Harlo London is a high street hybrid store based in London and is looking to expand further into the UK. It is marketed by GGM Marketing & Events company. The brand is still only new and is looking for ways in which it can grow and reach more customers. The store is based around the theme of organic shabby chic mixed in with a modern vintage style. The garments made are unique in the way that we have a seamstress and a stylist at hand to alter or find the exact style of clothing the customer is looking for. As it is a hybrid store there will be a modernised bakery within the store where customers can come in and enjoy the relaxing atmosphere and eat or shop and eat. The bakery will have all fresh foods and different wines, cheeses and even, for a healthier option, all natural smoothies.
This store is designed to give customers a unique service and experience in a very relaxing environment. There aren’t many stores around that give this unique mix of experience and service in this environment. This is why I think we should start to expand. As I’m part of the marketing team as well for GGM marketing & events I thought bring the brand to The City of Liverpool College fashion show would be a really good opportunity to see how well the brand is perceived in Liverpool. I would have a pop up store at the event with some of my garments. But the main reason I wanted to put a stand up at the fashion show to try and recruit one of the design students to be a trainee designer/seamstress at my Liverpool store that I hopefully will be opening.
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LOGO DESIGN
I wanted to create a logo that would really represent my brand image and so customers could get a feel for the brand before they even walk through door. I wanted my logo to be based on wood to show the natural rustic vibe of the brand. I searched through Google for a wood back ground and when I typed ‘raw wood’ I found this image to the right.
Once I found that I need a string font that would look good carved into the wood. These 3 fonts really court my eye and I think they are very modern and sharp. Which I want as my clothes are vintage inspired but with a modern twist to them.
I decided to go with the font called ‘Lion King’ as I felt it was sharp and Modern and I liked the added detail of the line above the word Harlo. I edited it on Photoshop and made the ‘London’ smaller to fit in under the ‘Harlo’. I merged them the layers together after altering the font sizes.
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LOGO DESIGN
I then opened the wood image in Photoshop and dragged my logo on top of it on a new layer. I then followed the steps on a Youtube viewed: https://www.youtube.com/watch?v=kt_Rknvc1H0 I print-screened screen shots along the way:
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This is the final product of my logo which I would have above the shop. The image to the bottom right was another alternative logo where it wasn’t as carved it but was more chiselled in. But I’ve asked a few people in class and they prefer the top left.
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LABEL & BAG DESIGN
For my brand I wanted to design clothing tags and a bag to match my brand image. I used the same wood effect as my logo and a tag I found on the internet.
I came up with two tag ideas, one with the Harlo London on the side like the image to the right and the other bellow. I asked a few people which one they preferred and they agreed with me the one on the side looked I more aesthetically pleasing. This tag really represents the rustic feel I want within my store and shows other people who see this tag what type of store it is. The bag is has the logo on and a brown edging like the tag does at the top . It I all brown and I was thinking it could be made of recyclable materials. Which I feel customers would appreciate as the environment is becoming more and more of a hot topic and people wanting changes.
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Harlo Vision and Mission Statement:
We aim to satisfy our customers with the highest standard possible in garments and also service and experience. We want to create an organic shabby chic feel for this hybrid brand from the clothing to the food. We promise to provide new designs made from quality materials that are affordable. To give customers a unique experience in a relaxed shabby chic environment. And giving them quality modern garments, altered to how they desire.
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CUSTOMER PROFILE Samantha Reed is a 23 year old who is in her last year in university at JMU studying fashion photography. She moved from Leeds to come study in Liverpool to works part-time in Urban as photograph. she always Samantha loved visiting it when Outfitters and thinks loves its helping whenever she can in store. younger and an amazing As city a student she loves finding chilled places to hangout with friends and able to work. Obviously as a inspiring fashion photographer, Samantha loves to keep up with the latest trends on blogs, WGSN and magazines such as ELLE, Vogue and Grazia. She loves especially looking at editorials and researching new photographers to give her inspiration in her own work. A lot of her time is taken up by photoshoots and working with a wide range of people within and out of her university and editing photographs. When she’s not busy she enjoys adventure and going out with her friends and loves meeting new people. Samantha loves to experiment with different clothing and her favourite stores are Zara, H&M and River Island and loves to seek out bargains in charity shops. Her favourite food is definitely Italian with a glass of wine. When she has a chance to travel she loves to visit new exciting. She enjoys visiting beautiful places such as Italy and the south of France which are her favourite place to go and anywhere else to get a good tan! She loves socialising and going to cocktail bars with her friends but also enjoys going to intimate bars and quitter places for a more laid back night out where she can listen to music and chill. Finding new little cafes and hidden places in the city is also something she loves as they have more 7 of a homely atmosphere. Her favourite artists are The script, Chris Brown and Miguel.
Reads Fashion magazines and researches on WGSN
23 Year old Female
Loves Italy and the South of France
Likes a mix of music
Uses Instgram & Twitter
Favourite perfume ‘Princess’
Has an Iphone
Goes to group gym classes
Loves Photoshop and her Nikon camera
Loves Pilates
Eats a lot of Italian food Visits small cafes and bakeries Loves cocktails & Wine Mixture of high street shops
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SWOT ANAYSIS Harlo London prides itself over giving an individual experience to their customers. By venturing into the north we hope to expand our company to reach more customers and also possibly a new market of consumers. Harlo prides itself over being different, unique and giving the best service. Hopefully Liverpool will take to the concept of this store and will be a ‘cool’ and relaxed place to come to and hang out. There could be wine tasting nights and other events to bring more customers to come to the store. What also would entice a lot of students would be around exam time we would stay open till 10 in the cafĂŠ for them to be able to revise elsewhere with friends in a different environment instead of their halls.
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Strengths • • • • • •
Unique store and atmosphere Huge potential to succeed – not many stores around like it Strong customer service Done well in London Unique vintage inspired but modern range – very trendy Majority of garments sourced from UK
Weaknesses • •
•
• • • •
Expansion to new markets Globalisation Online marketing and E Retail is gaining importance Product and service expansion Finding cheaper sources of materials
Positive
Internal Factors
Threats
Opportunity •
Only focuses on women Other cities in the north might not take to this concept that worked well in the south. Haven’t got a lot of market research
• •
•
Economic turn down Direct competition as hybrid store is getting more popular Increase in manufacturing costs
Negative
External Factors
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COMPARTIVE PERCEPTION MAP
FASHIONABLE
CHEAP
EXPENSISVE
UNFASHIONABLE
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COMPARITIVE SHOP To help my research for my brand I am looking at different stores that I feel hold the desired image of the brand and clothing I desire. Reiss has established a design philosophy centred on creating directional, design-led menswear, womenswear and accessories. It always shows innovative and original products it fuses exceptional design, quality and value. This is what I want to show through my designs although Reiss is slightly pricey I thought this was a good store to look into. DOUBLESHEER LACE SWEATSHIRT WHITE £89 white sheer lace with a ribbedjersey neckline, hem and cuffs SIZE 4-16
BREASTED BLAZER MIDNIGHT £225 tailored from midnight-navy fabric SIZE 4-16
PRINTED SHORTS WHITE £85 Composition : 98% Cotton, 2% Elastane SIZE 4-16
PRINTED DRESS BLUE/WHITE £169 Composition & Lining: 100% Polyester SIZE 4-16
PLEAT PANEL MIDI SKIRT ISLAND £110 Composition: 100% Polyester Lining composition: 100% Polyester SIZE 4-14
BLOCK-HEEL SANDALS PALE GREY £129 Composition & Lining: 100% Cow Leather SIZE 3-8
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COMPARITIVE SHOP Ted Baker is one of the fastest-growing leading lifestyle brands in the UK Ted focuses on quality, attention to detail and a quirky sense of humour. It has a sense of a young carefree spirit within its clothing which I would like to portray within mine. Like Reiss Ted is rather pricey but the clothing are beautiful. LORILI - Long wrap coat £299 Composition: SHELL: 70% Virgin Wool, 20% Polyamide, 10% Cashmere BODY LINING: 95% Polyester, 5% Elastane SLEEVE LINING: 95% Polyester, 5% Elastane SIZE 6-16
ADWENA Geometric Floral Shirt £109 Composition: 100% Polyester SIZE 6-16 DABRIA - Floral Bodice Dress £229 Composition: SHELL: 70% Cotton, 30% Polyester TRIM: 100% Polyamide; LINING: 97% Polyester 3% Satin100% Polyester SIZE 6-16
GRAYSIE - Full floral skirt £149 Composition: SHELL: 57% Viscose, 37% Polyester, 6% Linen OUTER INTERLINING: 100% Polyester INNER INTERLINGING: 100% Polyester LINING: 95% Polyester, 5% Elastane SIZE 6-16 HARRT - Batwing Jumper £119 Composition: BACK: 58% Viscose, 26% Polyamide, 10% Wool, 6% Silk FRONT: 100% Polyester SIZE 6-16
MAIBEL - Stab Stitch Leather Backpack £189 Composition: SHELL: 100% Bovine Leather LINING: 100% Polyester SIZE 6-16
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COMPARITIVE SHOP NOT JUST A LABEL (NJAL) is the world’s leading designer platform for showcasing and nurturing today’s pioneers in contemporary fashion. It has provided a platform for over 18,000 designers to date and has become an vital tool for the industry. NJAL platform helps designers to gain exposure in the fashion industry at no cost, and finance their progression independently. It reflects the modern face of fashion and supports thriving artists outside of the major fashion capitals. This is obviously an online shop but I want that SILK freshness TURQUOISE of ideas andCOAT designs for my ranges and what better place BLOUSE DRESS to look at than the French upcoming designers of today.By Przhonskaya By Sophia £125.00 Composition: 100% Silk ONE SIZE
£400.00 Composition: 96% Viscose, 4% Elastane LINING: 100% Viscose ONE SIZE
LIGHT PINK SKIRT-TROUSERS By Sophie French £300.00 Composition: 96% Viscose, 4% Elastane LINING: 100% Viscose SIZE: S
SHIRT 2.2 By Study NY £170.00 Composition: 100% Cotton SIZE: XS,S,M,L THE LINE 1 LOFTERS | NUDE By Nudite £169.00 Composition: 100% Leather SIZE: 2-6
YELLOW TUTU SKIRT By Lara Khoury £425.00 Composition: 80% Polyester, 20% Silk SIZE: 8-12
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COMPARITIVE SHOP Zara is committed to satisfying the desires of their customers. As a result they continuously innovate their business to improve customer experience. They provide new designs made from quality materials that are affordable. “Zara, fast, affordable, pre-packaged fashion”. This is a more affordable shop which prices I prefer for my range. Zara has still got that simplicity and high fashion edge I ZIPPED ROUND NECK it’s a lot cheaperSILK DRESS want in my range even though then theWITH TASSELS other brands. COAT £89.99 Composition: OUTER SHELL: 65% Polyester, 31% Viscose, 4% Elastane LINING: 95% Polyester, 5% Elastane SIZE: XS-XL
MID-LENGTH SKIRT WITH PERFORATED FABRIC £39.99 Composition: OUTER SHELL: 100% Cotton LINING: 84% Polyester, 16% Cotton SIZE: XS-L LEATHER BUCKET BAG WITH FRINGES £49.99 Composition: 2nd FABRIC:100% Cotton MAIN MATERIAL : 100% Cow Leather LINING 85% COTTON, 15% LINEN SIZE: M
£49.99 Composition: OUTER SHELL: 100% Silk (Mulberry) LINING: 95% Viscose, 5% Elastane SIZE: XS-L DRAPED TOP £59.99 Composition: OUTER SHELL: 100% Viscos SIZE: XS-XL
FRINGED HIGH HEELED SANDLES £49.99 Composition: OUTER SHELL: 100% Polyester LINING: 50% Polyester, 50% Polyurethane SIZE: 2-9 15
COMPARITIVE SHOP Reiss, Ted Baker and NJAL are definitely more high end and more for customers with expensive taste. Reiss customer look for more original and directional design with a strong focus on quality and detail which is something I would like to add to my brand. The clothing is rather expensive compared to high street stores such as Zara and you would pay £89.99 for a coat and £225 for a blazer in Reiss. Shorts and more simplistic tops are £85 and above and shoes starting around £100. For the price of the garments they are using polyesters, leather, cotton, elestane and jersey knits. Bearing in mind some of the fabrics aren’t that expensive but must be made with care and up to a high standard. Ted Baker is slightly more expensive from what I can gage with shirts and skirts costing over £100. This brand is slightly more fun and youthful with less high end fashion with that sharp edge look. There is a lot more prints involved throughout the range of garments which are unique to Ted Baker. I would like to add some fun playful patterns to my range but keep it still fresh.
NJAL is the most expensive platform as they are very unique and exclusive. I love this website as there are so many high fashioned raw designs which are so fresh and are potentially the new face of fashion. I would love to bring this freshness into my designs for my store. Zara uses the same materials as the other brands and is still cheaper. I would like to base most my price's around Zara’s but slightly more expensive as my designs will be more unique and a high attention to quality. Looking over theses brands and the type of image they portray through their clothing I’m clear in the fact I would like my new Spring/Summer range to have simple structures with some tailored items and to have a fresh young high fashioned feel to them. I would like to have a basic colour pallet with the odd dominant pattern thrown into the mix. . 16
Sourcing I wanted to source my garments mainly from the UK as to have the best quality of garments and they are more accessible. But if a country specialised in a certain area with high quality I would want to source from their as I want to give my customers the best quality garments as possible. Other than the obvious place to source is Chine here are some of the countries I’ve looked into:
PAKISTAN: It has a good track record for pure cotton apparel production for items such as male T-shirts and cotton jerseys. Has low cost domestic supply of cotton and low labour costs. (This is better than Bangladesh as they have an underdeveloped apparel and fabric manufacturing industry and is targeted for sourcing of cotton garments of basic design and standard quality.)
INDONESIA: Cotton price is the lowest in the region, but operating costs are higher than most countries in the region and much of the machinery in the industry is largely outdated. Indonesia does, however, have substantial installed capacity across a range of textile segments, and is targeted for a number of products such as synthetic fabrics, synthetic apparel, and high-end cotton shirts.
VIETNAM: Vietnam's best sourcing opportunities are still in basic designs and standard types such as woven garments and children's products. This would be useful if I was looking into creating a children's range. 17
INDIA: India has a diverse and integrated fabric and apparel industry. It can be targeted for sourcing fabrics and textiles across virtually all product categories. It mainly specialises in embellishments and is the leading dyeing and pigments (printing) manufacture in the world and are hugely cheaper. Some of the top factories are: Atul, Asahi Songwon, AksharChem and Amal.
TURKEY: Turkey is known for combining cotton and synthetic yarns, fibres and fabrics, home textiles, ready-wear and apparel is the largest economic sector. It has a skilled workforce and their manufacturers production complies with internationally accepted ecological standards. The country’s laws ban the use of carcinogenic azo dyes in clothing and fabric manufacturing. Only downfall is that it is 4 to 5 timer more expensive than places such as China and India.
PORTUGAL: Portugal specialises in Industrial Footwear, Accessories, Leather Goods and Substitutes. I will be using Portugal as a source for these types of products as it is very close to the UK and has high standards.
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TREND RESEARCH
FOCUS – PARK LIFE
SS 15
FILTERED FLORALS
COUCH SURFING
SUBURBAN BLISS
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TREND RESEARCH
FOCUS – PARK LIFE:
A casual and carefree trend that brings a dash of country romance to the city, with a fresh take on florals and a youthful edge.
FILTERED FLORALS
Flower motifs and prints are subtly altered, screened and filtered to create new, modern perspectives on traditional patterns. This is perfect for my modern twist on my range. The result has a painterly quality that feels traditional, but has been created through layered applications of mixed media, digital and analogue.
COUCH SURFING
Country nostalgia is an indoor camping-inspired direction for lounge styling. Essential sportswear basics and old favourites are layered and gently updated with soft understated prints in an approach that is less about fashion and more concerned with pure self-indulgent comfort. This could giving my range a more relaxed feel to them and the sportswear is also being used as inspiration in SS16. Mean my range could be used for next summer as well. SUBURBAN BLISS
This youthful, carefree story brings romantic ideas of country living into the urban environment. Both introspective and outgoing, it combines indoor and outdoor styling through a poetic, imaginative perspective that has a quiet urban confidence core. The romantic feel has always been a good theme to use and will even be used in SS16 so my garments wont be dated for next summer if I get the range right.
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TREND RESEARCH
FOCUS – NOTHERN SOLSTICE SS 15
NORDIC SUMMER
AMPLIFIED STRUCTURES
HYPER-TACTILE
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TREND RESEARCH
FOCUS – NOTHERN SOLSTICE:
A nostalgic and poetic styling direction inspired by Nordic summers, rocky coastlines and pristine, untouched beaches.
NORDIC SUMMER
Nostalgic memories of the seaside and a simpler, more oldfashioned lifestyle are brought into the present by this cool Scandinavian summer story, in which soft nautical styling references and tactile interpretations of pristine coastlines create a strong sense of place and belonging. This theme gives a sense of relaxation and smoothness which would really compliment my clothing.
HYPER-TACTILE
High-definition views of nature drive a hyper-tactile approach to fabrics and materials. Different types of surfaces are contrasted and layered, creating a look that feels natural and raw, yet clean and pure. This is exactly what I want my store to feel like and I want it to be represented in the clothing. Unexpected combinations, such as furry slippers or reptile skin, create a sense of wonder. AMPLIFIED STRUCTURES
A close-up perspective on artisan crafts and textiles inspires exaggerated, oversized textures and constructions and an interplay between flat and 3D effects. This could give a very retro/vintage feel to the clothing with blown up prints which would be nice to add into my collection. 22
TREND RESEARCH
ARCHIVED / RESTORED / MODERN
SS 16
PAST MODERN
TAILORED / CLEAN / CONTEMPORARY
CLASSIC / SCULPTED / FEMININE
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TREND RESEARCH
ARCHIVED / RESTORED / MODERN Exhibiting and archiving products with the same respect given to art and artefacts reflects an appreciation of design value. The almost-clinical process of protecting, labelling and storing inspires us to wrap, reveal and restore. Replacement parts are unfussy and functional, highlighting the feeling of modernity. I feel this brings the old (vintage) to the new (modern) which truly reflects what I want my range to be about. TAILORED / CLEAN / CONTEMPORARY Sharp, contemporary tailoring feels easy and relaxed, but not in an everyday way, as matching materials retain a sense of suiting no matter what happens with styling. Clear colour combinations and traditional craft mix with a stripped-back approach to smartness for a look as modern as it is luxurious. I feel this relates very much to what's happening in the world today with androgyny. Women are dressing more masculine and even in editorials they are using as a high fashion theme. This is catering for a new market that wouldn’t of been accepted years ago and I would like this to be apart of my brand. This is more directed at males but can be used for females. CLASSIC / SCULPTED / FEMININE A return to clearly sculpted feminine silhouettes drives a classical-feeling approach where detail is secondary to shape. The sense of stripped-back glamour, mixing vintage influences with contemporary simplicity, hints at a golden era of iconic women while transcending any specific period of fashion history. I love this as I feel as if clothing can empower women and I want females to wear my clothing and feel instantly confident with more basic styles and they don’t have to dress it up too much.
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OPULENT / SIMPLIFIED / REFINED
TREND RESEARCH
PAST MODERN SS 16
YOUNG / CASUAL / SOPHISTICATED
TIMELESS / UNCOMPLICATED / FUNCTIONAL
WRAPPED / ROMANTIC 25
TREND RESEARCH OPULENT / SIMPLIFIED / REFINED Artful and understated decoration feels precious and delicate rather than showy and imposing, as an update for luxurious but laidback eveningwear. This sense of subtle, intelligent opulence is reduced and simplified, using refined materials and punched or laser-cut details to emphasise its contemporary look. This type of simplicity and feeling of elegance is what I feel would be part of my modern to my garments.
YOUNG / CASUAL / SOPHISTICATED Subtle textural contrasts help elevate this relaxed and pareddown street wear story. Understated embellishment and neutral decoration are used to bring a quiet, romantic edge to familiar, comfortable shapes. High and low culture overlap in a mix of casual silhouettes and refined patterns or materials. This gives a very young feel to clothing and my clothing are for 18-35 which is a young generation. TIMELESS / UNCOMPLICATED / FUNCTIONAL Simple work wear has a timeless and practical appeal, stripped of all unnecessary details to feel as neutral, anonymous and functional. Classic design can appear modern and unfussy forever when updated with dead stock or resurrected materials. This gives a vintage feel to the clothing but they are made brand new to look like they were made years ago. WRAPPED / ROMANTIC / CALM The body is bound and covered in garments that wrinkle and hang. Soft silhouettes and clingy or draped surfaces, reminiscent of classical marble sculptures, introduce a level of cool neutral romance. Romance links in with a trend in SS15 and if I mix these two together for inspiration I should come up with a design that can be warn for more then one year.
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TREND RESEARCH
ENERGETIC / PLAYFUL / INTELLIGENT
WASHED-OUT / SPORTY /
SOFT POP
SS 16
SIMPLIFIED / LAYERED / VIBRANT
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TREND RESEARCH
ENERGETIC / PLAYFUL / INTELLIGENT A sense of softness, created by using subtle texture as well as colour, underpins this playful and energetic summer story. Pop culture and youth-led blog references are stripped-back and sharpened for a grown-up and intelligent new approach to the teenager’s bedroom-inspired world of cuteness. This will bring some colour and youth to my collection and give it that extra bit of energy.
WASHED-OUT / SPORTY / ELEVATED By bleaching out colour, new combinations of traditional and modern materials used to create sports-inspired basics feel contemporary, elevating street fashion styling to a premium level. Subtly exaggerated detail and oversized silhouettes emphasises this toned-down take on high-end casualwear. Pop pastels are key here and are always a hit in the summer no matter what!
SIMPLIFIED / LAYERED / VIBRANT Modern retro florals have been cleaned up to remove some of the vintage cuteness, cut out and repositioned on plain grounds to encourage a more confident and simplified approach to print. Vibrant screen-prints are blocked, layered and striped together, moving graphic looks away from geometric design. This gives a modern twist to the vintage clothing making it just vintage inspired which is what I want.
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TREND RESEARCH
CARTOON / TWISTED
DECORATIVE / TEXTURAL /
SOFT POP SS 16
BRIGHT / SOFT / TACTILE 29
TREND RESEARCH
CARTOON / TWISTED / FUN The candy cuteness of teenagers’ bedrooms and blogs becomes weird and subversive. Dark undertones and new contexts lend cartoon icons – and jokey products with human characteristics – twisted new personalities. Homemade magazines and sticker books inspire graphic messages with a punky attitude. This could be quite retro and vintage as cartoons and superhero's in the 60’s got huge. I feel this could be linked to pop art as well as Andy Warhol was huge in the 60’s. This would be bring some of the 60’s to modern times. DECORATIVE / TEXTURAL / DIY
Over-the-top decoration and kitschy embellishment take on a new, sophisticated relevance, driving bold but intelligent bling-like adornment, and all-over textures that feel fun yet understated by making 2D patterns pop out in 3D. Here, DIY meets high-end, elevating sugary studs, sequins and diamantes to couture levels. I could bring my collection more to life by using more embellishments which could be quirky but customers can choose to have them or not. BRIGHT / SOFT / TACTILE Cosy texture and muted colour come together to lend this sporty, lounge-inspired story a tactile and visual sense of softness. Peached, tufted and flocked surfaces emerge in a palette of subdued pastels and washed-out brights. Mixing textures and colours helps highlight the importance of contrasts here too. Which will help make parts of my garments in my range stand out more than others. This can give a uniqueness to my clothing and so my garments will be different to other high street stores.
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Comfy, relaxed but still carefree, youthful, fun and Modern perspectives playful on traditional
Vintage inspired
Mix between SS15 and SS16 so garments can be warn both Spring/Summers Textured clothing, natural, raw, rustic
Sense of softness
Pop pastels
Structured and Contemporary
What I want my garments to be like
History inspired – around 20’s to 90’s
Soft florals
Modern and classic
Subtle textures with embellishments – to cotour level
Confident basic styles
Few vibrant colours Grown up and intelligent 31
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CARTOON / TWISTED / FUN
For images and prints for my range I was thinking of adapting some of these pictures into my range as they represent parts of my trends.
SIMPLIFIED / LAYERED / VIBRANT
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FILTERED FLORALS
RANGE DEVELOPMENT
For this jumper I wanted it to look like a sporty/modern jumper with the fabric being slightly stiff like suba fabric. I wanted the design to me more simple and plain. I rubbed out lines on the main jumper and the ribbed edges on the neck and wrists. This was done by using a rubbing tool on Photoshop.
I then filled in the jumper with the colours I wished using the filler icon. This was my end result.
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For developing a floaty dress I liked both of these dresses. The one to the far right I wasn’t sure about the neckline. I then cut round the neckline around the other dress as I thought that it looked like a sailor dress and very nostalgic which links into my trend ‘Focus’. I copied it and then pasted it onto of the first dress on the far right. After some moving around, rubbing and adding a few lines the dress became this.
I didn’t want to make a typical sailor dress with the navy blue and white. I want to make it fresh and bright. I found a soft print that linked into the blues I chose for my range.
I put this picture into Photoshop and went to ‘Edit’ → ‘Define Pattern’→ ‘Okay’. Then go back to the tab where the dress was and click on the filling can → go to the top right of the page and change ‘Foreground’ to ‘Pattern’ and click next to it to find the pattern you defined before. I didn’t want the whole dress to be in this print so I just filled it in on the sides and parts of the collar. I then chose a light minty green to slightly contrast with the rest of the dress as I didn’t want to leave it plain.
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Like with the other two I rubbed out features on the skirt I didn’t want. I wanted this to look like the 50’s swing skirts and have many layers. In my ‘Soft Pop’ trend there was focus on bright bold prints and poppies in particular so I found a poppy image and brightened it along with increasing its vibrancy and exposure. I then like with the dress made this into a pattern and filled the skirt with the print. I wanted this skirt to be a one off feature peace and thought there needed to be more to the skirt.
I found this lovely floral print but it was too dark. I then brightened, increased its vibrancy and exposure and also played with the hues/saturations to change the colours and I ended up with these two images.
I made both of these images patterns and went back to my skirt and filled the pattern into the gaps. I preferred the bluer one as I think went better with the poppies. 36
FINAL RANGE
STRUCTURED JUMPER 58% Viscose, 26% polyamide, 10% Wool, 6% Silk HL0001 £70 COO - UK
SINCHED IN TOP 90% Silk, 10% Polyester HL0004 £80 COO – UK
BLUE SHEER TOP 60% Cotton, 40% Polyester HL0002 £60 COO – Turkey
SINCHED IN TOP 90% Silk, 10% Polyester HL0005 £80 COO – UK
POWDER BLUE FLORAL LAZER CUT COAT 65% Polyester, 31% Viscose, 4% Elastane HL0007 £160 COO – India DENIM SHIRT 100% Cotton HL0008 £110 COO – Pakistan
LONG WHITE SLEEVLESS WATERFALL COAT 95% Viscose, 5% Elastane HL0003 £65 COO – UK
SHORT DUNGARIES 84% Polyester, 16% Cotton HL0006 £70 COO – UK
BLACK AND WHITE DRESS 96% Viscose, 4% Elastane HL0009 £115 COO – UK
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FITTED TOP 70% Cotton, 30% Polester HL0011 £85 COO – UK
HL0012 HL0013 BLUE FEATHER SAILOR DRESS 100% Polyester HL0010 £120 COO – India
BLACK, WHITE AND GREY JOGGERS 80% Cotton, 12% polyester, 3% Elastane HL0014 £70 COO – UK
FLORAL SUMMER DRESS 100% Polyester HL0015 £145 COO – India
POPPY 50’S SKIRT 100% Polyester HL0016 £110 COO – India
DARK TURQUIOS FLARED SHORTS 57% Viscose, 37% Polyester, 6% Linen HL0018 £65 COO – UK
50’S SKIRT (comes in array of pastel colours) 100% Polyester HL0017 £110 COO – UK
WHITE FLARED PANTS 96% Viscose,4% Elastane HL0019 £100 COO – UK LONG POPPY PINK COAT 96% Polyester,4% Elastane HL0020 £150 38 COO – India
DENIM SNAPBACK 98% Cotton, 2% Elastane HL0021 £45 COO – UK
BROWN LEATHER SHOES 100% Leather LINNING: 50% Polyester 50% Polyurethane HL0023 £105 COO – Portugal BLACK LEATHER HEELS 100% Leather LINNING: 50% Polyester 50% Polyurethane HL0025 £75 COO – Portugal
HEATHER GREY LEATHER BACKPACK OUTER SHELL: 100% Leather LINNING: 100% Polyester HL0022 £95 COO – UK
BROWN LEATHER DRAW STRING BAG OUTER SHELL: 100% Leather LINNING: 85% Cotton, 15% Linen HL0024 £105 COO – UK
This range is based on the trends I looked into and I've picked parts from each trend to show through my garments. I tried to link them also with the stores I looked at for my Comparative Shop, such as Ted Baker uses a lot of unusual prints and I tried to adapt them into my range. Some of the patterns like on the fitted top and the feather dress I feel are retro inspired but with a fresh modern look to them. I think I achieved what I originally wanted to which was to create part of a range that would go into my Liverpool store and that would be vintage inspired with a modern twist. The garments are fun and youthful. Some are inspired by vintage CADs such as the 50’s skirts, brown leather shoes and backpack (war inspired), flared shorts and trousers. Garments on the first page such as the structured jumper, blue sheer top and the black and white dress are more linked in with the ‘Post Modern’ trend and take a hit at high fashion and being slightly quirky with the textures. The price range for this range is slightly more then what you would pay at Zara but not as expensive as what you would pay at Reiss or Ted Baker. As it’s only a new store I don’t want to push the prices too high. The majority of the garments are made In the UK but also in places such as India for the best quality printing and dyeing. Also Turkey for the best Cotton mixes with synthetic yarns, Pakistan for the best Cotton and Portugal for the best made shoes. 39
FINCIAL RANGE PLAN
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This financial plan is design for a 4 week plan if I opened up a store in Liverpool. The majority of the clothing is sourced in the UK with a 70% profit margin as fixed costs are higher. Places such as India, Portugal and Pakistan are 75% as it is cheaper to source from there but costs more to import the garments. Turkey has a profit margin of 72% as due to the financial state of the country and changing in laws their fixed cost have increased and cost 4 to 5 times more than places such as China and India. The Cost Price is more as I’ve sourced for the best quality producing factories and as I haven’t ordered huge amounts of garments compared to other stores it costs slightly more. It also costs more as some of the garments have quite a few features and not as basic. Looking at the 50’s skirts the Poppy skirt I sourced from India as they are the best at dyeing and printing and is the same price as the light mint green 50’s skirt. I didn’t want to increase the price of the mint green skirt just because the profit margin was different. It’s a large profit margin as it is and doesn’t need to increase. Overall Costs were £161,150 and the Overall Profit was £415,059 making a Total Profit of £253,909. This is a good profit for only part of a range that would be in my store. With this type of money I can higher quality staff and pay a good amount to a designer and seamstress. This will also help with hosting social nights like wine tasting in our café as we will be able to afford to make it more of a fun luxurious experience. 42
WISSI
I predicted that every week I should be selling 25 items. In the first week I predicted to sell 20 as the range is new to the store and many might not see it. It increases when There is a sale on as more people are entering the store. This is quite a funky garment so I wasn’t sure if many would want to take it on holiday so I marked that lower. There’s an increase of sales when it is in the window display and when there is festivals. 12 garments didn’t sell by the end of the 10 weeks and will be put into the sale.
I predicted that every week I should be selling 30 items. In the first week I predicted to sell 25 as the range is new to the store and many might not see it. It increases when There is a sale on as more people are entering the store. This is very light weight and goes with anything and would sell very easily. I predicted to sell high volumes all through the summer until the end of August when people go back to school/uni where it decreases as it also starts to get slightly colder. There were no garments to go into the sale but I think for my target market I could sell this going into September as students would go out wearing this and dress it up.
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I predicted that every week I should be selling 30 items. The first week I predict that we’ll sell 30 and a high volume throughout the summer as the coat is light weight and can be mixed with an array of clothing. After It was put in the window display I ordered 150 as I felt going into the end of August and into early September that people will start buying more coats for the start of school.
I predicted that every week I should be selling 25 items. The first week I predict that we’ll sell 23 as it’s a new range coming into the store and not many people will know about it. It increased when more customers came into the store and after that there were high volume throughout the summer as It’s a very fun top that could be dressed up or dressed down, be warn on holiday, festivals and nights out. I ordered in 100 more after the biggest selling week of selling 53 tops as it was placed in the window. I ended with 3 items being in sale which is a downside but was important to order that extra 100 to supply the demand and to make more profit.
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