Unit 2 & 3(1) by Laura Sheldon

Unit 2 & 3 Laura Sheldon

The History of Matalan Matalan is one of the UK’s leading clothing and homeware retailers offering quality fashion and homeware at up to half the equivalent high street price. John Hargreaves, the founder of Matalan, discovered the out of town retail US concept that sold a range of food and non – food products at low prices in the 1970’s. John decided to implement the same retail concept in the UK, so in 1985 the first Matalan store opened in Preston. Since then, Matalan has grown significantly, and by 1995 there were 50 stores across the UK. In 1997, in order to cope with Matalan’s growth, the head office was relocated from Preston to Skelmersdale, along with a new distribution centre. Matalan now trades from 5 million square feet in over 200 stores. Shopping at Matalan offers great quality at prices that they believe simply can’t be matched elsewhere. By buying direct from the manufacturer and having convenient out of town stores with low overheads, Matalan is able to offer “unbeatable” value for money. With an average 30,000sq. ft per store, Matalan offers a comprehensive selection of quality homeware, ladies’, men’s and children’s clothing and footwear – all under one roof. Matalan stocks all of the latest looks, from modern basics to classic styles, and with a great selection of top brands and clothes from top designers like Jeff Banks, Calvin Klein and Farah.

The History of Matalan Matalan’s philosophy; “We're a totally unique out of town retailer, committed to providing outstanding value for money. We offer up to the minute fashion and homewares at prices up to 50% below the equivalent High Street price.” “We buy direct from the manufacturer, situate ourselves in low cost, convenient out of town locations, keeping overhead costs low and operating on lower margins so that we can offer you unbeatable value!” “We stock all the latest looks, from modern basics to classic styles and a great selection of clothes from top designers like Jeff Banks, Calvin Klein and Farah, Matalan offers fantastic value for all the family.” “With our specialist in house design team and with stringent quality control you can buy in complete confidence. All our products are fully guaranteed; if for any reason you are not satisfied with any purchase, you may return your goods within 28 days with proof of purchase for a replacement or cash refund.”

History of Matalan Matalan clothing appeals to a wide variety of customers, of all ages. Looking at their website in particular, it looks as though they are on trend for Spring/Summer 2016, to which they sell at really low prices. When you go to a Matalan store, their visual merchandising is basic and is straight to the point of showing you the new clothing they have in store. The layout of the store is also basic, at the front of the store is ladies’, and as you walk through the store you will come to a men’s department and a children’s wear department. The marketing within Matalan is using things like celebrity endorsement. They have used celebrities such as “Abbey Clancy”, whom has been promoting a range of wool hats for Autumn/Winter, to which all of the proceeds go to children’s charities. This type of marketing brings customers to Matalan for a good cause, as well as to see the latest clothing that is now in store. Matalan also have promotions such as student discount on clothing as well as seasonal sales on the clothing. Matalan also have an existing social media presence on Instagram. Each individual Matalan store has their own Instagram to which they can post updates and is also a platform to find out what their customers really think of the store, service and the clothing. Matalan also have an app in the appstore as well as for android phones. To which, this can be used with the “Matalan card”, which is used to get loyalty discounts as well as being able to buy things on this card and then pay them off at a later date.

Unit 3: 1.2 Research into the chosen market sector to inform a detailed written report to justify a concept for the current and future.

Customer Profile for Matalan

This is Jackie. She is 39 and is really family orientated. She has two little boys, one aged 6 and the other is aged 10. She lives for going on family holidays to Tenerife during the summer holidays, during her yearly wait, though, she loves to dress head to toe in the latest trends purchasing from Matalan. Jackie loves to read cook books for new inspiration for tea time as it isnâ&#x20AC;&#x2122;t easy to get the boys to eat on school nights. She met her husband when they were both 17 and they love spending time together. She meets up with the girls every other week for a girls night out on the town.

Trend Forecasting SS17 Noted in the collections of Christopher Kane and Iceberg as well as having a strong street style presence, orchid marks the importance of purple as a fashion colour and the move away from classic pastel pinks so S/S17. Exploring the evolution of infused chalky tones, this level also offers a sharpened modernity for summer silhouettes. A shot of fuchsia provides an important accent tone, creating a confident and yet elevated level for womenswear. With a strong presence in directional street style as well as look books, this tone balances a graphic quality with intensity best suited to leather and suede.

Trend Forecasting SS17 Cocoa bean emerges as a key core tone, created a sophisticated summer feel. Confirmed by Balmain and Prabal Gurung as well as high â&#x20AC;&#x201C; end editorials, this tone updates seasonal categories. It is applied to summer skins and embellished surfaces for maximum impact.

Ideal for a phase one drop, this tailoring story sees power dressing take on a relaxed form, with a play on proportion. Oversized and genderless looks take inspiration from classic 1980â&#x20AC;&#x2122;s Giorgio Armani suiting. The deep colour palette combines navy, grey and black plum with a sporty hint of lime.

Trend Forecasting SS17 An ideal drop to kick-start summer, the perennial nautical trend is given a glossy 1980â&#x20AC;&#x2122;s inspired rework. Classic sailor stripes become unexpected and edgy, taking inspiration from digital sound waves and modern art. Colour is bold and graphic: this strong monochrome story is punctuated with rainbow brights.

The new suit jacket is boxy, oversized and double breasted, with the Prince of Wales wool nodding to masculine influences. The textures balloon trousers demonstrate a relaxed edge, styled with a rolled tapered hem and a white tshirt. Emphasise the casual sporty feel with trainers.

Trend Forecasting SS17 Sunset parties on hot tropical settings give away to rich summer colours that work wonders on wild flower – printed silks. Perfect for beach weddings, this summer story sees relaxed glamour with a polished finish: the ideal phase three high – summer drop. Weightless fabrics are layered harmoniously, including soft canvas cotton, sheer nylon and sumptuous silk jersey. The slim jogger and belted jacket add an element on femininity, accentuating the leg and waistline. Warm tones meet classic navy, looking elevated and considered. Gold trimmed slides add to the casual – meets – luxurious styling.

Trend Forecasting SS17 Tough tomboy styling seen on the likes of Swiss model Tamy Glauser works perfectly with washed and worn denim tones. Industrial urban architecture lends it sharp edges and simple lines to boxy denim silhouettes. Classic Leviâ&#x20AC;&#x2122;s 501s hang loose on the waist with tonal shirting tucked in ad â&#x20AC;&#x201C; hoc styling.

Mixed lace in heavy floral pattering has added darning details. Summer dresses are uplifted with sports stripe trims, as seen at Gucci. Dolles dangle on sheer layers of chiffon like delicate dream catchers that have multi-layered movement, working wonders on floaty tops and sweet dresses.

Analysis Browsing WGSN for Spring/Summer trends for 2017, a lot of different colours for materials and garments have been thrown into the mix. Colours such as Fuchsia, in the first trend I have included for SS17, which will create confident and yet elevated level for womenswear. This colour has an extremely strong presence in street style and designer look books. The colour of fuchsia is best suited to leather or suede due to itâ&#x20AC;&#x2122;s luxe finish. The second trend which I have included is using the colour purple, which is a new fashion colour where garments will be moving away from pastel pinks. This is the trend where its showing exploration of the evolution of chalky tones. Collections from Christopher Kane is showing development of this colour, as well as it having an extremely strong street style presence. This colour of purple offers a sharpened modernity for summer silhouettes. Another trend on core colours I have included is the trend of a cocoa bean colour palette, which creates a sophisticated, summer feel.

What do Matalan already sell? Taking a glance at what Matalan already sells, they sell a lot of basic clothing with hints of the latest trends. This is due to how their target customer are mummy’s and their families. As I already have some idea of what type of range I would like to create, I have taken a look at their swimwear – of which they sell body suits for mums and two piece sets for young children etc. There isn’t really a selection of swimwear Matalan sells which appeals to the 18 – 25 age bracket. Therefore I will ensure this is whom I will target my range to; however not expelling the original target market for Matalan. Yummy mummy’s will also be able to wear the swimwear range – the difference my range will have to other swimwear ranges is just that each garment will be on trend.

Concept Board Analysis As a buyer for Matalan, I have to ensure my particular range can appeal to their target market as much as the one I am aiming it to. In my concept board, I have focussed on the â&#x20AC;&#x153;sandâ&#x20AC;? and the colours used in the first image on the board; such as the purples and blues etc. I have included another image of sand due to wanting to emphasize the style and theme of the swimwear. I have included two images of women whom are roughly the same age, and to me, they look the age of my potential target market. Matalan, although has a wide target market, I feel, has a potential niche to focus on the 25-30 target customer, which is what my swimwear range will do. I have also included the colour palette to which my swimwear will be in, I have chosen mature yet exciting colours for my swimwear; including orange, purples and blues.

Customer Profile This is Alicia. She is 23 years old. She loves the beach and lives for her all inclusive holidays. Alicia has long beach waves and loves to add finishing touches such as jewellery to her beach outfits. She loves to wear the latest trends in bikinis and swimming costumes, however doesnâ&#x20AC;&#x2122;t like to spend too much. Alicia works full time in a banking office and doesnâ&#x20AC;&#x2122;t have time for a boyfriend due to being incredibly career focussed.

Customer Profile Analysis The customer whom typically shops at Matalan, is between the age of 25 – 60. This is due to how the retailer has womenswear, menswear and children’s wear. The ranges within the store, aren’t restricting to ages. This is due to how they include the latest trends; however they rework them in order to be adapted by anyone of any age. Women whom typically shop at Matalan, though, are mostly mums whom aren’t particularly bothered about following trends. They just want a nice new top to go on a girls night out, or a new bikini for their summer holiday with their family. For my particular customer profile, I am typically targeting the younger customer, aged 25 – 30. This is due to the style of the swimwear that is being included, as they will be on trend. However, the concept behind the entire range, is to include every body shape and size within the range, not just aim it at one particular body shape, such as petite or curve. I have included items such as “vintage swimsuit” in my range, which will be perfect for curvy women whom need to control their curves on the beach. On the other hand, I have included a crochet bikini, which is also a popular trend within swimwear, which would be for slim women. This swimwear doesn’t exclude any body type or age, so therefore doesn’t exclude Matalan’s existing customer. I have chosen this particular customer due to how much grief there is about body shaming whether it is via social media or magazines. It is also incredibly versatile, for example, if you are a yummy mummy aged 40, and want to wear the crochet bikini, it will be made of good quality fabrics so therefore it wouldn’t look cheap. I feel that anyone whom is self conscious about their body, or simply doesn’t care and wants to show it off; they can via my swimwear.

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Business Plan â&#x20AC;˘ Unit 3 : 2.2 Use research to professionally communicate the business ideas â&#x20AC;˘ Unit 3: 4.1 Present, to an appropriate audience, a detailed business plan for creating a successful business. â&#x20AC;˘ Unit 2: 3.1 Organise and effectively present themselves and their work to an appropriate audience.

Business Summary

Business Plan

I will be selling a swimwear within the retailer, Matalan. I have chosen swimwear as I feel there is a particular niche in order to be developed within this area of womenswear. I have created a range plan including vintage swimming costumes, shapewear as well as cut out bikinis. This is due to how swimwear is often only developed in one particular area at a time; such as focussing only on shapewear. However, in this range there will be garments available for any woman, of any size. The name for my range is “Heliophilia”, which means “a desire to stay in the sun; love of sunlight.” . Matalan already has a self – made status within retail, this range would therefore attract more of the younger demographic. Students or young professionals whom haven’t heard of Matalan before will be attracted to the good quality materials used and affordable, on trend swimwear.

Business Aims The first goal I would like to achieve is to sell the amount of products I have predicted to have sold by the end of the summer. Requests to extend my range for the following year would be due to popularity for my concept would be ideal. Another goal I would like to achieve is to have my range focussed within the front of the store when you walk in. Another goal I would like to achieve is going global with my range, to expand my target market keeping at the original affordable prices.

Marketing Strategies For this particular range, I would ensure that I advertised typically like how Matalan usually does. This is by television advertisements and transport advertisements; such as advertisement boards on bus stops. I would also ensure I advertised my range via social media. This would ensure that the younger target market, of which this range is targeting, would see the advertisements etc. I would also ensure there are advertisements for Matalan and my new range in magazines such as Elle and Cosmopolitan. Inside these particular magazines you could be given a discount code of either 10% or 20% off the range in order to draw in customers whom like to save the pennies and don’t like spending too much on clothing.

Financial Spreadsheet

Elevator Pitch

Heliophilia

“a desire to stay in the sun; love of sunlight.”

Dreams are made of sand & sun. Heliophilia targets women whom love the beach, of any weight or height. This range is finally bringing an end to curvy women needing to shop at expensive stores, for boring swimsuits that aren’t exciting to wear or particularly on trend. This range also targets slim women whom want a new swimming costume or bikini. Looking for a new bikini for your summer holiday? Don’t worry, Heliophilia Matalan has everything you need & more.

INTERVIEW QUESTIONS

• - What are the qualities of a good leader? Being able to address a problem quickly and efficiently, as well as keeping a peaceful environment in the workplace, respect from your employees etc. • - How well did your college experience prepare you for this job? Throughout my college experience, I was set tasks and deadlines. I made sure I stuck to a timetable and didn’t ask for any extensions. • - What has been your biggest professional disappointment? Having to leave university early – however if I hadn’t have done that, I wouldn’t be where I am today. • - Do you prefer to work in a small, medium or large company? I don’t particularly have a preference, I am comfortable working with any team, therefore I don’t mind. • - Who was your favourite manager and why? My favourite manager is a manager at TOPSHOP, Bridie. Bridie is the top dog in Topshop Liverpool 1. She has everyone’s respect, however can still be a laugh & is so sarcastic. If you need something sorting, go to Bridie and you can guarantee it will be sorted. • - How did you prepare for this work? Ensuring I stay up to date with the latest trends, by browsing WGSN and Vogue. • - A team experience you found disappointing? All the sales advisors from different stores competing against each other for a free pair of jeans – in order to win a pair you had to sell a specific amount by the end of the week – Topshop Trafford Centre beat us by 10. • - Do you prefer to work independently or on a team? In a team, although I do often find myself taking on the role as a leader. -

INTERVIEW QUESTIONS • - Do you work well under pressure? Yes. I keep myself calm, and write down everything I need to do, ticking it off as I go along. Other than that, when you have worked the NEXT SALE, anything else is child’s play.

•

- What techniques and tools do you use to keep yourself organised?

Keeping a diary. •

- Tell me about a difficult experience you had in the workplace?

When I was still working at H&M, a woman with a baby needed to breastfeed – as I worked on the menswear floor, I had to ensure all men were out of the changing rooms for her to feed her new born. This is because there was a disabled changing room for her to go in, and H&M don’t have toilets.

•

- How do you feel about taking no for an answer?

If it is work related, such as asking for time off, no is a no and I accept that. However, when it comes to being turned down for an opportunity such as a potential job, I like to know why, simply to find out where I went wrong and so I can improve upon it next time.

INTERVIEW QUESTIONS •

- When given an important assignment, how do you approach it? Write down everything I need to do and tick each task off as I go • - What was the most stressful situation you have faced? The Next Sale. • What do you think you can bring to this position? A keen eye for fashion & new emerging trends. • - How do you evaluate your ability to handle conflict? After working in retail for the past 3 years, I have mastered the art of thinking one thing in my brain, and showing a completely different reaction on my face. I can calmly deal with an irate customer. • - What quality of yours or personal trait matters the most in your career? My personality. I feel that I can bring a sense of friendliness to the workplace. • - You have not done this sort of job before. How will you succeed? By being prepared for anything that could happen and not getting stressed about the tiny details.

E V A L U A T I O N For the final stage of this Matalan project, each member of the course had to present ideas for their womenswear to professionals (Womenswear Buyers

& Recruitment manager) at the Matalan Head Offices. This was in the style of a Dragon’s Den pitch – which was also a great experience for each member involved which can now be written on our Curriculum Vitae. During the Dragon’s Den pitch, we all worked as a team and promoted team motivation. This was done by giving each other preparation talks and words of motivation and positivity as a team member got up to present their ideas for a Matalan’s Womenswear Range. We also ensured that for each individual classmate, we gave them our constructive criticism after their pitch. These comments included “next time you do a pitch, make sure that you don’t read from your notes, and instead look at whom you are presenting your ideas to.”. Personally, I managed my time for the pitch by practising my pitch at home, in front of family members whilst they were timing me. Each individual pitch had to be 10 minutes long – which can be a long time if you haven’t prepared for it. I also conducted an action plan, ensuring that I stay on task and that I cover each topic that should be included in a pitch. I organised my work by noting down what order my slides were in, as well as writing notes for what I will say for each slide. This was to ensure that I wasn’t simply reading off the slide – which can be incredibly boring to the people sitting and listening to your ideas. You can have the best ideas, however if you don’t present them properly, no one will be listening. I also created a look book for the professionals to look through as I was presenting my ideas. In order to help each other problem solve, progress and develop our pitches before the big day, we presented to the entire class a few times in order to have feedback from everyone, as well as to develop our presentation skills and add to our confidence when pitching. At the end of the pitch on the big day, Melissa, the recruitment manager, gave us all grades and feedback. George West particularly developed the most out of the class due to how he would get nervous when speaking to the room, and would start staying unnecessary things. But, due to practising his pitch and receiving comments and feedback from everyone in the class, he was able to develop and present maturely, professionally and composed. Faye Toner was also particularly spectacular at addressing the room with her ideas on the big day, as when she is talking, her personality comes through the presentation, as well as being able to make the people whom are listening to her, feel like they’ve known her for years. Faye Toner won one of the positions to be able to intern for the Womenswear Buyers at Matalan this summer. My feedback was that my target customer wasn’t particularly clear, and that I hadn’t selected an appropriate best seller when I was asked by the professionals. I said it would be the sunglasses which were included in my range, however they would have preferred me to say a garment. However, they appreciated how I had researched what was already on the Matalan website.

Final Major Project

PROJECT RATIONALE For this project I have decided not to stay with Matalan as I don’t feel that staying with this particular retailer will reflect my best work. I have instead, chosen to create a collaborative designer range, Finders Keepers, with the well – known retailer, Urban Outfitters. This Final Major Project will include three ranges. The first will have a concept of “folk/gypsy”, which will include lace and sheer fabrics. The second range will consist of trending denim, such as denim culottes etc. the third and final range will consist of jewellery. I am particularly excited about creating the jewellery range as it’s something I have never attempted before.

RESOURCES • The internet • Newspaper articles • Citethisforme • Books such as “fashion”, from the Liverpool City College library. • Magazines such as ID & Vogue. • The VLE • The assignment brief • Tumblr • Instagram • The high street • Facebook • Twitter • ISSU

CONSULTATION I will ensure that I speak to my classmates, as well as ensure I take part in class presentations which helps us give each other ideas as well as gaining confidence. I will also email Finders Keepers and Urban Outfitters to ensure I grasp the correct ideas and concepts behind each range which is included in store â&#x20AC;&#x201C; as well as to widen my knowledge of the retailer and brand.

SKILLS GAINED THROUGHOUT THIS COURSE Throughout this course I have gained numerous skills; these skills include my photo shopping skills using ADOBE Photoshop. I have extended my Microsoft excel knowledge by being able to create a financial spreadsheet on it. I have also learned how to create a sophisticated mood board/concept board and range. These particular skills are needed within the buying role, skills which now feel like second nature.

METHODS AND PROCESSES

PESTLE – I will look at external factors and explain why they could impact the development of my range and also my retailer.

SWOT – I will produce a report looking at the Strengths, Weaknesses, Opportunities & Threats that a retailer will face and that can also impact on the business. BUSINESS PLAN – I will produce an in – depth business plan to enable financial success for the range and my chosen brand & retailer. CUSTOMER PROFILE – I will write a profile for my target customer for each range so that I know whom my range is directed to. CONCEPT BOARD – I will source focussed images which fits my chosen “concept”. This will have a specific colour palette which will match the chosen season. TREND FORECASTING – I will use the computer and WGSN to produce a trend forecasting report. I will collect images for my chosen future season to forecast which trends will be popular.

RANGE – I will use photoshop to put together suitable CADS to produce a trend driven range, focussed at my particular target customer. I will also add RRP. FINANCIAL SPREADSHEET – I will use Microsoft Excel to produce a financial spreadsheet for each individual range I have created. MOOD BOARD - I will produce moodboards to generate ideas and to visually help me put together concept and creatively solve problems. WSSI – I will produce a WSSI chart in order to forward plan my stock allocation for my ranges. MARKETING STRATEGIES – I will implement strategies to market my range because this will therefore reach my potential target customer. LOGO – I will design a logo using photoshop in order to use it on kimballs and advertisements so customers know what the range is called. C.V – I will product a C.V (Self Promotional package) as this is vital to apply for a job & so I am prepared to apply for the world of work. HISTORY OF THE BRAND – I will use the internet and my market research to gain a strong insight into my retailer so that my range reflects this knowledge. DIRECTIONAL SHOP – I will use the internet and market research to look at more directional designers to see what trends are popular and compare and contrast pricing and quality. COMP SHOP – I will use the internet and market research to look at high street retailers and competitors to see what trends are popular and compare and contrast pricing and quality. LOOK BOOK – I will compose a LOOK BOOK via Photo shop, which will reflect the purpose of my range and add that finishing touch.

PRESENTATION PITCH – I will produce a presentation pitch in order to present my range to the group and my tutor to gain feedback and reflect on my progress.

IDENTIFICATION OF POTENTIAL RISKS AND CONTIGENCIES

Not having photo shop or WGSN at home to work on my ranges and to create my concept boards etc. Ensuring I am not steered away in my own ideas and that I stay on task, such as creating a range that stays on trend instead of one that has been carried away and isnâ&#x20AC;&#x2122;t on trend.

INTERVIEW QUESTIONS

• - What are the qualities of a good leader? Being able to address a problem quickly and efficiently, as well as keeping a peaceful environment in the workplace, respect from your employees etc. • - How well did your college experience prepare you for this job? Throughout my college experience, I was set tasks and deadlines. I made sure I stuck to a timetable and didn’t ask for any extentions. • - What has been your biggest professional disappointment? Having to leave university early – however if I hadn’t have done that, I wouldn’t be where I am today. • - Do you prefer to work in a small, medium or large company? I don’t particularly have a preference, I am comfortable working with any team, therefore I don’t mind. • - Who was your favourite manager and why? My favourite manager is a manager at TOPSHOP, Bridie. Bridie is the top dog in Topshop Liverpool 1. She has everyone’s respect, however can still be a laugh & is so sarcastic. If you need something sorting, go to Bridie and you can guarantee it will be sorted. • - How did you prepare for this work? Ensuring I stay up to date with the latest trends, by browsing WGSN and Vogue. • - A team experience you found disappointing? All the sales advisors from different stores competing against each other for a free pair of jeans – in order to win a pair you had to sell a specific amount by the end of the week – Topshop Trafford Centre beat us by 10. • - Do you prefer to work independently or on a team? In a team, although I do often find myself taking on the role as a leader. -

•

- What techniques and tools do you use to keep yourself organised?

Keeping a diary. •

- Tell me about a difficult experience you had in the workplace?

•

- How do you feel about taking no for an answer?

INTERVIEW QUESTIONS •

ACTION

DATE OF COMPLETION

COMPLETED

BRAND RESEARCH

24/04/2016

21/04/2016

BRAND MOODBOARD

24/04/2016

21/04/2016

CUSTOMER PROFILE

24/04/2016

21/04/2016

TREND FORECASTING

24/04/2016

21/04/2016

MOODBOARD

29/04/2016

22/04/2016

CONCEPT BOARD

29/04/2016

22/04/2016

NEW CUSTOMER PROFILE

29/04/2016

22/04/2016

PESTLE

29/04/2016

22/04/2016

SWOT

29/04/2016

22/04/2016

COMP SHOP

06/05/2016

22/04/2016

DIRECTIONAL SHOP

06/05/2016

22/04/2016

RANGES

13/05/2016

29/04/2016

BUSINESS PLAN

20/05/2016

03/05/2016

TASK 4 (INTERVIEW QUESITONS/SELF PROMOTIONAL PACKAGE)

20/05/2016

FINANCIAL SPREADSHEET

20/05/2016

MARKETING IDEAS

20/05/2016

EVALUATION

27/05/2016

FINDERS KEEPERS

Finders Keepers the Label has evolved into one of the worldâ&#x20AC;&#x2122;s most sought after fashion labels for its effortlessly polished style. Since its inception in 2007 by Australian Fashion Labelsâ&#x20AC;&#x2122; Creative Director Melanie Flintoft, the label has stuck true to its ethos of providing attainable high street designs in quality on-trend shapes and fabrics. Therefore, the Finders Keepers girl is varied in her individual aesthetic, yet all stand united due to their confident and playful take on fashion. In any of the eleven collections that Finders Keepers produce annually, you will find a carefully curated range of styles for all occasions. Each collection will have a print, shape or texture to cater for casual daywear to sophisticated evening looks. Unsurprisingly, the versatility of Finders Keepers has seen the label stocked in some of the most prestigious retailers worldwide, including Harrods, Harvey Nichols, Top Shop, Nordstrom, ASOS, Shopbop and David Jones. Similarly, the label has caught the attention of multiple celebrities and style icons, who frequently select Finders Keepers for their press photos, editorials and public appearances. Among them are Jessica Alba, Kylie and Kendall Jenner, Kourtney Kardashian, Jennifer Hawkins, Iggy Azalea, Jessie J, Whitney Port, Demi Lovato and Bambi Northwood-Blyth, as well as an army of some of the most influential bloggers from around the world.

I have chosen to create a range for the designer “Finders Keepers”. This is due to when looking at their website, there is a lot of minimalistic, smart & classy garments. Therefore, to bring more attention to the label, I have decided to create a “bohemian/folk” range, Jewellery range & Denim range for this designer label, to be sold in Urban Outfitters. I have chosen Urban Outfitters, due to how mainly the fashionistas & indie dressers whom the ranges will be targeted at; already shop at the retailer.

CUSTOMER PROFILE

This is Stevie. Stevie is an active fashion blogger & loves to keep up to date with the latest trends. Stevie is 21 and a recent fashion graduate. She likes to go out for brunch with her friends â&#x20AC;&#x201C; not without taking a picture of her food and uploading it first. She prefers quality over quantity, so therefore will fork out a wedge for her clothing.

URBAN OUTFITTERS I have chosen to sell my ranges for the brand “Finders Keepers” at Urban Outfitters. This is due to how my target customer already shops at Urban Outfitters. I also feel that being sold at this store; will expose “Finders Keepers” to more consumers & will therefore grow their brand. Founded in 1970, Urban Outfitters operates more than 130 stores in the United States, Canada and Europe, all offering an eclectic mix of merchandise. Stocked with what they love, their collections are inspired by contemporary art, music and fashion. From men's & women's apparel and accessories to novelties, bikes and furniture, they offer a lifestyle-specific shopping experience for the educated, urban-minded individual both online and in our stores. Urban Outfitters currently have 38 stores in the UK and mainland Europe. One of the fastest growing retailers in the UK, they’re determined to push boundaries and drive our business forward even further.

CUSTOMER PROFILE

This is Faye. She is 25 and isn’t particularly interested in following every trend, as she has her own specific style of clothing she likes to stick to. Faye is doing a Masters in Fashion Journalism at Manchester Metropolitan University. Although she prefers quality over quantity, she doesn’t like to spend too much on her clothing – however can spend that bit more due to extra money from Student Finance.

POLITICAL BHS has officially collapsed into administration after failing to agree a last-minute deal to rescue the department store chain. The demise of the retailer, which employs 11,000 people, is the biggest failure on the high street since that of Woolworths in 2008. Duff & Phelps has been appointed as administrators and will keep stores open as it tries to find a buyer for BHS. The Pensions Regulator has confirmed that it is investigating BHS, suggesting that the regulator is considering whether to force Sir Philip Green, the former owner of the retailer, to contribute towards the company’s £571m pension deficit. In a statement, Duff & Phelps said: “The group has been undergoing restructuring and, as has been widely reported, the shareholders have been in negotiations to find a buyer for the business. These negotiations have been unsuccessful. In addition, property sales have not materialised as expected in both number and value.

ENVIRONMENTAL

Urban Outfitters is no stranger to showcasing organic clothing with the launch of their “Around the World” campaign, which highlighted fashion brands from around the globe. In 2013, Urban Outfitters released it’s own eco-friendly capsule collection with LA brand Della. Della is a “woman-owned and woman-run business providing jobs, education and skills training” to women in Ghana. The collaboration includes hot items like bomber jackets, track shorts and iPad cases. The entire collection is 100% vegan and under £69! A great cause and great on your wallet! The collection was only available online and launched 1st May 2013.

SOCIAL As a buyer for Urban Outfitters, you will have to abide by the law for workers. This includes workers whom are over the age of 18 are entitled to three types of breaks. Rest breaks at work, a daily rest and a weekly rest. During their shift, workers have the right to one uninterrupted 20 minute break during a working day, if they work more than 6 hours a day. Workers also have the right to 11 hours rest between their working days, e.g. if they finish work at 8pm, they shouldn’t start working again until 7am the following day. As the employer, if those conditions aren’t met, you would be prosecuted, which could inevitably bring the boutique to closure. As previously stated, more and more people are wanting to know where the garments they are purchasing come from and what they are made of. More environmentally conscious. Therefore each retailer needs to have some ethical policies put in place. Ethical trading means ensuring factories which make garments and products have responsible labour and health and safety practices. Principles set need to be on: - Employment of appropriate workers - Workplace safety - Pay and hours - Respect for individuals - Environmental standards - Ethical standards - Trade unions - Inspection requirements As the buyer for Urban Outfitters, you will have a particular target market. You will be stocking your retailer of designers which attract your potential customer. Therefore, you will have to ensure that you position your retailer where it will be seen, or in an area where your particular target market is likely to live or shop. For example, you wouldn’t put a high end designer store, such as Reiss in the Camden Borough of London. If stores were incorrectly positioned, your store wouldn’t be as successful and therefore would lead to closures.

TECHNOLOGY Technology is forever developing, its fascinating to know that there will be jobs in 10 years that don’t even exist yet – due to technology. There has been a particular development in technology which also contributes to fashion retail. 3D Body Scanning. This includes 3D garments, which will include quality 3D pattern software which allows the visualization of any garment pattern in 3D, which will be based on real fabric characteristics. 3D Visual Try On, which allows customers to try on clothes at their own time, in their own sizes and on any connected device. 3D Mirrors, customers will be able to try on clothes in a retail store without having to undress thanks to the use of “magic mirrors”. Although this is an unbelievable development in fashion and technology, this could affect small independent boutiques who mightn’t have the money to be buying 3D scanners or “Magic Mirrors”. Yes, they will be able to compete with competitors where apps are concerned, as well as social media presence. However in the long term, in 10 years, 3D will be more beneficial and therefore will only develop more as time goes on.

LEGAL

Over the years, Urban Outfitters, a store aimed at young hipsters and owned by big-time conservative donor Richard Hayne, has managed to offend blacks, Jews, Native Americans, liberals, conservatives, and eating-disorder awareness groups, among others. Here, a look at 14 of Urban Outfitters' biggest controversies: 1. A tapestry 'eerily reminiscent' of the Holocaust In February 2015, the Anti-Defamation League assailed Urban Outfitters for selling a grey and white striped tapestry emblazoned with pink triangles. The design, the ADL claimed, was 'eerily reminiscent' of the clothing Nazis forced gay prisoners to wear in concentration camps. "Whether intentional or not, this grey and white stripped pattern and pink triangle combination is deeply offensive and should not be mainstreamed into popular culture," ADL National Director Abraham Foxman said in a statement. 2. A "vintage," faux-bloodstained Kent State Sweatshirt In September 2014, Urban Outfitters was charged with exploring "the outer reaches of bad taste" after selling what seemed to be a faux blood-spattered "Vintage Kent State Sweatshirt" for $129. The sweatshirt was widely interpreted as a reference to 1970's Kent State massacre, in which four unarmed students were shot and killed by the Ohio National Guard during a Vietnam War protest. As part of Urban Outfitters' "Vintage Finds," only a single sweatshirt was available; shortly after BuzzFeed wrote about the sweatshirt, someone purchased it and listed it on eBay for $550, with a $2,500 Buy It Now price. "It was never our intention to allude to the tragic events that took place at Kent State in 1970," said Urban Outfitters in a statement, "and we are extremely saddened that this item was perceived as such." 3. Pill bottle-shaped alcohol paraphernalia Prescription drug abuse is the country's leading cause of accidental death, so it's not surprising that Urban Outfitters' line of shot glasses, pint glasses, and flasks resembling prescription pill bottles raised eyebrows. Kentucky Gov. Steve Beshear and Rep. Hal Rogers (R-Ky.) were particularly upset — their state loses more people to prescription drugs than to traffic accidents — and joined a push to get the retailer to pull the items. In a letter to the store's CEO, Beshear called the sale of "teen-targeted items that glamorize prescription drugs...repulsive." Urban Outfitters stopped selling the products shortly thereafter. 4. Pro-booze shirts for kids Urban Outfitters' biggest customer pool is the 18-to-24 crowd, followed by the under-18 age group. So it should be no surprise that anti-underage-drinking advocates were incensed at a line of alcoholrelated T-shirts being hawked by the retailer and modelled by apparently under-21 female models, just in time for back-to-school shopping. The T-shirt slogans — "I Vote for Vodka," "Misery Loves Alcohol," "I Drink You're Cute," "USA Drinking Team" — are especially galling because teenage drinking is a worrisome and growing problem that's associated with sexual activity and decreased condom use, said Sarah B. Weir at Yahoo Shine. "For parents already rattled about kids and booze, it's a jolt to discover these items when fall clothes shopping with one's teen or 'tween." 5. The "Punk as f**k" shirt Upon checking on her teenage daughter's online order from Urban Outfitters' website, a New Jersey mom was horrified to discover that she had ordered a T-shirt that proudly displays the F-bomb. "I was flabbergasted that that would be the way Urban Outfitters presented themselves," said Margaret Gutierrez. She also discovered that the T-shirt's "Punk as f**k" logo and a pink marijuana-leaf motif were being sold on stickers, and requested that Urban Outfitters remove all the offending items. Although the retailer declined to comment, the items were quietly removed from the website.

6. The Holocaust-evoking "Jewish Star" shirt Urban Outfitters put itself in the bad graces of Jewish groups in April 2012, after selling a T-shirt with a six-pointed star badge that, to some eyes, looks eerily like the Star of David patch Jews were forced to wear in Nazi Germany, leading up to and during the Holocaust. The $100 yellow T-shirt, from Danish designer Wood Wood, "represents a new low" for Urban Outfitters, said the Anti-Defamation League's Philadelphia director, Barry Morrison. The symbolism is "extremely distasteful and offensive," and the group is "outraged that your company would make this product available to your customers." 7. Ersatz "Navajo" fashion In October 2011, Sasha Houston Brown, a member of the Santee Sioux Nation, demanded that Urban Outfitters pull its "distasteful and racially demeaning" line of Navajo-labelled clothes and accessories. The Navajo Nation holds 12 trademarks on the word "Navajo," including for clothing, and a 1990 federal law prohibits falsely suggesting that products are made by Native Americans. These "blatantly racist" knockoffs clearly aren't, and they're tacky to boot, Brown said in an open letter to CEO Glen Senk. "I doubt that you consulted the Navajo Nation about using their tribal name on sophisticated items such as the 'Navajo Hipster Panty.'" 8. Stealing a woman's necklace design In May 2011, Chicago jewelry designer Stevie Koerner was sent a link to Urban Outfitters' website, which was selling a line of jewellery nearly identical to her 2-year-old World/United States of Love line. "My heart sank a little," she wrote on her blog. "I understand that they are a business, but it's not cool to completely rip off an independent designer's work." Twitter users glommed on to her post, making Koerner such a cause célèbre that Urban Outfitters said the next day they'd look into it... then quietly pulled the collection. 9. The "Obama/Black" T-shirt option In January 2010, Jezebel editor Anna North noticed a T-shirt for sale on Urban Outfitters' website in two colour combinations: "White/Charcoal" and "Obama/Black." Urban Outfitters said they "screwed up, and are sincerely sorry," explaining that they had internally developed a color called "Obama Blue" that accidentally appeared on the website. "Fine, Urban Outfitters: You're not racist, just careless," said University Chic. But given your history and penchant for making controversial political statements, "you can't blame anyone for assuming" the worst. 10. Pulling gay marriage T-shirts In late 2008, in the heat of California's vote on gay-marriage-killing Proposition 8, Urban Outfitters started selling a T-shirt emblazoned with the phrase "I Support Same-Sex Marriage" — then pulled it from shelves and the web less than a week later, with a buyer blaming "too much bad press." Shirt designer Tara Littman searched around for this "bad press"... and found exactly one negative blog entry. Since that's hardly a blip on the Urban Outfitters controversy meter, and "Hayne is a notably right-wing Republican who supports senators who vote for legislation against gay marriage," said Sharon Clott in New York, we're guessing this was a top-down decision. 11. The "Eat Less" T-shirt The next group Urban Outfitters offended was... well, anyone who thinks it's a bad idea to sell a V-neck T-shirt with the words "Eat Less" on it, displayed on a "rail-thin brunette model in a hiked-up miniskirt," said Ryan Halliday at FOX Boston. There were enough of those people that, after a backlash, the shirt was pulled from Urban Outfitters' website in June 2010. But not its stores, said Amy Odell in New York. But hey, at least it's not as blatant as the shirt sold elsewhere displaying Kate Moss' old slogan, "Nothing tastes as good as skinny feels." 12. The "Victimized" armed Palestinian T-shirt A shirt with a Palestinian youth carrying an AK-47 assault rifle over the word "Victimized" riled up the Jewish community in 2008. "Of course this T-shirt is supporting terrorism," said fashion designer Leah Weiss, quoted in Haaretz. "I will never shop there again." Urban Outfitters pulled the shirt, but it already had a rocky relationship with Jews after selling a 2004 T-shirt with the words "Everybody Loves a Jewish Girl" surrounded by dollar signs and shopping bags. "If Urban Outfitters is good at something, it is getting publicity," said Ami Cohen, an American Apparel employee in Tel Aviv. "This company has a history of coming into conflict with Jews."

13. The "salacious" photo of a 15-year-old In August 2011, California model Hailey Clauson, then 16, sued Urban Outfitters for $28 million, saying they had used a "blatantly salacious" photo of her on a shirt without permission. Photographer Jason Lee Parry snapped the picture of Clauson in short leather shorts, legs spread and sitting on the back of a motorcycle, when she was 15, and Parry allegedly agreed not to release the photo after Clauson's modelling agency complained. The focus of the shot is "her crotch area," says the lawsuit, making it of special interest to "the likes of pedophiles.“ 14. "Ghettopoly" In 2003, Urban Outfitters angered the African-American community with a Monopoly knockoff called Ghettopoly, featuring properties like "Cheap Trick Avenue" and "Smitty's XXX Peep Show," and "Hustle" bonus cards like: "You got yo whole neighbourhood addicted to crack. Collect $50." Black clergy called for a boycott. "There's no way that game could be taken in any way other than that this man had racist intent in marketing it," said the Rev. Glenn Wilson in Philadelphia. That man, creator David Chang, disagreed. "It draws on stereotypes not as a means to degrade, but as a medium to bring together in laughter," Chang said. "If we can't laugh at ourselves... we'll continue to live in blame and bitterness."

ECONOMIC Leaving the EU would be the equivalent of imposing an additional "tax" of one month's income on UK workers, a leading economic international body has said. The Organisation for Economic Co-operation and Development (OECD) said economic growth would be lower outside the EU as the UK could not negotiate a "sweeter" deal on trade and investment. Vote Leave said the forecasts ignored the scope to negotiate new trade deals. And UKIP's Nigel Farage said "markets, not failed politicians" decided trade. The OECD, which represents 34 wealthy countries and seeks to promote economic co-operation, released its assessment of the economic consequences for the UK of leaving the EU as figures suggested the UK economy slowed in the first three months of the year. Chancellor George Osborne said the estimated fall in GDP growth from 0.6% to 0.4% suggested the EU referendum on 23 June was "weighing" on the economy and that building projects and investments were being delayed by uncertainty over the outcome. The OECD's research suggests leaving the EU would result in 3% lower economic growth than would otherwise be the case by 2020, rising to 5% in 2030 - costing households on average ÂŁ3,200.

Strengths • • • • • • • • • •

Stores in good locations, worldwide. Large stock range Lifestyle choices, clothing, homeware & electrical Strong brand image Reasonably priced Successful designer collaborations Income supported by other stores under the brand umbrella. Vintage collection Men & womenswear. Student discount all year round

Weaknesses • • • • • • •

Opportunities • • • • • •

To open more stores, worldwide. To expand website More designer collaborations Expand ranges Create in – store brand Personal shopper / styling service

Not as many stores as other retailers No in store brands Slightly more expensive than competitors Large company No specific target customer Criticised for being unethical & offensive Competitors have faster shipping processes than Urban Outfitters

Threats • • • • • •

The current financial climate Rates getting higher Designers not wanting to collaborate Quality of sourced vintage clothing Customers having less disposable income Law suits (t-shirt incident)

Strengths • • • • •

Weaknesses • No stores in the United Kingdom – only available in Australia & online. • Slightly more expensive than competitors • Competitors have faster shipping processes

Large stock range Strong brand image Reasonably priced On trend Online presence

Opportunities

FINDERS KEEPERS

• Open more stores in the United Kingdom & worldwide • Expand the website (Menswear, Homeware) • More retailer collaborations.

• • • •

Threats

Current financial state Rates higher Exchange rates Customers having less disposable income

SWOT ANALYSIS I will critically analyse the SWOT conducted on the previous slides, via Urban Outfitters & Finders Keepers. This will be done by cross sectioning parts of the table as well as conducting potential business strategies for the high street retailer and well known brand. Known for its quirky style, Urban Outfitters has an undeniable originality. Urban Outfitters strengths completely out – weigh the weaknesses of the company. They have an extremely strong brand image, and have stores in great locations – such as by universities and in city centres. This is a strength due to how even though Urban Outfitters don’t have a particular target market – mostly students shop at their stores. This can also be seen as a weakness as the designers sold at Urban Outfitters are mostly cost suitable for people with disposable income, which isn’t what students have. However, they do also appeal to their student customers by having student discount available all year round, with a valid student card. Not just at certain times of the year like their competitors H&M and River Island. Urban Outfitters have numerous designers sold within the retailer which their income, as a store is supported by other stories under the brand “umbrella”. Another strength of Urban Outfitters is how they haven’t restricted their garments to just womenswear. They also sell menswear & home ware. Urban Outfitters also reclaim vintage clothing – which this in itself has made wearing vintage clothing “cool” again. A weakness of Urban Outfitters is that they are constantly in the firing line of controversy for being unethical & offensive. This includes conflicts with how they offended numerous people due to a t-shirt that was being sold by the retailer. A “t-shirt” you ask? A T-shirt that had printed on it a college from America called “Kent State University” in faux blood stains, this University was the centre of a massacre back in 1970. This, of course, sparked a heated debate and was later removed from stores and their online website. How this is a weakness for Urban Outfitters speaks for itself, it could also be seen as a threat such as the retailer being taken to court. However, this type of a decision will have gone through numerous people for it to go out into store and online – the buyer, of this garment, though, I’m sure will have been warned about this choice of garment. Due to this bad publicity, this could also create a threat of designers not wanting to collaborate with them. Another weakness of Urban Outfitters is the fact that they don’t have their own “in – store brand”, they simply sell designers and that is all. This can be seen as a weakness due to how the retailer’s competitors mostly have their own branded label – such as the online retailer ASOS. This though, can be seen as an opportunity for their business to grow. Another opportunity for Urban Outfitters could be to expand their website, and to open more stores worldwide. These opportunities will help the business to grow and give them more exposure to their existing target customer – such as placing stores near universities etc. Another opportunity could be to introduce a personal shopper or styling service. This would be a great opportunity for the retailer as most of their target market do enjoy being stylish and therefore would enjoy this service. Their competitor, Topshop, offer a complimentary Personal Shopper, whom you can book an appointment wit, whom will walk with you around the store and pick up some of the latest trends for you as well as offering a professional opinion. A number of threats to Urban Outfitters include the current financial climate, which isn’t at it’s best – especially if we were to “exit” the EU – there would be even more of a potential financial disaster for businesses and trading. Also, although what Urban Outfitters currently does with “reclaiming vintage clothing”, they would have to ensure the quality of the sourced vintage clothing is good, with no one bringing anything back due to faults on the clothing. Finders Keepers is known for it’s sleek and minimalistic styling – however is only known for it’s online presence. This can be seen as an opportunity as my collaborative range will be in store and will therefore expose Finders Keepers to a new customer and to their current target market. A strength of Finders Keepers is their strong brand image and how their clothing is made with the best quality materials – which reflects in their clothing and styling. A weakness of Finders Keepers is how they are slightly more expensive than their current competitors – however the target market whom currently shop at Urban Outfitters already walk into store willing to pay for quality. Talking about their competitors, another weakness of Finders Keepers is how their competitors also have faster shipping available. This weakness is going to be addressed and changed by the collaboration for my ranges. As with Urban Outfitters, the threats to Finders Keepers is the current financial state – which has previously been mentioned and how customers are having less and less disposable income due to this. The final threat to Finders Keepers is exchange rates – this will have to be addressed when confirming retail prices and cost prices when communicating with suppliers etc.

TREND FORECASTING British model Daisy Lowe stars in “Pamela Love’s” new core 2016 campaign, photographed by Guy Aroch in New York City. Stephanie Singer styled the campaign, draping Daisy Lowe in layers of jewellery for a maximalist boho look.

The commercial summer dress takes on an overtly feminine form with layered bodices and softly draped shoulders. Sheer layers of delicate lace and chiffon work well with scalloped edges for a prairie feel while multi – layer shoulder straps and double layered chest details ruffle and pleat to provide a couture take on pretty, casual dressing. White on white and barely there ivory tones work best to create the perfect summer statement.

TREND FORECASTING Denim is defined by the overarching theme of reinvented vintage for S/S17, with emphasis on new cut and fit modifications and hybrid designs that give timeless classics a renewed appeal.

Advertising campaigns in black and white are a consistent theme but this season sees more brands opt for this treatment than usual. The palette helps create images that either build the focus around the clothing, or in many instances, evoke a sense of intimacy and timelessness. This trend can be seen in the Diara Werbowy and Kate Moss imagery at Equipment.

WOMENSWEAR CONCEPTS

CUSTOMER PROFILE This is Holly. She is 25 years old & lives in London, however, has an apartment in NYC. Holly works as a Buyer for ASOS so therefore has to travel a lot. Being a Buyer, she also likes to stay on trend herself â&#x20AC;&#x201C; not just whom she buys for. Holly prefers to pay for quality instead of hardly nothing for quantity. Hollyâ&#x20AC;&#x2122;s hobbies include travelling, reading, hanging out with friends & of course, shopping.

COMPARITIVE SHOP ANALYSIS Throughout this analysis I will ensure I compare and contrast the numerous comparative shops conducted in my project. Firstly, I looked at what Finders Keepers and Urban Outfitters currently sell. As described earlier, you can see via the first row on the first slide, the items from Finders Keepers are incredibly minimalistic, such as using grey cotton dresses and silk jumpsuits. On the centre row on the first slide, you can see how Urban Outfitters are milking the current “90’s Nostalgia” trend which is shown via WGSN. A lot of sporty garments such as sports bras and also a lot of denim which can be worn together. Lastly on the final row of the first slide, you can see similar jewellery to what I plan to include on my jewellery range. The jewellery has a number of prices ranging from £12 to £20. My jewellery range will be different to their existing jewellery selection due to how my jewellery will come with a special gem stone which has a significance, as well as being highly valuable. On the second slide is a comparative shop with H&M. You can see via the selection which has been included, that they are incredibly big on the “gypsy/festival” theme and have been for the past few years – especially due to their “Coachella” trend that debuted last year but is now a consistent, yearly trend within their stores. This is exactly what my range will be steering away from – this typical stereotype of gypsy clothing. The garments I have included are your typically floral maxi dresses, gypsy tops & tasselled shorts etc. H&M aren’t typically big on denim, which is why their denim which is included in ranges is always predictable. H&M also have similar ideas of jewellery to mine, however not as intricate as what will be included in my collaborative range. On the third slide is a comparative shop of the online retailer, ASOS. ASOS is an online catalogue or in more casual terms, like an Aladdin's cave of clothing. Anything you may need to find, type it on the search bar on their website and 9/10 they will have it or something similar. As you can see via the slide, I have included images of some garments from the “Millie Macintosh’s” range. This range targets the same target market which I will be targeting with my collaborative range – which could be a threat to my range, however, my range will be in store, whereas Millie’s is just online. ASOS are also big on following trends, so as you can see, I have included a garment with “miss – matched” patterned slip dresses. The online retailer also addresses the “folk” theme which I will also be channelling with my collaboration; this is due to having “coin headbands” etc. The fourth and final slide on this comparative shop is on the high street retailer, Topshop. Known for always being able to find the latest trend in their stores, Topshop’s target customer is the same age group and perhaps a bit younger of my potential target market. Looking at the garments I have selected from the Topshop website, you can see that they’re not particularly focussing on the gypsy / festival theme as their competitors such as H&M. The garments I have included are more folk style such as the embroidered and fur gilet. Topshop also have a selection of elements of trending jewellery, which is affordable and are typically known for their denim ranges they have in store and online, they are widely popular.

DIRECTIONAL SHOP FREE PEOPLE UK

£108

£288

£108

£128

During 2001, FREE PEOPLE realised it was time to get back to their roots. Free People shed its junior image and evolved into a more mature, contemporary brand. This allowed twenty-something women to appreciate the line of clothing that catered to their intelligence, creativity and individuality, while keeping with its great quality and affordability. And that's just who they wanted to reach: a 26-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can't resist petting any dog that passes her by on the street.

£62

£85

£60

£45

£120 £75 £78

£80

£99

£72

£39

£49 £59

£79

£99 £89

£59

£89

£41

£16

£50

£24

£25

£18 £17

£15

THE STONE OF HAPPINESS “The Stone of Happiness” Euclase is a rare stone that stimulates spiritual energy and amplifies the energies of the mind. It connects one’s heart with their intuition and embraces happiness and influences serendipity.

FABRICS USED FOR GARMENTS VISCOSE

POLYESTER

Viscose is both a semi-synthetic fibre, formerly called viscose rayon, or rayon and a solution of cellulose xanthate. The latter is produced by treating dissolving pulp with aqueous sodium hydroxide and carbon disulphide which is used to spin the viscose ray on fibre.

Polyester is a category of polymers that contain the ester functional group in their main chain. As a specific material, it most commonly refers to a type called polyethylene terephthalate (PET).

COTTON A soft white fibrous substance which surrounds the seeds of the cotton plant and is made into textile fibre and thread for sewing.

FABRICS USED FOR GARMENTS ELASTANE Elastane is a synthetic fibre known for its exceptional elasticity. It is stronger and more durable than natural rubber. It is a polyesterpolyurethane copolymer that was invented in 1958 by chemist Joseph Shivers at DuPont's Benger Laboratory in Waynesboro, Virginia.

DENIM

METAL

Denim is a sturdy cotton warp-faced textile in which the weft passes under two or more warp threads. This twill weaving produces a diagonal ribbing that distinguishes it from cotton duck. The most common denim is indigo denim, in which the warp thread is dyed, while the weft thread is left white.

A solid material which is typically hard, shiny, malleable, fusible, and ductile, with good electrical and thermal conductivity (e.g. iron, gold, silver, and aluminium, and alloys such as steel)

B U I S N E S S P L AN

BUSINESS AIMS Short term goal: Another goal I would like to achieve is to have my range focussed within the â&#x20AC;&#x153;best sellersâ&#x20AC;? of Urban Outfitters. Mid term goal: The first goal I would like to achieve is to sell the amount of products I have predicted to have sold by the end of the Spring/Summer season. Requests to extend my range through to Autumn/Winter due to popularity for my concept of the range would be ideal.

Long term Goal: Another goal I would like to achieve is going global with my range, to expand my target market, still keeping at an affordable price.

FINANCIAL SPREADSHEET ANALYSIS

The use of spreadsheets is a common occurrence for most businesses. Spreadsheets are mostly used to store information though they also have a vital role in the day to day functioning of an office. The ability to analyse and present data sets means that spreadsheets are used within many companies to inform the decision-making process. Any effective future planning activity naturally needs to be informed by a clear picture of the present and past, and task spreadsheets are ideally placed to assist. Spreadsheets allow you to carry out performance measurement. For example, within a retail or service organisation, you could use spreadsheet data transformed into a bar chart to see how well your business performs at different times of the year. You can also carry out speculative analyses, for example estimating sales projections and calculating the effect that these would have on the business as a whole. Buyers and Merchandisers use spreadsheets in order to have a clear view of the range, to view the dates they are being released and any other figures such as the best sellers in the range and the garments which aren’t selling as well as predicted. On a financial spreadsheet, you also have a clear view of the pricing of each individual garment and how many have been sold. Due to this, buyers and merchandisers are able to work out the Gross profit they have made for the business. Financial spreadsheets form a lot of buying decisions and I would use them to see if there have been more than one best seller, I would be more than likely re-introduce those products in other ranges. It gives a view of what potential customers want and makes an impact on all buying decisions. As you can see on the previous slides, I have included small images on each individual financial spreadsheet, which have then been broken down in how many have been sold etc. I have described each individual piece so they are easy to identify, for example, when talking over the phone and you will therefore be able to quickly identify it. I have also listed particular fabrics which will be used, such as viscose, the Country Of Origin of for this particular fabric and synthetic fabrics is typically Indonesia. For each range I have selected numerous prices which will reflect the quality and time which will have gone into the garment, as well as keeping to the typical pricing of Finders Keepers and Urban Outfitters. And to work out the “cost price”, I have used the equation, cost price = RRP minus 20% VAT (divided by 1.2), then divided again by 2.5. I have selected my ranges to be sold in all Urban Outfitters stores, which are a grade B, this is due to how Urban Outfitters usually have stores located near universities and where students usually spend their time; such as city centres etc. I have calculated how many times I could have sold items and multiplied it by how many weeks has been on sale for, which is 16 weeks. From this, I have worked out the quantity plus replenishment, realising that as a buyer, I will have certain best sellers, which I have applied to the table. I have taken those quantities into consideration when calculating this. Finally I calculated the total cost price of each entire range by adding each individual items cost price, which for the first Folk range, equalled to £154,635.90. For the total RRP, I done the exact same as with the cost price, which equalled to £546,100. Finally, the same for the gross profit for the first range £391,464.10. For the second financial spreadsheet, which was my denim range, the total cost price of this particular range was £183,889.09. The total RRP, calculated similar to the first range, equalled to £551,717.00, and finally the same calculation for the gross profit of the entire range was £367,827.91. For the third and final financial spreadsheet, the cost price worked out as £69,303.85. The total RRP worked out as £208,817.00, and finally the total gross profit for the jewellery range equalled to £139,513.15.

THE CRITICAL PATH Process PLANNING

PLANNING – 4 WEEKS

15TH APRIL 2016

RESEARCH

RESEARCH – 2/4WEEKS

12TH MAY 2016

DESIGN

DESIGN – 3 WEEKS

10TH JUNE 2016

PROTO SAMPLE & COSTINGS

PROTO SAMPLES – 2/4 WEEKS

31ST JULY 2016

PRE RANGE SELECTION MEETING

3 DAYS TO FLY OUT TO FACTORIES

28TH AUGUST 2016

NEGOTIATION/TRIP TO FACTORIES

FACTORY VISITS/TRIP – 2 WEEKS

31ST SEPTEMBER 2016

FINAL RANGE SELECTION MEETING

ACCESSORIES APPROVAL – 4 WEEKS

14TH OCTOBER 2016

PLACE ORDER

2 DAYS OF FLYING OUT TO PLACE ORDERS

13TH NOVEMBER 2016

GARMENT FITTINGS

GARMENT FITTINGS – 4 WEEKS

15TH DECEMBER 2016

FABRIC ORDER

FABRIC LEAD TIME – 6 WEEKS

12TH JANUARY 2017

TIME & COLOUR APPROVALS

2 DAYS GOING TO TRADE SHOWS

24TH JANUARY 2017

BULK PRODUCTION plus SHIPPING

CHINA – SHIPPING LEAD TIME 12 WEEKS

26TH FEBRUARY 2017

WAREHOUSE – STORE ALLOCATION

2 WEEKS TO BREAK ALL THE STOCK DOWN

18 FEBRUARY 2017

PRODUCT LAUNCHED IN STORE

16 WEEKS

1ST MARCH 2017

THE BUYING CYCLE

WSSI

WSSI ANALYSIS

In this Analysis, I will critically analyse and compare the WSSIs which have been recorded for two individual garments from each range. Within the first WISSI, is the recording of the 16 – week sales forecast for the “Lace Sheer Skirt”, from the Folk range. By comparing the forecasted weekly sales and the actual weekly sales; its safe to say the “Lace Sheer Skirt” was a hit within store. This could be due to how the “Lace Sheer Skirt” is perfect to complete an outfit for the day or the night; as well as due to the material it is made out of; it compliments any type of body shape. During week 4, there was an intake of 100 garments; which was due to the release of the campaign -- including Daisy Lowe, so therefore an in – take is crucial in order to be prepared for any customers asking for items off advertisements. I also allowed for any celebrities which may have been sighted wearing my range – and will have therefore created a customer need to purchase the range. The second WSSI was created for the garment “Dungaree Dress”. Throughout the 16 week forecast, it wouldn’t have done as well as the lace sheer skirt – this is due to customers not having any idea of how to style it; other than how its been shown via the campaign. Another contributing factor may also be how it isn’t as versatile as the skirt. As previously stated; the skirt can be worn day or night, perhaps with a pair of sandals or a pair of strapped heels – however this isn’t the case with the dungaree dress. Due to this, the predictions for sales were substantially higher than the “Act. Weekly Sales” for the dungaree dress. Due to the garment not selling as well, it will have been selected as part of the mid – season sale. (POS – Point Of Sale). For this, though, I have ensured there was an intake of 50 garments to insure the mid – season sale. This is seen as a tactic by retailers in order to get customers to impulse buy & purchase the item. Due to people seeing the garment, and perhaps not getting into store or online to purchase the garment in time for the seasonal sale, they will have to pay the original full price. The third WSSI created was for the “Oversized Denim Shirt”. The opening stock for this garment was 1,319 units. For the first week of the launch – the forecast was to sell 100 units. However, the “Act. Weekly Sale”, was 150. This is due to how much customers love good quality denim, due to its versatility, and especially within Britain – the weather is incredibly unpredictable, therefore denim is perfect for summer (what we have of one) and winter – pretty much all year round. The Oversized Denim Shirt is considered as a Best Seller – due to how its versatile and how its on trend due to the patchy and mismatched denim. Due to a celebrity also being sighted wearing the denim range from FINDERS KEEPERS THE LABEL X URBAN OUTFITTERS – the following week I will have ensured there was an intake of garments due to the high volume of requests for the specific garments which have been spotted. Within the first intake, there will be 400 garments to be distributed to each store and the following week 500 garments – due to more people seeing the celebrities wearing the garments that week. Due to its high demand, there will be no need for it to go into POS and due to it being such a best seller, it wouldn’t go on sale until the final week of the 16 week cycle due to people probably sick of seeing the shirt. The fourth WSSI created was the “Maxi Shirt Dress”, from the denim range. The open stock for this garment was 647 in week 1, with a forecast weekly sale of 50 units. The “Act. Weekly Sales”, were 22. The “closing stock” of this particular garment was 625, which worked out as 29.4 stock cover. This particular garment is considered as possibly one of the worst sellers due to its lack of versatility. Although this shirt is on trend; a lot of customers and the target customer of this range are having less and less of a disposable income due to the state of the economy, no one is wanting to waste money on clothing they aren’t going to wear again. Due to the garment not selling as much as predicted, like the “Dungaree Dress”, would be included in the POS mid season sale, which during this time would be sold at 20% off the original price of the garment. Due to this mid season sale, I would ensure there was at least a 50 unit intake to compensate for the sale. Starting from week 14, I would also ensure to get rid of the remaining stock of this particular garment by putting the garment on sale at 50% until it is completely sold out. For the Fifth WSSI created was for an item from the jewellery range, “Medallion Necklace with Gem Stone”. The opening stock with this particular item was 1,351. The week one forecast was to sell 50, and the actual weekly sale for week one was 60. The closing stock for this week on this particular item was 1,291. Thus the stock cover worked out as 22.5. For this particular WSSI, this item is considered as the range Best Seller. What contributed to this, was the celebrity being spotted during week 4, wearing a piece of the jewellery. Therefore during week 5, I had to ensure that I had a large intake; such as 500 units, in order to compensate for this free publicity. Due to this item being such a Best Seller – there is no need for it to be included on the “Mid – Season Sale”. For the sixth and final WSSI, was the “Four pack stud earrings”. During week 1, the launch of the range, the opening stock for this particular item was 471. The forecasted weekly sales was 50 units – and the actual weekly sale was 26. The closing stock of this particular item was 445, therefore the stock cover worked out at 18.11. This particular item is one of the worst sellers of the jewellery range due to how it is a four pack of stud earrings – which is something my target customer can buy from cheaper retailers such as Primark. This is why the medallion necklace with gem stone would have been such a Best Seller, due to how there isn’t anything like it anywhere else within the retail sector. A rare gem stone has been used as well as with intricate detailing. Due to the studded earrings being such bad sellers, in week 4 and 5 the item will be included in the POS Mid Season Sale. Due to the item only selling during sales, the “End of Season Sale”, will start in week 12 for this particular item, being reduced by 50% in order to get all remaining stock sold.

KEY EVENTS CALENDAR MONTHS

EVENTS

IMPLICATIONS TO MERCHANDISING

March

Range launch (Campaigns)

Increased sales

April

Celebrity Endorsement

Increased Sales

May

Bad weather

Decreased Sales

June

End of Season Sale

Increased sales

Due to the range launching in all stores of Urban Outfitters, which are typically located near Universities & where students spend their time – this will enable more sales and exposure for my range and collaboration. During the time of the range launches, though, I will ensure my ranges have none stop exposure on social media, TV advertisements & billboards in popular & busy cities. Before the range is taken into stores, though, I will set up meetings with all visual merchandisers from every Urban Outfitters stores in the Anthopologie Head Offices to ensure they understand how I want the ranges to be presented in store, if the ranges aren’t presented how I have envisioned – my target market will not understand the thought process behind each garment in each of my ranges. In April, there will be increased sales due to celebrity endorsements, planned and un – planned by me & my range. My celebrity endorsement is Daisy Lowe, whom is widely known in the fashion industry and the music industry. The target market of these specific ranges will see that she is the celebrity endorsement and will want to wear what she is wearing, due to wanting to look like her & imitate her effortless sexuality. Images of Daisy Lowe wearing the garments from my range will be posted on the retailers Instagram, Twitter & Facebook page. Due to the garments from each range appealing to trend setters and celebrities due to its effortless look, there will also be a lot of celebrities spotted wearing garments from the ranges. Due to England’s unpredictable weather – at some point during the summer, typically May, there will be a decrease in sales due to the appalling weather. Particularly the “folk” styled range, as it consists of lace sheer skirts, cami tops etc. which are perfect for a hot summers day or evening out with the girls. In June, there will be an “End of Season” sale, to ensure all stock is sold. If there hasn’t been a particularly hot couple of weeks, an “End of Season” sale will ensure that all remaining stock is sold, which will enable an increase in sales. The fact that garments will be reduced in price, the amount that will be sold, will compensate in the loss of profit at the end of the sale. Due to the “increased sales” within the first few weeks of the release of my range, I would have to ensure I included online developments of my range. This would enable expansion and further success, this is due to it being more accessible for people whom don’t have time to come in store or perhaps see a celebrity endorsing one my garments and make a snap decision to purchase a part of the range – or perhaps all of it? The merchandiser will have to ensure there is enough stock to cover this online expansion. As there is no point in having the range online if everything is out of stock due to not having thought about ordering more stock from suppliers. As a buyer, you have to ensure that you plan for promotional activities. This includes events such as giving students an additional 10% off on the garments from my range – to get the word out with students, POS (Point Of Sale/ Mid – Season Sale) etc. This will impact on the merchandiser as they will have to calculate the profit and any potential loses and gains from doing the promotional activities to see whether they are even worth doing.

MARKET RESEARCH How old are you? Are you a student? Do you usually shop at Urban Outfitters?

How much would you say you spend a week on clothes? £0 - £5 £6 - £10 £11 - £15 £16 or more Do you use social media, if so, what ones? I don’t use social media Twitter Instagram

Facebook

MARKET RESEARCH In the previous slide, as you can see, I composed a series of questions. To gather the information needed to see if my range would be a success, each question is vital to this research. Therefore, I printed 20 questionnaires and gave one each to my classmates, family members and even some people on the street, in order to get a well rounded, varied answer. From the answers of my questionnaire, I gathered that a lot of people whom were in the city centre, were aged 18 – 24, currently students. These students spend more than £15 a week on clothing, this therefore shows that students are willing to spend their money (or what’s left of their money) on clothing and the latest trends. Each of these students also have social media, which again, shows that having a social platform when trying to get the word out about your new range, is the best form of advertisement – especially for this target market.

MARKET RESEARCH As you can see via the images, I recently went on a shopping spree and conducted some primary research in Zara. They had a new range of denim clothing recently released in store, and this is how it was dressed on the mannequin & visual merchandised. As you can see in the second image, the denim shirt has a cotton label on it, which when you read it, says where it is from and gives a sense that this is good quality denim. This is what I would like to include on my own range, particularly using card or paper to describe what the garment is and what it is made of etc. More people are becoming more socially aware and so therefore want to know where their clothing is sourced from.

MARKETING STRATEGIES

T.V A D V E R T I S E M E N T I have chosen for my television advertisement to be set in a forest on near the beach. The time of day will be sunset, which will add to the atmosphere my clothing & jewellery will create when its worn. The first frame will be on models to which it will then zoom onto Daisy Lowe walking through the forest, looking towards the sun setting, perhaps twirling around wearing the sheer lace skirt and crochet crop top, with her hair down which will have been curled & then brushed out in order to create an effortless look. After this scene, it will the cut to Daisy Lowe taking a swim in a near by lake, which will then cut to the frame shown in the picture included on the left. The camera will zoom into her hands when she brushes her hair out of the way as she tries to swim on her back.

SOCIAL MEDIA PRESENCE

INSTAGRAM

FACEBOOK PAGE

TWITTER

SOCIAL MEDIA PRESENCE Having a strong social media presence will promote my range to the audience I wish to target. This social media presence will ensure that my range & campaigns are seen by the people my ranges have been created for. I will ensure that it is promoted daily, ensuring that it is always at the top of every Facebook, Instagram & Twitter feed. By doing this, it will ensure that my target audience knows about each aspect of the range, as well as being drawn to it by my celebrity endorsement, Daisy Lowe.

VISUAL MERCHANDISING

SMART PHONE APPS Online marketplace Spring unveiled its Facebook Messenger-powered personal shopping assistant last week, which helps to guide shoppers to product they might want. The assistant operates a simple conversation based on a series of multiple-choice questions. The conversation helps the bot define the gender, product category, specific products and price points a user might be interested in. It then creates a carousel featuring five items a user might like. Clicking on a product opens a shoppable page to check out from, before sending the user back to the message thread to deliver a receipt.

LOOKBOOK IDEAS & LABELLING

LABELLING

Here is an idea of the labelling which will be included on my garments throughout my ranges. The label above this text will be on the denim range. The label to the left of this text, will be included on each garment throughout each range. This will allow the customer to know who the garment was produced and made by.

LOOKBOOK

PRESENTATION This is my idea of how my look book would be presented. This is due to how itâ&#x20AC;&#x2122;s a simplistic design, easy to do and goes with the theme of my ranges. Itâ&#x20AC;&#x2122;s simplistic and stylish, as well as unique idea. I have ensured that the look book is in the style of a clothing kimball, so therefore I have ensured the cover of the look book is the same as the kimballs which will be used on my garments within my ranges.

TASK4–SELF PROMOTIONAL PACKAGE

CURRICULUM VITAE

COVER LETTER

EVALUATION

Throughout this final unit I have attempted to capture my ideas for my three ranges, in order for everyone to be able to understand my thought processes behind each idea. Throughout the ranges, I have tried to bring in a new customer for Finders Keepers, by appealing to the existing customer at Urban Outfitters – the indie students whom don’t particularly follow trends, however still know what they are. Both the brand Finders keepers and Urban Outfitters have an incredibly strong following due to their social media presence on Instagram, Twitter & Facebook. Urban Outfitters having a consistent appeal to students by having 10% student discount all year long. My first range has 9 garments, which would have been made out of mismatched and distressed denim, the range consists of outfit builds, such as a denim top that can be worn with matching denim culottes. Each item will be made out of Elastane and cotton and the colour palette consists of the original colour of denim blue. For each range I also conducted financial spreadsheets, which broke down the cost price for each individual garment as well as the RRP, Country Of Origin and the Gross Profit etc. For this particular range, the best seller was the oversized denim shirt, I feel that this is due to how this particular shirt is versatile and will take you through to winter as a layer to an outfit. The total cost price of this particular range was £183,889.09, total RRP equalled to £551,717.00, therefore after making these calculations, I can work out the total Gross Profit of the entire range, which equalled to £367,827.91. The second range was a folk – styled range, which consists of materials such as lace and polyester. This range also consists of outfit builds such as a bralet can be worn with a pair of the bell – bottomed pants. I also conducted a spreadsheet for this range, noting the total cost price, which equalled to £154,635.90. The total RRP also equalled to £546,100.00, from this I could work out the total gross profit of the entire range which equalled to £391,464.10. For the third and final range, which consisted of 9 pieces of jewellery, which also included multipacks such as a multipack of stud earrings. The best seller was the medallion necklace. This is due to how it is a unique, statement necklace which you won’t find anything like it. The cost price of the entire jewellery range equalled to £69,303.85, the RRP equalled to £208,817.00, and as earlier, I was able to work out the gross profit for the jewellery range, which equalled to £139,513.15. I don’t particularly feel that Urban Outfitters had to change anything in regards to their target customer – however this isn’t the case with Finders Keepers. Finders Keepers is a high profile brand, selling garments which you can get cheaper elsewhere. As well as the fact that at the moment, they only have stores in Australia and an online store – this concession within Urban Outfitters will expose Finders Keepers which will help reach out to a new target market. The colour palette I have chosen for my folk range is basically different shades of the colour green. I feel that this is a perfect shade of colours for Spring/Summer, signifying new life in Spring, and being one with the earth. The place of manufacture for my garments, includes Turkey, Indonesia & China. This is due to how for example, there are workers in Turkey who are incredibly gifted in crafting garments, they have skills which have been passed through generations of the workers through families. Whilst researching trends via WGSN and vogue, as well as on social media, all trend ideas included will relate to my range, such as the references in the trend forecasting featured throughout the unit. To conclude, I feel as though all of my ranges appeal to my target market, and would be successful if the ranges are properly marketed. I came to the decision of what to include my ranges by conducting both a comparative shop and directional shop which captured what Finders Keepers & Urban Outfitters competitors are currently selling.