designer inspired products and good quality garments for the fraction of the price. Customers are more likely to purchase from other parts of the stores including homeware once they are in the store as Matalan provide a wide selection of products for great value. Affect it has on the buyer : This is a very positive affect on the buyer as sales continuing to improve and customers are Providing positive feedback and spreading good comments through word of mouth . More sales means a increase in a buyers budget which creates more work.
(Truth, 2017)
Social Matalan have used Abbey Clancy as a celebrity endorsement for over three years now , Abbey designed collections for the company which were a massive hit with the company And each season every range sells out . However the past two seasons Abbey decided to take a back seat from the design job and take a stept in front of the camera and model Clothing from Matalan with garments that she thought are the best pieces . The range got named ‘Abbeys best pieces’ , after the first range being a huge success Abbey got to launch a second range . The garments in ‘Abbeys best pieces’ as shown in the picture to the right come to a total price of £47 for the complete look . Again Matalan are proving to be the best value for style. Having Abbey Clancy as a face of Matalan is a very well thought out marketing tool , Abbey is a likeable and popular person and is known for her incredible style . Not only did she Start of as a model on Britain’s Next Top model coming in at 2nd place she now has the role as head judge on the television show. Affect on the buyer : This has a positive affect on the buyer because sales and ranges for upcoming seasons continue to grow, this proves that what the Buyer is buying in for Matalan are successful. The buyers budget will increase to ensure they have enough products to cover the popularity of ranges and to not miss out on sales. Larger sales will require more stock which could require for floor space which results in expansion on store.
Technological
(Matalan.co.uk, 2017) (Mail Online, 2017)
Matalan had technical issues in their warehouse In Knowsley which causes sales to be missed and Resulted in the stock having to be reduced to ensure Products were sold.
(Anon, 2017)
Affects on the buyer : This would affect the buyer in a negative way as garments have not sold and the products that have sold have had to reduced by a large amount to ensure they have sold within the season they are bought in for. The buyer may have their budget looked at although it is not their fault that the products have not sold no profit has been made so the financial budget will need to be looked at.
Legal “Police confirmed a probe had been launched following the unexplained death of a 32-year-old man at the fashion retail giant's premises in Kirkby, Merseyside. Officers were called to the centre in Perimeter Road on the Knowsley Business Park at 2am yesterday by employees reporting a colleague had fallen from a significant height. The man, who had suffered serious head injuries, was treated at the scene by paramedics before he was taken to Aintree University Hospital in Fazakerley. Despite undergoing emergency treatment, he was pronounced dead a short time later.�
(Parfitt, 2017) Affect on the buyer : This has a negative affect on the buyer , a member of staff for Matalan has died due to certain circumstances within the work place . This creates bad press for the company . This could cause people to stop shopping at Matalan as people might be wary of the working condition for workers at the company . This could result in loss of sales which will affect the buyers budget and the amount of work they have.
Environmental Cotton sourcing policy In October 2015, Ethical Consumer searched Matalan's website, www.matalan.co.uk. The company sold a range of items containing cotton not certified as organic. Although an internet search revealed a statement from Matalan in 2009 stating that it would not source cotton from Uzbekhistan, no up to date statement or cotton sourcing policy could be found.
(Ethicalconsumer.org, 2017)
Affect on the buyer : This has a negative press on the buyer , if Matalan are claiming to use organic products and eco-friendly fabrics and not doing this is false advertisement . It is incorrect information for customers and misleading. This could result in loss of sales for the buyer as customers who abide by the eco-friendly rule will lose faith in the company. Also if the buyer has to then buy in these fabrics their budget may have to be more as they products and fabrics may be more expensive to buy in.
Comp shop Matalan
Matalan
Souluxe Full Length Sports Leggings £10.00 88% polyester 12% Elastane
Matalan
Souluxe Space Dye Capri Leggings £12.00 Body: 88% Polyester 12% Elastane. Mesh: 81% Polyamide 19% Elastane
Matalan
Matalan
Souluxe Cross Back T-Shirt £6.00 80% Polyester 20% Viscose.
Matalan
Souluxe Space Dye Crop Top £7.00 88% Polyester 12% Elastane.
Matalan
Souluxe Muscle Back Vest £6.00 100% Polyester.
Souluxe Crop Bra Vest £7.00 88% Polyester 12% Elastane.
Matalan
Souluxe Active Cowl Neck Top £16.00 95% Polyester 5% Elastane
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Souluxe Lace Up Trainers £16.00 Upper: Textile Other. Lining Sock: Textile. Sole: Other
George
Active Printed Sports Leggings £12.00 88% Polyester, 12% Elastane
F&F
F&F Active Space Dye Cropped Leggings £14.00 92% Polyester, 8% Elastane
George
George
Fluorescent Cropped Jogging Bottoms £10.00 49% Viscose, 28% Polyester, 23% Cotton
F&F
F&F Active Stripe Waistband Leggings £12.00 55% Cotton, 38% Polyester, 7% Elastane, Waistband: 83% Polyester, 17% Elastane
George
Is It Friday Yet? Top £6.00 50% Cotton 50% Polyester
F&F
Tropical Print Low Impact Sports Bra £8.00 73% Nylon, 14% Polyester, 13% Elastane
F&F
F&F Active Slogan Vest £6.00 60% Cotton, 40% Polyester
F&F Active Ultimate Run Bra £16.00 71% Polyamide, 19% Polyester, 10% Elastane
Comp shop evaluation For my comparative shop I selected 8 items from the active wear range that is already available at Matalan and then chose four items from George at Asda and four items from F&F at Tesco. I chose George and F&F to compare against the Matalan products as I feel these are the two stores that have the same target customer. Therefore this will help me gather information that I will need to ensure my range is suitable not only for Matalan but it beats the competitors not only on the price but quality. Firstly I chose to have a closer look at price , I believe price is what attracts customers to these three stores the most. They are all fashionable , good quality and most of all they are all affordable. Firstly I had a look at the sports bra available at Matalan, the price of the sports bra is just a small fraction cost of £7.00 , for this price you might think that the style would be flimsy and only be available in plain colours , however the structure of the bra is supportive and well fitted. The style is available in block colours as well as stylish prints . I then compared the sports bra to the ones available in supermarket clothing line Tesco. Although the price of the tesco sports bra is still affordable and beats most active wear brands on the high street it was priced at £16 which is almost £10.00 more than the one available at Matalan. I looked further in to this to see if the style , colour or fabrics may be the reason behind this and if this would affect the pricing of my range as I want it to be made of a high quality. Matalan sports bra was made up of 88% polyester and 12% elastane however the F&F sports bra was made from three different fabrics 71% polyamide , 19% polyester and 10% elastane . The price difference doesn't really match the fabric difference although the sports bra is also made up of polyamide , the bra from Matalan is mainly polyester and these two fabrics have very similar elements. Therefore the quality will be very similar so for my target customer I would rather the product consist of just the two fabrics and keep the cost low for the customer.
Secondly I am going to compare a piece which I believe is vital for a customer who is a regular person at the gym or someone who is just looking for comfortable leisure wear and a piece I am going to make a major part in my range and this product is the legging. I want the leggings in my range to be available in different styles , colours and fits . As these are a product you may wear more than other active wear items I would want these to be made of a quality fabric however be affordable. Comparing the three stores I noticed that all three stores had a similar price bracket starting from as little as £10 and reaching a maximum price of £14. Matalan still won for the lowest price which is what I will take into consideration my pricing my range. Also when comparing the three stores leggings the fabric components again all matched , one legging may of included a stylish mesh panel which was made up of polyamide rather than polyester however over all the three stores mainly used polyester for the main fabric. I know that this fabric is affordable and durable so I will use this is in my range as it is already used within Matalan and the stores competitors are using the same therefor I know the quality will be the same with my competitors. Finally I wanted to compare style , for my range I want to keep existing customers however bring in a new stylish savvy customer. So I wanted to take a look at what the competitors have to offer when it comes down to style. Matalan have a selection of block print and products that have a colourful print as do the other two stores . F&F seemed to have more brighter and striped styles available. Even in their plain black leggings the waist band had a thick block pink stripe. I feel for a body conscious customer they may prefer an all black product without colours on especially on the waist band which may draw attention to areas they wish not to. I would take this in to account when creating my range as I feel having just plain black available will bring in the safe styled customer but also having prints available will bring in the confident customer. I would like to have both available so I can widen the target customer. From the comparative shop I have learnt that Matalan have the lowest priced items but made from the same fabrics . They have a variety of products for different types of customers therefore I am going to keep my prices low and have a range that is built up of a wide variety of products to fit different customer types.
Matalan Brand History Matalan was established in 1985 by John Hargreaves in the last 30 years Matalan has grown and now has 217 across the UK who are all under the managing director Jason Hargreaves. Over 30 years on Matalans mission has always stayed the same which is to provide outstanding value for modern families. Matalan boast themselves on listening and evolving to fit changing modern day needs , they like to provide the highest quality clothing for the lowest price. They provide range , style quality and value and allow families to run a modern , happy family home. Matalan have been awarded three times the prestigious Gold Award at the Mumsnet Family Friend awards . Matalan provide a rewards car which is given to members this allows them access to the best family offers all year around in any of their 221 stores or on the online website. Their reward card allows customers to get discount and offers , they also have a reward card app and in the design of a key fob making it easy for customers to carry at all times. Matalans locations , late night openings, Free convenient parking and ‘everything under one roof’ set up are some of the reasons they feel their customers love shipping at Matalan. Matalan sell clothing lines for men , women and children . They have a numerous amount of ranges for all clothing lines. Matalan sell other brands as well as their own brand. Matalan also sell homeware making it easy for customers to buy different products from under just one roof. The lines available for menswear in Matalan are Easy ( casual wear ) , Lincoln ( casual wear for older customers) , Taylor and Wright (suits , shirts , ties and formal wear) , 24/7 (a Jeff Banks range) , Farah Classic (designed by Farah) , W10 ( designed by Julien Macdonald) and Pringle ( a range of underwear and socks) . The lines available for womenswear are Papaya Weekend ( casual wear ), Papaya Collection (Formal wear) Papaya Classic (casual and formal wear for older customers) , Falmer Heritage ( an Abercrombie – style range launched in 2011) , Rogers & Rogers ( a range for larger women size 18-30) , Soon ( are range of higher quality designs) , Philip ( designed by Philip Armstrong) , Abbey ( designed by Abbey Clancy) , Sloggi and Maidenform (underwear) and FWM (Fenn Wright Manson a premium range of smart/formal/occasion wear designs. The clothing lines available for children are Disney ) Disney licensed clothing , Denim73 ( boyswear fashion for 8-16 year olds) and Candy Couture ( girlswear fashion for 9-16 year olds). As the United Kingdom economic downturn took a hold in late 2008 , retailers such as Matalan began to benefit from the most cost-aware spending of the United Kingdom consumer base , as well as the demise of rivals such as Woolworths and Ethel Austin . This was in addition to store refurbishment , stock and marketing revision and debt repayment . Increased revenue allowed Matalan to begin expanding again , and Opening new stores for the first time in three years. Matalan have opened stores overseas , in countries including Jordan , Germany , Saudi Arabia , Qatar and the UAE. In 2014 Matalan sponsored Celebration of Style which was a three day event honouring fashion , art , photography and architecture. This event was held in Liverpool which is the hometown of Matalans MD Jason Hargreaves. The event was organised by local designer boutique owner Justine Mills who owns celebrity hot spot Cricket . Guests also attending the event were designer Matthew Williamson , hairdresser Andrew Collinge and fashion model Abbey Clancy who is also a ambassador and designer for Matalan. Matalan take their responsibilities to the environment very seriously. They have improved their everyday carrier bags and are encouraging customers to re-use them , they also replace any carrier bags free of charge. Customers just need to return an old bag which is then recycled as part of their commitment to minimise their environmental impact.
Matalan Liverpool Store Spring Summer 17 Active wear
Crop bra Black £7.00 Sizes : small , medium , large
Vest Grey £6.00 Sizes : small , medium , large
BLOCK COLOURS Full zip hoody Purple £16.00 Sizes : small , medium , large
BASIC STYLES
LIMITED SIZING
#findyourfitness @
About Matalan – www.Matalan.co.uk
#GETYOURSTRIPES
Alder Hey delivers outstanding care to their 275,000 patients and families every year and Matalan is giving 100% of the profits from sales from the #GetYourStripes product directly to Alder Hey (Matalan.co.uk, 2017)
I had a look on Matalans website and come across the campaign they did for Alder Hey Hospital. Matalan released a line of sleepwear for adults and children in red , green And white stripes , the range all matched and can be worn by all the family ( even pets ) , they used The hastag #getyourstripes which sent people in to a frenzy on social media sites posting pictures of themselves , Their children and even their pets wearing the sleepwear and using the hashtag. This was a great marketing strategy to get customers to see the product and to also help promote it. All costs of the range went to Alder Hey hospital. Matalan also used a range of celebrities in the campaign to help promote the range. I would like to use a strategy to help raise money for the charity and also to help promote my range .
(Matalan.co.uk, 2017)
Matalan have a section on their website where you can look at what they do to help raise money for Alder Hey hospital and how the money that is raised gets used. The site give you an insight into how much the Company have done for the hospital and how wonderfully it has benefitted childrens lives. Not only do they raise money by selling clothes , Matalan staff go to Alder Hey hospital and volunteer by decorating the hospital in bright colours and make it a nice environment for the children at the hospital . I would like to use my range and my marketing strategies to help raise money for the same charity.
Advertising campaigns for Matalan
Visual merchandise and store layouts in Matalan stores.
I had a look at the visual merchandise in Matalan stores , as you can see from the images I have selected above each store is slightly different. Whether or not some stores focus on the visual merchandising more than other stores looking at the company already does has given me ideas on how I would display my range in the stores. I like in the first image how the mannequins are modelling different looks and they show can products can be worn together to help give customers an idea of how products can be styled . Some customers don’t always feel confident or feel they have knowledge on how clothing can be worn so I think Mannequins are a great help. However I prefer the second image with the mannequin being stood by the clothing that it is wearing , although I do feel the mannequin is stood slightly too close to the rail as it gets Took over by the clothing around it I would stand the mannequin slightly out so customers have more room to look at the mannequin as well as the clothes. The third image for me personally has not been Merchandised visually the best that it could have been. The clothes are all the same style , this range of clothing has no styling behind it what so ever . It is rails of similar products in almost the same colours. If a Customer was coming in to Matalan to look for a full outfit and may need some help they would just get lost in this rail of clothing and as a new customers you may think the companies main sellers are basic T-shirts . I could break up this range and add different garments to help the customers with outfit looks , I would also break up the colour palette. For my range I will use a similar idea to the middle image however would use the first image for an idea for a window display to have my range styled in different looks to help customers to see what all the range looks like .
Matalan website – inspire me
I had a look on the Matalan website and come across a tab called “inspire me” which had a variety of subjects to look at. Because I am doing a range for active wear I decided to look at the title called “ home workout Tips” . Matalan have a page full of images and tips for workouts that can be done in the comfort of your own home . I feel this strategy is very clever and is perfect for the Matalan customer . Customers who choose to shop at Matalan might not have a massive disposable income however like to dress in the latest trends and have cheap quality products . Customers who may not have spare money for expensive clothing may Not also have spare for money for the cost of pricey gyms therefore I find this page very useful and helpful for customers who want to get fit . I will use this strategy with my range , I will advertise Matalan running club which will be ran by the stores . Customers can meet at Matalan stores to all run together around safe areas , the run club will cost as little as £2 and all money will go to the companies chosen charity .
I will do look books for my range including garments styled differently on and off the model , the look book will have health tips and similar as shown on the website the look book will include home workout tips. Affordable active wear with affordable workouts for a healthy life style . I will also include a recipe for a healthy smoothie in the look book .
Social Media
I had a look at Matalans social media sites and discovered that they All have a really good public following. Their Instagram site has the Most followers with 115k people daily looking at the pictures that Matalan post to their site. The images are clear and the products they are advertising are visual and the product is the main focus on the image . As I am doing a fitness range I was pleasantly surprised to see that regular fitness videos are uploaded mainly using celebrity endorsements such as football player Robbie Savage , tv celebrity Ferne McCann and fitness blogger Lottie Murphy. I think this is a great idea because customers get to see the fitness products on and how different pieces of clothing can be put together with other items. Also it promotes health and well being and this is what I want my range to be about.
I will use the Matalan social media sites to advertise my range , I am going to upload images of different outfits together , on and off model. I will also use the strategy that they already use by uploading fitness workouts and maybe doing a healthy tip of the day which will either include a simple healthy snack or a simple exercise to do daily that will be help with wellbeing and fitness. I will use a hashtag quote to go with my brand that customers can hashtag when uploading their own Images when wearing my range .
Matalan Instagram – health and fitness
On the Matalan Instagram page which 115k followers , as well as advertising clothing for adults , childrenswear and homeware, Matalan also advertise healthy lifestyles . They upload images of people wearing the Matalan fitness clothing , the person is pictures doing a exercise routine and they talk about why and what they are doing and promote their youtube channels or own instagram pages to look at for inspiration on well being. Matalan also upload images of healthy eating which I think will work well with my marketing strategies and work well with the inspiration of my brand. The images reflect real life and real people.
Celebrity endorsement – Ferne McCann
I have decided to use Ferne McCann as my celebrity endorsement, I had chosen to use Ferne McCann before I realised she was already used for Matalan. I also discovered that not only does Ferne model Matalan clothing She models the active wear range and also uploads workout videos to not only the Matalan Instagram page but her own Instgram page which has a massive following of 1.6 million. I chose Ferne because I feel she has great likeability , she is on day time TV working on This Morning which is a popular tv show and is Prime time television. Ferne is also on the evening reality tv show The Only Way Is Essex . Therefore I feel Ferne has a wider audience which allows her to target a larger audience. Ferne promotes being healthy and believes in loving who you are and never comparing yourself to others. Ferne has a womanly figure and is confident to post pictures of her body and to show other women that you should feel comfortable in your own skin.
I had already thought of using Ferne before I seen she was already an ambassador for Matalan so I felt I didn’t want to change my celebrity as I feel she really works for the company and for my range.
Ferne Instagrams her workouts, her healthy eating, her incredibly healthy and womanly beach body. Ferne has has a positive and happy vide and I feel she fits perfect with my range and the company. In her workout videos she can model my range to help promote my range , she can style different garments in different ways to help customers with styling advice .
19,805 likes •33wfernemccannBe proud of who you are! Never compare yourself. Shake what your mama gave ya! đ&#x;˜ˆ (Instagram, 2017)
SWOT Strength Over 200 stores Stores in Europe as well as the UK Popular celebrity endorsements Wide choice of ranges Customer reward cards Environmentally friendly – carrier bags
Weakness Stores too large Too many different ranges VM a bit too confusing Store locations – out of town Does not sell food – competitors sell food – more footfall
Opportunity
Threats
To move stores to better locations Celeb endorsements – bring in certain customer Successful campaigns Online shop Social media sites Open stores in busier cities – department stores
Retail competitors EU Sourcing products from Matalans image – for old people Brand image
SWOT Analysis I am going to analyse the SWOT that I have just produced by cross sectioning internal and external factors. It is important as a buyer to analyse these factors so I can look at business strategies to help improve weaknesses in Matalan. I looked at strengths within Matalan and how they have made them the well established company they are today. Matalan have 217 stores across the UK . Matalan also have stores overseas including Jordan , Germany , Saudi Arabia , Qatar and UAE. Matalan also have a successful online business. They have a massive social media following , their Instagram page has 115k followers, and their Twitter account has 71.7k followers. This allows their products and promotions to be seen worldwide . This makes it accessible for me to launch my range to be launched on their social media accounts knowing it is going to be seen. Matalan also have a customer rewards card which gives customers exclusive offers and special discounts . I could use this to help promote my range as all reward card holders could potentially get discount when purchasing one of my products. The rewards card is also available on a rewards card app which enables customers to just have their phone scanned rather than making sure they always have their card with them. A weakness I discovered for the Matalan stores are the location they are in. Most of the stores are out of town making the access to the stores for the customers inconvenient , they are not located on main high streets neither are they always located on main retail parks. This could result in a loss of sales as customers may not visit the stores as much. Also Matalans main competitors are mainly supermarkets who have their own retailers within the store. Matalan does not sell food therefore customers may choose the option to go to stores that have all products under one roof , especially if they lead busy lives. However this could be potential for an opportunity , Matalan could move locations in to a busier area of a city or town and could potentially become a supermarket or open a cafe . Customers may feel more obliged to go to a store that is situated out the way if food and coffee is available. My range is going to be about well being so as a long term business aim I would like a health cafe to work side by side with my fitness range . A strength for Matalan is their use of celebrity endorsement , whether the celebrity is involved in the designing or is just the face of the company they have all been popular therefore I will use a celebrity to help promote my range . This could also come under weakness as the celebrity may not appeal to every Matalan customer if the celebrity is young some customers may not be familiar with who it is and vice versa if an older celebrity is used the younger customer who Matalan may potentially want to target may not know who the older celebrity is. Thats why I feel using Ferne McCann is perfect for my celebrity , Ferne is on This Morning for day time television, that show will get watched by maybe an older audience as well as middle aged mums or younger students who are not in full time work. Ferne is also in The Only Way is Essex which has a target audience of people in the early to mid 20s. Ferne will be familiar to a large audience. A threat for Matalan could be their brand image , Matalan has this image that it is only for old people therefore younger people or customers who are stylish or look for new trends when they are shopping for new clothes may not feel Matalan is the store for them. Again this will also come under opportunity as it gives Matalan the chance to bring in something new or to use a marketing strategy than can change this image. A threat for Matalan could be where they source their fabrics and products from they need to ensure the places they are sourcing from meet health and safety regulations and that they are getting the best negotiations for what the buyer is buying in for the company. If Matalan sourced from countries that have poverty the working conditions could be bad therfore this could reflect bad on the company. The buyers for Matalan need to ensure they are planning trips to the factories they are sourcing from.
In conclusion my SWOT analysis has provided me with vital information regarding Matalan internal and external factors and how they can impact the company . I will always use my SWOT analysis to help gain research and information for my business aims to help make it a success within the company.
SUE AGE : 54
KELSEIGH AGE : 28
FAMILY ORIENTATED TEACHER SAFE STYLE BASIC CLOTHING LOOSE FIT
LIKES TO HOLIDAY
DOESN’T SPEND TOO MUCH ON CLOTHES
WEEKEND BREAKS
NEW FAMILY HOME MORTGAGE
MUM OF TWO NURSERY FEES WORKS FULL TIME
ENJOYS HOLIDAYS
SPENDS WEEKENDS AT CHILDREN ACTIVITIES
LIMITED TIME
MATALAN SHOPPER FAMILY AND HOME PRODUCTS UNDER ONE ROOF
WALKS DOG IN EVENINGS
#findyourfitness @
CONFIDENT BRIGHT FITNESS WEAR
FAYE AGE : 25
YOGA
STYLISH FITNESS
SOCIAL TRAVEL STUDYING LITTLE DISPOSABLE INCOME
POSITIVE STUDENT
#findyourfitness @
Trend Forecasting – Style Layered volume short The illusion of a skirt and more desirable than a skort. Flattering lines and layers and extra coverage make the short a musthave item for global markets. A double-layered outer shell with a flat front and controlled pleats for flattering volume ; option to have second layer as a print or a flash of solid colour. The mesh inner tight gives added coverage for a diverse global coverage.
Slashed muscle tank Tough but feminine , the muscle tank reinvigorated with proportions that are designed to emphasise toned muscle and work within a layering story. A deep plunging armhole and slime racer back are designed for layering, and are complimented by an athletic neck line that hugs to emphasise proportion. The simple front is offset by the drape and volume of the back.
Laser-cut reversible pant The two in one style offers ultimate versatility. Laser cut pattern creates graphic performance ventilation, and dual-coloured Sides enable flexibility in styling for transseasonal and transitional appeal. Laser-cut pattern replaces graphics and performance mesh for an elevated interpretation of performance ventilation. Welded seams and dual colour enable a reversible silhouette that transcends categories.
Premium leotard Premium materials and pattern-cutting inspire new elevated silhouettes that work as well in the gym as they do styled With the consumers fashion wardrobe.
Frame constructed bra Mulitiple – layer contructions create decorative formations that frame toned muscle and appeal to layering And cross-merchandising stories. Super-soft neoprene at hem and moulded cups. Bonded straps wrap the shoulder and cross over a fine mesh Racerback . An athletic front emphasises the shoulder.
Trend forecasting - colour Youth Tonic
I had a look on WGSN for spring summer 18 trend forecasting regarding to colour , the trend that I found inspires me for my range is Youth Tonic. The colours are going to be trending for the season in which I am designed my range for not only are the colours the tones I liked the most the trend forecast was showcasing the colours on active wear therefore I feel that Youth Tonic will be perfect for my range.
“Diversity and inclusivity are an integral part of the contemporary active market, and this is reflected in a questioning of nude tones. New shades celebrate diversity and affirm identity , but also allow for contrast, opening up a freedom for wearers to match or contrast their skin tone.� Sport : fitness , training , ballet , wellbeing.
(Wgsn.com, 2017)
Featured on WGSN are articles based on active wear brands in Brazil. Each brand has a description about what their brand is about and the inspiration behind the brands. I had a look through the article and the two brands pictured above are the two brands that stuck out to me the most and appealed to me for what I would like to be behind my inspiration and style for my active wear . CCM was established in 1995 , the sports wear is bright , colourful and it is designed to support the body as well as promote wellbeing. I am going to take this as inspiration for my range as not only do I want the Active wear to be comfortable and suit the female body. I want the range to promote health and well being. The other brand I had a closer look at was ALEKTA , the creator of this brand is a woman called Gabriela Puglesi. Gabriela struggled with her own weight during her younger years yet has built a successful career based on healthy living and exercise. Being a woman myself and knowing that we all have things we dislike about our bodies and lose confidence over body issues , I would like my range to promote healthy eating and the message will be to feel good and to love yourself. I found looking at this article interesting to see what other brands idea are and inspirations are behind their collections.
Pinterest – global trending
I had a look on Pinterest at active wear for global trends and inspiration for my board . Firstly I came across a girl in her active wear she is wearing fitted leggings and a loose sleeveless hooded jumper with blush pink trainers , her outfit is colour co-ordinated and stylish . I am going to take this look for inspiration when designing my range as although it is for keeping fit I want the range to be stylish . Secondly I seen a the Image in the middle which is of sports trainers in two different colours with the front trainer in the colour blush pink , the quote underneath comments about being fed up with the all white look and for a more Feminine look on the trend why not try bold pinks to soft blush and to team the stylish shades with everything from skinnies to work out clothing. This also inspires me for colour , I want my range to feel fresh and Feminine. Thirdly is an image of super model Gigi Hadid wearing an a full tracksuit in the colour blush pink . The tracksuit is lose fit , it looks comfortable however is stylish , it is colour co-ordinated and matched With sunglasses and a stylish bag . My main finding from looking at global trending for active wear is colour , different shades of pinks and soft colours stood out to me . I will use this in my range as I feel it will be a success.
Key items for spring summer 18 active wear – performance icons
When looking at WGSN I discovered the key items for active wear , this will help me when building my range as I will be able to make sure my range has these performance icons included. I will be able to ensure I choose fabrics that are sustainable , light weight , wind proof and breathable . These are all vital when choosing the fabrics for my range also my labels will be informative to customers and they will be able to know what they are buying and how durable the products are.
Trends evaluation Before building my range I needed to look at trends that due to be trending for Spring / Summer 18. This will ensure my range is successful and forecast growth. I chose to not only look at sources in the UK but I had a look at global trends. I had a look on WGSN , I discovered trends for style , shape and colour. Shapes for Spring Summer 18 differ , there are lose fit vest with scooped backs then a more fitted vest with a structured detail. The leggings are fitted and full length were for a shorter style is a short and skirt put together creating the skort. They are floaty and girly . The designs are showing to be masculine and feminine. I will implement this into my range as there will be more variety and it can be aimed towards a large target market. Globally I had a look on Pinterest , I had a look at street style , celebrity style and other sport brands. I chose to focus on colour when browsing through Pinterest. The colours due to be trending , which was also shown on WGSN for the trend Youth Tonic are blush pinks , nudes and soft prints. Full blush outfits are put together tops , bottoms and trainers or all black outfits are shown with a hint of pink on side panels or branding. I will use this as inspiration when designing the range to ensure it is on trend. Also for global trends I came across two active wear brands that not only sell sports wear products but have a story behind the brand. The two brazilian brands promote and encourage health and well being . I found the story behind these two brands interesting and appealing. There is nothing better than self love and confidence therefore when creating my range not only will I design a range for fitness but will implement products to go with it that support well being. A big thing for Spring Summer 18 active wear are performance icons in products. The products include a description about the quality of the fabric , the job of the product , the durability of the product. The icons inform customers about what they are buying. I will use this not only on the labels on the products in the range but will also think about what fabrics I am going to use when manufacturing the range . Ensuring that the fabric is breathable ,sustainable and light weight.
Marketing strategies
Look book Fitness tips Exercise tips Health tips Nutritional info on recipes #getyourfitness Run clubs , money goes to alder hey Staff get fit Exercises release endorphins , endorphins make you happy Matalan customer have low disposable income , therefore may not afford gyms , run clubs and exercise tips for free
Look book ideas
I had a look on Pinterest for look book ideas , I came across this one which is what I will use as inspiration for my own look book , the look book above is easy to look at and gives the customer a clear idea of what products are available and how outfits can be pieced together to complete a look.
Marketing strategies evaluation To ensure my range is successful I need to think of marketing strategies that will help promote the range and use methods that will be targeted correctly towards the target customer I wish to buy the range. One of the main marketing strategies I will use to advertise the range will be social media. Social media is looked at everyday and is an industry that is continuing to grow. I will use Facebook , Instagram and Twitter. I will use all three social media sites that belong to Matalan themselves and I will also use Ferne McCann who is the celebrity endorsement for the range. The name of the range will link with social media sites as when promoting the range I will always use the hash tag #findyourfitness also customers have use this hashtag when wearing the range or posting pictures to say they have purchased it. This will help the range to begin trending on social media therefore will get noticed more. Another marketing strategy will be to create a look book, this look book will be available in store. The look boon will provide the range , with prices and outfit ideas , home workouts will be included , home recipes for easy nutritional meals and the advertisement for the Matalan run club will be pictured at the back. The look book will be sat with the range and also at the till for customers to take away with them. The running club will be another one of the marketing strategies used , the run club will be affordable for the Matalan customer , it will be friendly , local and all money from the run club will go towards Matalans chosen charity. This links to the companies promise to raise over ÂŁ1million a year for charities ,this is one of the first signs you see when entering the flagship Liverpool store. I feel the run club will prove that not only is it helping the customer with health and fitness however all funds are going towards a great cause. Other marketing strategies will be magazine advertisements with discount vouchers for the first month of the launch of the range and discount vouchers for customers who attend the run club. I hope all marketing strategies will help the range be a success.
Range Season – spring summer 18 Colours – Blush pinks Whites Neautral Black – just used in block colour on single garments Style – Stylish Comfortable Breathable Stretch
Products Sports bra Vest T-shirt Long t-shirt Long sleeve top Zip up hoody Shorts Knee length legging Full length legging Trainer socks Yoga mat Water bottle Gym towel Hand weights Arm strap for phone Back pack
Sports – Yoga Boxing Tennis Cycling Running Marathon Triathlons Run clubs Gyms
Business Plan
What are you going to sell ? I am going to sell a active wear range for women , it is going to be released for spring / summer 18. I am going to bring out active wear range a long with some fitness accessories , for example water bottles , yoga mat , dumb bells , arm strap for phone . My range is going to consist of 10 clothing products and five different pieces of accessories. The colours for my range are going to consist of blush pinks , nudes , baby pinks and black. The colours I have chosen are the colours trending for spring summer 18. Where are you going to sell it? I am going to sell my range at the main Matalan stores , so flagship stores and the stores in the larger cities. My range will also be available to purchase online. My range will be advertised on mannequins in store windows , in store by where the range will be merchandised , in look books and on the social media sites . When run club is on the members of staff hosting the run club will be given an outfit from the range that they will be expected to where during the run club this will give customers and run club attendees the chance to see what the range looks like when worn. Who are you going to sell it to ? My collection is going to be aimed towards females aged 20 - 35 . Although my range is suitable for any age the ages 20-35 are who I am going to target. My range isn't just going to be aimed at people who are already fitness fanatics it will be aimed at people who want to begin getting fit , maybe new or existing mums who want to get fit again . Students who are eager to get fit and live a healthy life style . The Matalan customer may not be someone who has a lot of disposable income therefore they can afford to buy nice new fresh fitness wear . Students don't have disposable income , new mums are assumable on maternity which usually means less income . These people again are the customers who may be familiar with my celebrity endorsement , so if they see affordable active wear on a familiar face it may entice them to visit Matalan to purchase my range. Business name for range? The business name for my range is going to #findyourfitness @ Matalan. I decided to use this name for my range because Matalan did a charity campaign called #findyourstripes , this campaign was very successful and the hashtag started to trend and help get the sleepwear popular. Using a hashtag is very clever as social media is a massive industry and is continuing to grow therefore I feel my range will get seen globally.
#findyourfitness @
#findyourfitness @
#findyourfitness @
TIP 1 Take it outside
TIP 2 Get strong
Take your workout outdoors , try a brisk walk for 30 – 45 mins daily
Try using some hand weights whilst on a walk / jog
Just getting outside for 30 mins daily is good for your mind and body
Hold some weights and do 10- 15 squats repeat 5 times Weights help your bones get strong and help your body to get lean
#findyourfitness @
TIP 3 Stretch
TIP 4 Jog
Stretch before and after any exercise regime , this helps your muscles from becoming tight
Pick up the pace from your daily walk by jogging / running , even if by introducing jogging in to your exercise regime just try two minutes jog with five minutes rest and do five sets of this routine
Just a few stretches each morning will set your body up for the day ahead
Jogging will help you get fitter and to feel fantastic
#findyourfitness @
#findyourfitness @
#findyourfitness @
Evaluation For my final major project each member of the class was asked to design a range for womenswear Spring Summer 17 which would be presented at Matalan head office in front of professionals. This was in the style of a Dragon Dens pitch. This was a great experience not only for gaining confidence when presenting but also being able to receive feedback from people who work in the industry and for such a well established company. The lead up to the pitch we was asked to complete tasks resulting in our final presentation ready to take with us. In class we would practice our pitch and our tutor and class mates would give us feedback on what went well and what areas we could improve on. I practiced at home in front of family members and created a small video on my phone which I sent to friends so I could receive some honest opinions , also so I could watch back to make sure I spoke clear , gave eye contact , didn't read my notes too much and also so I could see that my presentation was clear on what it was about. I ensured my slides had more visuals that written so that they looked interesting , I kept my notes on que cards in order to each slide therefore I wouldn't get lost and the presentation would flow easily and professionally. For the range I designed I did some research in to Matalan as a brand , I looked at previous campaigns , adverts , collections , celebrity collaborations anything I thought would help me when designing my range and coming up with marketing strategies. I carried out competitive shops, SWOT analysis and a directional shop. This helped me look at Matalans current products, quality and prices. I also got to see what I was competing with on the market of today. This helped me when choosing sourcing for my range , prices for my range and garments for my range. I did trend forecasting so I knew what trends are going to be predicted for Spring Summer 17 , to ensure the range would be successful and compete well on the high street. I looked at WGSN , global trends looking at social media and the internet , I did some field research going into Matalan itself and also going into to other high street stores. After my pitch at Matalan head office I felt positive and confident with my presentation. I felt I was informative, enthusiastic and clear. I went into the pitch feeling good about my range and I have taken the feedback from Matalan head office positively and will use this experience to help me with my buying career in the future.
Interview practice questions What are the qualities of a good leader? The qualities of a good leader are communication , confidence , honesty and to be understanding. How well did your college experience prepare you for this job? College prepared me with knowledge and experience , and gave me an in depth insight in to the job role of a buyer. What has been your biggest professional disappointment? My biggest professional disappointment was leaving Australia after nearly 11 months and not trying to build up a career there and gaining more experience. Do you prefer to work in a small , medium or large company? I don’t have a particular preference , small companies are nice to work for as a I feel the team is closer however larger companies I have worked for do have more opportunity. Who was your favourite manager and why? My favourite manager was my old manager Dawn at Vivienne Westwood , Dawn was a very good manager . She was organised , fair in her job role , she didn’t take anything too serious however ensure things got done correctly and efficiently. She created a nice working environment and our work place felt like a second home and family as we all have respect for each other . Dawn has taught me to be patient , friendly and to always go for anything you want in life . Dawn always filled me with confidence. How did you prepare for this work ? I completed a year course in college studying fashion buying. A team experience you found disappointing? I once worked in an office job and I found members of staff would rather get members of staff in to trouble rather than helping someone solve an issue . It was like being in school however working with adults. I believe when working in a team you should bring out the best in everyone rather than making it all about yourself. Do you prefer to work independently or on a team? I enjoy doing both , I like working in a team so I can hear other peoples ideas and gain inspiration however I also enjoy working on my own so I can create ideas alone. Do you work well under pressure? I do work well under pressure , I am not really a stressed person , some times I don’t mind working to deadlines as it helps me keep organised. What techniques and tools do you use to keep yourself organised? I like to write lists , I like to make action plans and having a deadline date for each task to keep myself in order. Tell me about a difficult experience you had in the workplace? I haven’t really had many difficult experiences in the places I have worked . I am hard working , have good attendance , good punctuality and I am always willing to go the extra mile .
How do you feel about taking no for an answer? I am a really laid back person therefore if I feel no is being told for the correct reason I am not particularly bothered , however if no is being said just for the fact of someone being power happy then I will question it. When given an important assignment , how do you approach it? I will read through the guidelines thoroughly for the assignment I would then write down a few points on what I am going to cover in the assignment , I find it easier to work with points so I know I have covered everything that I need to. What was the most stressful situation you have faced? A stressful situation a have faced is working five days a week at my place of work full time and then attending college twice a week , I have worked 7 days a week since September . I have completed all my college work meeting the deadlines whilst still giving my full attention to my job . I created action plans to ensure I met dead line dates . I prioritised time to different aspects of my life and making sure I made it as easy for myself as possible. What do you think you can bring to this position? I feel I can bring enthusiasm , creativity and new ideas . I am a confident and positive person . I am always hard working and always give 100% . How do you evaluate your ability to handle conflict? By looking at the situation from both sides and solving the issue. What quality of yours or personal trait matters the most in your career? I am friendly , easy going , open minded , I don’t take anything too serious . I believe in going for anything you want in life and don’t see anything as a failure , I see everything as experience and to have confident . Everyone is capable of doing something they want. I just want to be successful in something I enjoy and to always enjoy my career .
You have not done this sort of job before. How will you succeed? I will go into this job with an open mind , I am eager to learn new things all the time . I can take instructions from a member of staff and do my best to complete them . I am confident to ask questions in any areas I may feel I am struggling with . I like to always give everything my all.
How did you handle meeting a tight deadline? I handled this very well , I have a very busy working schedule and not a lot of spare time , however I did not mind this as I wanted to ensure I had completed all my tasks and completed them to my best ability.
Business Plan I have chose to do a active wear range for girls aged 11-15. My range is going to be for Matalan. The range is going to be a collaboration with successful girl band Little Mix. My range is going to consist of 15 garments , with different colour ways and sizes available. My range is for spring / summer 18 and is going to launch in stores and online in March 2018.
Business Aims Short Term Aims
I will launch my girls active wear range in stores and online . My range is going to be collaborated with Little Mix , therefore I will use Little Mix as a platform for marketing strategies to help promote the range. Also to link with my first range I designed for Matalan women which was also about well being and health I will create a mini look book for this range however make it more suitable for my target customer . The look books will also include healthy eating recipes and fun work outs to enjoy at home. The range will be advertised on Matalan social media sites and the celebrity endorsement Little Mix social media sites also , it will feature in teen magazines and be advertised around school clubs. Mid Term Aims For my mid term aim I will do a Autumn / Winter range for AW18 and also bring in a active wear range for boys aged 11-15. I will bring in this range without a celebrity endorsement for the first season then based on the success of the range will use this marketing strategy in the future. Little Mix will still be used as the girls active wear celebrity endorsement, Matalan pride themselves on raising money for charities therefore Little Mix can release a single that all funds raised will go towards the Matalan charity . Not only will it raise awareness for the charity and Matalan , the range can be worn in the music video to help promote the AW18 range. On the basis that the active wear ranges are also about well being and health as well as fitness for my mid term aim I would like staff to go around schools and give talks on the importance of health and fitness , just mini sessions on how to eat healthy easily and how exercise is fun. The ranges can be promoted with in these mini sessions and pupils can be given promotional vouchers to use in store and online. Long Term Aims The long term aim will link to the health cafe that will be launched in Matalan stores that will be available for customers to visit when shopping in store and get ideas for healthy foods and drinks , the long term aim will be to have Matalan ambassadors visit school canteens to help promote healthy eating at lunch time and to show the importance of looking after yourself . Children are the future so a healthy future is what is needed. Matalan will also start up a junior running club which will be held on a Saturday morning and is welcome for all levels of fitness and ages.
#findyourwings @
What are you going to sell? I am going to be launching a active wear range for girls aged 11-15 years old. The range is going to be for Spring / Summer 18 and is going to be available in Matalan stores and online. The range is going to be consist of 15 items ranging from hoodies , tops , leggings , footwear and accessories. Where are you going to sell it? My range is going to be available in larger city stores , flagship stores and online. The range will be advertised in shop windows , on the shop floor , marketing strategies will be used to help promote the range ie dance fit club , celebrity endorsement publicity , the internet and social media sites. Who are you going to sell it to? My range is going to available for girls aged 11-15 years old. I will have two target customers , the customer who may purchase the range themselves and also the parent who will be purchasing the products for their children. The younger customer may not purchase the items themselves therefore when promoting and using marketing strategies to sell the range I will have two different strategies , one that the younger customer will come across and one that will be aimed more towards parents , ie day time television shows, gyms and parents evenings.
Business name for range? This range was designed to link with my first range available at Matalan therefore I decided to call the new range #findyourwings. The original idea came from the success of Matalans campaign #findyourstripes. This was a campaign which raised money for charity, the range included striped pyjamas for all the family. This range grew popular due to the fact customer were taking there selfies to social media sites and using the name #findyourstripes when uploading the image. I think this strategy is clever as it gets a topic sourcing and more people will see it and also want to take interest. Also through WGSN I discovered that fantasy and wings are trending for young girls for Spring / Summer 18 therefore the logo for the range is a set of purple wings. This links with the name and is forecasted to be a trend. The celebrity endorsement used for this range also have a single called Wings which can be used when advertising the range . The song is a number one hit, it is catchy and memorable therefore adverts can be remembered and make the range noticeable.
#findyourwings @
#findyourwings @
Celebrity Endorsement Four successful Albums Charity single
Little Mix UK Girl Band Perrie Edwards – Age 23 Leigh-Ann Pinnock – Age 25 Jesy Nelson – Age 25 Jade Thirwall – Age 24 X Factor winners 2011 Young women who appeal to young girls , inspirational and promote natural , healthy body shape.
UK and US number 1 hits #findyourwings @
Celebrity Endorsement May 2012 – Launched a Union Flag themed pack of M&Ms , performed at London M&Ms store
2012 – Released book called Ready To Fly , girls signed joint deal with Toymaker Vivid and music merchandiser Bravado to release a range of products including puzzles , dolls , accessories and games.
2012 – Released a children’s clothing range with Primark , line was aimed towards 7-13 year olds.
2013 – Collaborated with hair brand Schwarzkopf , promoting Hair dye Live Colour XXL .
2013 – Make up range with Collection.
2013 – Launched nails range With Elegant Touch and New Look.
2014 – Launched Little Mix zip cable headphones with Vibe Audio.
2015 – Launched their own fragrance ‘Gold Magic’.
2015 – Became ambassadors of womens fitness brand USA Pro. Currently designing their own collection for the brand.
#findyourwings @
Competitive Shop Matalan Girls Candy Couture Swimsuit
Matalan Girls Candy Couture Bikini
£9.00
£10.00
Material – Shell 82% Polyamide , 18% Elastane, Lining 100% Polyester Sizes – 9-10yrs , 11-12yrs , 13yrs , 14yrs , 15yrs
Material – 94% Polyester , 6% Elastene Sizes – 9-10yrs , 11-12yrs , 13yrs , 14yrs , 15yrs , 16yrs
Matalan Girls Souluxe 2 Pack Leggings (4-13yrs) £10.00
88% Polyester 12% Elastane Sizes – 4-5yrs , 6-7yrs, 8-9yrs , 10-11yrs , 12-13yrs
Matalan Girls Souluxe 2 Pack Crop Tops (4-13yrs) £8.00
Matalan Girls Souluxe Slogan T-Shirt (3-13yrs) £5.00
Matalan Girls Souluxe Active T-Shirt (4-13yrs) £5.00
88% Polyester 12% Elastane Sizes – 4-5yrs , 6-7yrs, 8-9yrs, 10-11yrs, 12-13yrs
61% Polyester 37% Viscose 2% Acrylic Sizes – 4-5yrs , 6-7yrs , 8-9yrs , 10-11yrs , 12-13yrs
100% Polyester Sizes – 4-5yrs , 6-7yrs , 8-9yrs , 10-11yrs , 12-13yrs
#findyourwings @
Competitive Shop F&F Zip-Through Hoodie – Neon pink £10.00
F&F Blurrred Print Swim Suit £
63% Polyester, 32% Viscose, 5% Elastane Sizes 5-6yrs , 6-7yrs, 7-8yrs , 8-9yrs , 9-10yrs , 1011yrs , 11-12yrs , 12-13yrs , 13-14yrs
Material – 80% Nylon , 20% Elastane Sizes – 9-10yrs , 10-11yrs , 11-12yrs , 12-13yrs , 13-14yrs
Next Double Layered Sporty Shorts
Next Charcoal Sporty Leggings (3-16yrs)
Next Sporty Jacket (3-16yrs)
88% Polyester, 12% Elastane. Panel 1 92% Polyester, 8% Elastane. Panel 2 100% Polyester.
88% Polyester, 12% Elastane. Panel 92% Polyester, 8% Elastane
F&F Brushed Drawstring Joggers – Pink £5.00
54% Viscose, 42% Polyester, 4% Elastane Sizes – 6-7yrs , 7-8yrs , 8-9yrs , 10-11yrs , 12-13yrs,
£11 - £15
Material – 85% Polyester , 15% Elastane Sizes – 9yrs , 10yrs , 11yrs , 12yrs , 13yrs , 14yrs, 15yrs
#findyourwings @
Competitive Shop Evaluation For my comparative shop I selected 6 items already available at Matalan for girls aged between 11-16 years old , I then chose three items from F&F at Tesco and three items from high street store Next. I chose to compare 6 items from two stores that I believe are competitors with Matalan and can help me gain information that can help me build a better range. Firstly I chose to look at the age ranges available in all three stores. As my range is going to be aimed towards girls in high school I decided to look what is already available on the market today. Although being aged 11-13 is still a young age I feel when your starting to become 14-16 years old you are becoming a woman and the female body begins to change as well as your image. So I had a closer look at different garments and what the sizes ranged from. The first product that I looked at are the pair of leggings available in Next, the style of the leggings are very simple in a grey colour with a pink panel down the side however I found the age range was too large. The leggings started from aged 3 and finished at age 16. For customer who is just about to leave school and become more style conscious would they want to be wearing the same product as a three year old. I then compared this to a pair of leggings available in Matalan , the age range was not the same however did start from a small age of 6 and are available up until the age of 13. Therefore when building my range I would like to make a style that is suitable for a young girl of 11 yet still stylish enough for a customer who is 15-16 but still in school. Secondly the swimwear available, both Matalan and F&F had similar sizes and style. The styles of the swimsuits although again go up to 16 years old the styles are very childish and are available from as little as 9 years old. The fabric for the product from Matalan consists of 94% polyester and 6% elastane and priced at £10 however the swimsuit from F&F was made from 80% nylon and 20% elastane and cost £2.00 more being priced at £12.00. The fabrics are very similar however the Matalan product is cheaper and is more stylish. The swimsuit from Matalan is pink floral with a frill trim and is more appealing to the customer it is aimed at where as the product from F&F which is £2.00 is less stylish and focused on practicality rather than image. Overall when comparing the three stores the main thing I noticed was the styles available for the wide age gap. I will take this into account when designing my range. I want my range to be practical for the young girl of 11 however be stylish for the older girl of 16. Girls of 16 are still in school so will still need affordability therefore I need to make this range appealing for this age group. Also some of the products available in Next had more trend driven prints that are seen on the high street and prints that are due to be trending. This could attract more customers are they are getting trend driven styles at affordable prices, I will use this tool when designing the range as this could result in new customers.
#findyourwings @
Trend Forecasting for Teen Active wear Colour
Key features taken from the Youth Tonic Colour are as following: Soft Pastel Summery Metallic Being influenced by the soft, pastel colours featured in the Youth Tonic trend forecasting allows the range to suit the season it will be launched and to also target Matalans younger customer. By putting together a visual report on colour it allows the imagination to vision what the range #findyourwings has to offer.
(WGSN | Creating Tomorrow | Trend Forecasting & Analytics, 2017)
#findyourwings @
Trend Forecasting for Teen Active wear Shape
Key features taken from the Youth Tonic Shapes are as following : Wings Short shorts Cropped tops Floaty shorts / skirts
The concept behind the shape of wings is from the name Fantasy Sport. A trend from WGSN that is due to be forecasted for Spring Summer 18 for female teens.
(Wgsn.com, 2017)
#findyourwings @
Trends
I am currently creating a collection for girls aged between 11-15, the collection is going to be launched in Matalan stores in March 2018.For inspiration for my range not only did I want to see what was trending in the UK I wanted to get more of an insight as to what is trending globally. I did some research on the internet having a look on Pinterest. Firstly I came across Spanish high street store Zara, Zara is not only on the Spanish high street but is one of the biggest high street stores across the UK so I found their trends very informative as they have a strong customer following therefore I can use their trends to help when building my range. Zara are launching a active wear range also for young girls , the styles are simple yet practical. The colours are basic however have prints and colour which will appeal to the target customer , Zara are known for their fast fashion and low prices, I feel Zara could be a competitor when I have launched my range therefore I will take their global trend in to account when completing the range. The second global trend a come across was from a brand in America called FabKids, FabKids is a US brand which sells childrenswear the site has blogs which include feedback from celebrities who have bought from this brand. The trends that appeared popular for this brand in the active wear section again was block colours however with printed panels especially down the side of the leggings , other things that appeared to be trending in America are the accessories. FabKids had a section of caps , back packs and sunglasses. The active wear for there younger customer is very stylish and trend driven. I will use this information to help when building my range and to implement style rather than for just activity. The third and final global trend I came across was from Marks and Spencer , Marks and Spencer is a worldwide company and has a large customer profile. Active wear for the younger customer was matching , had different garments in different colours yet each piece of clothing could be mixed and matched. The active wear just like the other two brands is more style driven with smart footwear and caps worn backwards for a fashionable look. From researching global trends I have discovered that not only is active wear for the younger market becoming more popular it is also very stylish and the clothing is not only suitable for exercise it is suitable for looking cool and trendy. I will take this in to account when designing the range as I want it to reach out to a large audience.
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Evaluation on Trends I had a look at key trends for girls active wear to help build my range. I had a look on Pinterest for global trends , WGSN for future trends and I had a look on clothing websites such as Nike , Next, George and Matalan for current trends. I chose to look closely at colour and shape. I want the range to appeal to a younger customer as well as a older teenager. I needed the shapes and style to be appealing and suitable for an 11 year old but also suitable for 15 year old. The colours due to be trending for Spring Summer 18 are pastel tones and metallic golds. The season they are for show through the soft pinks , lovely lilacs and the summer yellows. The colours are girly and bright and fit perfectly with the customer the range is aimed towards. The added touch of metallic gold to the active wear make the garments more trend driven rather than practicality. The key shape due to be a trend are wings, coming across a concept called Fantasy Sport on WGSN. The trend shows wings added to clothing and footwear. Active wear shapes for boys and girls can be expected to be quite fitted and masculine however the trend of wings add a feminine touch to fitted t-shirts and oversized hoodies. The wings are soft and appear to be in different sizes , no matter small or large wings are going to be a big hit for Spring Summer 18 active wear. What I discovered most from trend research was that the active wear for Spring Summer 18 is very trend driven , the garments are stylish , quirky and cool. The tops are cropped , or over sized with hoods and draw strings. The shorts are short and floaty. Caps are a big trend however worn backwards so more trend driven rather than again practicality. The trends are girly with a hint of masculinity, the styles are appropriate for sport however can be worn for a stylish outfit.
#findyourwings @
SWOT STRENGTH
WEAKNESS
Successful careers Style is quite provocative Previous collaborations with established brands Varied opinions on age – too old / too young Large audience Already done a lot of collaborations Overseas success Four different girls – four different images Popular Came from X Factor
OPPORTUNITY
More collaborations Expansion in to own label New customers Advertisiment – music videos , social media , press
THREATS Parents may think their image is too revealing for a young girl Possibility of negative press Incorrect image Personal life – relationships , nights out
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SWOT Analysis I am going to analyze the SWOT that I have just produced by cross sectioning internal and external factors. It is important as a buyer to analyze these factors so I can look at business strategies to help improve weaknesses in Matalan. I have done a SWOT against Little Mix as I wanted to analyze the factors of using them as my celebrity endorsement. Firstly I am going to look at the strengths for using Little Mix as these are things that are going well and have already been a success so will work in my favor when releasing the range. One of Little Mix main strength are the amount of collaborations they have already done with well established brands and they have all been successful. This could attract new customers to Matalan, as customers who have bought into the other collaborations due to the use of Little Mix could find interest in to Matalan. Another strength is the girl band themselves, the band consist of four girls who are all completely different. The all have different style , hair colour, body shape an overall individual image. This can branch out to a larger target customer as each band member can relate to something and someone different. Although strengths are important I have to look at the weaknesses and what might be a threat to using Little Mix. One of the things that comes under weakness and threat is the girl bands existing image mainly when on stage, their outfits have been targeted as too prerogative and racy. This could tarnish Matalan reputation as a store for the family. Also as the range is aimed towards girls as young as 11 this may cause concern for parents or put them off wanting to buy in to the range. Another threat that could cause concern could be the amount of time they girl band spend in the public eye , although it is their personal life the press tend to put this on the front of tabloid newspapers , magazines and the internet and not all of the press is positive. Again this could tarnish Matalan as a company and the range. Matalan is a large company with a successful past however they still have space for opportunities and having Little Mix behind a range could open doors for new customers and a new target customer. Little Mix could use social media as a advertising tool which would be seen by not only the bands Instagram account but by each individual members account which each have a massive following. Little Mix can use tours , festivals , gigs , interviews and music videos to help promote the range and widen Matalans customer. In conclusion my SWOT analysis has given me vital information that impacts my internal and external factors by doing a collaboration with Little Mix. I will always use my SWOT analysis to help gain research and information for my business plan and business aims to help make it a success within the company.
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Customer Profile
Existing
This is Lily she is 11 years old , Lily has two older brothers . Lily has just recently started high school and is hoping to get on to the school gymnast team. Lily loves maths, she is excited to start learning a language in school. Lily spends the weekends with her Mum and Dad , her older brothers are quite older than her so don’t tend to hang around with her and the family anymore however they do treat Lily to cinema and pizza trips. Lily enjoys riding her bike in the summer and walking her little dog along the beach with her mum. Lily is quite shy, she has a heart of gold and when she grows up she would like to be a professional dancer and travel the world so she can visit new places. Lilys favourite colour is purple , she likes her clothes to be bright. Lily likes to read books and enjoys reading teen magazines so she can look at celebrity fashion and keep up to date with the latest music . Although Lily is shy she is outgoing and loves to do new things and always be active.
New This is Molly she is 14 years old , Molly is in her third year at high school. Molly loves going to school and spending time with her school friends. Molly attends after school clubs every evening and then spends a Saturday morning swimming with her mum. Molly is a keen fashionista so likes to save her pocket money that she receives from her mum and dad so she can treat herself to a new top or a new pair of trainers. Molly helps out on a Saturday afternoon in the local hairdressers making beverages and brushing up , she gets paid some money for helping out , it is not a lot however it helps go towards her shoe obsession. Molly loves watching fashion shows and has a strong eye for trends , Molly doesn’t believe in spending a lot of money to look good and loves fast fashion. Molly looks up to her up and sees her as the perfect roll model , they spend a lot of time together , baking cakes , doing each others hair and having movie nights on a weekend. Molly has a large group of friends and often has them over especially in the summer when her family host BBQ for everyone to attend.
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Mood Board
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Adverts
Above are two of the marketing strategies I will use to help promote the range. The first is a bus advertisement which includes a large image of the celebrity endorsement being involved in the collaboration. The name of the brand is also across the advert which can be used as a hashtag on social media to get the range trending. The advert is simple yet informative. The wings add a touch of youth to the advert and make the advert fun. The second marketing strategy I will be using is a dance fit class that will be promoted around schools. A dance fit class will be held for an affordable price for a short time of 45 minutes . The class will be performed to Little Mix songs , it will be promote fitness , keep young people healthy and most of all be fun. The money paid for the fitness class will go towards Matalans chosen charity and attendees will get promotional offers on the range available instore.
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Promotion Ideas
As a promotional tool I will create a look book, the look book will be available in stores by the range in the store and will be available at the till. The look book will be free and staff will be able to talk about the range and inform customers about the range and guide customers through the look book and give them a little insight in to the range and well being. The look book will have a section with a small easy to do workout routine , some healthy smoothie ideas , outfit ideas for the range and a promotional discount voucher will be attached to the look book. Also to link to the other marketing strategy which is the dance fit class in high schools the look book will be available for pupils to collect when they attend and to take away with them.
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Directional Shop Matalan
Nike
•Girls Souluxe Cut & Sew Panel Leggings (9-16yrs) •£10.00
Nike Pro Hypercool ‘older kids’ training tights £33.00
Next Grey Black Panel Leggings £12 - £16
Material – DriFIT 80% polyester , 20% Elastene Sizes – XS (6-8YRS) , S (8-10YRS) , M (10-12YRS) , L (12-13YRS) , XL (13-15YRS)
Material – DriFIT 88% Polyester , 12% Elastene Sizes – XS (6-8YRS) , S (8-10YRS) , M (10-12YRS) , L (12-13YRS) , XL ( 13-15YRS)
90% Polyester 10% Elastane. Exclusive Of Trims.
Next
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Matalan
•Girls Souluxe 2 In One Top (4-13yrs) •£7.00 •Outer: 50% Polyester 50% Cotton. • Exclusive of trims. Crop Top: 88% •Polyester 12% Elastane. Exclusive of trims
Next
Grey Layered Sports Vest (5-16yrs) £16-22 Vest 87% Polyester, 13% Elastane. Inner 92% Polyester, 8% Elastane
Nike
Nike Pro HyperCool Older Kids' (Girls') Training Tank £25 Dri-FIT 84% polyester/16% elastane. Back/upper front panels: Dri-FIT 85% polyester/15% elastane Sizes – xs , s , m , l , xl
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Matalan
•Girls Souluxe 2 Pack Crop Tops (4-13yrs) •£8.00 88% Polyester 12% Elastane. Exclusive Of Trims
Next
Multi Sports Crop Top (5-16yrs) £8.00- £11.00 90% Polyester, 10% Elastane. Back Panel 88% Polyester, 12% Elastane
Nike
Older Kids' (Girls') Medium Support Sports Bra £20 Dri-FIT 88% polyester/12% elastane Sizes – xs , s , m , l , xl
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Matalan
•Girls Souluxe Slogan T-Shirt (3-13yrs) •£5.00 61% Polyester 37% Viscose 2% Acrylic. Exclusive Of Trims
Next
Nike
Foil Slogan Hoody (3-16yrs) £13.00-£16.00 64% Polyester, 36% Cotton
Nike Sportswear Tech Fleece Younger Kids' (Girls') Hoodie £64 67% cotton/33% polyester Sizes – xs , s , m , l
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Matalan
•Girls Souluxe Mesh Panel Trainers •(Younger Kids 10 - Older Kids 2) •£14.00 •Upper Other Textile Lining Sock Textile Sole Other.
Next
Black Knitted Trainers (Older Girls) £28.00-£34.00 Upper - Textile, Lining & Sock - Textile, Sole - Other Materials
Nike
Nike Air Max Sequent 2 Older Kids' Running Shoe £52 •Seamless textile upper for lightweight breathability and support •Inner sleeve wraps the foot for a sock-like fit •Phylon foam cushioning for lightweight comfort •Max Air in the heel for impact protection •Rubber Waffle sole for durability and traction •Flex grooves let your foot move naturally Sizes -
UK3 – UK6
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Directional Shop Evaluation To help me conduct information for my range I completed a directional shop to find out what products are getting sold in other stores , what styles are available , size availability and pricing. I chose five products that are currently being sold at my chosen retailer Matalan. I then chose two other two other brands to compare each product with selecting a similar product from each brand. I had a look at a brand that is sold at a similar price and also chose to look at a brand that is priced higher and have a closer look as to why this may be. I chose to look at a variation of prices as I wanted to see if the price was higher due to better quality fabrics , different style or if it was just down to the name of the brand. I found out from my directional shop that the higher priced products was mainly due to the brand on the label. The items made in Next had exactly the same fabric as the products made by sports wear brand Nike. The sports bra available in Next was made from 90% polyester and 10% elastane, it has floral print , multi colours on it , the sports bra is stylish and appealing for the target customer. The sports bra is priced at ÂŁ8 to ÂŁ11. However the sports bra available from Nike was made from 88% polyester and 12% elastane , this product was only available in a plain block colour however has the branding on the front of the sports bra, this item is priced at a set price of ÂŁ20.00. Comparing most of the items from Matalan, Next and Nike I discovered that the price tag isn't particularly for the quality of the product however it is for the branding. I feel that for the customer these products are targeted towards a younger customer would be more interested in popular prints and styles rather than a plain product with a small branding for nearly double the price. I will price my products based on the products already available in Matalan stores , not only to help keep the remaining customer but to also attract a new customer and to promote more about the quality of the products and how they really are value for money. I find completing a direction shop beneficial for a business as it helps companies see what other competitors are selling. You get more information on the styles available, the fabrics being used and the reasoning behind different price tags. Directional shops can also help companies as they can find out what competitors are selling which could enable them to make similar products as they know they are trending and are going to be successful. Companies can also see what is missing on the market therefore they have a niche and can produce something and get it available first. Doing a directional shop with a brand that isn't always a competitor is also very useful, looking at products that are more high end and expensive allows cheaper companies to see what is trending on the catwalks from designers . This allows companies to copy styles and make them available for customers at affordable prices.
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Market Research Questionnaire given to pupils in an all girls school Aged 11 – 15 years old.
Questionnaire given to parents. What is your age ?
What is your age? 20-25 26-30 30-35 35+ 11-12 13-14 15+
Do you use social media ? Do you use social media? Yes No Yes No What social media site do you use most? What social media site do you use most? Facebook Twitter Instagram Snapchat Facebook Twitter Instagram Snapchat How many hours of exercise do you do per week? Do you attend any sport clubs? 0-2hrs 3-5hrs 6-8hrs 8hrs+ Yes No Who is your favourite celebrity?
Do you look for price value when purchasing childrens clothes? Yes No
#findyourwings @
Market Research In the previous slide as you can see, I have composed a series of questions. To gather the information needed to see if my range would be a success each question is vital to this research. I created two different questionnaires for two different target markets. The range is targeted towards girls aged 11-15 years old. The 14-15 year old may choose or even purchase their own products however the 11-13 year olds are more than likely to have their products bought by their parents. Therefore I wanted to gather information from both areas to ensure I target them both correctly to ensure the range is a success. This also proves that having a social platform is the best way when advertising the range especially for this target market. One thing I got from both questionnaires was that both children from as young as 11 and parents over 35+ all have access and use social media on a daily basis. Although the younger questionnaire resulted in Instagram being the most used where as the adult questionnaire shown Facebook being the most popular. This information is useful when carrying out marketing strategies, I can use adverts and campaigns that are aimed at the younger market more so on Instagram and then use Facebook when using adverts and campaigns that can be more appealing to the adult customer. From the younger questionnaire I discovered that not only are Little Mix popular but also all other celebrities that came up when asked who is their favourite are all females. Other celebrities that are popular are Victoria Secret models, I find this information useful as the name of the range is #findyourwings and each piece of garment in the range has the wings logo. Victoria Secret models are known for their yearly fashion show were they take to the catwalk wearing their famous wings. This can give the Matalan customer the feel of the Victoria Secret runway however in a more age appropriate manor and at a more affordable price. Also from carrying out market research I found out more than 80% of the youngsters and adults participate in sports clubs or exercise. Therefore dance fit classes could potentially be a great success and the active wear range will be successful for this target market. After carrying out competitive and directional shops , active wear isn't available in many stores or for girls aged 11-15 years. If sports clubs and exercising is popular there has to be clothing available for this age group to wear. Carrying out market research will help me build a successful range and I will always carry this out when doing this field of work.
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Marketing strategies To ensure the range is a success and all areas of advertising and marketing are covered I decided to create different marketing strategies and adverts that would appeal to the target market. I am going to be using social media as the main tool when advertising the range. Through adverts , campaigns , outfit looks , the name of the range as a hashtag to create trends and as a promotional took , I will also use the celebrity endorsements social media platform when promoting the range. The range is a active wear range collaborated with girl band Little Mix , Little Mix have a huge following not only in the UK but globally. They have had hit singles in Europe and America gaining a huge fan club. Little Mix are a perfect girl band to use when collaborating as they have had huge success in the past collaborating with well established brands. Little Mix are also four individual girls who all have their own image. They can reach out to a larger target audience which will help the range be a success. Advertising in magazines , on television , billboards and bus adverts will also be used when promoting the range. A look book will also be designed for #findyourwings which will be available in store placed by the range and at tills ready for customers to look at and to take away with them. The look book will include the range , outfit ideas , easy home fitness ideas and fun healthy recipe ideas. Posters around schools will be put up advertising the dance fit club which will be a 45minute class of fun dance routines being led listening to Little Mix songs. Again the money will all go towards Matalans chosen charity to help go towards their promise of raising ÂŁ1million a year. Marketing strategies are vital for the range to ensure the range is noticed, appealing , successful ,promoted correctly and to not only bring in a new customer to Matalan but to also keep the current Matalan customer.
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Social Media Presence
Having a strong social media presence will promote my range to the audience I wish to target. My range is aimed towards girls aged 11-15 years old. Therefore I feel I have to target audiences , although girls aged 15 may start shopping for themselves so I can aim certain marketing strategies and social media posts towards them the younger customer aged from 11 to 14 are most likely to Have their parents to be shopping for them they will especially be paying for them. So having a strong social media presence will Allow me to branch out to different customers . I can use Matalan social media sites to target the parents and then use my Celebrity endorsement Little Mix social media sites to target the younger customers.
I will ensure that the range is promoted daily, ensuring that is always at the top of every social media news feed.
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Concept
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Concept Board Analysis
As a buyer for Matalan, I have to ensure my particular range can appeal to their target market as much as the one I am aiming it to. I have focused on the gold metallic and the wings on my concept board. I have included two images of wings , one included on a pair of sneakers and the other included on an animated image of a young girl who is wearing an active wear outfit and carrying a piece of sporting equipment. The wings make the active wear range girly and link with the name of the range #findyourwings . The wings give a clear vision of the name and also that what target market the range is aimed towards. I have also included the four colours that are due to be trending due to WGSN , the colours consist of pink , lilac , yellow and metallic gold . These colours help give a clear vision for the season the range is for. The colours are bright , feminine and young. Although the range is for active wear therefore the shapes can be thought of as quite structured and masculine however the colours, shapes and theme I am going to use help bring in the target market of girls aged 11-15.
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Range
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Fabrics Used For Garments
Cotton
The fiber is most often spun into yarn or thread and used to make a soft, breathable textile.
Polyester
Polyester is a category of polymers that contain the ester functional group in their main chain. As a specific material, it most commonly refers to a type called polyethylene terephthalate (PET).
Elastane
An elastic polyurethane material, used for hosiery, underwear, and other close-fitting clothing
Above are the three fabrics I will be using mostly when building my range. When completing my comp shops and directional shops these three fabrics are what are being used not only already in Matalan but also in other stores on the high street. These fabrics are durable, cost effective and suitable for the products available in my range.
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Range Evaluation I am going to evaluate my final range for Matalan. I was asked to design a range that linked to my original range for my Matalan pitch. My first range was active wear range for women called #findyourfitness. I had a look at current ranges available not only in Matalan but other competitors to see what was on the market and what was not. After carrying out research I decided to design a range for young girls aged 11-15 years old. I felt this was something that was missing on the market , Matalan and other stores have a small selection of active wear available for this age group however I felt the products available especially for the older teens are very babyish and products available for the 15 year olds are also available for 3 year olds. I felt this was a niche in the market and chose to carry out some trend research to see what shapes , colours and styles could help the range be a success. I had a look on WGSN and came across Youth Tonic which had a trend due to be forecasted for Spring Summer 18 called Fantasy Sport , the trend shown colours , shapes and motifs. I chose to use this as inspiration when building the range #findyourwings. Wings played a big part in trends for Spring Summer 18 , they are seen on jackets , tops and also on footwear. The colours are girly consisting of pinks , lilacs , soft prints all paired with garments made from metallic gold keeping with the fantasy concept. I wanted the range to appeal to the current Matalan customer as well as bring in a new customer. So when choosing fabrics for the range I knew from brand history that the products are to be of high quality yet affordable. I had a look at the fabrics used already in store on the active wear and also compared it to the fabrics used by Matalan competitors to which I discovered are near enough the same yet however some competitors have a higher price. Carrying out this research also helped me when pricing the range as I wanted to keep it affordable and to the price bracket that Matalan products are already sold at. I wanted to keep the Matalan existing customer however use a good price with quality stylish products to entice a new customer. The range is built up of 15 products , clothing , footwear and accessories. All garments can be worn together or separately. Each garment comes in different colour ways making it accessible to mix and match all of the range. The range garments all include the logo wings to go with the name of the range. The range has fun accessories to help complete a stylish look. From trend research on Pinterest I discovered that global trends had a lot of accessories , caps , sunglasses and back packs. I chose to put these in to the range as I wanted the range to stylish and trend driven. Overall my range is going to be available for Spring Summer 18 being launched in stores and online 1st March 2018. The range is going to be young enough for the youngest target customer of 11 however stylish and trend driven for the eldest target customer of 15. The range will be affordable , good quality and made for modern families.
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Merchandise Spreadsheet
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Merchandise Spreadsheet Evaluation I have completed a merchandise spreadsheet for my final range , detailing the total quantities of stock required and the total cost of the stock. I worked out the profit margin for each garment which works out roughly at 66.7. This is around two thirds of the RRP. Matalan has a large amount of stores as well as an online store therefore I will require a large amount of stock to ensure all stores have enough products for sale as well as available for replenishment. I have worked out the total quantity of stock needed for replenishment at 15%, I then worked out the replenishment needed for each individual garment the same way. Having the range available for customers online enables the range to target a larger audience, therefore this could enable expansion and more success for the range. To ensure through preparation for success of online sales the merchandiser can keep record of products that have been most successful and a record of products that have least sales. The merchandiser can organise products that have sold well or customers have shown most interest in to be the first products to be seen on the website then after weeks of sales the merchandiser can move products around and maybe place products that have not sold as well to the front of the active wear page to ensure customers are seeing them. If sales don't improve on these products more popular products can be moved to the front. Not only will the merchandiser be able to keep record of sales online but they will also be able to keep records of sales in store , the merchandiser can inform the buyer of products that have sold well and how the replenishment may be needed and also for future seasons the buyer can be informed on what products to use more budget on and what products to not. Completing the financial spreadsheet allows me to see what grade stores are selling what products the most and the least , products that are selling better in some stores but not in others will enable the merchandiser to organise stock allocations and will enable myself as the buyer to work out if replenishment orders for certain stores has been over or under valued. The larger stores in the more busier cities are the stores that require more replenishment due to the high level of sales therefore I would use this information to help make decisions in the future. More basic styles and safer options of products sell better in the quieter areas where stores are located therefore when buying in the range I can allocate more budget to these kind of products to ensure there isn't loss of sales and left over products for the reduction period in stores. Things i could of carried out differently when planning , forecasting , allocating and replenishing products could have been looking at previous seasons. I could have gathered more information on strong and weak sales throughout stores and online. I could have looked at online sales which could have enable me to ensure I budget enough money to buy in enough products for a store that is more global and reaches out to a larger audience. I could have looked at previous records of sales for colour trends and styles and to see what ones have continued to be successful even if they have been repeated season after season , this would allow me to budget money on a product that although has been done before it is due to be successful and profitable to the company.
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As a merchandiser you have to think about short and long term impacts on the management of stick flow and the consequences that come with it. Short term impacts can include increased sales due to key calendar events or the use of a celebrity endorsement, products can become more popular when a celebrity is used. Customers take more interest in to the product which can result in more sales therefore you may not want to base the buying budget and allocation on previous seasons especially on ranges that haven't used celebrities in the past. The merchandiser has to be prepared for more sales and work fast and use their initiative to ensure profit and customer satisfaction. Another short term impact could be the decrease in sales due to the change in weather, customers may not shop in store if the weather conditions are bad they may choose to do their shopping trip another day or choose to shop online from the comfort of their own home. The merchandiser needs to take this in to consideration when logging sales and the loss of sales may not be due to the range but however due to the foot fall of customers in to the store. Also the weather change could potentially decrease sales on products that are for warmer weather or vice versa. A t-shirt that may of been a best seller may not sell as well in certain weeks due to the fact that temperature has dropped and customers are looking for more weather appropriate products. The merchandiser should log these records and take note of surroundings that have took impact on these reasons. Dresses may sell better in seasons when the races , weddings and christenings are held however may not sell in periods of the year when occasions are not happening or the weather may be cooler. The merchandiser should react to these impacts by having enough products available for busier times and keeping the replenishment ready for times when they know previously have sold faster. Consequences on these impacts happening could potentially affect the buying budget for future seasons, products that may of sold well if the weather had been better however haven't due to poor weather could not be bought in future seasons however the weather could be better and sales could be lost. Long term impacts include decreased sales due to economic climate , decline in brand identity and increase in competition in market sector. Trends can change fast in the fashion industry and with a lot of stores following the fast fashion rule and having deliveries daily with new products and quick replicas of the designer cat walks but at affordable prices this can increase the competition. The role of a merchandiser needs to ensure that they are monitoring sales closely especially on their best sellers and ensure that replenishment is ready to be available in stores or that products that are similar are ready to be put in to production. If a product is not ready for a customer and they are a customer who follows trends that change quick the customer could potentially go else where, this would result in loss of profit and potentially lose a customer. Decreased sales due to economic climate could have consequences on your stock management as a long term impact as financially customers may need to cut back on indulgent products and budget their expenses on necessities. If the economic climate does not improve the stock market could fall and customers who are regular shoppers or customers who tend to shop now and again, if they end up with job losses or family cut backs this will result in loss of sales. This would be a long term impact as this sort of impact doesn't get solved quickly, it may be due to government changes which could be put in place for a long term or until at least the next election. As a merchandiser you would notice a loss in sales which may not be due to what has been bought in but due to other circumstances. As a merchandiser you would have to manage your stock efficiently and be prepared for short and long term impacts as part of your job role.
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Assess your range and amend and critically evaluate the designs to meet costs, production and other constraints Costs For this range I have used a lot colours, each garment has a mixture of colours , even if the main product is just a block colour it will have a section of pattern on it to help link with all the other items in the range. I would ensure I have chosen the cheapest fabrics for the best quality. Garments may need to have more work put into them due to the style and colours. I would need to ensure profit was made on these products.
Fabrics Fabric is a vital part of my range especially for a younger range. I need to ensure that the fabric Is safe ie no harmful dyes are used and the fabric is not Flammable. Fabric tests should be vital . I would also ensure that the range is of good quality and comfortable.
Warehouse / stockroom As a company you will have staff working in the warehouse and stockroom to monitor stock. The staff will determine what and where stock will go . If it is a large company this will take a large amount of budget due to the size of warehouse , amount of staff and amount of stock.
Shipping Before your range gets put into production and sent over ready for the shop floor samples should be shipped over to ensure your range arrives correctly and fit for purpose. This will save time and costs.
Sourcing An issue which could affect where you are sourcing your Products from could be from a natural disaster. Weather conditions Could damage crops you are sourcing your fabrics from. This could result in delays to your production and deliveries.
Design Issues The fabrics I have sourced for my young girls range could be flammable , not hypo allergenic , colours could run, and the quality could be poor. These issues could all be discovered and solved at this point.
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I could of simplified the styles of the jumper to speed up the production process.
I could of designed a jumper that was not a cropped style , this style jumper might only appeal to a certain customer.
I could of chosen to have this product in all one colour, this could of saved time on production and fabric.
I could of chosen to design the leggings in a darker colour , the brighter colours may not appeal to the more body conscious customer.
I could of designed leggings in differe a longer style may of been more suita be worn during summer and winter.
I could of chosen to have this product manufactured in Europe to save time.
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I could have designed a piece of footwear that is more appropriate for purpose rather than style.
I could of chosen to use a different fabri maybe used cotton as it would be a loos fit and maybe more comfortable.
I could chose to have more variety of style in footwear maybe not only have a lace fastening available but to also have a velcro strap available.
I could of chosen to design this top so it longer style , a cropped clingy top may not be suitable of certain ages or custom who are more body conscious. I could of chosen to design this piece of footwear in a darker colour , the customer this product is aimed towards is more than likely to get dirty , therefore the dirt will show up more on this brighter colour.
I could of chosen to design this product in less colours yet have more styles in top
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I could of designed two different styles in the full swimsuit , the older customer may need more support than the younger customer m therefore I could of designed two swimsuits for two different ages. I could of designed this product in a darker colour , swimsuits are a very tight fit and the more body conscious customer may not want to wear something so bright.
I could of made this product out of more durable fabric to ensure that is suitable for in and out of water.
I could of chosen to make the bag out of man made fabrics in order to reduce the cost.
I could of chosen to have less pattern and colours on the back pack to save on cost.
I could have chosen to make the bag out of leather or a more sustainable fabric to make sure it lasts longer.
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The Critical Path Process PLANNING
PLANNING – 4 WEEKS
15TH APRIL 2017
RESEARCH
RESEARCH – 2/4 WEEKS
12TH MAY 2017
DESIGN
DESIGN – 3 WEEKS
10TH JUNE 2017
PROTO SAMPLE & COSTINGS
PROTO SAMPLES – 2/4 WEEKS
31ST JULY 2017
PRE RANGE SELECTION MEETING
3 DAYS TO FLY OUT TO FACTORIES
28TH AUGUST 2017
NEGOTIATION / TRIP TO FACTORIES
FACTORY VISITS / TRIP – 2 WEEKS
31ST SEPTEMBER 2017
FINAL RANGE SELECTION MEETING
ACCESSORIES APPROVAL – 4 WEEKS
14TH OCTOBER 2017
PLACE ORDER
2 DAYS OF FLYING OUT TO PLACE ORDERS
13TH NOVEMBER 2017
GARMENT FITTINGS
GARMENT FITTINGS – 4 WEEKS
15TH DECEMBER 2017
FABRIC ORDER
FABRIC LEAD TIME – 6 WEEKS
12TH JANUARY 2018
TIME & COLOUR APPROVALS
2 DAYS GOING TO TRADE SHOWS
24TH JANUARY 2018
BULK PRODUCTION PLUS SHIPPING
CHINA – SHIPPING LEAD TIME – 12 WEEKS
26TH FEBRUARY 2018
WAREHOUSE – STORE ALLOCATION
2 WEEKS TO BREAK ALL THE STOCK DOWN
18TH FEBRUARY 2018
PRODUCT LAUNCHED IN STORE
16 WEEKS
1ST MARCH 2018
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Resources The internet Newspaper articles Citethisforme Magazines such as Vogue and other fashion magazines The VLE Instagram The high street The assignment brief
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Skills Gained Throughout This Course
Throughout this course I have gained numerous skills; these include my photo shopping skills using ADOBE Photoshop. I have also learnt how to professionally put together a concept / mood board, I have learnt how to create something simple however to get the concept across by using correct visuals. I have gained knowledge using Microsoft office by learning how to create a financial spreadsheet and working out vital information that is needed for the job of a buyer. These skills are needed within the buying role , skills that I now feel come easy to me.
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Evaluation Presentation Before going ahead with the business plan and aims for both the Matalan pitch and the #findyourwings range I presented both ideas in front of my college class and tutor. I did this so could get feedback and see what they thought about the ranges as a whole and whether it was realistic or not. I not only wanted feedback on the business ideas and the range however I wanted feedback on my mood boards and concept to ensure I was going in the right direction and there is a clear vision on what the range is about. I wanted to ensure both ranges not only looked successful but that they matched the criteria of the final major project and that they are suitable for Matalan. I found from completing presentations in front of my class and tutor helped me gain better presentation skills and gain confidence when speaking in front of a large audience. They help me with my standards of speaking clearly and voicing my opinion in a professional and clear way. Carrying out presentations have made me realise how important other people opinions are , my class and tutor helped me with areas that are strong and areas that need to be improved. It helped me work on using feedback constructively. The buying Cycle The buying cycle is key influence in the whole of my FMP as it has been for all of the other units during my time on the course. Reviewing the brand and previous sales and seeing what works well with the current customer are vital when beginning the task. Once I have gained this information it allows me to carry on with further research to then build a range that will create a brand new range that will attract customers and increase profit for the company. Trend forecasting is one of the most important factors for me as it helps me build mood boards , concepts boards and get an insight in to trends for colours , shapes and styles and fabrics. All of these allow me to begin the garment selection and sourcing process. It allows me to begin the critical path to ensure everything runs smoothly and to plan. Information on volume , RRP and size ratio When designing both ranges I wanted to keep them as close to current Matalan products to ensure satisfaction with the Matalan customer, I decided to keep the sizing the same. Although with the #findyourwings range I added slightly more variety when it came to the sizes. However I did not take anything away that is already available. For RRP again I kept with the Matalan current prices, from carrying out comparative shops I noticed that most of Matalan products are the best value for money I wanted to keep that in both ranges. When looking into product volume I would just order more garments in standard UK sizes. Also replenishment would be ordered for tops more as these products sell quicker and in more volume.
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How will the range be profitable? The first range #findyourfitness doesn't necessarily bring something new to Matalan with regards to active wear as Matalan already have an active wear range however my range is more trend driven. The #findyourwings range is also trend driven and is something that Matalan are missing for that target customer. The main concept for both ranges is health and well being. Both ranges come with look books including outfit ideas , workout routines , healthy recipes and fitness clubs. Both ranges are about a happy and healthy life style rather than to get thin. Image is a major part of life and the concept behind this range is for customers to feel good as well as look good. The concept embraces health and happiness , the colours are soft and the prints are calming. More and more people are buying into health and fitness , food companies are tweaking ingredients to make them healthier , gym memberships are growing and people are taking to the pavement more to get in the fresh air and get that extra bit of exercise. The range will be profitable from it attractiveness and small helpful tips that come with it. The products in the range are stylish , trend driven , versatile and affordable. There are darker garments for the more safe or body conscious customer or there are brighter garments for the more adventurous and risky customer. The main niche behind both ranges is to self love and to always look after yourself. The key to life is happiness and thats what everyone looks for. How will the range be profitable? The overall niche of the range will provide Matalan with a good reputation and would encourage customers to return to Matalan stores and to get involved in charitable fun fitness classes. Some women don't feel confident enough to attend gyms or can afford personal trainers therefore if friendly group led classes are being held for as little as ÂŁ2.00 it gets the interest of customers to at least attend the fitness clubs to then bring them in to the store more frequent and to feel as though they are apart of a healthy community. I have enjoyed doing both of these ranges as I feel I have been able to not only focus on Matalan as a brand and their customers however I have been able to link the ranges with something that is growing in society and is being made more aware to adults and especially children in schools and that is the importance of health and fitness. I have been able to think about profitable long term aims for Matalan as a company which would be an in store cafe , Matalan store locations are not always in busy areas therefore a cafe could attract customers coming from afar or customers who are travelling with children. Having a place where they are able to have a beverage or food could attract more customers. Going back to S.W.O.T : How will external factors determine how I will develop my range? One of the opportunities I talked about during my S.W.O.T was opening a in store cafe , I did some field research visiting Matalan stores close to me and the three that I visited , Bromborough , Birkenhead and Liverpool are all situated in quiet and out of town locations. If in store cafes become a part of Matalan as a company this will entice more customers to visit as there will be a place for a beverage or food. More customers visiting the store could potentially gain more sales therefore could enable me to release more ranges due to sales. The in store cafe is also to serve healthy meals from the look book that is linked to my ranges therefore customers may take more interest in the active wear available for them. Another opportunity I talked about was celebrity collaborations, Matalan have had previous celebrity collaborations and they have all been successful however the amount they have done are limited , therefore me using Little Mix may bring in a new younger customer therefore using a new fresh celebrity for future ranges could again bring in a new customer. This could boost sales and be something they have beat competitors on.
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Matalan Pitch As part of our FMP we had to a ‘dragons den’ style pitch. We had to create a power point and present it for a maximum of ten minutes to professionals at Matalan head office. The idea was to grab the audiences attention with a captivating elevator pitch. My pitch was based upon my range #findyourfitness. I was 100% happy with the way my presentation went and was very happy with the feedback I received. The pitch and feedback really boosted my confidence in presenting and also boosted my confidence in my ability to work. I feel more confident about buying and after the pitch feel more confident when applying and preparing for new jobs.
Skills gained from the course During the whole course I have gained sufficient skills in fashion buying and range planning. I found using an action plan most useful, using an action plan kept me organised and enabled me to make sure all aspects of work was included to complete each unit. It allowed me to keep to time schedules and to prevent me from getting stressed and behind on work. I will use this in the future when I become a fashion buyer to ensure I have perfect time management and planning. I gained the use of different software tools that I had never used before and got better at using them after each unit. Photoshop is a piece of software I had never used before and now after using it continuously throughout the course I feel I use it confidently and more easy. I have created better work using photo shop the more the course has continued. I will continue to use photo shop as I feel I can create concept boards with minimal images however it has enough to information on to get the idea across to the audience. I will use trend forecasting as a vital tool in the future as I feel with the buying role it is vital to know what shapes, colours and styles will be trending to ensure your range is a success. Although trend forecasting is important I have also gained the skill of looking at brand history to ensure I am matching the profile of the customer I am appealing to and to use skills to make the best profits for the company.
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UAL Level 4 Fashion Buying & Range Planning
Looking back on all my work I have completed to gain a qualification in fashion buying I have thoroughly enjoyed each unit and have enjoyed looking at how my skills have got better and my knowledge in to the job role of a fashion buyer has broadened. I have enjoyed building ranges from given criteria and I have also enjoyed being thrown in to build my own range for my final major project for Matalan. I have enjoyed watching my progress with software tools and with my presentation skills. I have learnt how to take criticism positively and used to make my work and myself better. I have had a better insight into the stuff before you see it looking pretty in the stores. Enabling me to think about where I would source fabrics from when choosing to do so for my ranges. I loved using WGSN and browsing through concept boards and gaining knowledge into trend forecasting. I have enjoyed creating mood boards and concept boards to then build a range and to look at how they all link and give a clear vision of what they are about. The end products have made me feel proud of what I have achieved from when I started in September. Having completed group tasks , individual tasks , photoshoots , looks books , presentations in front of class to a individual presentation in front of professionals I feel ready for an exciting career in fashion buying and prepared to start the next chapter in my life.
Reflective diary Week 1 – 13/03/17
Week 2 – 20/03/17
Week 3 – 27/03/17
Week 4 – 03/04/17
Started my final major project this week , began looking at current ranges available in Matalan stores.
Completed market research into Matalan as a brand. Began looking at celebrities I feel could be used for a celebrity endorsement.
Decided on a range I am going to produce , a celebrity endorsement I am going to use and began looking at trends.
Added my finishing touches to my Matalan pitch and created my look book ready to give out whilst completing my presentation.
Week 5 – 10/04/17
Week 6 – 17/04/17
Week 7 – 24/04/17
Week 8 – 01/05/07
Coming up with a new range that will link with my first range to launch in Matalan stores. Starting to look again at Matalans current collections.
Began market research on celebrity endorsements , trend forecasting , researching to help build up my new range.
Completed comp shops , SWOT analysis and directional shops . Research to help build my range.
Researched into fabrics that I could potentially use when making my range , taking into account Matalan pricing and how they believe in value for money. Ideas are starting to come together.
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Reflective diary
Week 9 – 08/05/17
Week 10 – 15/05/17
Week 11 – 22/05/17
Began my range this week and completed , able to work on photoshop quicker as I have gained more experience. Completed financial spreadsheet and evaluation.
Completed our team work task this week, taking part in a photoshoot. Styling and directing to help build a look book.
Handed in my final major project ! Really happy with all my work overall and how hard I have worked.
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Key Events Calendar Months
Events
Implications to Merchandising
January 2018
Sneak preview adverts on social media
N/A – PRE RELEASE DATE
January 2018
Billboards in the larger cities put up Advert goes into magazines
N/A – PRE RELEASE DATE
February 2018
Little Mix music video releases – promoting new range Little Mix and Matalan begin promotional campaigns , TV and social media
N/A – PRE RELEASE DATE
March 2018
Look books and promotional posters arrive in schools and sport clubs. Look books and VM gets prepared in store
N/A – PRE RELEASE DATE
March 2018
Store Event Launch evening of the range
Sale figures begin
This key events planner above focuses on the two months leading up to the collections launch date. All key events are before the launch date to build excitement about the range and to give the range some exclusivity. The idea of these events are to create a hype around the range and to push sales on the launch date. A store event will be held in the flagship store in Liverpool, this will be the first time the range will be seen in stores. Celebrity endorsement Little Mix will be at the launch, this will help boost sales and create a buzz. Focusing on events leading up to the launch will get the consumers more excited about the range. #findyourwings @
ACTION PLAN
DATE
Research in to celebrity endorsement – Little Mix
28.04.2017 DONE
Competitive Shop Evaluation
29.04.2017 DONE
SWOT SWOT ANALYSIS
30.04.2017 DONE
Customer profile Existing & New
04.05.2017 DONE
Trends Global - Pintrerest
06.05.2017 DONE
Mood Board
08.05.2017 DONE
ACTION PLAN
DATE
Adverts Advertising – social media
10.05.2017 DONE
Directional Shop
14.05.2017 DONE
Business plan Business aims
17.05.2017 DONE
Concept
20.05.2017 DONE
Range Range evaluation
20.05.2017 DONE
Merchandise Spreadsheet Evaluation
21.05.2017 DONE
Evaluation
22.05.2017 DONE
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Matalan.co.uk. (2017). Abbey Clancy Interview - Abbey's Picks Matalan. [online] Available at: http://www.matalan.co.uk/abbey-clancy [Accessed 14 Mar. 2017]. Mail Online. (2017). Abbey Clancy flaunts her model figure in chic striped co-ord. [online] Available at: http://www.dailymail.co.uk/tvshowbiz/article-3524887/AbbeyClancy-flaunts-model-figure-chic-striped-ord-platform-heelsbusy-day-launching-new-Matalan-range.html [Accessed 14 Mar. 2017].
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Wgsn.com. (2017). Cite a Website - Cite This For Me. [online] Available at: https://www.wgsn.com/content/board_viewer/?lang=en#/667 27/page/10 [Accessed 15 Mar. 2017]. Matalan.co.uk. (2017). Alder Hey - Get Your Stripes - Matalan. [online] Available at: http://www.matalan.co.uk/alder-hey/getyour-stripes [Accessed 21 Mar. 2017]. Instagram. (2017). Instagram post by Ferne • Jul 31, 2016 at 4:38pm UTC. [online] Available at: https://www.instagram.com/p/BIiGgPfDDGQ/?takenby=fernemccann&hl=en [Accessed 21 Mar. 2017]. Matalan.co.uk. (2017). Alder Hey Children's Hospital Details Matalan. [online] Available at: http://www.matalan.co.uk/alderhey [Accessed 21 Mar. 2017].
(WGSN | Creating Tomorrow | Trend Forecasting & Analytics, 2017) Wgsn.com. (2017). Cite a Website - Cite This For Me. [online] Available at: https://www.wgsn.com/content/board_viewer/#/67417/page/ 6 [Accessed 23 May 2017].