Unit 10

UNIT 10 FASHION BUYING RETAIL ENVIRONMENT Elizabeth Nuttall

Political

Economic

Technological

PESTLE Technological

Legal

Environmental

ARTICLE 1

SKY News 3rd September 2016

Economic Marks and Spencer announced they are going to axe 500 office jobs as chief battles sales slide.

Slump in the sales left the company facing renewed questions about its strategy. The cuts will affect head office rather than shop floor staff. In July it was announced the sharpest like-for-like decline in its clothing business for more than a decade with sales down nearly 9%.

(Sky News, 2016) Affects on a buyer : This has a negative affect on the buyer , sales have dropped and shares have fallen. 500 jobs are getting axed and office jobs are going to be the ones getting affected. With one of the reasons for the jobs being axed is due to drops in clothing a buyers role could be main target. The company could look in to the strategies of the buying role and the merchandising. These rolls play a massive part with what is available for customers and how the customer is going to see the products when they enter the store. if the strategy at the moment isn't working the company may look in to replacing these job roles. they may feel the company needs new fresh ideas or a change to potentially boost sales again.

Potential impact : High Time frame : Ongoing Type : Negative

ARTICLE 2

BBC.CO.UK 2ND APRIL 2015

Economic Marks and Spencer shares jump on clothing sales increase Marks and spencer sales rose to the highest level in 7 years. Closely watched general merchandising sales Which include women clothing rose 0.7%.

Clothing sales were aided by “great fashion press coverage Including that of our iconic suede skirt”.

(BBC News, 2016) Affects on the buyer : this affects the buyer in a really good way clothing sales have rose in all areas of the company. Comments include “ the era of rail after rail of black slacks appear to be over” is a positive and proves that what the buyer is now bringing in to marks and spencer is working. Clothing sales have risen so this reflects really well on the buyer and merchandiser.

Potential Impact : High Time Frame : Ongoing Type : Positive

ARTICLE 3

The Telegraph 12th September 2016

Social Alexa Chung archive collection for M&S is back for another season and is set to solve all your party season dressing woes Alexa Chung released her first collection with marks and spencer 13th April 2016 , her collection had sold 20,000 pieces by 4.30pm.

Her Ruffled Harry Blouse sold out by the end of the day. Marks And Spencer brought Alexa Chung collection to the store as they Hoped she would bring her “ fashion touch to the high street store�.

They thought Alexa would be a perfect fit for Marks and Spencer As she has long honed a reputation as the poster girl for a modern spin On British heritage style.

(Spedding, 2016) Affect on the buyer : This has a positive affect on the buyer , sales have improved the first collection has sold really well with a large amount of sales being sold on the first day resulting in one of the products completely selling out . Marks and Spencer bringing out a collection for a second season they believe the collection is going to be a success. This is good for the buyer as they may have a larger budget to bring in more for the second collection as they will know there was such a demand for the first collection .

Potential Impact : High Time Frame : Ongoing Type : Positive

ARTICLE 4

Vogue.co.uk 27th January 2016

Social Rosie launches her own make-up Many high-street collaborations prove to be a flash in the Pan but Rosie Huntington-Whiteleys Rosie for Autograph Partnership with Marks and Spencer us a relationship that Has stood the test of time.

Rosie began with a lingerie collection in 2012 expanding On to a fragrance , activewear and sleepwear . A make up Line is the next step for Rosie. All her collections have been Successful and have continued to grow.

(British Vogue, 2016) Affect on the buyer : Having Rosie Huntington Whiteley as celebrity endorsement for Marks and Spencer has a great affect on the buyer . For someone to start with a lingerie collection then four years on to have introduced four more collections for the company can only have a good impact on the buyer. The company knows that Rosie is popular and a good role model , female customers see her as a style icon so like to copy her looks . The buyer knows that roles to do with Rosie Huntington Whitley are going to be successful and collection that will grow and be in demand.

Potential Impact : High Time Frame : Ongoing Type : Positive

ARTICLE 5

The Guardian 4th November 2016

Political Marks and Spencer expected to announce of closure of up to 30 stores Marks and Spencer have announced that they will be closing up to 30 stores. This will affect mainly shops in outlets and shopping Centers. This could potentially lead to thousands of job losses.

Shopfloor space is expected to be reallocated meaning bigger food Halls and smaller clothing areas.

Customers are making more purchases online so smaller or less attractive town centres are losing out on sales. Marks and Spencer are also expected to announce store cuts in China as they have found trading tough . Chief executive for the company Commented “ it is not easy to close that amount of space and when you do it puts pressures on your supply chain�

(Butler, 2016) Affect on the buyer : This announcement will affect the buyer in a negative way. Shops are closing or clothing space in the Remaining retailers is getting smaller and the food section will get larger. This will give the buyer less stores to buy for, this Could give fewer jobs for the buyer so could result in job loss . Also the chief executive said how this can put pressure on the Supply chain , this not good for the buyer as they use the suppliers as their main source , they like to build up and maintain a Good relationship with the suppliers . If stores are closing and less is being bought from the supplier , the supplier could take Its trade to companies who are buying more and giving them more profit.

Potential Impact : High Time Frame : Ongoing Type : Negative

ARTICLE 6

The Guardian 11th November 2012

Political Marks and Spencer green chief attacks government’s “Uncertain” policy The architect of Marks & Spencer's environmental action plan has accused the coalition of overseeing two years of uncertainty for businesses embarking on green measures.

Mike Barry, head of sustainable business at the retailer and the man who helped Stuart Rose launch the company's 180 commitments in its 'Plan A' five years ago, said that policy moves by David Cameron's "greenest government ever" had eroded earlier business certainty provided by the 2008 Climate Change Act. (Vaughan, 2016) Affects on the buyer : This would affect the buyer as the buyer will have to take into account what companies and factories they are visiting to make sure they meet the criteria of the Climate Change Act .

Potential impact : Medium Time frame : Ongoing Type : Negative

ARTICLE 7

The Guardian 28th October 2015

Technological Marks and Spencer shuts down website due To technical glitch Marks & Spencer has apologised for a data breach that forced it to suspend its website for two hours after customers were able to view other people’s personal details when logging into their accounts online.

The retailer blamed a technical issue, which affected 800 customers, and said it acted quickly to resolve the problem. It stressed that it was not hacked by a third party and that no one’s financial details were compromised.

The company said that it was writing to every customer affected to “apologise and to assure them that their financial details are safe”. Its statement came after several shoppers called on M&S to provide reassurance that their details would not be misused.

(Kollewe, 2016) Affect on the buyer: This could affect the buyer as products could potentially not sell as customers who shop online may give up waiting for the site to come back up and shop else where.

Potential Impact : High Time frame : Short Type: Negative

ARTICLE 8

Reuters.co.uk 8th January 2015

Technological Marks and Spencer Christmas ruined by online Delivery problems.

Delivery problems at its online business meant Marks & Spencer fell well short of Christmas sales forecasts, raising fresh questions about Chief Executive Marc Bolland's turnaround strategy for Britain's biggest clothing retailer.

The 131-year-old company, a mainstay of Britain's shopping streets, said on Thursday sales of general merchandise, which includes clothing, gifts and homewares, fell 5.8 percent in the 13 weeks to Dec. 27.

(Reuters UK, 2016) Affects on the buyer : Christmas is a busy time of year when customers have a lot going on and choose online shopping as convenient and quick way of shopping . If Marks and Spencer site is having issues Or customers hear the delivery service is having issues customers will choose to shop else where Therefor products will not be getting bought and sales will be missed . This will affect the buyer as figures will just show that what they have bought in have not sold.

Potential Impact: High Time frame: Short Type: Negative

ARTICLE 9

BBC News 27th September 2011

Legal Marks and Spencer fined ÂŁ1m over asbestos risk Marks & Spencer has been fined ÂŁ1m for failing to protect customers, staff and workers from potential exposure to asbestos.

Customers at stores in Reading and Bournemouth were put at risk of exposure to asbestos in 2006 and 2007 during refurbishments, a court heard.

(BBC News, 2016) Affects on the buyer : This could affect the buyer in a negative Way as the company have been hit with a loss of money therefore Budgest may be looked at and could result in being cut . This would mean that the buyer would have less budget to buy with Resulting in having less products to buy for the store.

Potential Impact: High Time frame: Ongoing Type: Negative

ARTICLE 10

The Lawyer 22nd January 2007

Legal Marks and Spencer puts legal team at heart of growth strategy Marks & Spencer (M&S) has ramped up its legal department with two crucial hires that will put the team at the centre of chief executive Stuart Rose’s new expansion strategy.

Head of legal Robert Ivens has hired property lawyers Sara Wain-Heapy from Clifford Chance and Steven Haynes from Nabarro Nathanson. They will join M&S as the company prepares to extend the Simply Food chain from 187 outlets to 400, with another 200 small Simply Food outlets on BP petrol forecourts.

(Lawyer, 2016)

Affects on the buyer : This could affect the buyer as money has been used to bring in a larger legal team this could affect The budget available for the buyer.

On a positive side they could suffer from less legal issues like copyright for example.

Potential Impact : Medium Time Frame : Ongoing Type : Positive

ARTICLE 11

The Guardian 7th June 2012

Environmental Marks and Spencer becomes ‘carbon neutral’ The company says it is now fully carbon neutral, after reducing energy usage by 28% through more efficient refrigeration, and counting renewable energy tariffs and offsetting.

The company also now recycles 100% of its waste. Of its food waste from stores, 89% goes straight to anaerobic digesters to generate energy and the rest is composted. And 31% of M&S products – £3bn worth — now have a Plan A attribute such as Fairtrade, organic or made from recycled material. The longer-term goal is that by 2020, all M&S products – nearly three billion sold annually – will have at least one sustainable characteristic.

The retailer had aimed to triple sales of organic food and drink by 2012. But while sales of Fairtrade products have increased by 88% -and organic products are popular in its 300 cafes – sales of organic products in store remain broadly the same as in 2007.

(Smithers, 2016) Affects on the buyer : This will affect the buyer as the buyer will have to think about the products they are buying for the company . Take in to consideration budget , what products are in demand , don’t want a loss with products being left and wasted . The buyer will have to see if their supplier can provide recyclable fabrics , more organic and eco friendly and Fairtrade products may cost more so they would have to take their budget in to consideration.

Potential Impact : High Time frame : Ongoing Type : Positive

ARTICLE 12

M&S.CO.UK 2013

Environmental Marks and Spencer was proud to be awarded The sustainable business of the year award at The Environmental and Energy Awards 2013.

Marks and spencer got awarded The sustainable Business of the year award in 2013 . The judges examine the company's corporate strategy and look at performance within a number of strands, including waste, transport, energy, carbon emissions, buildings, pollution control and stakeholder engagement.

(Corporate.marksandspencer.com, 2016) Affects on the buyer : This will affect the buyer because this could invite new customers in to Marks and Spencer who think highly of being Environmentally friendly. Also the buyer might have to think of products which reflect being sustainable for example eco friendly fabrics And organic fabrics.

Potential Impact : Medium Time Frame : Ongoing Type : Positive

Vision of a Topshop Buyer

Over 250,000 shoppers visiting Oxford Circus Flagship every Week.

Owner is Sir Philip Green.

More than 300 stores across The UK. Employ hundreds of Sri Lankan,Indian And Bangledeshi workers in Mauritius They labour for up to 12 hour days six Days a week.

Part of a fashion retail Group Arcadia , Topshop and Topman Plotting to open more than 150 franchise Stores over the next year as it Pushes forward with its international expansion Plans.

All owned by Sir Philip Green Arcadia Group Limited Topshop Topman Burton Dorothy Perkins Evans Miss Selfridge Outfit Wallis

The Company Management decided to stop competing just on price in the 90s.

Decision was made to create a fashion authority.

Now the attributes associated with Topshop fit adequetly with “affordable luxury” category as well as “competitive price”.

“mainline” one of their most popular lines geared towards affordability offering classic styles and reasonable price. “premium” line is focused on shoppers of quality products.

Topshop Lines Mainline Premium Boutique Unique

Topshop Services Style Advisor Topshop to Go Topshop Express

Target Customers Women aged 18-35 Target audience is young Fashion-conscious people on a budget.

Audience Topshop don’t have a target audience, they believe in just aiming for a customer with a unique look.

Achievers Achievers have goal oriented lifestyles and a deep commitment to career and family.

Image is important to achievers; they favour established , prestige products and services that demonstrate success To their peers.

Experiences Experiences are motivated by self expression. They are young enthusiastic and impulsive consumers.

Their purchases reflect the emphasis they place on looking good and having “cool� stuff.

Main Competitors H&M Zara River Island

Description of ‘their customer “An extraordinary retail phenomenon, Topshop appeals to students, professionals, fashion taste makers and high profile A-List stars alike. United by their desire for the latest forward thinking trends, these shoppers enjoy both the store’s exclusive cult status and accessibility simultaneously.

With over one million customers visiting stores every week in pursuit of an up-to-the minute fashion fix, the average customer is a loyal follower of the brand. She cannot be defined by her age – which can range from early teens to fifty something’s – but instead her attitude. Style conscious and independent, she is addicted to fashion but is not dictated to. Instead she throws away the rulebook and aims for a unique look.”

The key words I extracted from this information regarding their target consumers were: – YOUTH – their main customer is within the range of 15 – 30, and mainly students – this is also revealed through their 10% student discount, they also appeal to women older than this with a youthful outlook on fashion – FASHION SAVVY/FORWARD – people with a passion for fashion, who like to keep up-to-date with the latest trends – INDIVIDUAL – people with their own personal sense of style, that can use Topshop products to create their own individual looks

Customer Profile

Customer : Amy Smith Age : 24 Occupation : Student Amy Smith is a 24 year old female who just loves fashion. Amy loves to keep Up with the latest trends and is always interested in new trends and what will Be available for the next season. Amy describes her style as “ casual glamour” Amy likes to dress down in the day but still look smart and feminine , then of a Weekend she likes to dress up wearing high scraper heels with a super stylish outfit.

Amy takes care of her appearance and likes to make sure her hair and make up are always “on point”. Amy likes to Instagram her Daily outfits and loves to scroll through and see what friends, bloggers , shoppers and celebrities are wearing. Amy is studying At the moment so doesn’t have a massive disposable income , she understands how fast fashion trends change so likes to invest In keys basics for outfits then will freely spend money on trend of the moment items.

Policy Delivery Topshop offer standard delivery and Tracker and Faster delivery Charges apply to both Order in the mainline UK should arrive within four working days Returns guarantee to refund any item you are not completely happy with when you return it to us in saleable condition within 14 days of receipt, in the case of returns by post, and 28 days of receipt, in the case of returns to store.

Payment Methods

Student Discount Online For Unidays and Student Beans 10% Instore Any valid student card 10%

The Consumer Information Obligations (CIO) Topshop is committed to reducing the impacts of its packaging on the environment. Our aim is to reduce our production of packaging waste, maximise recycling and reduce disposal to landfill as far as reasonably possible.

Trends Red Blossom Eyelet Leather Skirt £95.00

Puffa Jacket £65.00

MAGGIE Flared heeled Boots £75.00

MOTO floral embroidered jacket £65.00 Rainbow Fur Scarf £28.00

Hairy Sliders £26.00

I have looked at Topshop trends for the current season .

Topshop are buying in puffa jackets , bomber jackets , faux leather skirts , embroidered denim , fur slider and faux fur colourful Scarves.

All of these items are popular on the catwalk and the high street . Designers like Charlotte Simone released the faux fur scarf In different colours. They have been spotted on celebrities such as Kendall Jenner who recently wore one on the evening of Her 21st birthday party . Puma and Givenchy released the fur sliders which took off massively over the past season . YSL had a massive hit with the khaki green MA1 bomber which was replicated in Topshop stores for £55.00 Topshop buyer has chose key items that “it girls” of the moment have been wearing however they are at a good affordable price Compared to the designer version.

Topshop Customer Topshop target customers are females for any age , they don’t give there target customer an age barrier . However they do offer Student discount and have events for students so they could potentially bring in a younger customer . Also Topshop use a younger Aged celebrity endorsement in their campaigns.

Topshop stock their own brand amongst different concessions selling different brands . This could help bring in a variety of different Female customers based upon age and style . Doing this gives them a wider range of customers coming through their doors.

Therefore as a Topshop Buyer you would have to take in to consideration different looks and styles and make sure you are buying in key pieces which might appeal to all age ranges ie shoes , coats bags . Products that don’t have an age limit on.

You may need to have a larger budget as a buyer to make sure you have things available for their customer or more available and but hold lower stock of the products.

As Topshop claim they don’t put an age on their products so it is available for anyone you would have to take on board the prices You may bring in the customer with a disposable income however advertising student discount and student events the prices have To be affordable for this type of customer also.

Topshop Buyer A buyer for Topshop is a very important role ,Topshop is a world wide successful company. They have stores all over the world bringing in a large amount of foot fall and A high demand for trends and fashion.

A Topshop buyer would attend trade shows , catwalk shows , look at fashion blogs , magazines , street styles to see what trends are going to influence their buying.

A Topshop buyer would look at previous sales of products , what has sold well and what hasn’t . What trends that were unexpected Took off , so they may have to look at budgets and having that spare money to buy in products that have sold better than products That they have bought a larger quantity of. This would also help when they have good relationships with suppliers they need to be able to demand products and have A reliable supplier so they know things will run smoothly and products will arrive on time and to the standard that a Topshop customer expects.

Topshop buyers have to take on board the size of the stores they are buying for. Topshop have their flagship store in London that brings in over 250,00 shoppers every Single week. They also have smaller concessions at retail parks held in the arcadia store Outfit. A buyer needs to know what will need to be distributed to the different Stores and locate budgets of different amounts to different stores.

The Buying Environment Own Label Retailer Being part of an Own Label Retailer would mean that you work with a team on a much smaller scale, you could be working for One person or of two people in a partnership. The job role would include working closely with the owner and would be in Charge of buying everything for production.

The production would happen in house also visiting suppliers would be included in the job role.

High Street Chain High street have three different pricing positions on the high street , low end , medium end and high end. Depending on what Position of high street you was a buyer for would depend on a lot of thing to take in to consideration in your job role. High street Stores are on a larger scale of size for staff teams and amount of customers. You would have to take into consideration the merchandise , stock levels , type of Customer , what city the stores are in , tourists , customer style. The buyer for a high street chain would mainly be office based and might not be able to visit any Stores so needs to do research about target customers for the stores they are buying for.

Department Store Department stores target a much larger audience, they are lot more complex and hold different concessions all under one roof. As a buyer for a department store You would have to consider where about in the store your product is going to be presented , what is your target customer and is the product sat with other Concessions that will attract your target customer , the price of product as so many competitors. You only be buying for your concession so can focus on that.

Branded Buying As a branded buyer you would be working for a online retailer , your job would be office based. You would be expected to do research on brands that are trending Not just what is just on the catwalk but what brands are popular at that moment , any celebrity endorsements . Social Media , street styles . See what is Popular . You would go to suppliers who are only selling branded products.

Independent Boutique Working for a independent boutique will consist of a small team with a varied job role . Jobs will usually cross over and you may have an Input into other parts of the company .

Shop Direct Job Title : Buyer Job Ref : req1214 Location : Liverpool Role : Permanent Salary : £40,000 depending on experience

Shop Direct the multi-award winning company behind the Exciting brands such as Very.co.uk , Very Exclusive and Littlewoods.com.

About the Role We offer Miss Very a wide range of branded fashion and we work with lots of recognisable brands. We want to be able to offer our customer on-trend products at prices that suit them. That’s where you come in.

We’re looking for Buyer to join our Kidswear team on a permanent basis.

You will be responsible for landing new brands to help springboard our journey to world class, with guidance from Andy, our Head of Buying.

About You You’ll share a lot of the same traits as everybody else that’s on the Shop Direct journey, you’ll be ambitious, an innovator at heart who’s always looking to provide Miss Very with top products.

This is a key role within our business so we need you to have extensive experience in children's clothing and footwear buying.

You will have an excellent product eye and negotiation skills that are second to none. You’ll be dynamic and energetic with the ability to bring new ideas to the table.

How to apply This is a fantastic opportunity for an experienced Buyer who is looking for their next career move. If you are interested to find out more please contact the Talent Acquisition team at Shop Direct or apply online.

Please note that the Talent Acquisition team at Shop Direct is managing this vacancy directly and will not be accepting CVs sent by any recruitment agencies. Please be advised, if successful in securing this position, you may be required to undertake a credit, CIFAS and CRB check.

Shop Direct are looking for a Buyer to join Their team in Liverpool .

The Buying role is to become a part of the Kidswear team.

You will be responsible for landing new brands To help spring board their journey to world class.

You need to be someone who is Ambititous Dynamic Energetic Excellent product eye Ability to bring in new ideas Innovator at heart who is looking to Provide Miss Very with top products.

Extensive experience in children's clothing and footwear buying.

TJ HUGHES Job Title : Junior Buyer Location : London Road, Liverpool L3 8JA Full Time Salary : Negotiable depending on experience .

Salaried roll working 38.75 hours per week 8.30am to 5.00pm Monday – Friday.

As a Junior Buyer the purpose of your role is to support the Buyer to plan, manage, implement and deliver the product development process.

The Role •Understand and contribute to department strategy •Work with relevant supplier personnel to ensure they understand and meet their requirements •Manage and maintain complete sample range and documentation (including colour, fit and labelling approvals) •Ensure that comparative shopping and relevant documentation is up to date, highlighting where there are any issues •In conjunction with trading standards maintain up to date departmental, legal, quality and RRP requirements •Fully understand and fulfil the requirements of the advertising calendar, responsible for completion and accuracy of advertising briefs, photography and store POS •Demonstrate effective communication to the Buyer and Merchandiser on all key issues •Give and receive information on range to service departments, e.g. advertising and operations •Ability to act as Buyer in their absence Skills required: Previous experience working within a buying office environment, preferably from a Hard Home, Electrical and Toys background Highly motivated with strong personal drive and ambition Effective people skills Analytical and commercially minded Strong IT skills and highly organised The ability to work in a fast paced environment and deliver results The above is not an exhaustive list of duties and you will be expected to perform different tasks as necessitated by the overall business objectives of the Company.

If you feel you are the ideal candidate then we would love to add you to our team, please email your CV and covering letter explaining why you are the right person to our recruitment email address.

TJ HUGHES are looking for a Junior Buyer to Join their team in Liverpool.

The role is to support the Buyer to plan , manage, Implement and deliver the product development Process.

They are looking for someone who has previous Experience working with a buying office environment , preferably from a Hard Home , Electrical and Toys Back ground.

To join their team they are looking for someone who is Highly Motivated Strong Personal Drive Ambitious Effective people skills Analytical and commercially minded Strong IT skills and highly organised Ability to work in a fast paced environment and deliver results.

Topman Job Role : Head Buyer Location : Head Office Full Time Operates as a Senior Business Manager: • With Head of Merchandising delivers profitable departments irrespective of fluctuating tends.

• Operates as a strategic business manager, overseeing the teams and their processes, demonstrating best practise.

• Analyses trading patterns, advises teams and ensures appropriate action is taken to unforeseen sales reactions.

• Identifies promotional / marketing opportunities for brand and manages the process.

• Demonstrates views on current key trade activity that potentially impacts the company / brand.

• Guides teams and agrees department strategies prior to Managing Director sign off.

• Operates an effective / timely product sign off process, appropriate for product lead-time - “Buying Calendar”.

• Develops a sound supply policy for the Brand, striving for consistent best practice partnerships. Foresees future weaknesses / needs and suggests possible solutions.

• Offers advice and helps find solutions to the wide range of issues encountered by the teams – acts as trouble-shooter.

Provides Product Direction: • Works closely with the Head of Design to generate, and communicate key product direction.

• Displays an in-depth, customer-focused knowledge of market and trends.

• Oversees range development – ensures that the product reflects the Brand strategy, the range is without gaps or duplication, and that the season is logically and commercially thought through.

• With Head of Design and Buying Director, actively develops brand ‘handwriting’.

• Ensures that the correct level of newness / high fashion is present, and that volume lines are maximised and ‘moved on’ at the appropriate time.

• Adds value to the buying process providing an objective view for Buyers.

• With the Head of Merchandising ensures that product reviews are held with senior management at the appropriate time for product sign-off.

Oversees department reviewing process to maximise opportunities and minimise risks of key events/trends/promotions.

• Works with the Senior Management Team and Marketing Director to develop strong and consistent marketing messages / brand image.

• Agrees visual merchandising guidelines / fixturing / packaging with teams prior to Managing Director sign off – ensures they are implemented in a timely manner.

Develops A High Performing Team: • With Senior Management Team, defines and communicates clear vision of the future – translates into understandable goals and targets.

• Builds a strong team with a focus on succession planning.

• Provides positive leadership supporting brand / company policy / strategy and encourages others to do so.

• Develops skills of the team – identifies individual training needs as well as encourages effective teamwork.

• Deals with personnel issues promptly and appropriately.

• Motivates team – gives recognition and praise.

• Pre-empts the need for, and manages change – supporting teams throughout process.

• Provides individual support to new buyers – ensures a full induction is provided and adequate support given during their learning curve.

Communicate Effectively: • Acts in pivotal role for the Managing Director, teams and internal functions to co-ordinate projects and provide two-way communication.

• Works closely with Retail Brand Manager to agree layouts / fixturing / model store etc.

• Brand packs – assisting the Managing Director in producing packs for Board review, presenting at meetings • Builds and maintains a strong and varied network of contacts. Communicates with all to achieve win-win situations.

Must Haves Key Personal Skills • Excellent creative flair with the ability to predict forthcoming moods, trends, themes.

• Creative thinker.

• Combines a creative, innovative approach with commercial ideas.

• Self-starter with the ability to work under minimal supervision and guidance.

• Strong team player and man manager - able to gain trust, respect and confidence quickly and effectively.

• The proven ability to negotiate and drive performance of external as well as internal teams.

• Enthusiasm, energy and determination to achieve results.

• Excellent interpersonal skills – being able to quickly establish effective relationships at all levels (internal and external) with gravitas and strength.

• Strong and convincing presentation skills – able to get ideas across quickly and effectively and gain relevant buy-in and support.

• Working within budget guidelines.

Key Interfaces • Brand Director • Buying Director and teams • Heads of Design and teams • Marketing & PR • HR (recruitment, succession, performance management) • External suppliers, designers, wholesale partners etc.

Topman are looking for a Head Buyer to be based in their Head office in London.

The job role is very busy and lots of jobs come under the Job description.

You will operate as a senior business manager. Overseeing the teams And their processes , demonstrating best practise.

Work closely with the Retail brand manager and assisting the Managing director.

Skills Excellent creative flair Ability to predict forthcoming moods , trends and themes Creative thinker Self starter , the ability to work under minimal supervision and guidance Strong team player Enthusiasm, energy and determination Working within budget guidelines

Selfridges Job Role : Assistant Buyer Department : Menswear Accessories

KNOW THE ROLE Working on the Menswear Accessories department, you'll use your knowledge of Menswear to assist the Buyer in the sourcing of our products.

You’ll be negotiating with suppliers – so we’re looking for someone with the tenacity and resilience to secure the very best terms for the store. You’ll also build strong relationships with merchandising and operations colleagues within the store, using their insights as well as your own trend research to determine which brands are performing well, and to make recommendations on where we take our ranges next.

KNOW WHAT WE’RE LOOKING FOR As an experienced Assistant Buyer, you’ll be passionate about Men’s fashion. A forward thinker, you’ll be up to speed on seasonal trends, demonstrate commercial acumen, and have a proven track record of managing relationships. You'll have proven experience in buying your own areas in addition to creative flair, attention to detail and strong influencing skills. You’ll also be full of innovative ideas for sourcing the best exclusive brands, designers and new products.

KNOW SELFRIDGES Since Harry Gordon Selfridge first opened the doors of Selfridges Oxford Street, London in 1909, Selfridges has been dedicated to surprising, amusing and amazing its customers with astounding moments of retail theatre. Having won The Best Department Store in The World title three times (2010, 2012 and 2014) along with World’s Best Sustainability Campaign by a Department Store in 2016, Selfridges is renowned as being the premier destination for a truly extraordinary customer experience, whether you’re shopping online or in store.

KNOW WHAT'S IN IT FOR YOU Selfridges is an inclusive organisation and we value, trust and respect our people. This is why we provide a whole range of great benefits including up to 35% staff discount, generous annual leave entitlement, a contributory pension scheme and great bonus potential.

Selfridges are looking for a Assistant Buyer to join their Menswear accessories Team.

You will have to have strong knowledge of Menswear to assist the buyer in the sourcing Of their products. You will have to negotiate With suppliers.

Build strong relationships with merchandising And the operations colleagues within the store.

You should know what brands are performing well and You should make recommendations on where they Take their ranges next.

Skills Passionate about mens fashion Forward thinker Up to speed on seasonal trends Demonstrate commercial acumen Creative flair Attention to detail and strong influencing skills Full of innovative ideas

Harvey Nichols Job Role : Head of Menswear Fashion Buying Location : London Head Office Full Time Salary / Rate : Competitive Description:Do you lead the way in creating the new and different? Do your ideas translate into the next great breakthrough?

Our inspirational Menswear Buying team is looking for an inspirational leader. Reporting directly into the Group Fashion Director you will have the challenging and exciting responsibility of delivering the Group stores strategy for Menswear and continue the Knightsbridge master plan.

Since opening in 1831 Harvey Nichols has become internationally renowned for its expertly edited fashion and beauty merchandise, premium food and wine offer and award-winning restaurants.

In particular our Menswear collection sets us apart from the competition. We lead the way with the latest designers across all our stores and online providing our customers with a one stop destination to be fearlessly stylish in every way. The successful candidate will report directly to the Board and their responsibilities will include: Define and deliver the Group strategy for Menswear Develop a trading culture to facilitate a dynamic approach to produce optimum brand strategy To bring exciting new ideas to market and envision multiple futures Develop seasonal plans with Buying, Merchandising and Store teams Develop and support all Menswear Buying teams.

The successful candidate will have extensive experience of buying luxury Menswear brands and have proven experience of managing and developing a team. You will have a clear understanding of the Harvey Nichols brand and be currently working in a strategic Buying role.

This is an excellent position for someone in a buying role who is looking to develop their career in the Harvey Nichols family.

You will need to be: Devoted to customers Obsessed with style Daring in delivery Playful in attitude In return, we promise to Support you to build a career in the industry Provide constant inspiration and challenge Give honest and up front communication Work and play together as one We also offer a competitive remuneration package and industry leading benefits including an unlimited Travel card.

If this is of interest to you we very much look forward to hearing from you and discussing this with you further.

Harvey Nichols are looking for someone To become the Head of menswear fashion Buying. The job is to be based in London Head office .

The job role will consist of reporting directly into The group fashion director.

It is a challenging and exciting responsibility of Delivering the Group stores strategy for menswear.

Report directly to the board Define and deliver the Group strategy for menswear.

You will develop a trading culture and bring new Exciting ideas to market .

Develop seasonal plans with Buying , merchandising And store teams.

Develop and support all menswear buying teams.

Skills Devoted to customers Obsessed with style Daring in delivery Playful in attitude

Organisational Chart Shop Floor CEO Regional Manager Area Manager Store Manager Assistant Manager Supervisor Key Holders Sales Assistant Security

Cleaners

Stock Room Visual Merchandiser

Organisation Chart Head Office Ceo IT

Finance

PR

Human Resources

Head of PR

Head of HR

PR Assistant

HR Assistant

Customer Services Complaints Returns

Buying & Merchandising Head Buyer Senior Buyer Junior Buyer Assistant Buyer Buyers Admin Assistant

Retail Environments- Different Types of Buyer How does these types of buyers job roles compare and contrast for the different retail environments?

High Street – A buyer for a high street job role will differ from other retail environments , a high street store usually has a larger Footfall and a larger stock holding . Therefore the buyers budget may have to be bigger to be able to buy in more stock for the Store . High street store will have a larger scale of staff so the buyer may have to have more relationships with different levels of Staff as there will be more departments you might have to buy for. High street differs from online as the customer is coming in To the store and will see what they are buying so are less likely to return the product however online shoppers have not actually seen what They are buying so could be more likely to return .

Concession – A buyers roll for working in a concession will have a larger target audience , their products may be a lot more complex . They will have other concessions around them so the buyer needs to make sure what they are buying for their concession is Sitting with concessions that are similar . They don’t want products bought for a younger market sat with older menswear. The Department store itself might have a certain target audience so the buyer needs to take into consideration what they are buying Will be a profit and sellable.

Brand buying – A buyer for brands will most likely work for a online retailer , the buyer will have a much bigger budget as websites Are worldwide and the internet is getting bigger and bigger therefor the amount of customers is on a larger scale. The buyer Will need to know brands that are trending and are up and coming.Ensure the pricing that is available online matches what is available on the high street.

Brand buying will differ as the audience is on a larger scale. Styles may need to have more variety.

The buyer would need to have more sizes, styles and colours available as the target audience is so different. Being a buyer For a brand may also use a celebrity endorsement . Brand buying differs because as a buyer you are just purchasing branded products so the prices Of the products will be more expensive than say a high street store. A high street store could have their own brand which is specifically aimed at A certain customer who wants more affordable fashion rather than branded.

Online – Being a buyer for a online retailer will differ from the likes of retail stores or concessions as the target audience is on a much Larger scale . The buyer will have a much larger budget, the buyer will need to have a lot more stock holding of sizes.

Online Shopping is becoming a massive part of peoples lives , its is convenient and things like apps on peoples phones is making it a lot easier for people to search for what they want. The orders will be more frequent and on a larger scale . The buyer will have to make sure they have a large amount of stock available. They buyers will have to look at other online competitors.

The significance of Buying Environment

Buyer and Merchandiser A buyer has to work closely with a merchandiser in head office to be able to communicate about a numerous amount of things For the buyer to be able to fully be able to know what they are working with. The buyer and merchandiser will discuss budgets, How much the buyer has to spend , how much the rrp is going to be against the cost price so they know what the profit could Potentially be. The merchandiser can report back to the buyer on what previous trends have sold really well therefor the buyer Can bring in products that can sell well again in the future seasons. The buyer can find out what hasn’t sold well so could Arrange for certain products to be moved around in the retail stores they are being sold at.

Buyer and Visual Merchandiser A buyer and a visual merchandiser will work closely together in head office and also maybe on the shop floor. The buyer and VM Will discuss shop floor stock , the positioning of the stock the buyer has bought. They will discuss what has sold well previously Or what is up and coming in trends so should maybe be placed at the front on the store and what goes on to the mannequins In the window displays .

Buyer and Design A buyer and the design team will discuss different topics , they will discuss the budget they have to work with, the cost price of fabrics , the time scale they have to get things in to production and ready to sell for the season. They will both liaise with each Other future trends , look books , what has previously been good or bad sellers . Competitors connections will be discussed so they Know that they are getting the best deals from their suppliers and are making the correct amount of profit .

The significance of Buying Environment

Buyer and Marketing A buyer and the marketing team will work together to discuss the reason behind the collections , if the collection has a story Behind it to make sure that the products fit together with the way they will be advertised . What products will go on to the front Of look books , how products will be put together on social media. The buyer will want the popular and on trend products to Be advertised correctly and maybe more so than products that haven’t cost as much or aren’t as popular . They will cross over Each others ideas with concept and mood boards to make sure they both have the same vision.

Buyer and Retail The buyer and retail will work closely together , I think this is one of the most important relationships . The retail stores are Where the buyers products are going to be sold and making the money on the products . The buyer could buy everything that Will sell however if the retailer isn’t promoting or offering the products to the customer correctly this could result in low sales And loss of profit . They can discuss what the customer demand is for styles , colours , sizes . This relationship helps give the Buyer more information on what the customer is asking for. They can discuss previous popular sales , the stock holding of the Store , footfall of the store . The retailer is coming face to face with customers so can get information on what they want For the buyer.

Buyer and I.T The buyer and the IT department will discuss different types of social media , websites and stock control.

Research

As a buyer a lot of your work would be based around research. You would research past trends, upcoming trends , popular Trends . A buyer would attend trade shows , fashion shows , have meetings with suppliers . A buyers role may involve travelling For work . They will attend fashion shows during fashion season . Travelling to different cities to see what is on the catwalk And what is going to be upcoming trends . Another reason for a buyer to travel they may visit the factories where the products and Fabrics are sourced from.

For research they would look at social media , look at “normal� peoples styles also keep a close eye on what celebrities are wearing As they are in the public eye and usually have a massive following and are looked upon as style icons and trend setters.

The buyer might need to visit the stores where their products will be getting sold. See what the customers entering the shop are Saying about current collections or talking about anything they demand for future seasons.

Buyers on a daily basis will just have to keep looking through social media , magazines , the internet . Keep up to date with what is Happening.

Buyers should do research on the brand they are buying for so they know the history of the brand and understand the style of the Brand and what the brands customer demand is.

Sourcing A buyers role when sourcing will meet with suppliers and negotiate prices and the terms of contract . A buyer needs to react And be aware to the changes in demand.

A buyer should maintain a good relationship with existing suppliers and source new suppliers for future products. Suppliers Are based abroad so the buyer will have to travel to places in Asia and the Far East , India and China.

Buyers will attend trade fairs to select and assemble new collections of products .

They will meet with suppliers to ensure the supplier will keep to a time schedule ready for the future season and customer Demands.

The buyer needs to source prices , delivery dates and quantities with the supplier . The buyer needs to make sure everything Will make profit , be produced in time and reach the retailer at the date it is due.

Communication A buyer will communicate with certain departments in head office on a daily basis . A buyer will frequently contact design, Fabric technologists , merchandising and quality control. The whole production is a team effort requiring a variety of specialist Input.

A buyer will communicate with suppliers when needs be, either to arrange meetings or to ensure that what they are sourcing From the supplier is still going forward and there is nothing to worry about.

A buyer is to communicate with suppliers to build a strong relationship , the supplier and the buyer need to know they have The support and respect for one another. This will be beneficial for the buyer as they will feel they are sourcing from a reliable Supplier.

I have chose Marks&Spencer for my brand , I have chosen to use this brand As I personally think there is a gap in the market to bring in a younger look To Marks and Spencer . Marks and Spencer have this image that their clothes are Only for an older lady , or clothing that is a bit naff. I am going to do a clothing line For Spring/Summer18 , I would keep the style of my line classic, fresh and of good Quality. However I would make it suitable for a younger woman as well as for a older Lady who still likes to be stylish and likes to wear current trends.

Comp Shop Range Plan Mood Board Celebrity endorsement SWOT CADS Pinterest Board

Customer Profile : existing and new Mini mood boards – previous collections Brand History report SWOT analysis PESTLE Adverts – existing and new Trend forecasting – wgsn , catwalks , vogue.com, street style(cool hunt) Social media GLOBAL – influences and trends Comp Shop Range plan Evaluation Merchandise Spreadsheet Action Plan

Make a list of deadlines for myself to keep to

TASK 10 MAJOR TASK ELIZABETH NUTTALL

Mood BoardM&S SS16 LOOKS

Mood Board Spring/Summer17

British Summer Events

Customer Profile Name : Sue Smith Gender : Female Age : 39 Occupation : Stay at home Mum ( three children)

This is Sue she is a 39 year old female . Sue has three children a 7 year old a 3 year old And a baby aged 7 months . Sue is a full time mum . Sue spends her days doing school And nursery runs then spending the day with her youngest child. Sue attends mum and Toddler groups , goes swimming , depending on the weather will take walks in the day for Some fresh air and exercise . Sue does the food shop for the family and cooks the evening Meal ready for when her two other children are home and when her husband arrives home From a long day at work. Sue does the house work , gets the childrens clothes ready for the Week ahead . Sue and her husband like to have a “date night” every other weekend. Sue Likes to get dressed up and go out for dinner for some “me time” , she gets to relax and Likes to feel good when she goes out.

Sue spends her week days usually in something comfortable , jeans and a jumper , clothes That are pretty basic but still slightly stylish . Sue goes for comfort in the week rather than style.

Sue has very busy tiring days, they start early and don’t stop until her three children are all eventually In bed and finally asleep.

Target Customer Name : Olivia Smith Gender : Female Age : 27 Occupation : Receptionist

Olivia is a 27 year old female , she works five days a week as a receptionist.

Olivia has to be dressed smartly for work , she wears skirts , shirts , trousers and jackets.

She loves to dress smart however feel feminine at the same time , she does not like to much going on she just likes to keep her image looking simple and minimal. Olivia loves to work out and attend different activities with friends . Olivia loves summer she counts down the days for the first day of summer to arrive . She loves getting dressed up for occasions with family and friends.

Olivia likes to wear high street but add some designer bits to her look with either statement shoes or a beautiful bag . She likes fast fashion so loves to shop on the high street . When she has a summer event coming up she likes to keep a look out for new outfits in nice summer colours , she likes to update her colour palette of clothing with the season and up coming trends . She isn’t afraid of trying new colours .

Potential Customer Name : Dawn Harris Gender : Female Age : 52 Occupation : Hairdresser / Salon Owner

Dawn Harris is a 52 year old female who owns her own salon in Leeds.

Dawn is a mum of three she has two sons and a daughter . Dawn works Three days a week in her busy city salon. Dawn works Wednesday , Thursday And every other Saturday for half a day . Dawn is a devoted wife to her husband And a wonderful mum to her children . Dawn loves sports and all activities Which involve her keeping fit and feeling good . Dawn takes her children To sport clubs also and likes to lead a healthy life for them. Dawn and her Family have two holidays a year one in the summer and then a ski holiday In the winter . Dawn loves fashion she loves to look good as she belives that Is what makes a person feel good . She loves classic pieces however loves To mix her looks up with items of clothing that are current . Dawn likes Products of good quality .

Celebrity Endorsement : Past

Rosie Huntington Whiteley Age : 29

David Gandy Age: 36

Twiggy Age : 67

Alexa Chung Age: 33

Celebrity Endorsement Emma Watson Aged : 26 British Harry Potter star Burberry Model

I would use Emma Watson as my celebrity endorsement.

Emma Watson is a style icon she has appeared in fashion Campaigns for brands as big as Burberry . Emma Watson Is known for her character Herminey in the massive block Buster movies Harry Potter . Emma is often seen on major Red carpets looking glamourous and stylish . Emma has Won awards at the British Fashion Awards. I think she Would be a great role model for my collection and her age Is prefect for my target customer.

Marks & Spencer sales have dropped over the years in the retail side of the company , the food part sales have jumped .

With the clothes sales dropping frequently this has resulted in store closures and job losses in the head office.

Marks and Spencer have used celebrity endorsement in the past to help boost sales and going from figures it has worked.

Rosie Huntington Whitley brought out a lingerie line , nightwear line and has even gone on to releasing her own make-up For Marks and Spencer , all of her lines have been a success .

Celebrity Alexa Chung has just released her second range of clothing as her first range was such a success.

These both prove that a celebrity can be a massive influence on what the public like to look at .

Marks and Spencer has that image that their clothing is only for the older lady ie Nans! However Nans are not going to be Around forever so that image needs to disappear . An older lady still wants to be stylish , feel confident , feel comfortable in the clothes they are wearing .

Marks and Spencer doesn’t need to massively change , they should keep there style classic , classy and of good quality , although Add slightly different styles and fresh colours to the clothing. Slightly changing some styles could be a great help to bring in a new customer from a young age or for the older lady who hasn’t decide to shop in Marks and Spencer because they don’t think it is stylish enough or they think the clothing available is “too old”.

Adverts - Past

Advertising Campaign

For my collection I am going to release it on a launch evening , sparks card holders will be invited along as will potential customers , an invite will go out on the Marks and Spencer Instagram.

Marks and Spencer have 494k followers on Instagram and Emma Watson has 20.2m followers I will use both of these social media accounts to use as a platform for my collection .

The launch evening will introduce the Marks and Spencer Personal Shopper who will be there to introduce what we offer and how they can help the customer find the perfect outfit .

Advert

Exclusive Launch Evening Spring / Summer 18 Got that special occasion coming up?

Need that special outfit?

Come along to Marks and Spencer and have an exclusive look at our new Spring Summer collection.

Thursday 27th March 2018 Marks & Spencer Church Street Liverpool Come along and meet and see our beautiful new spring summer collection Come and meet our wonderful personal shopping team who are here to help Guide you to finding that perfect outfit Cant make the event ?

Simply pop in and arrange an appointment with one of our personal shoppers!

Advert Campaigns I have had a look at Marks and Spencer campaigns one in particular was a Christmas campaign starring Rosie Huntington-Whitely .

The theme is a Christmas tea party with presents and guests for a party , it sets a Christmas magical theme. I used this idea for My campaign. I would use my celebrity endorsement Emma Watson as the star of the campaign . The theme would be a British Summer event where Emma would arrive wearing an item from my range . It would be a summer party / summer occasion surrounded By friends and British summer food and drinks . They use colour in their campaigns and usually have more than one person so I would Keep Marks and Spencer signature look within the theme. Marks and Spencer are known for their catchy catch phrase “ its not just any Christmas it is a Marks and Spencer Christmas “ therefore I would use this in my campaign advertisement . I would finish the campaign Advert with “ its not any summer party it is a Marks and Spencer summer party”.

Season – Spring / summer 18 Colours – Summer Neutral Nude Blush tones Events in summer Races Christenings Weddings Summer parties Family events Holidays

Marks and Spencer Lines Archive by Alexa £49.50

Limited Edition £29.50

Autograph £39.50

M&S Collection £35.00

Best of British £69.00

Twiggy £45.00

Classic £35.00

Per Una £59.00

Indigo Collection £45.00

Girls for 15-16yrs 15-16 yrs £30.00

15-16 yrs £30.00

Pyjamas £16.001

All that is available under the category age 15-16 years for girls is two coats and then pyjamas.

I had a look at the girls category in Marks and Spencer for the age group 15-16.

I had a look at what was available for this age group and all that was available to buy was two coats then the rest was pyjamas , underwear (including vests) and socks.

When I compare this to the lines that are available for “older” women, although the sizes start for a size 6-8 which can fit a 15-16 year old the style is far too old for that age group and what that age group would want to wear.

A girl who is aged 16 turning into a young woman the clothes available for what will fit them in the “kids” section and in the ladies clothing section none of them are suitable.

I think there is a massive gap in this market . There needs to be something that is young , fresh and stylish for that certain customer that Marks and Spencer want to bring in. Marks and Spencer have this image that their clothes are only for older women so they have used younger celebrities and endorsements to try and bring in a younger customer . However when I have looked at the clothing lines available regardless if it has a celebrity name or face on it the clothing is not going to appeal to who they actually want to bring in to the store.

The clothes available for up to age 16 are not something a 16 year old would wear .

I think bringing in a clothing line that is a bit more fresh and edgy could help bring in a potential young customer .

Marks and Spencer displays

Marks & Spencer have 9 different lines available for women . This for me personally could be too many and cause confusion for customers.

If a customer is looking for a product and has so much different lines available they could just get confused , feel a little bit lost and this could potentially result in a loss of a customer and a potential sale.

When I have looked through the different lines available there doesn’t seem to be a massive difference in style so you cant really see a difference into why it’s a different line .From a customers point of view could be entering the store or online site for the first time if they see a white shirt under one line for £29.50 then another similar looking shirt for £69.00 this could confuse the customer. if Marks and Spencer is known for their good quality the customer may wonder why there is such a price jump on a similar product.

Also looking through previous visual merchandise images either in store or window displays they look quite busy. They don’t really look like they follow any sort of colour scheme or story . There is numerous amount of prints and colours within one group of mannequins . The mannequins are stood close together on one of the images so you kind of get lost in what you are looking at .

Having so many lines is too confusing I would potentially like to cut them down and have limited lines . Also make the lines look different so they all have their own style . The lines at the moment look similar they have nothing about them that makes them stand out from another line in Marks and Spencer . The only difference between them is the name and the price .

I would like to display my clothing line in one section of the shop near the front of the store , I would like the mannequins displayed as the picture shows to the right . I would keep the looks simple . My collection is going to have a story and have a matching colour pallet. This will enable the collection to sit well together not only on the mannequins but also on the shop floor . There wont be too much going on so the collection will be clear of what is available .

I want the collection to feel fresh and clean .

WGSN SPRING/SUMMER 18 Simple Modernity

Brand History Marks & Spencer was formed in 1884 when Michael Marks, a Polish refugee opened a market stall in Leeds, with the slogan ‘don’t ask the price, it’s a penny’.  In 1894 Marks went into partnership with Thomas Spencer, a former cashier from the wholesale company, Dewhirst.  In 1904 Marks & Spencer opened their first shop in a covered arcade in Leeds.  In the 1920s we adopted the revolutionary policy of buying directly from suppliers.  In 1926 Marks and Spencer Limited became a public company.  In 1930 the flagship Marble Arch store was opened.  In 1931 a food department was introduced, selling produce and canned goods.  In 1933 a staff welfare service was set up to provide pensions, subsidised staff canteens, health & dental services, hairdressing and even camping holidays!  In 1934 we were the first British retailer to set up its own research laboratory to pioneer new fabrics.  In 1948 M&S launched its own Food Technology department to work closely with suppliers, producers and farmers.  In 1954 the research lab undertook the first ever systematic survey of women’s leg sizes, to create a new and improved sizing system for stockings.  The same year saw M&S’s “Operation Simplification”, which reduced internal paperwork by 25million items per year.  In 1974 Indian and Chinese foods were introduced.  In 1975 the first stores opened in continental Europe in France and Belgium.  In 1985 our Chargecard was launched.  In 1986 we opened our first edge of town store at the Metrocentre, Gateshead.  In 1999 online shopping was introduced via our website.  In 2001 the first Simply Food stores opened in Surbiton and Twickenham and the Per Una range, designed by George Davis, was launched.  In 2002 the Blue Harbour men’s range was launched, and the Limited Collection launched the following year.  In May 2004 Stuart Rose was appointed Chief Executive of Marks & Spencer. He became Executive Chairman in 2008.  In November 2009 it was announced that Marc Bolland, then chief executive of Wm Morrison, would be the new Chief Executive of Marks & Spencer.

M&S was founded in 1884 by Michael Marks and Thomas Spencer in Leeds

M&S Today M&S is one of the UK’s leading retailers, with 1,382 stores worldwide. We are committed to delivering sustainable value for our stakeholders and making every moment special through the high quality, own brand food, clothing and home products we offer in our stores and online, both in the UK and internationally.

Quality, innovation and choice are the hallmarks of our Food business, which accounts for 58% of our turnover. We have 914 UK stores, including 222 owned and 349 franchise Simply Food stores. Our customers turn to us for innovative, great value products, whether they are looking for the convenience of incredible food prepared for them, healthy cooking inspiration or for something different to celebrate a special occasion.

As one of the UK’s leading retailers, we sell stylish, high-quality, own brand Womenswear, Lingerie, Menswear, Kidswear, Beauty and Home products, serving customers through our 302 full-line stores and website, M&S.com. Our Clothing & Home business accounts for 42% of our turnover. We are the UK’s largest clothing retailer by value and we have market-leading positions in Womenswear, Lingerie and Menswear.

We have 468 stores across Europe, Asia and the Middle East. We operate through three different business models – owned, franchise and joint venture – to bring our quality Clothing & Home collections and Food ranges to our international customers. We also have a growing international online business delivered through localised owned and franchise websites and through partnerships with leading marketplaces.

For 132 years, our customers have trusted M&S to behave in a responsible way. The commitments we make through Plan A ensure that we make a positive difference, whether it’s sourcing responsibly, conserving energy, reducing waste or supporting the communities we serve. In a world facing rapidly growing environmental and social challenges, we believe we can make a difference by leading the way on truly sustainable change.

(Corporate.marksandspencer.com, 2016)

International map We are making the M&S brand even more accessible to customers around the world. Our products are sold through our international stores across Europe, the Middle East and Asia and we continue to grow our international presence through a multi-channel approach.

Reaching our Customers Our products are sold through 914 UK and 468 international stores – in diverse locations across high streets and out of town retail parks.

Our Simply Food franchise partnerships ensure we are in the most convenient locations – from railway stations to motorway services. Find the location of your nearest store with our store finder.

Our M&S owned website launched in February 2014 and acts as a 24/7 window to our products and stores. As shopping habits change, we’re combining the best of the web and store to extend our reach and drive more spend from customers.

In-store technologies mean that even our smallest stores can offer customers more of our product catalogue

Comp Shop EVANS RRP £45.00 PURPLE HOUR GLASS FIT WRAP

George at Asda RRP £16.00 Floral Print shift dress

Dorothy Perkins RRP £26.00 Red Lace Yoke Jumper

George at Asda RRP £22.00 Cold Shoulder Floral Jumpsuit

Dorothy Perkins RRP £26.00 BLACK GLITTER BORDER SHELL TOP

BONMARCHE RRP £30.00 LACE SKIRT

Comp Shop HOBBS RRP £269.00 ROSEANNE COAT

REISS RRP £245.00 HANAKO JACKET

HOBBS RRP £35.00 MISHA ROLLNECK

OASIS RRP £45.00 DENIM JEANS

REISS RRP £265.00 EMBELLISHED JUMPSUIT

OASIS RRP £68.00 BANDEAU JUMPSUIT

Marks&Spencer RRP £79.00 VELVET LONG SLEEVE JACKET

Marks&Spencer RRP £25.00 Floral print long Sleeved shirt

Marks&Spencer RRP £49.50 Jacquard A-line skirt

Per Una RRP £49.50 Shimmer Short Sleeve maxi dress

Marks&Spencer RRP £59.00 Wide leg velvet trouser

Marks&Spencer RRP £49.50 All over laced bodycon dress

Comp Shop Evaluation I have collected and compared different products from Marks and Spencer and some of their competitors . Marks and Spencer have 9 different lines for women wear so they have quite a wide variety of competitors so I have just looked at similar price brackets for similar items .

Some of the competitors clothing has a similar image and the customer profiles would mirror each other it is quite plain , the products are aimed more for the older lady , the clothing is not very stylish it is just quite basic.

I would like my collection to change the competitors that Marks and Spencer are compared with .

Business Plan What are you going to sell?

I am going to sell a spring/summer 18 collection for women .

I am going to bring out a limited line that consists of 15 pieces . My collection is going to consist of jackets , tops , trousers , and dresses.

The collection is going to be for summer so the colours are going to clean and fresh.

Where are you going to sell it?

I am going to sell my collection at main Marks and Spencer stores , so flagship stores and the larger city stores . The collection will also be available online.

It will be advertised across fashion magazines , bill boards , instagram, social media being a big advertising tool as it is growing and growing.

Who are you going to sell it to?

My collection is going to be aimed towards females aged 27-35.Although my aim is to bring in a female customer of any age I want to attract the female customer who no matter what age she is they still want to be stylish and wear the current trends . Age is just a number it doesn’t mean you have to stop wearing current trends and feeling fabulous .

I want the image that Marks and Spencer clothing is dowdy to be gone !

Business Name for range ?

My Business range is going to be called Simple Modernity.

What type of business have you chosen to be?

Marks and Spencer is a Public Limited Company .

Business Plan Spring Summer 18 Collection Loose Fit Mac Fitted Jacket Sleeveless Waist Jacket Dresses Trousers : Tailored style Wide leg Tops My collection will range from a size 6 up to a size 14 . My collection will be aimed towards the Female customer .

Business Aims Start with a small collection and eventually end up with a continuous collection for each season on a larger scale Bring in new customers Get Marks & Spencer to have a more stylish image.

Change the whole idea people have on Marks and Spencer clothing ,I would like people to think of it as a go to place and that it is stylish.

For my collection I would like to create hype around it and get lots of interest , promotion and marketing done . I would use Marks and Spencer social media as a main platform . Marks and Spencer instagram has 487k followers so I would use instagram to give sneak previews of collections and video footage of promotion shoots .

For the launch of my collection I would advertise a launch event of the collection on instagram and to the Marks and Spencer sparks card customers and adverts in store upcoming to the launch. As my collection is for Spring/Summer and is a collection for summer occasions I would have the event theme based on a British Summer. I would have bottles of procescco , pimms, non alcoholic refreshments , scones , cream and strawberries .

The collection will not just be launched in store straight away it will have an evening to make it a bit more exclusive and to create A buzz around it.

I would have an in store personal shopper who is specifically for a customer who is looking for an outfit for an occasion like the Races or a summer event .

Elevator Pitch What your business does?

My collection will be sold in Marks and Spencer , so firstly I will talk about what Marks and Spencer do as a business . Marks and Spencer is a British retailer who sells varies products . They sell womenswear , menswear and children swear .They sell night ware, lingerie, school wear , and beauty products. One of the products they sell which is what makes the company most of their profit is food. Marks and Spencer have a ever growing food hall which sells their own brands and other leading food brands.

Marks and Spencer food is massively ahead in sales by 58% leaving the clothing losing profit and losing shop floor space as they are replacing it for food sections.

I am going to bring in a collection of stylish clothes , I will aim it towards the female customer hoping to help the clothing sales grow and eventually make Marks and Spencer a place to shop on the British high street . At first I am going to start with a small spring/summer collection . My collection will consist of stylish cut garments . The garments will be suitable for summer events , the fabrics are going to be of good quality and in summer tones.

My collection will be versatile so you will be able to mix and match different items to complete a look .

Who is it for ?

My collection is not aimed at any age however it is aimed at a female customer.

What makes it different to the competition?

My collection is going to be completely different to Marks and Spencer current competitors as it is going to be fresh, current and stylish.

Sole Traders : 'A sole trader is a person who sets up and owns their own business.

They may decide to employ other people but they are the only owner.

A sole trader has unlimited liability‘ (Smarta.com, 2016)

Partnerships : If your business will be owned and operated by several individuals, you'll want to take a look at structuring your business as a partnership. Partnerships come in two varieties: general partnerships and limited partnerships. In a general partnership, the partners manage the company and assume responsibility for the partnership's debts and other obligations. A limited partnership has both general and limited partners. The general partners own and operate the business and assume liability for the partnership, while the limited partners serve as investors only; they have no control over the company and are not subject to the same liabilities as the general partners.

(Staff, 2016)

Company : When you incorporate a company, you are creating a separate legal entity to carry on business.

Every company has certain basic elements: A name which has been reserved by the Registrar of Companies At least one share, one shareholder and one director A registered office where the company records are kept An address for service where legal documents can be served The Registrar will also ask for an address for communication (Companiesoffice.govt.nz, 2016)

Companies Private company limited by shares Private company limited by guarantee Private unlimited company Public limited company

My Company Marks and Spencer is a Public Limited Company.

Catalogue Word of mouth

Magazines/papers

Posters

Billboards

Website

Celebrities

Customer Contact Window Displays Shows (fashion week/trade shows) E-mail

TV

Ads/Leaflets Telephone Social Media/ Fashion bloggers

Post

Coupons/vouchers

Key Colours Bright Pinks Greens Blues

Global Influences LA Cuba Japan

Textures Carribean Cuban Tropical Tribal prints

Spring/Summer

Fabrics Embroidery Denim look-a-like PVC Synthetic

Key Shapes Cropped Trousers Cropped Tops Loose fit Ruffles Cut-out Relaxed/Slouchy

Visual and Written – Trends Wide Leg Trousers- WGSN Why is it key?

The wide crop merges the commercial culotte and palazzo styles of previous Seasons.

What is new?

The sturdy cotton drill adds structure , paired with a classic tailored button and zip Fly front.

Tube Skirt- WGSN Why is it key?

The staple basic is a key layering piece , balancing out the seasons trend for volume.

What is new?

A midi-length silhouette moves on knee-length pencil styles , in simple Jersey that feels elevated.

Oversized Lounge Set- WGSN Why is it key?

Pyjama styling continues to influence luxurious loungewear looks.

What is new?

The long-line tunic-like feel of the shirt , combined with a cutaway shoulder.

Dropped-waist summer dress - WGSN Why is it key?

This silhouette provides subtle take on the commercial Sundress.

What is new?

The dropped waist, patch pockets and zip front offer a new Retro-meets- contempary aesthetic.

Kaftan- WGSN Why is it key?

The staple item works as an easy throw-on piece for high-summer beach layering.

What is new?

Pared –back details tabard side splits and a low v-neck add a sense of contempary minimalism.

Ruffle Top- WGSN Why is it key?

The trend for ruffles becomes widespread continuing to update both formal and Casual wear styles.

What is new?

The ruffle trim is exaggerated making a statement on basic camisole and Asymmetric styles.

Sleeveless long line biker - WGSN Why is it key?

The ubiquitous biker has reached staple status , offering its alternative styling flavour.

What is new?

Sleeveless styles are key. The elongated hem nods to the ongoing trend for long-line shapes.

Wide Leg Trousers Fashion Blogger – Pinterest Subject - Style

Long White Skirt Fashion Blogger – Pinterest Spring/Summer Trends

Summer Street Style Fashion Blogger - Pinterest

Visual and Written trends Evaluation I had a look at future trends on WGSN for Spring/Summer 18 . My collection I have created is for the same season so I wanted to look at shapes and colours so I knew what future trends are going to be popular.

Wide leg trousers are set for a future trend for SS18 , I have these included in my collection so I know these are going to making the catwalk and be a popular item for that season, also WGSN have included a sleeveless long line jacket set to be a trend in SS18 I have also included this piece in my collection.

Nightwear as outerwear was a massive hit in AW16 this trend is carrying on right through to SS18 .

I also had a look at global styles researching different trends from Pinterest. Pinterest is a global website were fashion bloggers and photographers can blog about their own looks or styles they have caught on the street.

The styles that I came across included neutral colours and fresh whites . the style of wide leg trousers came up making it a popular trend for future seasons. The looks came from fashion bloggers and different looks caught on the street.

Overall SS18 has different styles making it for future trends , all colours are neutral light colours . My collection is going to sit well with the future trends for Spring / Summer 18.

Spring/Summer 17 Key Shapes

Collection Spring/Summer 18

Item 1 Loose Fit Mac X1 colour White

Item 2 Fitted Blazer X3 colours X1 White X1 Pink X1 Lilac

Item 3 Sleeveless Blazer X3 colours X1 White X1 Pink X1 Lilac

Item 4 Long Shiffon Dress X1 colour White

Item 5 Sleevless Floor Length Dress X1 colour White

Item 6 Tailored Trousers X 3 colours X1 White X1 Pink X1 Lilac

Item 7 Wide Leg Trouser X3 Colours X1 White X1 Pink X1 Lilac

Item 8 Cami X2 Colour X1 White X1 Pink

Item 9 Fitted Boob Tube X2 Colour X1 White X1 Pink

Merchandising Spreadsheet How have you used data to inform Buying and merchandising decisions?

I created my merchandise spreadsheet based on 8 weeks of sales over 6 different stores . Two stores being a grade A , two Stores being a grade B , one store being a grade C and one more store being a grade D. I worked out the RRP and cost price For each of my garments in my collection to help me find the information . I worked out the total cost and the total RRP for Each garment I then worked out the total cost and total RRP for the full range . Doing these calculations helped me gather the Information to find out the gross profit and the replem I would need for each garments in different grade stores .

I always assumed that the higher grade stores would need more stock of products however looking at my merchandising spreadsheet some of the lower grade stores sold similar amounts of similar styles . Knowing this information would help me as a buyer to know how much stock I would need to buy in for different stores and different garments . Also from this spreadsheet I will be able to see what garments are not being as successful as others so this information can be passed on the merchandising department so they can see what is and isn’t as popular . This information can also help the visual merchandise team so stores can be moved around and certain products can be brought forward to help push sales or to see if certain sales have been missed on garments due to how they have been placed in stores.

Replem information helps me as a buyer to know how much budget I would need to have to make sure popular garments can be bought and to increase profit .

Spring/Summer 18

Feminine

Simple

Classic

Stylish

Loose Fit Mac RRP £69.00

Fitted Blazer RRP £49.00

Sleeveless Jacket RRP £40.00

Structured Boob Tube RRP £34.00

Chiffon Top RRP £27.00

Boob Tube Dress RRP £49.00

Chiffon Dress RRP £49.00

Wide leg trousers RRP £39.00

Tailored Trousers RRP £39.00

Concept and Range For my concept board I had a look on WGSN for trends , colours and fabrics that are going to be in Spring/Summer 18 . I found the concept called Simple Modernity which is what inspired me for my collection. My concept board includes the colours that I will use in my collection. The fabrics I seen on WGSN are what I have chosen to use for items in my collection . Chiffon was seen for SS18 so I decided to use that in my collection on a dress and tops . For global influences I looked on Pinterest and found that wide leg trousers are being seen on a lot on street style and this was also spotted on WGSN so again I used this as inspiration for a piece of my collection .

The colours in my concept board are nice , light pastel shades which match the season the collection is for . They reflect the summer season .

My products in my range meets the needs of my target customer as I would potentially like to bring in a female customer aged between 26-35 , my range is aimed towards a female who dresses in style . The customer who wears clothing that suits them , they know what they feel comfortable in and what suits their body shape . I will also offer a personal shopping experience with my collection for the female customer who might want to try something different for a special occasion they will be attending . My collection isn’t daring or out there it is just simply for the female customer who wants to feel good and confident in what they are wearing . My personal shopping service will help the customer who wants to try something different or doesn’t quite no how to wear things together or wears a similar style all the time and would like to change that . The personal shopper will use social media as a platform to give example of looks and ideas of what the service is we offer and to also put confidence in the customer that the team is friendly and anyone is welcome . On social media for example advertise one key piece like the blazer and show it in three different looks just to show to potential and existing customers that different looks can be achieved from investing in one key piece .

My concept board is minimal and simple so lets the target customer know about what my collection is about , just simple block pastel colours in A range of smart , key pieces .

Marks and Spencer have kept their loyal customers due to good quality and great service , my collection will be of the best quality and meet their existing customers needs by keeping up to this criteria.

Fitted Blazer

Loose fitted Mac Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8

Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 40,40,60,60,50,300 50,50,60,60,40,30 40,40,30,30,80,20 60,60,30,30,80,10 50,50,50,50,30,10 50,50,40,40,50,40 70,70,40,40,40,70 70,70,20,20,40,80

Total sales across 8 week period

550 290 240 270 240 270 330 300

2490

Shiffon Dress Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8

Total sales across 8 week period

Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8

Sleeveless Jacket Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 40,40,60,60,50,300 50,50,60,60,40,30 40,40,30,30,80,20 60,60,30,30,80,10 50,50,50,50,30,10 50,50,40,40,50,40 70,70,40,40,40,70 70,70,20,20,40,80

Total sales across 8 week period

550 290 240 270 240 270 330 300

2490

Boob Tube Dress Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 60,60,60,60,60,40 70,70,50,50,60,30 70,70,60,60,40,10 60,60,60,60,30,10 80,80,80,80,80,10 60,60,90,90,80,50 50,50,60,60,50,70 80,80,40,40,60,90

340 330 310 280 410 430 340 390

2830

Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 Total sales across 8 week period

Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8

Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 40,40,60,60,50,300 50,50,60,60,40,30 40,40,30,30,80,20 60,60,30,30,80,10 50,50,50,50,30,10 50,50,40,40,50,40 70,70,40,40,40,70 70,70,20,20,40,80

Total sales across 8 week period

550 290 240 270 240 270 330 300 2490

Tailored Trousers Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 60,60,60,60,60,40 70,70,50,50,60,30 70,70,60,60,40,10 60,60,60,60,30,10 80,80,80,80,80,10 60,60,90,90,80,50 50,50,60,60,50,70 80,80,40,40,60,90

340 330 310 280 410 430 340 390

Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 Total sales across 8 week period

2830

Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 50,50,50,50,20,30 50,50,40,40,20,40 60,60,40,40,30,60 40,40,30,30,60,20 60,60,60,60,60,20 70,70,50,50,30,50 50,50,50,50,20,70 50,50,30,30,10,30

250 240 290 220 320 320 290 200 2130

Wide Leg Trousers Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 Total sales across 8 week period

Shiffon Cami Top Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 50,50,50,50,20,30 50,50,40,40,20,40 60,60,40,40,30,60 40,40,30,30,60,20 60,60,60,60,60,20 70,70,50,50,30,50 50,50,50,50,20,70 50,50,30,30,10,30

250 240 290 220 320 320 290 200 2130

Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 Total sales across 8 week period

Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Structured Boob Tube Total sales per week 16,16,140,140,10,120 140,140,120,120,90,100 130,130,150,150,80,80 170,170,170,170,50,90 160,160,180,180,110,90 180,180,200,200,120,70 19,19,170,170,90,80 20,20,105,105,140,130

442 710 720 820 880 950 548 520

Week Week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8

5590

Total sales across 8 week period

Store Grade A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D A,A,B,B,C,D

Total sales per week 16,16,140,140,10,120 140,140,120,120,90,100 130,130,150,150,80,80 170,170,170,170,50,90 160,160,180,180,110,90 180,180,200,200,120,70 19,19,170,170,90,80 20,20,105,105,140,130

442 710 720 820 880 950 548 520

5590

The significance of the Buying Cycle for different retail environments.

Monitoring Sales Figures Merchandisers would look at previous sales and figures, They would be able to pass down the date of what has sold Well and what hasn’t . This would help a buyer know what to Bring in for future seasons.

Review season performance You would look at best sellers then they can be put forward For future seasons to see if they are going to be continuous Sellers . Look at what hasn’t sold well maybe not bring them in for Future seasons or buy in less. The buyer can look at what colours, Shapes , designs and crazes have performed well that season.

Budget planning Budget planning is important as a buyer can gather information from the Merchandiser to see what budget is available , what products have sold well.

What budget can be allocated to products that have sold well previously And what budget is available to new trends.

The buyer wants to be making a margin so needs to budget correctly.

Planning & buying schedules and trips This is important as trips to overseas, trade shows and fashion shows for planning And buying need to be arranged for the correct season. The buyer needs to make sure What they are planning to buy is ready for the time of sale and the moment of the trend.

Global trips will be arranged for fashion shows and street style .

Range selection When selecting your range you would have to research key trends past, present and future.

You would select products that match your target customer. Having a range selection helps the planning And buying . You will be able to work out how much budget you have for specific items in your range that you Believe will sell better than others so would like to buy more of . You will research what is on trend and what other Retailers are selling either the same or similar for what prices.

Price negotiation and settling retail price This is significant to the buying cycle as the buyer needs to ensure you keep to the budget You have been given and what you have bought at cost to what you are going to sell at the retail price Will guarantee a profit . You need to make sure that you are selling affordable products for the brand And are aware of the brands price range . You need to be aware of other retailers and ensure your retail Price matches the same products they are selling .

Order processing and confirmation This is a significant part of the buying cycle as orders need to run smoothly . Suppliers need to confirm delivery Dates , costs need to be paid in order for suppliers to have good relationships and process orders in time for sale.

Orders need to arrive on time as products don’t want to arrive too late for that certain trend.

Monitoring deliveries This is significant part of the buying cycle as deliveries need to arrive on time ready for sale and customer demand If the products do not arrive on time this could result in loss in sales then equal to loss of profit.

Retail selling period This is significant as part of the buying cycle as buyers need to consider season , amount of products and the style of products.

It needs to be product driven so that the items match the season to ensure they will meet customer needs and sell.

The buying cycle

Branded

Designer Being a buyer for a designer is different to being a buyer for a brand or fast fashion . A buyer for a designer will attend trade shows for fabric rather than the product itself. The product tends to get made by the design team so the buyer will source fabrics for different materials and look at costs of fabrics from different suppliers.

Being a buyer for a brand means you will attend wholesalers and trade shows to pick stock that you think will be in trend. The products Will already be ready for the buyer to choose from This differs from a designer buyer as they are sourcing Fabrics for products that have no yet been designed yet.

Fast Fashion Being a buyer for fast fashion involves buying in at a larger bulk and a faster pace. The products they buy in sells at a faster pace and at a lower cost therefore they would have to attend frequent trade shows and suppliers to ensure they have products ready for the fast turn over from previous products . They will have to buy in more products so even though it sells at a lower price they need to ensure their budget meets the amount needed for the amount of what they need to buy.

Strengths

Weaknesses

- 1382 stores worldwide - Own brand clothing - Stores online and internationally - Uks largest clothing retailer by value - High quality - Marks and Spencer App – global - Good customer services – 35 day return policy - Customer loyalty

-

Threats

Opportunities -

Successful celebrity endorsement campaigns Successful celebrity collaborations Successful sparks card – develop more rewards systems Open more stores globally Use social media accounts as a platform

Drop in clothing sales Store closures Head office job cuts Shop floor clothing space getting made smaller and food halls bigger Too many clothing lines Brand image

-

Store closures in retail parks and small towns Job losses , can result in staff looking for new jobs due to worry of job loss Clothing sales dropping drastically Marks and spencer have the renown image of being just for “old people” Store has so many clothing line it can cause confusion to customers Staff might not know enough knowledge about all clothing lines Retail competitors 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 Marks and Spencer.

I looked at strengths within Marks and Spencer and how they have made them the well established company that they are today.

Marks and Spencer have 1382 stores worldwide making it a global success. They have a huge social media following boasting 494k followers on their Instagram account making their products and promotions available to see worldwide. This makes it accessible for me to launch my brand on the social media account knowing it is going to get seen. Marks and Spencer also have an app available for customers to access the store online from mobile phones or technical devices , this works as a massive strength as can be convenient for customers who don’t have a lot of time so can shop whilst on the go .

Marks and Spencer is one of the Uks leading retailers with clothing having a 42% turnover this is a strength on the SWOT however coming under weakness in the SWOT is the food hall section. Marks and Spencer have a 58% turnover making it the companies biggest profit, this has resulted in shop floor space for clothing getting made smaller so the company is able to expand on the food hall section.

A weakness for the SWOT is the drop of sales in the clothing section has resulted in store closures in retail parks and small towns.

Also jobs in the head office have come under fire due to loss of profit . This is a threat under the SWOT as it could result in loss of staff even in employment as it may cause worry that more job cuts are going to happen. This is a weakness for the company as the staff turnover could increase losing loyal member of staff who are knowledgeable about the brand and know the customer.

Another strength coming under SWOT is the success Marks and Spencer have had using celebrity endorsements and getting involved in celebrity collaborations. Marks and Spencer have had great success with Alexa Chung , Rosie Huntington-Whiteley and David Gandy this also comes under SWOT with opportunity . Marks and Spencer knows that using a celebrity endorsement helps sales and getting customer interest so potential collaborations can be used in the future.

In conclusion my SWOT analysis has provided me with vital information regarding Marks and Spencer 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 plan and business aims to help make it a success within the company .

Evaluation What have you learnt about buying environments ? Why and how are they significant?

I have learnt that buying environments differ depending on the retailer they are buying for . The job role in itself will be the same however sources , budgets , suppliers and research might be different depending on what type of retailer they are buying in for. Some buyers may work as part of a large team if they are buying for a large department store however if a buyer is working for a small independent boutique the buyers job role may cross over with other job descriptions as the team will be smaller.

What is an organisational chart and how does it fit into buying environments. What did you learn from producing an organisational Chart? Compare the different organisational charts for different buying environments.

An organisational chart is to show a family tree of a company and to emphasise the importance of communication from head office right down to the shop floor. What I learnt from the chart is that a company has lots of different areas however All are just as important as each other. All departments need to work and communicate with each other in order for things to run smoothly. The shop floor organisational chart is smaller than the head office organisational chart however are just equally important.

The shop floor chart need to communicate just as much as the head office chart even though they are on a smaller scale and have less departments. A organisational chart for a major high street store will be larger than a small independent boutique . The chart for a boutique Will be smaller as the team will be smaller and job roles will cross over where as in a large company jobs will need more attention so each job role will have a specific person to do that role.

What does a branded buyer mean to you? What type of environment would a branded buyer fit into?

A branded buyer is someone who buys in brands for either their own store , boutique , online or a department store. A branded buyer would fit into a environment of a department store or a high street store that stocks not only In house brands but other brands to . The buyer will visit the suppliers of the brands to purchase their products . A branded buyer will also have to look at the price of the brands other retailers to ensure they are at a competitive level.

What did you learn about fast fashion environment compared to high street or designer environments in fashion retail?

I learnt that fast fashion lives up to its name, a buyer for a fast fashion retailer will attend more trade shows ,will buy in larger Quantities , will have to be quick on trends and ensure that products are arriving on time ready to be sold when a certain trend is Popular. Designer environments differ from fast fashion environments in a massive way , fast fashion are sourcing and buying the product Ready for sale where as a designer buyer will be sourcing fabrics for the garments to be produced.

What skills have you developed throughout this unit?

In this unit I have developed skills using photo shop , I feel confident in producing a range of cads and adding colours and patterns To different styles and fabrics. I have learnt how to analyse my work and explain reason for why I have chosen colours , themes and styles.

What areas do you still feel you need to develop and improve? How can you do this ?

Areas in which I feel I need to develop on and improve is my concept and getting my idea across more clearly . I need to get my ideas more clearly in my head as sometimes I get lost and go away From the concept I mean or what I actually want to choose. I will do this by just concentrating on one thing at a time to save getting lost and confused.

What business strategies did you implement to ensure your target customers needs were fulfilled?

Business strategies I implemented to ensure my target customer needs were fulfilled were using social media as a advertising tool , social media is an ever growing phenomenon which people Are using more and more daily . Its easy and quick to use . I would ensure my celebrity endorsement is also used on the companies social media as well as her own to advertise my range . I Organised a launch event for my collection inviting new and existing customers I also implemented a personal shopping experience for customers wanting to try my range or who needed help in finding That perfect outfit . My target customer would have the opportunity to see different looks with the products from my collection via the comfort of their own phone and also get invited to special events To help get advise and information on the collection.

I decided to do Spring / Summer 18 range , I wanted to do a collection for summer occasion wear . I looked at WGSN and Pinterest to see what trends are upcoming and what styles will be in style for this season. I found suiting will be popular , tailored trousers and wide leg trousers both seeming to be a trend . I decided to put both styles in my range. I felt this would also give my customer different styles to try on and choose between. I didn’t want a massive collection however I wanted garments that could be pieced together for example both styles of tops can be worn with both styles of trousers. I also chose to have two different styles of dresses in my range , I chose a floaty style and then a more structured style . I chose two different styles as I didn’t want my customer to feel restricted with just one certain style . My customer might like the style of a floaty chiffon dress but team it will a more structured blazer in order to complete their outfit . My garments are in my range are all colour co-ordinated, I chose the colour theme from WGSN. Although pastel colours might not be for every customer I believe the season my collection is for it sits well . Also having my in house personal shopper I feel this will help customers who don’t usually choose certain colours or style to get some guidance on what might suit them.

I like my range I believe my range is suitable for my target customer. I feel it sits well with most of my concept board however I think I could of found different images to help relate the connect to my range. The majority of my collection is quite structured with a slight loose fit , my long floaty chiffon dress sits well with trends whoever might look different to the rest of my collection. However I wanted a different style in a dress and top for my customer who didn’t want their garment so fitted.

Explain and critically evaluate how you developed your elevator pitch? Was there a niche in the market- what was this? What global business strategies did you implement for your chosen Retail environment? How did you choose a name for your range and how does this relate to the chosen target customer?

When I developed my elevator pitch I gathered together all my business strategies and business aims. I wanted to inform customers with all the information I fell they would need , I want to know what I was talking about and have all the reasons behind my strategy , aims , concept and range. I found there was a niche in the market for my collection as the company I chose to produce it for is Marks and Spencer . Marks and Spencer don’t already have an occasion wear range or a personal shopping service specific for a certain collection . Yes Marks and Spencer sell dresses and suiting however there isn’t a specific section just for these garments , the company has 9 different ranges for women to choose from all of which are similar and don’t really differ.People have many occasions during the year were they want to feel and look good. Marks and Spencer is a massive brand on all main high streets I felt they have the potential to target customers and make this collection a success. For global strategies I chose social media for advertisement and to use a celebrity endorsement to who is famous through not only film but fashion. I chose Emma Watson to be the face of my collection who has already faced campaigns for the like of Burberry who is a high end fashion brand and I believe Marks and Spencer could be the high end of the high street. Marks and Spencer have a massive back ground and have been on the British high street for many years it just needs a little help in pushing clothing sales . The name I chose for my range was ‘Simple Modernity’ I got this inspiration from WGSN . Marks and Spencer as a company are known for classic pieces of good quality . I didn’t want my range to be anything but that . My target customer is a female of style , she likes elegant clothes and is comfortable in what she likes to wear .

What retail environment does your range fit into and what other retail environments will you be competing against?

The retail environment my range fits into is high street and online . I feel my competitors will be the retail environments that my range fits into. My retailer will not compete with designer or fast fashion , my retailer is on the high street of major and small cities and has a large online shopper. The prices my retailer sells at make it fit with the competitors of the high street.

What did you learn about the difference between buyers and merchandisers? What skills did you develop from the merchandising Activity and how did you find this? Reflect I learnt that a merchandisers mainly works with figures , a merchandiser looks at past sales for all garments in different stores across a business . A merchandiser can see what is and isn’t selling well in order to inform the buyer about What they have bought in . The merchandiser will be able to see what garments will need replenishing faster than garments that have not been as popular. The merchandiser is able to inform the buyer on what garments have been successful , this information is useful for a buyer as the buyer can then take this on board for future seasons. Also the merchandiser can see were profit has been made and what hasn’t sold well so they can work out a budget and liaise with the buyer to make sure budgets are getting spent correctly. I learnt using the merchandising spreadsheet how I would work out cost prices , margins and profits . I found this activity interesting and useful . It was interesting to learn how different grade stores sell different amounts of products in quantity and styles.

What marketing strategies would you implement to ensure success of your range and growth/expansion?

The marketing strategies I would use would be exclusive events for my collection and future collections for each season. I would create a buzz around each of my collections going forward from the hopeful success from my first collection.

I would use campaigns on television , I would release the television campaigns after my exclusive in store events of the collection to make it more personal for the customers. I would have a spring summer campaign for the spring summer collection and a autumn winter campaign for an autumn winter collection . I would use celebrity endorsements in my campaigns as I feel they have worked for the company I have chosen before. I would give exclusive offers for people who hold Marks and Spencer Sparks cards. This would feel like a reward for current and loyal customers. The exclusive launch events would be invited to previous and potential customers , guests would be able to bring along a friend who may not already be a Marks and Spencer customer so this could potentially bring in new customers.

Overall I have found this unit very interesting and have enjoyed learning more in depth about the role of a buyer and a merchandiser. I have had a bigger insight into the job role of a buyer and learnt about different types of buyers and different environments they work in. I feel I have got to grip more with photo shop I feel more confident in copying different patterns and fabrics on to my cads . I feel I can easily put a collection together and feeling happy with the end result. I have a better understanding of the role of a merchandiser and what they do to gather information in order to work closely with a buyer . The areas I would like to develop in is presenting my pitch to the group I want to feel confident and knowledgeable in what I am about o talk about to the class. I sometimes have the knowledge however don’t explain it very well or give a clear idea of what my pitch is about.

Major Task Brand - Marks and Spencer

Method

Date to be completed by

Completed

Mood Board Past collections Potential collection

15/11/16

Completed

Customer Profile Current customer Potential customer

15/11/16

Completed

Celebrity endorsement Past Potential

16/11/16

Completed

Adverts Past Potential

17/11/16

Completed

Brand History Report

18/11/16

Completed

SWOT analysis

07/12/16

Completed

Method

Date to be completed by

Completed

Trend Forecast- wgsn, vogue, catwalk ,s treet style

04.12.16

Completed

Comp Shop

04.12.16

Completed

Buying cycle

05.12.16

Completed

Range Plan

05.12.16

Completed

Merchandising Spreadsheet

05.12.16

Completed

Final Evaluation

05.12.2016

Completed

Print and hand in

07.12.2016

Completed

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