WHISTLES SS17 RANGE BOOK DRESSES
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04 - Who are Whistles 05 - Social Media 06 - Previous Collections 10 - Muses 12 - Best sellers 13 - Limited Edition products 14- Comp Shop Analysis 22 - Whistles Store layout 23 - Reiss Store Layout 24 - Swot Analysis 28 - Consumer Profiles 36 - Encounter Trend Overview 38 - Colour Palette 40 - Print Direction 42 - Catwalk inspiration 45 - Street style research 48 - Key Shapes 50 - Fabric and Texture 52 - Final Range 54 - Critical Paths 60 - Phasing into Store 61 - Customer outfit builds 67 - Mock In store layout
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WHO ARE WHISTLES
Based in London as a contemporary fashion brand, Whistles provides womenswear and menswear. The brand visually provides garments that are timeless, luxurious and contemporary with intelligent designs in comparison to competitors. Whistles aims are to provide their consumers with timeless high quality pieces that can be easily integrated within their wardrobes. Ensuring that all sourced products are environmental friendly and sustainable. Whistles are committed to upholding high ethical standards, including high standards within production factories while ensuring products are safe for consumers.
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SOCIAL MEDIA
Social media for the brand includes minimal pages that are contemporary and modern reflecting the brands aesthetic. Using a wide range of social media to appeal to all of their consumers. Facebook, Instagram and Twitter would appeal to the younger consumer whereas not all would be a part of their other consumers lifestyle. 5
PREVIOUS COLLECTIONS - SS14
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PREVIOUS COLLECTIONS - SS15
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PREVIOUS COLLECTIONS - SS16
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WHISTLES MUSES
KATE MIDDLETON
Keeping in sync with the brand, Whistles muses are elegant, sophisticated and on trend individuals. Eluding confidence as fashion icons, muses include Kate Middleton, Pippa Middleton and Olivia Palermo.
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OLIVIA PALERMO
PIPPA MIDDLETON
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WHISTLES BEST SELLERS
ALEXA CREPE DRESS LENNA SHIRT DRESS Shift/shirt dress Black/Blue - £95 Loose, relaxed, collared, contemporary,
White - £160 Sleeveless, v neck detail, Draped, contemporary, relaxed.
effortless, minimal.
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FLARED FLORAL LACE DRESS A line style Black - £250 Round neck, tailored waist, flared, exposed zip fastening.
IVY TWIST STRETCH-CREPE DRESS Wrap style Green - £160 V-neck, sleeveless, detailing around waist, attention to detail.
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LIMITED EDITION PRODUCTS
THELMA DAISY PRINT DRESS PRICE: £220 COLOUR: Multi colour SIZES: 4 - 16 MATERIAL: 100% WASHED SILK The higher price point is justified as the garment produced is 100% pure silk. A longer manufacturing time is needed to complete the garment to the highest standard for Whistles. STYLE NOTES: "Lightweight, loose, rectangle front yoke detail, concealed button 14 and belted waist."
THELMA DAISY PRINT DRESS PRICE: £220 COLOUR: NAVY SIZES: 4 - 16 MATERIAL: 100% WASHED SILK The higher price point is justified as the garment produced is 100% pure silk. A longer manufacturing time is needed to complete the garment to the highest standard for Whistles. STYLE NOTES: "Lightweight, loose, rectangle front yoke detail, concealed button and belted waist."
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THE SHIRT DRESS
Although in different styles of shirt dress, all three competitors offer the consumer a relaxed, effortless fit dress. With Whistles having a higher quality material and a higher price point, ÂŁ195, then their competitor., This is because of the higher quality fabric and longer time it takes to produce.
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THELMA SILK SHIRT DRESS PRICE: £195 COLOUR: Navy SIZING: - 4 - 16 MATERIAL: 100% Silk STYLE NOTES: “Relaxed, effortless, flattering, versatile.”
SHIRT DRESS
INDIAN FLORAL SILK DRESS
PRICE: £175
PRICE: £149
COLOUR: Roseate
COLOUR: Multi
SIZING: 4 - 14
SIZING: 8 - 16
MATERIAL: 100% polyester
MATERIAL: 100% Silk
STYLE NOTES: “Open collar, V neck,
STYLE NOTES: Relaxed fit, short sleeves, fabric belt. Neat collar."
Wrap tie."
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THE FLORAL BODYCON DRESS The floral bodycon dress brings summer feel to Whistles and their competitors in muted colours and prints to appeal to their consumers. Making each option versatile and easily wearable. Compared to their competitors, the Whistles product material is made from a higher quality material although the same price as Reiss. Whistles bodycon dress is produced from silk justifying the higher price point.
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THE PRINT BODYCON DRESS
FREESIA PRINT BODYCON
SAFFINA JACCQUARD BODYCON
WOODBLOCK PRINT DRESS
PRICE: £150
PRICE: £150
PRICE: £149
COLOUR: Multicolour
COLOUR: Blue/Black
COLOUR: Navy
SIZING: 4 - 16
SIZING: 4 - 14
SIZING: 8 - 16
85% Silk, 15% Elastine
76% Polyester, 18% Viscose, 6% Elastine
97% Cotton, 3% Elastine
STYLE NOTES: "Body conscious style, digitally printed florals, sleek and classic female look."
STYLE NOTES: Tropical tonal blue, navy and black yarns, detailed."
STYLE NOTES: "Concealed zip, v neckline, midi, flattering silhouette., Signature dress." 19
THE WORK WEAR DRESS
The work wear dress is a staple in all of the three retailers dress collections. As the consumer wants versatile pieces that stay on trend, the simple tailored dress is adapted in neutral colours. Nude, navy and black alternatives are offered by Whistles, Reiss and Jigsaw. Whistles product is cheaper then Reiss and Jigsaw due to competitors choosing to use wool in their dresses.
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ALI SHIFT DRESS
DELO TAILORED DRESS
PARIS CAP SLEEVE DRESS
PRICE: £140
PRICE: £180
PRICE: £149
COLOUR: Black/Pale pink
COLOUR: Night Navy
COLOUR: Navy/Black
SIZING: 4 - 16
SIZING: 4 - 14
SIZING: 6 - 16
93% Polyester, 7% Elastine
50% Wool, 48% Polyester, 2% Elastine
53% Polyester, 43% Wool, 4% Elastine
STYLE NOTES: "Fitted A line silhouette, short sleeves, soft peplum detail at the waist."
STYLE NOTES: "Cut slim against the body, V neck, knee length, panelled."
STYLE NOTES: "..Virgin wool mix, beautifully tailored inside, V neckline and dart stitching providing a neat shape." 21
WHISTLES STORE LAYOUT
The Whistles approach to VM is clean cut, minimal and timeless. With light colours used throughout, the store layout is spacious, highlighted with simple fixtures and fittings. The labels are kept plain with attention drawn to the brand logo creating a clean, timeless aesthetic to the store space and the brand.
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REISS STORE LAYOUT
Being a competitor of Whistles, there are similar design aspects between the stores. Similarities include light minimal walls and floorings with minimal glass fixtures. With the fixtures and fittings kept minimal, more attention is drawn and focused on the clothing pieces. 23
WHISTLES SWOT ANALYSIS
STRENGTHS • Design quality through their garments, fabrics and materials. • Upscale, contemporary modern brand, appealing to their consumer. • International presence, worldwide stores. •Varied products, from occasion wear to casual wear. • Collaborations with other appropriate brands. • Visionary leadership. Jane Shephard. • Limited edition products. • Recently established menswear.
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WHISTLES SWOT ANALYSIS
WEAKNESSES • Less established menswear range. • More styling options could be used within store to direct customers and offer styling options. • Whistles could offer products to a wider demographic, as the price points are high. • Less social media awareness compared to competitors.
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WHISTLES SWOT ANALYSIS
OPPORTUNITIES • Opportunity for more collaborations, celebrities and brands. • Expansion of clothing range, kids-wear. • More use of social media, blogs. • More focus on flagship stores. • Limited edition products only at Whistles that competitors don't have.
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WHISTLES SWOT ANALYSIS
THREATS • Competitors provide similar ranges and clothing pieces. • Similar price points as competitors. • Changing fashion trends, takes more time to adapt it for the Whistles consumer. • Rising production costs, have to make the items further away, longer lead time. • Cheaper alternatives to their products.
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THE WHISTLES WOMAN INTELLIGENT, INDEPENDENT, DISCERNING. The Whistles woman wants contemporary and timeless style that is easily co ordinated with other pieces. Elegant and relaxed style pieces that cater to her discerning busy lifestyle.
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THE 'PROSPEROUS PROFESSIONAL'
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CONSUMER 1 - JENNY AGE: 19 - 32 GENDER: Female LOCATION: City dweller Entrepreneurial, educated urbanites, on the rise individuals. MARITAL STATUS: Bachelor stage/newly married, no children/full nest 1, rents home or lives with parents INCOME: Young professional, disposable income LIFESTYLE INTERESTS: Fashion, fitness, media SOCIAL MEDIA: Blogs, Facebook, Instagram, Twitter FOOD: Eating out, adventurous eater, healthy living READING LIST: The business of fashion, Vogue, Elle, Style.com STYLE ICONS: Cara Delvingne, Kendall Jenner. BUYING ACTIVITY: Every two weeks BRAND LOYALTIES: Whistles, Reiss, Ted Baker, French Connection, Topshop, Zara.
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THE 'INFINITE MOTHER'
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CONSUMER 2 - SAM AGE: 33 - 46 GENDER: Female LOCATION: Suburban family home, commutes to city centre job MARTIAL STATUS: Married, Full nest 2 & 3 INCOME: Disposable income spent on children and family Family orientated, settled, professional with family LIFESTYLE INTERESTS: Reading, interiors, running. SOCIAL MEDIA: Facebook, Instagram FOOD: Family friendly meals and foods, healthy READING LIST: - Harpers Bazaar, The Guardian STYLE ICONS: Alexa Chung, Victoria Beckham, Scarlett Johansson BUYING ACTIVITY: Every one month to two BRAND LOYALTIES: Whistles, Reiss, Karen Millen. Not really fashion led, prefers brands that provide class pieces to mix and match
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THE 'AFFLUENT PROFESSIONAL'
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CONSUMER 3 - ANGIE AGE: 46 - 55 GENDER: Female LOCATION: Suburbia, family home, away from city MARTIAL STATUS: Married, Full nest 3, Empty nest 1/2 INCOME: More disposable income, mortgage paid off, children moved out Family values, children flown the nest LIFESTYLE INTERESTS: Reading, spending time with family, more time for hobbies, fashion aspirations for travelling and cycling. SOCIAL MEDIA: Facebook, interior and lifestyle blogs FOOD: Family cooked homemade meals, 4 + star restaurants READING LIST: Harpers Bazaar, The independent, novels (more spare time) STYLE ICONS: Helen Mirren, Olivia Palermo BUYING ACTIVITY: EVERY 2 - 4 weeks BRAND LOYALTIES: Whistles, Hugo Boss, Karen Milen, Reiss, Burbery.
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ENCOUNTER TREND With an increasingly modern and cultured take on the world, the Encounter trend encourages consumers to fulfil their desires to experience more. With an ethical and sustainable attitude, bold, and vibrant prints and materials are eco friendly and sustainable. A vibrant colour palette is incorporated into Whistles SS17 dress designs representing tropical and summer prints that are sophisticated and contemporary, while a unique and cultured aesthetic is created.
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COLOUR PALETTE The colour palette is adapted and muted down from the Encounter trend for Whistles. Bright tropical colours are dialled down to reflect the brand while still keeping in trend with summer colours. Core pieces are made with core colours whereas fashion and trial pieces are complimented with both core and accent colours and print.
MILK
RASPBERRY
JADE
YELLOW OCHRE
TERRACOTTA
MIDNIGHT
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PRINT DIRECTION
Summer prints would be toned down and used on the trims and collars of fashion items with more print ratio used on trials. Print detail used on the collars and trims keep the range on trend but is toned down and versatile enough for the Whistles consumer.
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CATWALK INSPIRATION THE SLEEVELESS SHIRT DRESS BELTED WAIST DETAIL SLEEVELESS COLLARED ACCENTED COLOUR COLOUR AND PRINT DETAIL PRINT ALL OVER
THE LONG SLEEVE BODYCON VERSATILE ACCENTED COLOUR NECKLINE FITTED SLEEVES MINI LENGTH PATTERN LED AND BLOCK COLOUR
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THE TAILORED DRESS
THE LONG LINE SHIRT DRESS
BLOCK COLOURS
RELAXED FIT
CAP SLEEVE CUT
LONG SLEEVE
SLEEVELESS
BUTTON FRONT FASTENING
FITTED DESIGN
POCKET DETAIL
KNEE LENGTH HIGH NECKLINE
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SHIFT DRESS CAP SLEEVE PRINT DESIGN MINI LENGTH ROUND NECKLINE
FIT AND FLARE OCCASION DRESS ACCENTUATED WAIST FULL SKIRT ATTENTION DRAWN TO SKIRT LAYERED SKIRT SLEEVELESS PRINT ALL OVER DESIGN KNEE LENGTH ROUNDED LOW NECKLINE
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SOCIAL MEDIA & STREET STYLE RESEARCH
FIT AND FLARE DRESS
SHIFT DRESS
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BELTED SHIRT DRESS
LONG LINE SHIRT DRESS
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LONG SLEEVE BODYCON DRESS
TAILORED DRESS
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KEY SHAPES & SILHOUETTES
THE TAILORED DRESS (CORE)
LONG SLEEVE BODYCON DRESS (CORE)
LONG LINE SHIRT DRESS (FASHION)
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SILK SLEEVELESS BE;TED DRESS (FASHION)
T SHIRT DRESS (FASHION)
ORGANZA OCCASION DRESS (TRIAL)
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FABRIC AND TEXTURE
WILD SILK
The fabric used is inspired by cultural influences and ethical aspects of the Encounter trend with woven and silky textures used throughout. Organic jacquard weaves within cotton and recycled polyester blends are used throughout as an ethical substitute to cotton and polyester.
RECYCLED POLYESTER
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ORGANIC COTTON
Lightweight textures are paired with silky structures with a vibrant silk textured blend with more structured materials, such as linen and organic cotton. Elastine is used throughout to provide a comfortable stretch to the garments and Organza is used to create fluid sustainable structures.
LINEN
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FINAL RANGE PLAN BEST SELLER
BEST SELLER
Tailored Dress (CORE) Size Ranges
4 - 16
Long Sleeve Bodycon Dress (CORE) Size Ranges
4 - 14
Size Ranges
4 - 16
4:2,6:3, 8:3, 10:3, 12:2 14:1.
Rations
4:1,6:2, 8:3, 10:3, 12:3 14:1, 16:1.
Rations
4:2,6:2, 8:3, 10:3, 12:2 14:1, 16:1
Rations
Price Point
£140
Price Point
1900 pcs Milk
Order Quantities
Order Quantities
2100 pcs Midnight 1700 pcs Terrocotta
Options Fabric Composition
Milk, Midnight, Terrocotta 93% Recycled Polyester, 7% Elastine
Long line Shirt Dress(FASHION)
£110 2000 pcs Midnight 2000 pcs Jade
Options
Midnight, Jade
Fabric Composition
75% Organic Cotton 25% Recycled Polyester
Price Point Order Quantities
£155 1100 pcs Yellow Ochre/Multi 1100 pcs Milk/Wild Pirint
Options
Yellow Ochre/Multi, Milk/Wild Print
Fabric Composition
87% Wild Silk, 13% Linen
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Daisy Print T-shirt Dress (FASHION) Size Ranges
6 - 14
Rations
6:2, 8:4, 10:4, 12:2 14:1.
Price Point
£120
Order Quantities
800 pcs Multi Colour
Options
Multi Colour
Fabric Composition
90% Reycycled poleyester, 10% Elastine
Sleeveless Belted Collar Dress (FASHION)
Organza Occasion Dress (TRIAL)
Size Ranges
4 - 16
Size Ranges
4 - 14
Rations
4:1, 6:2, 8:3, 10:3, 12:2, 14:1, 16:1
Rations
4:1, 6:2, 8:3, 10:3, 12:3, 14:1
£140
Price Point
Price Point Order Quantities Options Fabric Composition
950 pcs Midnight/ Multi 950 pcs Terracotta Midnight/Multi, Terracotta
Order Quantities
350 pcs Yellow Ochre/Multi
Options
Wild Print/Raspberry, Yellow Ochre/Multi
Fabric Composition
100% Organza (Wild Silk)
Multi Colour 85% Wild Silk, 15% Linen
£175 350 pcs Wild Print/Raspberry
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LONG SLEEVE BODYCON DRESS
Department: Dresses
Style No
Responsibility Product description Fabric content Country of origin Quantity & Store Options
Plan
China
Bulk
Raw materials
approval
in house
Garment Tech
Buyer
Garment tech
Buyer
Factory
Factory
08/10/16
22/10/16
29/10/16
19/11/16
10/12/16
17/12/16
Cut date
Production
Ex Factory
ETA
Phasing
Factory
Factory/Merch
Factory/Merch
Merchandiser
24/12/16
14/01/17
11.02/17
18/02/17
sample
2000 pcs Midnight 2000 pcs Jade Midnight, Jade. 4 -‐ 14
Size Ratio
4:2, 6:3, 8:3, 10:3, 12:2, 14:1.
Cost Price
£32.08
Selling price ( less VAT)
£91.70
Margin
Seal approval
Long Sleeve Bodycon dress (Core) 75% Organic Cotton, 25% Recycled Polyester
Size Range
Retail selling price
Lab Dip Approval
First Fit
Revised
JE92
£110 65%
Ordered Placed
01/10/16
Lead Time
20 weeks
Shipping
Sea
Actual
JE92 (CORE)
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TAILORED DRESS
Department: Dresses
Style No
First Fit
Lab Dip Approval
Seal approval
Bulk approval
Raw materials in house
Cut date
Production sample
Ex Factory
ETA
Phasing
Garment Tech
Buyer
Garment tech
Buyer
Factory
Factory
Factory
Factory/Merch
Factory/Merch
Merchandiser
Milk/Midnight
15/10/16
29/10/16
05/11/16
26/11/16
10/12/16
17/12/16
24/12/16
21/01/17
18/02/17
25/02/17
Terracotta
29/10/16
12/11/16
19/11/16
10/12/16
24/12/16
31/12/16
07/01/17
04/02/17
04/03/17
11/03/17
Options
Responsibility Product description Fabric content
Tailored Dress (Core) 93% Recycled Polyester, 7% Elastine
Country of origin
China
Quantity & Store
2100 pcs Midnight
Plan
1900 pcs Milk
1700 pcs Terracotta Options Size Range Size Ratio Cost Price Selling price ( less VAT) Retail selling price Margin Ordered Placed Lead Time Shipping
Milk, Terracotta, Midnight 4 - 16 4:2, 6:2, 8:3, 10:3, 12:2, 14:1, 16:1.
Revised
JE93
£40.83 £116.67 £140 65%
Actual
Milk/Midnight - 08/10/2016 Terracotta - 22/10/16 20 Weeks Sea
JE93 BESTSELLER (CORE)
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LONG LINE SILK SHIRT DRESS
Department: Dresses
Style No
First Fit
Lab Dip Approval
Print Strike off
Trim Approval
Seal approval
Bulk approval
Raw materials in house
Cut date
Production sample
Ex Factory
ETA
Phasing
Garment Tech
Buyer
Buyer
Buyer
Garment tech
Buyer
Factory
Factory
Factory
Factory/Merch
Factory/Merch
Merchandiser
Yellow Ochre/Multi
07/01/17
14/01/17
14/01/17
14/01/17
28/01/17
04/02/17
18/02/17
25/02/17
04/03/17
25/03/17
01/04/17
08/04/17
Milk/Wild Print
31/12/16
07/01/17
07/01/17
07/01/17
21/01/17
2/01/17
11/02/17
18/02/17
25/02/17
18/03/17
25/03/17
01/04/17
Options
Responsibility Product description Fabric content Country of origin Quantity & Store Options
Long line Silk Shirt Dress (Fashion) 87% Wild Silk, 13% Linen Turkey 1100 pcs Yellow Ochre/Multi 1100 Milk/Wild Print Yellow Ochre/ Multi, Milk/Wild Print
Size Range
4 -‐ 16
Size Ratio
4:1, 6:2, 8:3, 10:3, 12:3, 14:1, 16:1
Cost Price
£32.29
Selling price ( less VAT)
£129.17
Retail selling price
£155
Margin
75%
Ordered Placed
Plan
Revised
KF45
Actual
Yellow Ochre/ Multi -‐ 24/12/16, Milk/Wild Print -‐ 17/12/16
Lead Time
15 Weeks
Shipping
Road
K745 BESTSELLER (FASHION) 56
FLORAL T-SHIRT DRESS
Department: Dresses
Style No
Responsibility Product description Fabric content
90% Recycled polyester, 10% Elastine Turkey
Quantity & Store
800 pcs Multi Colour
6 - 14
Size Ratio
6:2, 8:4, 10:4, 12:2, 14:1.
Cost Price
£30
Retail selling price Margin Ordered Placed Lead Time Shipping
Print Strike off
Seal approval
Bulk approval
Raw materials in house
Cut date
Production sample
Ex Factory
ETA
Phasing
Garment Tech
Buyer
Buyer
Garment tech
Buyer
Factory
Factory
Factory
Factory/Merch
Factory/Merch
Merchandiser
Plan
04/02/2017
11/02/2017
11/02/2017
25/02/2017
04/03/2017
18/03/2017
25/03/2017
01/04/2017
15/04/2017
29/04/2017
06/05/2017
Multi Colour
Size Range
Selling price ( less VAT)
Lab Dip Approval
T Shirt Dress ( Fashion)
Country of origin
Options
First Fit
Revised
KF50
£100 £120.00 70%
Actual
28/01/2017 15 Weeks Road
KF50 (FASHION)
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SLEEVELESS BELTED COLLAR DRESS
Department: Dresses
Style No
First Fit
Lab Dip Approval
Print strike off
Trim approval
Seal approval
Bulk approval
Raw materials in house
Cut date
Production sample
Ex Factory
ETA
Phasing
Garment Tech
Buyer
Buyer
Buyer
Garment tech
Buyer
Factory
Factory
Factory
Factory/Merch
Factory/Merch
Merchandiser
Midnight/Multi
19/11/16
03/12/16
03/12/16
03/12/16
10/12/16
24/12/16
07/01/17
14/01/17
21/01/17
11/01/17
18/02/17
25/02/17
Terracotta
03/12/16
17/12/16
17/12/16
17/12/16
24/12/16
07/01/17
21/01/17
28/01/17
04/02/17
25/02/17
04/03/17
11/03/17
Options
Responsibility Product description Fabric content Country of origin Quantity & Store Options
Sleeveless Belted Collar Dress (Fashion) 85% Wild Silk, 15% Linen Turkey 950 pcs Midnight/Multi 800 pcs Terracotta Midnight/Mult, Terracotta
Size Range
4 -‐ 16
Size Ratio
4:1, 6:2, 8:3, 10:3, 12:2, 14:1, 16:1.
Cost Price
£29.17
Selling price ( less VAT)
£116.67
Retail selling price Margin
Plan
Revised
KF67
£140 75%
Ordered Placed
11/02/17
Lead Time
15 Weeks
Shipping
Road
Actual
KF67 (FASHION)
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ORGANZA OCCASION DRESS
Department: Dresses
Style No
Responsibility Product description Fabric content Country of origin Quantity & Store Options
Lab Dip Approval
Print Strike off
Trim Approval
Seal approval
Bulk approval
Raw materials in house
Cut date
Production sample
Ex Factory
ETA
Phasing
Garment Tech
Buyer
Buyer
Buyer
Garment tech
Buyer
Factory
Factory
Factory
Factory/Merch
Factory/Merch
Merchandiser
21/01/2017
28/01/2017
28/01/2017
28/01/2017
11/02/2017
18/02/2017
04/03/2017
11/03/2017
11/03/2017
25/03/2017
01/04/2017
08/04/2017
Organza Occasion Dress (Trial) 100% Organza ( Wild Silk)
Plan
Turkey 350 pcs Wild Print/Raspberry 300 pcs Yellow Ochre/Multi Wild Print/Raspberry, Yellow Ochre/Multi
Size Range
4 -‐ 14
Size Ratio
4:1, 6:2, 8:3, 10:3, 12:3, 14:1
Cost Price
£29.17
Selling price ( less VAT)
£145.83
Retail selling price
£175.00
Margin
First Fit
80%
Ordered Placed
14/01.2017
Lead Time
12 Weeks
Shipping
Road
Revised
LT34
Actual
LT34 (TRIAL)
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PHASING INTO STORE 18/02/17
JAN
25/02/17
FEB
11/03/17
08/04/17
APR
MAR
2502/17
01/04/17
11/03/17
06/05/17
MAY
08/04/17
JUNE
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CUSTOMER OUTFIT BUILDS THE PROSPEROUS PROFESSIONAL
ROUND EYE SUNGLASSES
ENVELOPE CLUTCH BAG
SUEDE POINTED CREAM HEELS CREAM TIE WAIST TRENCH COAT
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CUSTOMER OUTFIT BUILDS
CHIFFON SILK PRINT SCARF
CREAM MICHAEL KORS HANDBAG
TIE WAIST WOOL NAVY TRENCH COAT
LEATHER CREAM POINTED HEELS
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CUSTOMER OUTFIT BUILDS
BROWN/TAN FELT HAT
CREAM LACE SUMMER BAG
TAN BLACK CONTRAST SUEDE BOOTS
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CUSTOMER OUTFIT BUILDS
SIMPLE BLACK SHADES
STAPLE BLACK LEATHER JACKET SIMPLE GOLD CUFF BRACELET
NAVY SATCHEL BAG
CREAM THIN SCARF
NAVY CHELSEA BLOCK HEEL BOOTS
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CUSTOMER OUTFIT BUILDS
FLORAL DETAIL SUMMER JEWELLERY
COFFEE COLOURED LIGHTWEIGHT WATERFALL TRENCH COAT
TAN EVERYDAY SATCHEL BAG
SIMPLE GOLD STRAP SANDALS SINGLE GOLD BRACELET
SIMPLE GOLD STRAP SANDALS
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CUSTOMER OUTFIT BUILDS
PEARL AND GOLD DETAILED EARRINGS
LACE BOLERO STYLE WRAP JACKET
MUSTARD/YELLOW POINTED HEELS
BEADED EMBROIDERED BOX CLUTCH
CLASSIC PEARL BRACELET GOLD DETAILING
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MOCK IN STORE LAYOUT
WHISTLES
• Minimal spacious store layout reflecting the brand • Garments visually merchandised together through colours • Wood flooring, white spacious feel to the store • Different type garments put together instore, for example, occasion wear merchandised together..
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Page 21 Whistles, (2016), Ali shift dress [ONLINE]. Available at:http://www.whistles.com/women/clothing/dresses/ali-shift-dress-21732.html?dwvar_ali-shift-dress-21732_color=Pale%20Pink#srule=price-high-to-low&start=1 [Accessed 15 March 16]. Reiss, (2016), Delo dress [ONLINE]. Available at: https://www.reiss.com/p/slimleg-trousers-womens-delo-dress-in-night-navy/?category_id=10330# [Accessed 15 March 16]. Jigsaw, (2016), Paris cap sleeve dress [ONLINE]. Available at: http://www.jigsaw-online.com/product/paris-cap-sleeve-dress/J29388_BL010 [Accessed 15 March 16]. Page 22 Primary photographs taken of Whistles store layout Bullring, (2016), Store front [ONLINE]. Available at: http://www.bullring.co.uk/shops/fashion/whistles[Accessed 15 March 16]. Page 23 Primary photography of Reiss instore layout Page 24 Whistles, (2016), Lookbook [ONLINE]. Available at: http://www.whistles.com/look-book/ [Accessed 15 March 16]. Page 25 Whistles, (2016), Lookbook [ONLINE]. Available at: http://www.whistles.com/look-book/ [Accessed 15 March 16]. Page 26 Whistles, (2016), Lookbook [ONLINE]. Available at: http://www.whistles.com/look-book/ [Accessed 15 March 16]. Page 27 Whistles, (2016), Lookbook [ONLINE]. Available at: http://www.whistles.com/look-book/ [Accessed 15 March 16]. Page 29 Whistles, (2016), Lookbook [ONLINE]. Available at: http://www.whistles.com/look-book/ [Accessed 15 March 16]. Page 30 Lesu Claire, (2016), 10 [ONLINE]. Available at: http://www.leseclaireuses.com/beaute/10-astuces-beaute-dont-vous-navez-jamais-entendu-parler.html [Accessed 15 March 16]. Pop sugar, (2016), texting tips [ONLINE]. Available at: http://www.popsugar.com/tech/Texting-Tips-34986467?crlt.pid=camp.EX4NE5J6OP7N#photo-34986579 [Accessed 15 March 16]. Sacramento street, (2013), i'm loving [ONLINE]. Available at:http://www.sacramentostreet.com/2013/10/im-loving-93/ [Accessed 15 March 16]. Deliciously ella, (2016), Healthy eating on the go [ONLINE]. Available at:http://deliciouslyella.com/healthy-eating-on-the-go/ [Accessed 15 March 16]. Tumblr, (2016), 1, 2 [ONLINE]. Available at: http://makenna--alyse.tumblr.com/ [Accessed 15 March 16]. Asos, (2016), Fashion news [ONLINE]. Available at: http://www.asos.com/women/fashion-news/2015_08_24-mon/hot-ten/?CTARef=Article%7CMost%20Popular [Accessed 15 March 16]. Diply, (2016), Matte nails [ONLINE]. Available at: http://diply.com/article/cutepolish/matte-nails-manicure [Accessed 15 March 16]. Page 31 Pop sugar, (2016), fashion week [ONLINE]. Available at: http://www.popsugar.com/fashion/Fashion-Week-Street-Style-Spring-2016-38478350 [Accessed 15 March 16]. Prosseco and plaid, (2015), Black dress [ONLINE]. Available at:http://proseccoandplaid.com/2015/04/little-black-dress-vince-espadrille-sandals.html [Accessed 15 March 16].
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Wgsn Street style, (2016), October 14 London [ONLINE]. Available at:http://ezproxy.bcu.ac.uk:2264/search/search.php#%7B%22start%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22LONG%20SLEEVE%20BODYCON%20DRESS%22%2C%20%22block_markets%5B%5D%22%3A%20 %5B%5D%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C20963%22%5D%7D[Accessed 16 March 16]. Page 51 Wgsn , (2016), Fabric and Print [ONLINE]. Available at:http://ezproxy.bcu.ac.uk:2264/content/board_viewer/#/61202/page/6 [Accessed 16 March 16]. Wgsn , (2016), Fabric and Print [ONLINE]. Available at:http://ezproxy.bcu.ac.uk:2264/content/board_viewer/#/60703/page/13 [Accessed 16 March 16]. Wgsn , (2016), Fabric and Print [ONLINE]. Available at:http://ezproxy.bcu.ac.uk:2264/content/board_viewer/#/64315/page/4 [Accessed 16 March 16]. Page 61 Blog stylee state, (2016), Little Black dress [ONLINE]. Available at: http://blog.styleestate.com/style-estate-blog/36-chic-little-black-dress-styles.html [Accessed 16 March 16]. Nordstore, (2016), Clutch [ONLINE]. Available at: http://shop.nordstrom.com/s/rebecca-minkoff-leo-envelope-clutch/3853690?cm_mmc=PolyvoreExplore-_-datafeed-_-women%3Abags%3Aclutch-_-855656&cm_ven=Linkshare&cm_cat=partner&cm_pla=10&cm_ite=1&siteId=Hy3bqNL2jtQ-VyH75yMDbKaj2nMaauqPCg [Accessed 16 March 16]. Net Porter, (2016), Product [ONLINE]. Available at: https://www.net-a-porter.com/gb/en/product/677380?cm_mmc=polyvoreUK-desktop-_-cpc-_-coats-_-https://www.net-a-porter.com/ product/677380 [Accessed 16 March 16] . Far fetch, (2016), Victoria Beckham round shades [ONLINE]. Available at:http://www.farfetch.com/uk/shopping/women/Victoria-Beckham-round-frame-sunglasses-item-11235192. aspx?utm_source=polyvore.com&utm_medium=affiliate&utm_campaign=Sunglasses%20Group%20A%20UK_desktop[Accessed 16 March 16]. Page 62 DKNY sunglasses, (2016), DKNY runway dress [ONLINE]. Available at:http://dknysunglasses.net/dkny-runway-maxi-dress/ [Accessed 16 March 16]. House of Fraser, (2016), Tommy Hilfiger [ONLINE]. Available at:http://www.houseoffraser.co.uk/Tommy+Hilfiger+Georgia+Trench+Coat/235002576,default,pd.html?_$ja=tsid:45090%7Ckw:Polyvore%7Ccgn:92295&awinDCS=3100_1457449684_82baf415d34ca4e462de2fb7fa80ce36%7C%7C0%7C%7C0%7C%7C0%7C%7C 9826f9ee30ce4cda8c3e30bb78433a8d&awc=3100_1457449684_82baf415d34ca4e462de2fb7fa80ce36&cm_mmc=AWIN-_-Deeplink-_-NULL-_-NULL&istCompanyId=17910aed-1bae-4362-9580-b523eb87a91e&istItemId=imrqpqmx&istBid=t [Accessed 16 March 16]. Gilt, (2016), Cream pump [ONLINE]. Available at:http://www.gilt.com/brand/schutz/product/1125439118-schutz-canvas-pointed-toe-pump?origin=partner_feed&utm_source=polyvore&utm_medium=affiliate&utm_campaign=affiliate:polyvore&utm_content=Schutz+Women%27s+Canvas+Pointed-Toe+Pump+-+Cream%2FTan+-+Size+11 [Accessed 16 March 16]. Tradesy, (2016), Michael Kors bag [ONLINE]. Available at: https://www.tradesy.com/bags/michael-kors-medium-satchel-cream-9531793/?utm_medium=referral&utm_source=polyvore. com [Accessed 16 March 16]. Net a porter, (2016), 1 [ONLINE]. Available at: https://www.net-a-porter.com/gb/en/product/683207?cm_mmc=polyvoreUK-desktop-_-cpc-_-scarves-_-https://www.net-a-porter.com/ product/683207[Accessed 16 March 16]. Page 63 Pretty little thing, (2016), mustard dress [ONLINE]. Available at: https://www.prettylittlething.com/mila-mustard-black-pussy-bow-long-shirt-dress.html [Accessed 16 March 16]. Shopaholics, (2016), Kurt Geiger [ONLINE]. Available at: http://www.shoeaholics.com/mickey-tan-leather-40-carvela-kurt-geiger-shoe.html?asrc=5&utm_source=polyvore&utm_medium=cpc_desktop&utm_campaign=flats [Accessed 16 March 16].
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