Final Major Project

Units 2+3 Stephanie Burns

MATALAN- Brand History Matalan is an ‘out of town’ fashion clothing and homeware retailer, located in Knowesly. It was founded in the 1980’s by John Hargreaves, with the first store being opened in Preston in 1985.

Hargreaves, following a trip to the US was ‘fascinated’ by the concept of out of town ‘club warehouses’, that offered significant discount to other surrounding retailers.

Within the first ten years of the original store opening, there were over 50 stores in the UK. Now, today there are over 200 stores in the UK. Not only this but they have recently unveiled their first international store in Oman Jordan.

MATALAN-Rewards Card Within the Matalan store, they run a card system which originally could be bought for £1.00 when joining the store, however this is now free. The card can be used to give the holder exclusive offers and discounts to use within the store, it aids them in exchanges as it acts as a hard copy of receipts, special personal vouchers including birthdays of the cardholder. This encourages customers to sign up with the store, giving them more potential consumers. They also give a special offer; spend £150 in 12 months using a red Matalan card and you will be given a VIP black card which gives the customer better and more exclusive vouchers. This again encourages spending and makes the whole shopping experience more personal to the customer.

The main idea of the store is based it being around an ‘out of town’ retailer. Even though they stock a lot of products, they are able to set these at low, affordable prices.

Initially, they only stocked fashion and homeware from their own ranges, however they recently began offering a ‘range of exciting brands’ including; Be Beau, Papaya, Et Vous and Jeff Banks.

The store has also converted a number of its stores into clearance stores. They choose these stores from ones that are ‘nearing the end of their lease’ or ‘located in an area which is commercially viable for a store of a clearance nature’. This means that as little stock as possible is wasted from season to season.

Matalan are able to offer their customers prices that are ‘up to 50% off’ the average high street selling price, this is due to a number of reasons; • by buying direct from the manufacturer • Being situated in a low cost, out of town location • Keeping overhead costs low + operating on lower margins (Referenceforbusiness.com, 2017)

Competitors + Brands •

The primary competitors to Matalan itself would be supermarket fashion divisions such as George (Asda), F+F(Tesco) and TU(Sainsbury's). These are similar as they are located in out of town locations but also appeal to a similar target market of families because of the nature of the retailer as they are mainly food and appliance stores, this means that they probably spend a larger portion of their time shopping in the supermarkets than they do Matalan and therefore may be more inclined to buy their clothing here for convenience. The clothing that all the said retailers offer are all similar in style and type, this makes them competitive, this being increased by the similarity also in pricing. The clothing is fairly cheap dresses usually not exceeding £25.00, this means that this is not a selling point for any of these retailers as none is cheaper than the other.

Tesco, F&F, £20

Matalan, Papaya, £16

Asda, George, £18

Sainsbury's, TU, £16

Brands at Matalan Classic is what is says, classic clothing, dresses, long skirts, t-shirts and cardigans. The colours are very basic mainly blue grey and black. This brand would be ideal for office wear.

This brand is a bit more girly, feminine and floral with summer colours like reds, blues and whites taking over the colour palette. It also had developed fabric usages e.g. lace, chiffon and embellishments.

This brand comes in a nightwear range, oriental inspired with bright, vibrant floral colouring centred around the colour red.

Papaya is a trendy yet affordable brand targeted towards young women to adults, it keeps up with trends using a range of colours and designs, the range is casual and can be worn as everyday wear. Not only do Matalan stock Papaya, they also stock Papaya Curve for plus size women, this broadens their target market.

This is one of the brands for shoes that they offer. A lot of Matalan’s shoes on offer are young and trend led shoes including chunky sandals, cool trainers and leather boots however this brand is aimed to an older target market with comfy slip ons and office wear shoes.

They also offer a sports and active wear range which consists of yoga wear, to running shoes to track pants. Although the plain the brand fits the need of an active woman and even offers accessories.

PESTLE

• LEGAL-

Unfortunately Matalan was named as one of the retailers who sourced and manufactured some of their garments from a factory in Bangladesh, the Rana Plaza which in 2013 collapsed due to unsafe working conditions. This collapsed killed 1129 workers and injured a further 2500. The collapse was first due to pressure that was placed on factory owners by buyers to get ranges manufactured in time for release dates, this plus the added four layer built within the building led to the eventual collapse of the entire building. This automatically reflects badly on Matalan as a company as it shows they were neglecting their workers as they were unaware of the poor and dangerous conditions that the factory was in, but also it shows that they are unsympathetic towards their ethical standards. They did not follow procedure and assess the standards and health and safety of the factories they were manufacturing in and therefore it could be seen as partly their fault that the building collapsed.

Not only this but the other retailers that were involved, including Primark and H&M donated significantly large sums of money to the Rana Plaza Donor’s Trust Fund compensation fund, which is backed by the International Labour Organization. Primark donated $9 million however it wasn’t until Matalan was pressured that they finally paid a sum of $60000, a meagre amount for the damage that they had contributed towards. This tarnishes their reputation as a company as it not only shows that they are willing to source from unethical sources, it also shows their lack of remorse or care for damage that may ensure from this.

SOCIAL-

A family from Church Walk, Sawbridgeworth saw their daughter, Lily win a modelling contest resulting in her being photographed and featured in all Matalan stores, modelling the clothing. The opportunity arose from the Harlow charity; upwards with downs. Matalan contacted the charity, looking for a down syndrome model to participate in their stores advertisements who immediately contacted Lily’s family who accepted the offer.

Mrs Beddall, Lily’s mother said ‘The contract is all about inclusion and changing the face of beauty. It is wonderful that Matalan have chose a child with downs syndrome’. This shows that the retailer is inclusive of all beauty and does not dwell on the pressured beauty standards of today, taking conventional beauty and showing the world that this is not true beauty. It shows Matalan’s care for its customers and how they are attentive and willing. As a buyer I would want to encourage this and use other models that had conditions or were not societies conventional beauty as this helps to integrate this type of beauty into everyday life and normalise these conditions. (Essex Live, 2017)

TECHNOLOGICAL-

ECONOMIC-

In January of 2017, Matalan was thought to be having turbulent times economically with a decrease in its ‘financial health’. They recently let out a statement saying that the ‘full price sales had risen by 12.9% over the 13 weeks to November 26, while total sales dipped to £299.4m from £302.5m a year earlier.’ This was then followed by a successful Christmas period where they experienced a 29.1% increase in full price sales. John Hargreaves made a statement reassuring consumers and bondholders that ‘the results reflect our steady progress in what continues to be turbulent market conditions with sustained economic uncertainty’. This shows that Matalan have confidence in themselves economically and despite the financial uncertainty at the moment in the retail market, they believe that with their business strategies and low prices, they can overcome this and remain economically sound.

However it is not only in stores that sales have continued to rise, the online sales grew by 69% over the 13 weeks to November 26. This again shows their competence as a retailer and shows that their market is broadens they have targeted potentially younger age groups who prefer to shop online. It also shows that they have a strong online presence that is both successful and profitable. To encourage this, a discount or offer could be put in place that is exclusively online, this could be done at peak selling times such as around the festive season (Armstrong, 2017)

This increases the convenience for families and customers for pick ups of parcels ordered for home delivery from the store.

The whole concept of the new delivery system is based around making the delivery easier for the customer. This includes keeping in constant contact with them via email, text messages that are sent ahead of the scheduled delivery time checking that the timing is convenient for the customer, and if not, diverting the parcel to a DPD pick up site so that they are then able to collect it at a more convenient time.

Not only this but it means that customers are able to also divert their deliveries to the most convenient Matalan store if they are choosing store pickup, again this works to make the whole process easier for the consumer, encouraging them to repeat the buying type. This has certainly worked, DPD worker Dwain McDonald stated that ‘Our data shows us that this type of experience recipients will choose over and over again’. This helps to increase Matalan’s online presence as it means that more people will be opting to order online because of its easy and efficient service, but also will generally boost sales for the store.

(Express.co.uk, 2017)

ENVIRONMENTAL-

With the help of a new building energy management system, Matalan is achieving 18% energy savings.

They began in 2012 using a new technology, developed by Wireless Energy Management Systems International first being introduced as a trial to 5 stores then eventually expanding to 206 of 2016 store estates. This has saved them ‘an estimated annual saving of ÂŁ666.68’. Although this is good as it means less wastage due to energy bills, it is also good as it has reduced their energy wastage by 18% percent, meaning they are more green as a store and more environmentally friendly. The system that was put in place helps to control and monitor the lighting, heating and cooling plant. By using a machine, this reduces the chance of human error and therefore wastage. A key switch is used to monitor the lighting which is adjusted automatically to fit the needs of the store from clean-up, to opening up, to restocking to when the customers are on the shop floor.

Matalan Branding The Matalan logo

is iconic to the brand and good in many ways. Psychologically, shoppers associate red with sale, its an intrusive colour that demands attention and is hard to miss when shopping. This automatically makes a connection with the store and its cheap, affordable prices, to the extent that they could be seen as as good as sales prices in regular retail stores. Not only this but the font is bold and in capitals. This makes the writing obvious and focussed and creates a basic design that everyone can recognise and remember.

Strapline- Made for Modern Families;

This is a nice focussed strapline as it suggests that the whole shop is based around and made for you as the customer. It also sums up what the shop has in store, everything for families; women’s, men’s, children’s and homeware. The word ‘modern’ suggests that their products are up to date and trendy

The uniform that the staff have to wear is head to toe black with large black fleeces, on the breast pocket a red MATALAN logo. This shows that they are all smart and professional which reflects well on the retailer. It also clearly states that they are workers from MATALAN and this makes them easily approachable.

The visual merchandising of the range is basic with a basic layout. It has fixtures with specific ranges grouped in certain areas for example footwear, denim, swimwear and night wear. This is good as it is organised and makes it easier to locate clothing types for the customers.

The face of the store is modern, with glass and silver panelling. This establishes the modern feel of the store, potentially attracting younger customers. It again has clearly the MATALAN logo in the classic red colours, this makes the stores easy to spot but also familiar to customers.

Existing Customer Profile This is Liz, she is 39 years old and she works full time as a careers advisor and has three children; 19 year old daughter Jess, 13 year old son Tom and 5 year old daughter Jen. She is a single parent but manages to juggle work and her children well, but as a result she has very little free time for leisure. She enjoys yoga and runs in the morning before she takes the children to work. She shops in Matalan and loves the brand Souluxe which stocks active wear suitable for her age group. She also shops in Tesco, Sainsbury’s, Primark and Asda. This is primarily because she is able to kill two birds with one stone and do the weekly food shop while also buying both her and her children’s clothing. She finds that she can do this for her 13 and 5 year old as they are not as fashion conscious and like the styles of the clothing however her 19 year old, Jess refuses to have her clothes bought from Matalan.

Liz spend the majority of her money on the children; phone bills, clothes, food, holidays, hobbies but uses the last of her disposable income on clothing as she has always had a love for fashion and doesn’t want to lose her creative side however she needs to achieve this on a budget and that’s why Matalan is perfect for her. She enjoys the way she can pick up several items in Matalan and the cost will be more than affordable. This is why its so easy to get the whole families clothes from here. In the little free time she gets she enjoys sitting in the garden and reading, baking and of course her yoga. Her and her best friend Lisa plan trips in the holidays to Cornwall with both of their families as they enjoy staying local and don’t really holiday abroad. Lisa also shops in Matalan however feels that the style is outdated, frumpy and unsuitable for their age group.

Trend Forecasting

One of the colours that I found from WGSN for S/S18 was from the ‘Slow Futures’ concept. The main ideas of the colour came from the natural world vs industrial world therefore the colours were varied and had a wide variety of tones from mossy greens to rust reds. Although these colours aren’t necessarily synonymous with a classic summer palette, WGSN states that they believe that colours in fashion are changing with the boundaries between season to season blurring as typical A/W colours are being transferred into out summer clothing. I think this works well as it means that a variety of colours are opened up to S/S ranges which although aren’t usually used, can still create fresh looks, alternative to other ranges.

This palette really shows the transition from winter, with browns, deep blues and greys, to the first stirrings of spring, pinks, oranges and forest greens.

ORANGE

The colour orange is definitely one that I would be inclined to use in my S/S18 women’s range as it encapsulated summer for me. The colour can make a statement as it Is scarce in the fashion scene for its difficulty to wear, by adding accents of the colour into my clothing I can bring a burst of flavour to the outfit and allow people to experiment with the colour, something they might not have otherwise done.

These colours are more typical of a S/S range with vibrant pinks and oranges with undertones of tribal African colouring. WGSN describes it as having a ‘bohemian spirit’ and many different ‘cultural influences’. The idea of cultural influences I feel is ideal for spring/summer as it adds a certain zest to the colour scheme one that is associated directly with the summer. This also means that you are able to experiment with contrasting colours like blues and oranges, creating new fresh looks in your clothing. These colours also work well for patterning creating almost mosaic patterning and Aztec designs. This is trendy and more interesting than simply blocking colours together. These colours also give off a festival vibe, being so bright they are almost neon they would work well as statement pieces around festivals but also on the beach.

Mood Board- Colour This is a mood board showing the colour trend of orange. It shows how orange can seamlessly move from orange to red to yellow and how the boundaries between these three colours can be blurred. The colour can be used in clothing as a statement piece, often working best with a equally as statement fabric e.g. velvet fur or wool, this is seen by the models in the forefront. This also shows the range of tones that orange can have from burnt orange to a pale dawn orange. The colour can be seen particularly to have a deep link with nature and the natural world for example fruit, not only the orange but pomegranate and grapefruit, it can also be seen as the sun sets and in lava and volcanoes. This helps again to show the range of the colour and its ability to contrast and break boundaries with other similar shades of colour.

The materials that are used for this are reworked lace, cottons and linens, viscose and various yarns. Although not all of these are light, the way they are damaged, ripped and stitched means that they are both breathable and comfortable for the summer months. The materials also can be paired together

A textiles and fabric trend for S/S18 is one that includes open work crochet, thin loose knitwear, ladder effect stitching and general crochet/lace patterning. This is ideal for S/S as the materials are loose and open allowing the wearer to feel the benefit of the breeze in warmer conditions. It also creates an interesting texture and look to the clothing that adds to the design creating patterns without much effort. Playing around with colours with this style is also interesting as two colours are often interwoven within the material and by mixing colours you can experiment to create new and attractive looks.

to make a matching two piece but can alternatively be worn with other materials to create a cute summer look. The designs that can be created within the materials include Aztec designs, floral patterning, stripes or ladders and polka dots. The idea of woven materials also introduces a cultural influence from Midwest America, Brazil, India and Europe, this creates a ‘multi cultural aesthetic’ within the clothing.

‘Crochet is a process of creating fabric by interlocking loops of yarn, thread, or strands of other materials using a crochet hook.’

The best material for this technique I feel is yarn. This is because of its loft, its ability to trap air, the resilience of the material, the wash ability as it does not lose colours quickly and the softness of the material also. Yarn us also breathable and therefore good for summer months.

Weaving is another technique that can create an interesting texture and pattern in both clothing and accessories. This is of ‘great importance in many African cultures’.

Particularly bag weaving I feel is a nice summer look, e.g. beach bags/shopping bags.

Its not only the actual technique that is important in culture, the dyes and colouring that is used is significant. For example, the most commonly used colours are; brown, green, yellow, and red, but one of the most important traditional dyes has been indigo.

The concept of geometry in clothing is one that can be seen in many cultures, particularly India where they use mathematical equations to construct their sacred buildings and architecture. This can create a visually stimulating and appealing look within the perfection of the shapes. The idea of this in clothing Is difficult to achieve due to the looseness of the materials and flexibility, absolute symmetry is harder to create, however the idea of the intricate design and geometric patterning within shapes that certain materials can achieve Is possible to put across in clothing. This can include knitwear, crocheting and patterning on clothing. This works best with warmer colours, brick reds, rusts, oranges and browns as the colours compliment each other however again this pays homage to were the idea of geometric shaping in art came from and reinforces the cultural influence.

Textiles Board

The textiles used to create this board includes open lace work, crocket, thin knit work all created in a floral, geometric way.

This works well for S/S 18 as it means that the materials used are going to be loose, cool and look appropriate for the season. This would work best I feel for a beachwear range as the looseness of crochet may only be appropriate for use as a cover-up/kaftan over a bikini. The colours that work best for this material I feel is whites, creams, blues and oranges, this is because the lightness of the material can be mimicked with the lightness of the material.

The image in the forefront of the board shows a similar design to one I would like to create in my range, a beach dress with a gappy, crochet design.

Florals Florals are a big pattern trend for S/S18 showing themselves in many different ways. For example on ‘Trend Stop’ the floral trend is shown through ‘Water Bleed Florals’. This uses bright tropical colouring; reds, oranges, blues and greens and merges them into one another using a bleeding technique creating a life like floral effect. The technique is reminiscent of watercolours and paintings of flowers.

This is great for S/S as it includes classic bright summer colours and takes an idea that is congruent with spring and summer, flowers. The trend however is a bit childish and immature and would work better I feel in kids wear.

This is another trend for S/S18 from WGSN called ‘Floral Dimensions’.

Similarly to the trend I found on Trend Stop, this trend takes the idea of florals and makes them come to life. This includes cut out crochet designs, embroidery, applique and detailed stitching. This is creative and interesting giving a twist on the classic floral look and making it almost interactive for the wearer.

Again, this is another example of the floral trend coming from WGSN. This one is named ‘Indigo Flora’ and concentrates on a denim look through colour however creating a more lightweight look. This is good as it has made denim more appropriate for the S/S months. The florals are achieved from printing on cottons and other materials.

African Summer is a trend that I found from a blog called ‘FASHIONVIGNETTE’ and focusses on; tribal motifs, 3D geometric designs, and abstract geo’s. This works well with the other trends I found on WGSN, Kinship which uses textiles to create symmetrical shaping and patterns.

The patterning associates with tribal prints include animal print, stripes, geometric shaping and mixing of stripes and shapes. These are visually exciting and when mixed with bright colouring can create an ideal summer vibe.

To further develop and look into African influences and the cultural importance of shaping in clothing, I looked up key African printing on Pinterest. The shapes, patterns and prints that I found were most importantly all vibrant colouring.

With further research I found that this is typical of African dyes, with each colour meaning different things to the wearer. For example red in Africa typically means masculinity and wealth, orange means energy and playfulness and yellow is known as the ‘soul colour’. (Markedbydesign.net, 2017) I then created an African street style Pinterest board. The result wasn’t what I intended as I wanted to look at actual street style in Africa, instead it showed me a mix of this but also African influence on street style in other countries. This showed similar patterns and colours to the African prints board such as stripes, florals, diamond patterns and bright colours; greens, blues and reds in particular.

The shapes were also interesting as these mainly consisted of loose materials and loose fitting clothes. I would like to adopt these characteristics for my range as I feel they fit well with my target market and concept.

Shapes Ruffles have continued to remain popular in S/S18 following their success in both 16/17.

They are a great look, particularly when tiered creating extravagant shapes or alternatively adding a flare to basic shapes e.g. t-shirts and jumpers. These are seen throughout the market at the current time in popular retailers like Zara, TOPSHOP and New Look. As in my range I hope to begin to appeal to a younger age range, I feel that ruffles would be an ideal way to introduce and bring in that target market.

As shown in the images below, MATALAN have existing products that take this trend on in many ways. This shows that they would be appropriate for the retailer however I would choose to make the shapes more interesting and playful, especially within the swimwear.

Kaftans are a staple piece for holiday clothing and are always available In a swimwear range in every retailer. The pre-existing range of Kaftans/Cover-ups available in MATALAN are boring, same shaped and frumpy. The shapes are uninteresting and unflattering and they come in a boring range of ‘samey’ colours.

For my range I would like to introduce a wider range of shapes e.g. cut out, cold shoulder, long length. This could appeal to a larger group of people and also increases the wear ability of the product.

Wide cropped trousers are also a frequently seen shape for S/S18.

These are a versatile piece of clothing as they can move easily from day to night wear and also are a key transitional piece from winter to spring.

They can be worn easily by all age groups and by adding pleats, different materials and patterns they become a trendy piece. However I feel that not everyone is friendly with the cropped pant and therefore I may be inclined to adapt the garment to a wide long leg pant with a thinner more breathable material.

OVERALL EVALUATION The key colours that I found from the trend forecasting where made up from two different colour palettes. One showed intense colouring evoking a rich cultural influence from Eastern countries such as Morocco and Egypt. The colours included rich reds, shocking oranges and sunshine yellows and all were very eye-catching and evoked ideas of summer days and sunset beaches. This was good especially for my range as it brings to mind a summer spirit and feel, ideal for an S/S range. Not only this but as these colours typically remind us of Africa and other Eastern countries, we associate these colours with holidaying and beaches therefore I feel it would be good to use this colour palette for my range. Matalan’s newest range in store uses similar colouring to this however balances them out with blacks whites and neutrals. I will similarly do this as a too intense colour palette may put off existing customers. The other colour palette that I found was made up of typical A/W colours, browns, greens and deep purples. The idea of the palette is to break the boundaries between S/S and A/W ranges and blurring the lines in fashion of a set colour way. I feel that this, in theory is a good idea however these colours are too dull and are not easily associated with S/S ranges, therefore I will not use them in my range.

For textiles and fabric I found that the main influence for S/S18 is a cultural influence from all over the world, China, India, Morocco with influences from geometric shaping, architecture and sculptures and even paintings. The styles that came from these were mathematical geometrics, crocheting, weaving, laddered stitching and other stitching techniques to create a more textured look with basic materials such as yarn, cotton and lace. This Is different from previous S/S fabrics as although the fabrics used are similar, the way in which they are used has changed to a more complex and intricate way, with more thought and attention to detail being put into the making of the clothing. Although yarn and knitwear pieces are usually associated with A/W collections I feel that it will be interesting to experiment with these materials using the said techniques to create a summer appropriate range while keeping the materials. That’s why I have chosen to include yarn to create crocheting effects in my range.

Through my trend forecasting I found different pattern and print trends from both WGSN and other internet resources. I found a floral pattern trend, shown through both 3D embellishments made from crocheting designs and complicated detailed stitch work. However, it wasn’t simply shown through applique, a bleeding effect was used to create the look of a watercolour painting in the clothing, this was paired with vibrant contrasting colours to create the effect of a dreamlike, abstract floral print. In swimwear, florals are done every year as they are linked directly to summer clothing, this has become I feel overdone and expected in an S/S range and as I am trying to bring a fresh look to Matalan, I will stray from the norm and not use florals in my swimwear range. The print that I do wish to use, again comes from a cultural influence of African prints. When I found these they were called ‘African Summer’ and consisted of animal print, African detailed patterns and stripes and diamond shaping. For my range I want to take on the ideas of these prints and patterns and put them within my range. This will include African crocheting applique, striped patterning and diamond patterning, although these don’t immediately jump out as African patterns, I will pair this with the bright orange and red colouring to create a more cultural look. This Is ideal for Matalan as the designs I am using take only accents from the African style and therefore are still toned down and not overly complicated.

In terms of shaping, as seen in S/S16 and S/S17, ruffles are still a prominent trend seen on WGSN, however the way in which they are used are more complex and unique, for example they are not simply being tiered or added to hems of dresses, but are being draped over the top of garments and added to arms and midriffs.

This takes the already done trend and makes it individual all over again. In swimwear, ruffles are a cute and fresh look an therefore I want to use it. Its also trendy and seen throughout the high street at this time, therefore by using it in Matalan’s new range, this may encourage trend driven shoppers to look into my new collection.

Another shape that I found from my trend forecasting was oversized and loose fitting clothing. This is ideal for my range as it is appropriate for beachwear and is often made up of cool and light materials. These types of shapes are also versatile and can be worn both during the day and during the night. As my range is a transitional range, this is ideal.

Asda-George

Sainsbury’s-Tu

Tesco-F&F

Asda’s swimwear range Is more young and trendy than Matalan’s existing range, it has mesh playsuits, graphic print bikini and one pieces in unique shapes appropriate for all sizes. The bikini tops range from B-F offering larger sizes than Matalan, even though they both have a similar target market.

There are a wide range of colours, black , white, pink and blues which are appropriate for both young and old. Their maternity range is also a lot more diverse than Matalan's offering maternity beach clothing as well as swimsuits. The materials used are polyester, elastane, cotton and nylon.

Sainsbury’s swimwear range is again similar to Tesco however are more posed to an older age group. This is shown through their toned down colouring, modest shaping of the swimming costumes and lack of kaftans or beach dresses.

They stock sizes up to a 20, which is representative of the typical UK woman however their bras only stock to a DD. For my range I will stock up to an F, this increases my target market.

Materials that are used are polyamide, elastane, viscose and polyester Tesco’s range Is more basic than the other two retailers. They have only two kaftans in a tie-dye design in dull colours. The bikinis and basic and block colours in blues, corals blacks and whites.

These are good as they can be colour coordinated or alternatively can be mixed and matched to match different outfits. The little beachwear clothing that they stock have little shape or colours and are all one material. Materials used are elastane, cotton, viscose and polyester. These are affordable materials which may show why the pricing is so cheap.

Comp Shop Evaluation The average prices for a bikini from the retailers range from £10-£15, this is cheap when compared to higher end retailers like TOPSHOP who have an average price of £28.00 . Matalan is similar to these prices will bikinis from £6-£15, this is slightly below the average of the other retailers and therefore this may be an advantage to Matalan. For my range, I will need to ensure that I source the cheapest materials and find the lowest manufacture prices to remain competitive to the supermarket retailers.

The materials used in the other retailers are mainly man made, synthetic materials; viscose, polyester and polyamide, these materials are cheaper than the likes of silk or cotton however are also appropriate for loose, summer clothing. However, some of the clothing does have cotton in it or is 100% cotton for example cotton shorts and pants, therefore I must ensure that I use some higher quality materials so I can match the other retailers on durability and quality. The colouring is bright colours that are associated with summer, particularly pinks, blues and greens. These are typical of swimwear ranges however I feel therefore a swimwear range; reds, oranges and yellows. Similarly to the other ranges, I will offer an alternative to the brighter colours buy adding block y are overdone as different variations are bought out each season. For my range I am going to use alternative colours that are still appropriate blacks and whites and placing accents of this in the other clothing and swimwear.

The other ranges do not have much in terms of ‘beachwear’ including beach dresses, tops, skirts and trousers and simply only stock kaftans and cover-ups. Therefore I have found a gap in the market that I can accommodate for in my range. Some of the other retailers have loose fitting trousers and shorts however these are basic and done in dull colours without much patterning therefore I will need to compete with this by using interesting and bright patterning on my beach clothing.

As my range is being aimed towards not only the already existing market for Matalan, but is aiming to bring in a younger market of 20-30, I will need to make sure that my clothing is trend driven and attractive to this younger market. This includes more detailed shaping within the clothing and younger shaping in general like short shorts and the ever popular two piece.

MY CONCEPT- MATALAN New Range

(Existing swimwear ranges in Matalan)

For my range I am going to create a swimwear range for Matalan, with items concentrating on kaftans, beach transitional wear and bikini and one pieces. This will differ from ordinary swimwear ranges as I want to concentrate more on the term ‘beachwear’ with beach dresses, cover-ups, beach two pieces and beach shoes. Although I am going to include bikinis and one pieces in the range, I want to propose a range that accommodates the holiday opposed to simply the beach, the idea allows holidays to easily transition from a day at the sea to a bite to eat at a café or even a party in the evening. The concept for the items have a rich cultural influence, shown through the colour, textiles and patterns. The colours are going to be rich colours reflects both Africa while also being perfect colouring for an S/S range, I will use reds, oranges and indigos. These are colours that all compliment each other perfectly but by adding black and white I am able to break these up and balance the intense colours. This is because Matalan is not known for its vibrant outgoing colouring and styling but more modest colours and patterns. The patterns will take components from African printing for example, stripes, diamonds and block colouring. These are classic patterns, in particular stripes for swimwear, however by using fresh and vibrant colouring the designs are revamped within the range. The textiles will be taken from a trend that I found on WGSN, this again took cultural influence from the East with crochet and weaving used in the clothing. I also hope to use light materials such as organza and linen as these materials are light, loose fitting materials and for beachwear, clothing ideally should be breathable and cool. The idea of the coolness is also present in crocheting and weaving as the large gaps ensure air is able to pass through leaving the wearer comfortable throughout the summer days.

Matalan’s existing swim and beachwear range is a mix of styles, shapes and colours including tie-dye, stripes, animal print, tribal print and floral. However these are clashing and outdated I feel, particularly the animal print and tie-dye. The shapes are often ‘mumsy’ and boring without many interesting shapes. Although some of the designs are designs that I want to include in my range, they are done in a basic, already done way for example stripes. The stripes in the swimwear range are done in boring colours and boring one way thin striping. This makes the swimwear look basic and lifeless. Not only this but the actual beachwear includes basic, shapeless kaftans with tie waist and childish logos and designs on their faces, although they have tried to branch out with shape, the maxi beach dresses are unflattering in both shape and colour. They fail to have any actual beach clothing such as tops and trousers though they do have one skirt, a mini blue tie dye skirt. The sizing is also neglecting of petite women as they do not stock the bra size A or AA. In my range I would include this I would use smaller sizes also to ensure I am accommodating all of my target market.

New Customer Profile This is Amelia, she's 22 years old and has just graduated from LJM with a first in sociology. She works part time at Costa Coffee but also volunteers at Clair house charity shops on Sundays and Tuesdays. She enjoys shopping in M&S as this is where she always used to shop with her mum however she also loves Next as she finds the clothing is mature but still trendy. Family is very important to her and she spends and she spends the majority of her time with various family members in particular her young niece Annie. In the holidays the family area always found holidaying in Abersoch enjoying the beach or alternatively in the families villa in Southern France.

Because of this, the majority of her wardrobe is taken up with vibrant summer clothing. Amelia loves travelling and wishes one day to travel the world, particularly Africa and the East as she finds the culture rich and interesting.

Her mother Millie also has a love for the beach and all things summer and the two of them are often found taking mother daughter trips abroad to Dubai, Marbella, Spain and the length and breadth of France. Although her mother is older than her, their style is quite similar as Amelia has always let her mum pick out her clothing for her when they go on their monthly shopping sprees together. They shop at similar shops except Millie picks up some of her clothing from supermarkets, Tesco, Asda and Sainsbury’s, Amelia refuses to wear supermarket clothing.

Business Plan

The aim of my new Matalan range is to introduce and encourage a new market to shop in store. This is a younger market of around 20-30, at current time Matalan offers clothing more aimed towards the ‘Modern Family’ with many of the designs particularly for womenswear being older shaped, plain cut and coloured clothing with typical fabrics and designs. Therefore the younger women may be deterred from shopping in the store and more inclined to shop from existing retailers aimed to them; River Island, Topshop, H&M. With my range I want to bring in a brighter collection that is trend driven and fresh that will captivate a new audience while also allowing the existing customer to shop the new range. The trends that I will incorporate into the range will be ones that have a strong presence in S/S18 clothing however will be tailored to be desirable to the existing Matalan customer.

The concept of the range targets the holiday clothes shopper, the women who every year stock up their clothing with loose dresses, bikini’s and sandals when it comes to the summer months. Many stores including Topshop and River Island, two of my potential new competitors sell ‘Swimwear’ ranges that simply consist of bikinis, swimsuits and kaftans however the inventory of summer clothes is not restricted to just these, there are other necessities that can only be found elsewhere in the store. My range is a bridge between the boundary of ‘Swimwear’ and holiday clothing giving the customer a less time consuming and more practical way to shop for the summer months and holidays ahead. The range will consist of bikini’s, swimsuits, two piece sets, loose trousers, beach shirts, dresses and sandals. As you can see this is different from the typical structure of a swimwear range as it involves a surplus of actual everyday wear clothing pieces. These will be in shapes that are both fashionable and trendy to the younger market however will still be modest and congruent with previous Matalan ranges so that existing customers are still able to shop the range.

The name of the range will be ‘Modern Holiday’, my concept, a change in the structure of a swimwear range is new and fresh and convenient to the customer with many benefits, its different from previous S/S ranges and takes on new ideas and designs therefore it Is a modern alternative to the modern holiday clothes shopper. The strapline then also builds on this and backs up the idea; ‘Not just the Beach’. As swimwear ranges concentrate on items of clothing you are likely to find people wearing on the beach, this rejects this concept as I am also doing with the range itself. I am offering a collection of clothing that accommodates all aspects of a holiday from dining to day trips and also the beach.

My main target market is obviously to gain and introduce a new target market of younger women aged between 20-30 as I feel that the clothing that is sold for these women for S/S are not representative of similar clothing in other retailers. The clothing is not trend driven and is limited in shape and design. The range will do this with the fashionable shaping and colouring of the range as well as the idea of a ‘Beachwear’ range where the consumer can acquire all their summer clothing in one centralized area. The new market will also be bought in through families. For example the range will also be fitting for a slightly older target market of women ages 40-50, this is because the shaping is modest and flattering for all shapes and sizes and the colouring is bright and vibrant which is suitable for any ages for an S/S range.

This will mean that mothers or grandmothers who are shopping with their daughters/nieces/granddaughters or with these family members in mind can pick up clothing for both themselves and their families. This encourages more purchases but also helps to broaden the target market as this then will bring in the younger members after seeing what is on offer.

Business Aims Short Term aims •

I hope to introduce the range into store by the 5th of March 2018. This is early enough that the selling period will be long enough before the summer months arrive however I don’t want to introduce it too early as it concentrates mainly on clothing appropriate for the beach so would not be as fitting for spring months.

•

I want to sell successfully 85% of the stock I buy in the for range leaving only 15% to go into sale gaining as much full price profit as possible

•

Introduce a new customer to Matalan around the ages of 20-30 years

Mid-Term aims • Bring in a celebrity sponsor for future similar ranges

Long Term aims • I hope to eventually have introduced and integrated a larger young target market into Matalan • Matalan each year will introduce similar ranges with the same concept as this first under the term ‘Beachwear’ opposed to ‘Swimwear’.

On WGSN, the concept of Kinship proposes and explains the need to have relationship and communication between communities and different cultures. This includes giving each other respect and acknowledgment and also supporting one another. They describe art reaching to become ‘borderless creating stronger ties and driving connectivity across the globe’ so that the ‘curves of the East will increasingly enhance the lines of the West’. This idea is ideal for the current global climate, with so much unsettle and anger shared between countries, through my range I wish to show comradeship between different communities.

Therefore I wish to source some of materials and accessories from Africa, giving people here the opportunities they need. This shows ethical sourcing and also shows that something as simple as clothing can help us to connect.

After deciding that I want to source some of my goods from Africa, I conducted some research of what materials and items they manufacture here and found an article on women in Kenya creating hats and beach bags for local markets and tourists. The process takes the women up to five days and the materials used are sturdy and hardwearing. The use of palm leaves and traditional weaving, along with the use of naturally sourced dyes are all used to create beautiful designs that will last a lifetime. Not only does this put money back into small communities in Kenya, providing then with money for economic growth, it also helps to aid the environment, protecting it from plastic bag pollution.

This type of pollution is becoming increasingly dangerous, particularly towards marine life;

•One million sea birds and 100,000 marine mammals are killed annually from plastic in our oceans •44 percent of all seabird species, 22 percent of cetaceans, all sea turtle species and a growing list of fish species have been documented with plastic in or around their bodies. (EcoWatch, 2017) By using biodegradable materials like plant’s and foliage, you are able to reduce the CO2 production from making plastic bags while also supporting growing communities in other countries.

Marketing Strategies Within my range I am going to set up a charity and contribution to donate through buying certain items. This will be done through the Woven Tote Beach Bag which will be sourced and bought straight from the manufacturers in Africa.

For this I will team up with The Ethical Fashion Initiative who believe in changing the fashion industry to become responsible and utilise the obvious skills and talents of those women in Africa. I will source my materials and labour from South Africa and give opportunities to talented working women, giving them money and acknowledgement for their talents. 20% of the proceedings will go to the women. This will help to improve the economy and the lives of women in Africa and help them to be placed on the trading map and generate even more money.

This will be advertised in store with boards, leaflets and in the visual merchandising where the bags are kept. For example there will be a poster with the women making the bags with the #NotCharityJustWork. The details of the 40% will also be written on the poster so that people are aware of the benefits of buying the bags. They will be made in varied colours however will all be one size, a large tote bag. This is perfect for the beach and the colouring will match with the new range.

In Style

With the strapline ‘Your Personalised Stylist’ it seems appropriate to place a 2 page spread advertisement in the fashion and beauty magazine showing ways in which age groups stretching from 20-45+ can wear and style the new range in various holiday related scenarios.

Not only this but through the magazine I will offer a

20% off coupon, available to use when you spend £30.00+ on the new range. This encourages more spending when shopping the collection. The magazines will be positioned around the floor space surrounding the new collection and also on the cash desk, pushing the offer.

To target younger market who may be inconvenienced to come in store, the offer will be available to use online as well.

Concept Board and Range Plan

Task

Date to Complete by

Completed

My concept report

Fri 24th

DONE

Colour concept board

Wed 22nd

DONE

Pattern concept board

Wed 22nd

DONE

Shapes concept report

Wed 22nd

DONE

Pinterest

Wed 22nd

DONE

Customer Profile

Wed 22nd

DONE

Marketing Strategies

Fri 24th

DONE

Look book

Monday 27th

DONE

Media Influence on Teenage Fashion The usage of social media in teens has increased rapidly with the introduction of new technologies, namely, smart phones.

Between ‘2014 and 2015 94% of teens who go online on a mobile device, do this daily’. (HHS.gov, 2017) This shows that social media and an online presence will be a significant influence on the teenage mind. This follows therefore to the influence on teen fashion and fashion choices.

As one of the biggest users of social media, teens are constantly looking to bloggers, celebrities and other social influencers to help them with making everyday decisions from the food they eat to the clothes and trends that they wear and follow. When asked how the youth are inspired by celebrity fashion, one teenager explained; ‘Celebrities set the fashion trends. They always have, and fashion trends are catching faster than older generations due to the rise of social media’.

From this you can see that teenagers may choose their clothing based on what they see on social media, or often specific celebrities and social influencers that interact with them through social media.

This can be seen particularly through the Kanye West’s Yeezy collection. The collection features oversized, distressed basics for example baggy jumpers and trousers, loose dresses and holey jumpers and t-shirts. This was advertised all over social media, on several celebrities Instagram’s and twitter’s namely Kylie Jenner and Kim Kardashian. This means the range was accessible visually to a large audience, including teens. Following this many bootleg and replica styles have been released in high street stores for example; River Island, Misguided, Topshop and Forever 21.

HIGH STREET

YEEZY

This article is a prime example of how social media and the celebrities that reign over It can influence the fashion choices of teens.

This has happened multiple times, people imitating Kim Kardashion’s style and even Beyoncé's for their prom’s. Obviously, the trends that are being exerted and shown through celeb’s social media are desirable to the younger generation and younger teens.

Kylie and Kendall Jenner have also previously released their own clothing collection ‘Kendall and Kylie’. The girls described the collection as "It's someone who is really similar to us. A young girl wanting to have fun.

That's mainly what we designed.“ From this you can see that even in their own styles, they are thinking and analysing the needs of others, even including younger women in this. This reinforces the influence and creates even more hype for the trends that they social media users are showing off.

(STYLE and BEAUTY, 2017)

(STYLE and BEAUTY, 2017)

KATE MOSS

Kate Moss has been a style icon since she debuted as a model at 14 years of old, she has modelled for Burberry, Dior and Chanel and has established herself as a ‘supermodel’.

She has not only modelled however but has also co designed collections for the likes of TOPSHOP. The first Kate Moss collection was in 2007, and then again she released a range of clothing in 2014

The collection is versatile and can be both dressed up or dressed down. From this I can see that she is capable of designing commercial ranges for high street brands using and drawing from her long lived knowledge of fashion.

SWOT STRENGTHS  Already established in fashion/an icon.  Has a 13 year old daughter, good family image  Knows teen style because of her daughter

OPPURTUNITIES  Her fashionable style could add a more trendy flare to Matalan and potentially attract new customers

WEAKNESSES  Bad media presence, drug allegations/violence  Perhaps has a style more tailored to older generation

THREATS  Deter mums from buying range as bad image  Kate Moss perceived as high end, could cause customers to think the range is expensive

Kate Moss is an ideal celebrity to collaborate to design my new range for Matalan. She has many strengths for example she is an established and well known name in fashion and the fashion industry, she is an icon known for modelling for multiple designer brands from Dior to Calvin Klein. This means that she has a keen eye for fashion and knows the fast paced movement of trends and clothing. However a weakness is that she has worked in the fashion industry as an adult and designed ranges for adults, not children or teens, this means that her style and design might be too mature or an older style utilising trends to fit an older age group. She has a young daughter, Lila Grace who is 14 years old. This is the age group that I will be targeting with my new range, ages 12-16, this means that she already knows the mind and influences that act upon this age group and therefore this might act as an aid to her when she creates the new range.

Comp Shop- Matalan

MatalanOrange frill bikini with back plaited design, Candy Couture collection.

Fabric Composition80% Polyamide 20% Elastane Care- Machine Washable £10.00

MatalanPink Swimsuit with holographic ‘Surf Club’ chest. Part of the Candy Couture collection Fabric Composition82% Polyamide 18% Elastane Care- Machine Washable £9.00

MatalanMermaid mint green bikini with black glitter print on chest.

Fabric Composition80% Polyamide 20% Elastane Care- Machine Washable £10.00

MatalanHigh neck floral bikini with pink straps and lining and standard full briefs.

Fabric Composition94% Polyester 6% Elastane Care- Machine Washable £10.00

River Island 100% Polyester Full bikini top in khaki, clip fastening £12.00

Zara 81% polyamide, 19% elastane Tropical print full swimsuit with halter neck £12.99

River island 18% Elastane, 82% Polyester Mesh detail camo multicoloured bikini £14.00

Zara 82% polyamide, 18% elastane Halter neck watermelon bikini £12.99

River Island 15% Elastane, 85% Polyester Graphic print orange holographic swimsuit £14.00

Zara 82% polyamide, 18% elastane Frill one shoulder peach/red bikini £12.99

Comp Shop Evaluation • The Matalan girls wear swim range is split into toddler, younger girl and older girl, however the difference between the products within each category isn’t that different in terms of age related designs and trends. All three categories hold a strong floral and bright appearance that is usually associated with a younger age group. However the colouring of the older girls bikinis and swimwear are more on trend and an older colour, burnt orange, mint green and even a hot pink.

The pricing of the existing products is very affordable at no higher than £12.00 and this is also reflected in the materials used, elastane and polyamide. For my range I will continue to use these more affordable materials to ensure that I don’t alter the rice range that existing customers are used to.

• For the other brands; River Island and Zara, the swimwear is a lot more how I want the new swimwear range to look in my new collection, more trend driven and more mature. This includes deep khaki colouring, frills, halter neck designs and graphic prints that can be seen in womenswear bikinis as well. The pricing of these retailers is slightly higher than Matalan and reach up to £15.00, this gives me a competitive edge with my range as the pricing range will be slightly lower. Despite this increase in price, the materials used in the other retailers are the same as the Matalan products.

BUSINESS PLAN For my range, I am going to introduce a girls swimwear range that will concentrate on bringing a more mature edge to the swimwear that is already in Matalan. The range will be aimed towards an age of 10-16, this is similar to Matalan already as they have in their swimwear range three categories; • Toddler:3months-5 Years • Young-3-13 years • Older-9-16 years Although they have tried to account for the difference in styles for different age groups within swimwear, they have failed to actually show a stark difference in style, shape and design for the younger and the older swimwear collections. As social media and celebrities have a bigger influence now on younger children, not just adults, the styles and trends that are found through these platforms are more desirable to younger teens aged 10-16 years, therefore my range will be more mature and will have trends from social media influences.

Not only this but I have chosen to do a collaboration with Kate Moss for the range. Although this may seem like an inappropriate collaborator, I believe that she is the best fashion icon to use. This Is because she has already had experience in building and designing ranges for other similar high street retailers, for example TOPSHOP. Not only this but her style is the more mature and fashion/trend driven style that I want my range to show. Despite this, she does also have a young daughter around the age that the range would be being marketed towards, 14 years old, therefore she obviously has also got experience in children's clothes and can also have a more playful side in her designing. Again, similar to the previous range I have created for Matalan, the range will aim to introduce a new market of young teens that would choose to shop in Matalan not because their families are shopping there but who are genuinely attracted to the store due to its fashionable and trendy clothing.

The range will called Kate Moss Teen and it will be marketed as the Modern Youth collection. This clearly shows that the range is aimed at teens however has a slightly older edge to it. It will be released in April 2018 the week starting Monday the 16th, this ensures that the range can be bought for a multitude of holidays from Easter to May holidays and throughout the summer holidays.

Short Term Aims • • •

To release a new range designed by Kate Moss Use Kate Moss’s daughter to advertise the range Sell 85% off the range at full price leaving only 15% to be discounted

Mid Term Aims • • •

Boost profits for Matalan Introduce a regular 10-16 year old younger customer Keep introducing and looking to social media for influence of teen fashion

Long Term Aims • •

Carry on distinguishing ranges for a more older teen market Have a strong new market of age 10-16 regularly shopping in Matalan

Trade Show Report

Trade shows are an ideal and helpful place for buyers to attend before building their new seasonal ranges. They can help to find new and exciting trends and can be a big part of the researching process for new collections. They only show popular and upcoming trends therefore are trustworthy for buyers to source ideas and materials from .They can also be brilliant for buyers to course new innovative designs and materials and embellishments to actually use in their ranges.

My range is a swimwear range and therefore it would be probably best to go to a swimwear trade show. An example of a place I would potentially plan a trip to before building my range would be ‘Mode City’. It is described as ‘the must see event for buyers operating in the swimwear or lingerie section’. It helps you to discover the most ‘extensive offer in your market’. The show exhibits a 400 exhibiting brands from international designers meaning an extensive range and diversity within the designs can be seen. One of the sectors of the show is accessories, as a lot of the designs for my range are being done in house by Kate Moss and the design team, I will probably be buying in materials and not full pieces like the ones on offer however the accessories sector is an ideal place for me as a buyer to source the accessories for the range as well as the embellishments.

Market Research-Questionnaire ResultsThe results from this showed that the majority of people aged 16-20 shop at Zara, Asos, Urban Outfitters, TOPSHOP, H&M and Pull and Bear. These are fashionable high street brands that are fairly affordable. Therefore my range must be both fashionable and well priced ensuring that they are competitive with these popular high street stores.

Only 25% of the people asked said they shopped at Matalan, they also said that they look for Trend Driven, Stylish and Affordable clothing when shopping. The reason that the remaining 75% of the people interviewed said that they chose not to shop at Matalan could be because of the lack of these traits in the clothing on offer in store. This means that when I am creating and designing my range I will need to keep in the mind the characteristics of trend driven, affordable and stylish.

Not only this but all of the people interviewed said that they use a social media platform with Instagram being the most popular followed by Facebook and then lastly Twitter being the most unpopular. Therefore I now know that a good way to market my range will be via social media, on Instagram in particular. Matalan already have an existing Instagram account with 135k showing that they have a large social media influence. I will advertise my range on Instagram and set up a family competition to increase followers and further push the range.

Customer Profile-Existing

This is Lola and her Mum, Jane. Lola enjoys horse-riding, going to the cinema with her friends and reading in her spare time.

She is 13 years old and is in her second year old secondary school. She is very academic and enjoys learning.

She loves Little Mix and Kate Perry and has a very quirky style, spots and stripes, mixing patterns and bright colouring. She takes her style from her mum and likes her ‘out there style’. This shows her bright personality through her style.

Her and her mum love going on their monthly shops and her mum, Jane always treats her to a new outfit of her choosing for her daughter.

Her favourite shops are Matalan, H&M and New Look.

New Customer Profile

This is Jasmine, she is 14 years old, and is very fashion conscious! She has an Instagram blog for her OOTD (Outfit of the day) and loves keeping her followers updated on what trends she's enjoying. She loves Kendall and Kylie Jenner and wants to design clothes like them when she is older.

In her spare time she loves to dance, she dances three times a week doing street dance. She also goes on holiday to her families house in Cannes and loves holiday clothes. She listens to BeyoncÊ and Rihanna and looks up to them both for style inspiration. She feels that the clothing available for her age group is immature and childish and that’s why her favourite shops to shop in are River Island and Forever 21 as these are slightly older designs and means that she can dress like her idol Kylie Jenner.

TREND FORECASTING- SOCIAL MEDIA- KYLIE JENNER As a big name and fashion icon to teens in the media, Kylie Jenner’s Instagram is a great place to start looking for new and upcoming trends for the swimwear range. From her Instagram account, the main trends that I found where;  CAMO- The camouflage patterning is complimentary to all skin tones and is an interesting pattern, not often seen in swimwear, although the tones are more seen in A/W experimenting with the classic khaki colours could make for an interesting new design.  HOLOGRAPHIC- This futuristic trend can be dated back all the way to the 60’s/70’s and is a playful, eye catching design. The mirror like colouring makes it dazzling in the sun and it can come in all different colours.  STRIPES- Stripes area a classic design in swimwear, and in clothing in general. It gives the impression of an almost nautical design and suits S/S very well because of this. The colour blocking that striping allows also means experimentation with contrasting colours can be fun.  SNAKESKIN- Snakeskin is a very mature design, seen on high fashion clothing and womenswear occasion wear clothing, however is very seldom seen in swimwear.  NEON- Neon colours such as pins, greens, yellows and oranges are ideal for summer clothing and especially work well for swim wear ranges, the colours are bright and perfect for the sun but also extremely fashionable and on trend.

More trends that I found via social media where a playful graphic look. This included bright colouring; pinks, red yellow and green but with designs on top of these like cartoons, floral patterns and embellishments like chains and stones. This is an interesting look as it has a lot going on, the colours are daring and away from the norm, in particular the mustard yellow. This colour has been seen a lot in the media at the moment with Kim Kardashian and Kendall Jenner sporting the colour. I think this would be an ideal colour to include in the new range as well as the deep burgundy, although these colours are opposite to one another, the intensity of the colours compliment each other well.

In terms of style, strapless bikinis and halter necks seem to be the most popular, at a younger age, strapless bikinis are an ideal shape to have therefore I will use this style in my new range. However, the trend of florals shown on social media I want to avoid in the new range.

This is because it is an immature design and often associated with a younger girls swimwear range.

Colour Trend Forecasting S/S18-Girls Swimwear

Colour Trend Forecasting-Mood Board and Analysis For colour, one trend that I found from WGSN was through the KINSHIP trend. This concentrated on warm tones; burnt oranges, mustard yellows, Deep reds and Indigos. These are usual summer colours and are both eye-catching and unique. This will bring an edge to any range, creating an unusual and trendy look as often swimwear can stick to a more neutral tone, whites blacks and nudes.

The colours work well together also and therefore are ideal for swimwear allowing a mix and match range that will further develop my collection and allow it to be worn in a range of different ways, increasing the versatility and encouraging sales.

For this mood board I used my skills on Photoshop to crop, fade and fit the images together to show the different complimentary colours in this colour palette. I found photos from WGSN that linked to Kinship, the concept the colour palette was found from to further show how the colours work in clothing and on materials.

COLOURS AND PATTERNS

This is an interesting design, for swimwear as the colour and the material work really well together giving a vibrant and futuristic vibe. This has been seen on many socialites in the media for example Miranda Kerr and Kylie Jenner. Not only this but its so versatile and again can be mixed and matched with other colouring.

It looks good in any style from halter neck bikinis to revealing one pieces.

I therefore would use this in my new range, it’s a new and innovative design that Matalan have yet to tap into. I think that it would set the new swimwear range apart and make it more desirable.

METTALICS

PATTERN AND DESIGN- NAUTICAL A nautical/mariner look is a versatile and fun pattern for swimwear for S/S18. This includes; • Striping • Ropes • Knots • Rings The use of striping can be experimented with through colouring, using contrasting colouring, texture, raised striping and thickness, bold stripes vs thin stripes.

The idea of nautical designs fit perfectly with the season and the stripes are constantly in in fashion, particularly however this season.

Patterns like this have been seen my big celebrities and social media influences. An example of this is Gigi Hadid on the right, we can clearly see her wearing a striped bikini. Because of this I would definitely choose to use this in my range as I have said that it will be based around the influence from celebrities and social media. Not only this but the range is going to be more mature and stripes are most certainly a sophisticated and mature pattern.

DESIGN AND PATTERN-PATCHES AND EMBROIDERY

This trend is both playful and available to all ages, no matter how old or young. Adding patches or playful embroidery can spruce up an otherwise plain outfit and create a cute summer look!

This works best with florals, cartoon foods and rainbows or clouds.

For my new range I would not however use this trend. This is because my new range is aimed to look more mature and move away to clichĂŠ childish fashion like this trend. However I would still like to take the idea of adding external fabrics and embellishments to the swimwear. For example I would choose to put gemstones and bows on the bikinis. This fits in well with my customer profile as they are trendy and stylish in the way they dress, these embellishments have been used in other stylish retail stores such as River Island and TOPSHOP.

Concept BoardKATE MOSS TEEN Modern Youth

Range Plan Analysis The range consists of 12 items, 3 set bikinis, 2 mix and match bikini’s two one piece swimming consumes, a pair of sandals, a beach bag and a pair of sunglasses. The main colours in the range are burgundy red, mustard yellow, navy blue, baby blue and metallic silver. These colours have clearly translated from the concept board. Not only this but I have chosen to take the trend of striping that I found through my trend forecasting and use this as the main pattern in the range. This works well as it’s a fun visual but also allows me to experiment with different colours. The sizing will be aged 10-11, 12-13, 8, 10, 12, this is because it is a child-teen transitional range and needs to accommodate two age ranges.

The shoes will start at a children's size 10 and reach an adults size 6. This ensures that all of the age group can purchase these. The pricing is also level with Matalan’s current pricing ranging from £5.00£16.00. This means that the range will be financially available to the age range that the collection is set at but will also not deter existing customers from buying the range due to variation in price. The materials again mimic previous ranges in Matalan and remain similar to existing ranges, this is good quality however cheap on price. This consists of cotton blends, polyamide and elastane. This ensure that the garments can fit a variety of shapes and remain comfortable. I have chosen for the range to be quite basic and sophisticated as this is what I proposed in my business plan, Kate Moss’s style is quite basic and modern and therefore the range mimics this. However I have chose striping and contrasting colours for the mix and match bikinis to keep the playfulness and youthfulness of the range. For example the striped one shoulder bikini has a gem on the waistband of the pants, this is reminiscent of bikinis worn by many celebrities for example Kylie Jenner. As I have said that the range is based around celebrity and social medias influence on young children, the fact that the clothing is reminiscent of bikinis and swimwear that have been worn by celebrities like Kylie Jenner is ideal. This also hits the mark for my customer profile. My new customer, Jasmine, states that she likes Kylie Jenner and her style and therefore I have taken colours such as mustard yellow and metallic silvers and incorporated them into the designs of my range so that this celebrities influence is seen in the garments. Not only this but the customer profile state that the clothing needs to be mature and less childish, the range is basic and mature yet still with the colours, ideal for a fresh and trendy summer look. The shapes of the range is also a lot more grown up than most child/teen ranges. The usual shapes are skirted frills, short pants, full swimming costumers and tankinis, however in my range I have a plethora of different shapes that can transfer from child to teen. For example the sports bikini is a perfect shape for younger girls as it has a full top however the triangle bikini top is a more grown up and mature look.

However the range could be developed and I might look into this for future ranges that are similar. For example, the range only consists of swimwear; Bikinis and one pieces. In my previous range for Matalan, the idea that surrounded the women's swimwear range was one of a more fuller holiday range with beach outfits and dresses. If I was to do a future follow on range from this girslwear range I would include kaftans, dresses, skirts and tops.

Merchandising Spreadsheet

Sports High waist Bikini

Drawstring Beach Bag

Merchandising Spreadsheet Analysis & Evaluation I used past sales data to help me in conducting my merchandising spreadsheet, this helped to work out how much stock I will ned to bring in to the store and how much gross profit I will make over an eight month period. To project the amounts of stock that would need to be bought into store I used a like for like data od sales for a similar retail store to help me make decisions of the amounts of stock for each store whether it be flagship or online. This different depending on the type of store, for example, online had less stock than a regular store. I worked out my RRP’s based on the detail on the outfit, previous similar items sold in store currently and comparative to those of similar retailers and also the quality of the fabric used, these all contribute to the cost of the garment. From this I was then able to work out a cost price by taking away 20% vat, by doing this I was able to assess whether there was a healthy margin set between my RRP and cost price ensuring that it was not too high or low. This averaged at 67%.

For the stock allocation decisions I used like for like data however this was split into store types. These where split into four categories A- Flagship stores, B-High Street stores, C-Concession stores, D-Online stores. From this I worked out that there will be 6 stores that the range will be released into, three flagship stores, where the range will initially be released into, two high street stores, these will be the stores in the out of town locations and finally one online store where the pre release will be released, available only to Matalan card holders. This helps me to work out how much stock I need to bring in to each store depending on size, location, amount of shoppers that enter and age group. For example in the flagship stores more stock is going to need to be bought in as these stores are bigger and are located in inner store locations. The high street stores however will need less stock as they are out of town locations and therefore may not have as many sales here.

However there are some anomalies when it comes to stock allocation and replen. For example, online stores often have less stock then in store as they are an online platform that not everyone enjoys using however for my range, I have chosen to implement a pre-release only online available to Matalan card holders, therefore I may choose to allocate more stocks to store D, the online store. As well as this my replen will not in reality stay at 15% throughout the range as for certain events in or external impacts this will need to vary throughout the selling period, e.g. hot weather will mean that I will have to order in more replen, 30% instead of 15% as there will be a higher demand for the garments and therefore a higher amount of sales.

Certain short and long term impacts will result in certain consequences on the management of stock flow and the role of the merchandiser; SHORT TERM Increased sales due to key events/celebrity endorsement- I am going to use Kate Moss’s daughter as my celebrity endorsement and this will be advertised in Teen Vogue and also on social media. Because of this there will be more hype about the range and therefore sales will increase. This means the merchandiser will need to order in more stock.

Decreased sales due to weather changes- Bad weather is unforeseen and therefore can be hard to plan for therefore the merchandiser needs to be able to react to this appropriately, this would mean bringing in less stock for the following order.

LONG TERM Decreased sales due to economic climate- The merchandiser could react to this by pricing the range at a lower price therefore it may be more affordable to the consumer and sales may pick up.

Increase in competition in the market sector- To combat this the merchandiser would have to think about the visuals in store and how they can revamp this to become more exciting and appealing to the consumer. Not only this but the prices may need to be lowered therefore to remain competitive in this sector of the market.

Marketing Strategy LOGO+Labels The logo is very modern and sleek, just like the new range is meant to be. It zones in on the fast that Kate Moss was the collaborator for the range as it consists of her silhouette, an iconic image from one of her many vogue covers but also has her initials in the ranges metallic silver colours.

Although the main logo seems very grown up, maybe not fitting with the range as it is a teen range, I decided to bring in a playful blue striping pattern on the labels that will be attached to the collection. This is a design that is on some of the items in the collection and therefore works well with it.

It also states the range is called the Modern Youth range and has the Kate Moss logo on the face of it. By creating a new and playful logo this makes the range more special and exclusive as well as personal to the clothing. This means that the range will be able to be distinguished from normal Matalan clothing and therefore will be unique and more desirable.

Teen Vogue Advertisement

Vogue is obviously one of the best fashion magazines in the world with ‘11 million readers in the US and 12.5 million internationally.’, this means that this would be the ideal place to place an advertisement for the new range to reach a younger audience. The range is for an audience of around 10-16 years old, and having a magazine advertisement means that this is practical and can easily reach these younger consumers.

The magazine will feature a cover of Kate Moss the designer of the range and her daughter Lila Grace Moss Hack who would be one of the main models advertising the range in for Matalan. The magazine would also feature a double page spread of the range showcasing it in a holiday setting with child models across the whole age range of the collection from 10-16 years with Lila Grace being among these. It would also have an interview with Kate Moss telling the influence of the range and how she came to create the range for Matalan. This will raise awareness of the new range and for those who don’t purchase Teen Vogue on a daily basis, there will be copies available in the flagship stores located at the site of the range and also on the cash desk In Matalan.

Marketing Strategies

In store there will be a photo booth available to the public, it will be free and will have no cap on the amount of photos. This will be in a polaroid style when printed with a border that is fitting with the range and with the S/S theme. The picture will also have the Matalan logo and the Kate Moss Teen logo. This remains focussed on the range. In the photo booth will be various summer themed props, sunglasses, palm trees, rubber rings which can be worn for the photograph. When the picture has been taken the screen in side the booth will give the consumer the option to enter a social media competition and to log into either Instagram or twitter to post their photo. At the end of the two weeks release, the a winner will be picked for the best photo and a holiday bundle will be won filled with a beach towel, ÂŁ50 spending money, sunglasses and a bag from the range and a blow up lilo for the beach. This acts as an advertisement via social media, conducted by the customers themselves. Its also family friendly and encourages people to visit the store and come home with a little extra.

Another marketing strategy that I will be implementing is a pre-release promotion available to Matalan card holders who spend more than ÂŁ100 per year. They will be sent a card in the post with a unique code that can be used online to unlock the 10% discount on the new range.

This targets the online market and therefore the customer that uses the online market the most; teenagers. This targets the customers that I am marketing the range towards and therefore will boost sales. The discount is capped at 10% as any more I would potentially be causing a loss of profit, however by keeping the discount at 10% you are still offering a promotion that’s exclusive and personal to Matalan shoppers.

For the store layout, I will put the range at the back of the store however put signs throughout the store that advertise and point in the direction of the range. This will build the range up as in a way the whole store is working towards the new range. These The visual merchandising for the window display of the store will be summer holiday themed. signs will be made of wood and be reminiscent of beach signs.

This automatically establishes the season and the feel of the range. There will be fake sand The area where the range is located will also be made of wood giving a nautical beachy vibe. This will include the fixtures and the on the floor and a backdrop of a beach allowing the clothing to be clear and bold in front of tables. The bikinis and swimwear will be kept on the back wall, the blue sky. Some of the clothes, the projected bestsellers will be hung on vines coming from the ceiling of the window display, this makes sure that the bestsellers are the first items reaching from the bottom to the top of the wall. This makes them clear and visible from the whole store but means that they are that you see, clearly. There will be multiple mannequins in the front of the window with neatly set out for the customer to see. The bags and the different ways of styling the range, bikinis and swimsuits for different ages. This gives a clear accessories will be placed on a wooden table in front of this wall diversity and shows how versatile the range is and how it can suit a range of different ages. with sand, shells and plants to further push the holiday vibe.

There will also be mannequins with the bestsellers of the range in Accessories such as bags and sunglasses will also be on display to give the customer a this area. During the course of the range, there will be seasonal rounded and full idea of what the range consists of.

The display on the whole is summery, bright, eye catching and definitely fits in with the range. promotions for example the August promotion. There will be signs advertising this at the time of the promotion advising customers on the 30% discount of the range. This means that they may be more likely to purchase items from the range and take advantage of the promotion .

Visual merchandising & Store layout plan

KATE MOSS TEEN

Key Events Calendar Months

Events

Implications to Merchandising

March

Pre-release to card holders who spend ÂŁ100+ per year. ONLINE ONLY

Will need to buy in more stock for online stores, buy in more of the projected bestsellers as these will be bought at a faster rate

April

Release of the range, 10% off for first two weeks from 16th-30th April

Order in ten more of each size to account for increase of sales due to discounted/promotional price

May

More demand for stock following advertisement in Teen Vogue magazine

Buy in more sizes of the items that are in the advertisement e.g. if the model is wearing the metallic striped bikini, buy in five of each size in the metallic striped bikini

June

High temperatures call for more people shopping the range

Order in 30% replen on next delivery rather than 15%

August

Special seasonal promotion, 30% off all items from the range excluding accessories

Order in 20 more of each size as coming to the end of the S/S season and want to be left with as little stock as possible to go to full mark down

September

End of season Full Mark Down sales, 50-60% off ALL of the range

Bring in any remaining stock from the warehouses to all stores, however primarily stock the flagship stores

July

The range will initially be released only into flagship stores including Oxford Street London and St Johns Liverpool, this will have implications on the amount of stock that will need to be ordered in the first months of release. This is because these are two major retail areas in two major cities in the UK and therefore there will be a lot of demand for the new range. Because of this I will have to order in more stock than I would for another store such as the Bromborough store as their will not be as much demand in these out of town locations.

To help the range sell I will need to keep in constant communication with my visual merchandisers for the store, particularly during the time of the release of the range and times of promotion. When the range is released, the store must be very much concentrated on the new range, especially concerning the window displays. As soon as customers are walking into the store, the first thing they should be visually seeing is advertisement for the new range and therefore on the week commencing the 9th April I will have the VM team decorating the window displays with sneak peaks of the new range as well as a beach/summer based theme. I will also need to give the VM team information on the projected bestsellers of the range e.g. the striped metallic bikini so that they can target these products and use them in store on the mannequins that are located by the range. This will mean that customers are instantly drawn to these particular products and more likely to make a purchase. I will also need to consult them when we come to promoting the range as the new bestsellers will have been reviewed from the sales information, and they can again target the new products that are most likely to sell when completing the visual merchandising. Not only will there be an event for the opening and initial release of the range but I will have a pre release event, available to special Matalan card holders, this will be available online. There will also be a seasonal promotion to ensure that sales remain high during times where there are not specific events on. This means that I can encourage purchases in the months where S/S clothing is transitioning into A/W

Lead Times Process

Lead Time

Dates

Planning

3 Weeks

19th June

Research

3 Weeks

10th July

Design

4 Weeks

31st July

Proto Sample and Costings

4 Weeks

28Th August

Pre Range selection meeting

1 Week

25th September

Negotiation/Factory Trips

2 Weeks

9th October

Final Range selection meeting

1 Week

16th October

Place Order

1 Week

23rd October

Garment Fittings

4 Weeks

20th November

Fabric order

6 Weeks

1st January

Trim and Colour Approval

2 Weeks

15th January

Bulk production plus shipping

12 Weeks

2nd April

Warehouse store allocation

1 week

9th April

Product launched in stores

1 Week

16th April

The planning for the new range will start during the sale of the previous summer range to ensure that we can use the data from the previous range to target any trends that have worked well in last seasons clothing so we can incorporate this into the new range. The design for this range is slightly longer than other collections however this is because the design collaborator for the range is Kate Moss and therefore we will need to account for her busy schedule and as a result of this, the design may be a slower process than simply using in house designers from Matalan. The proto samples and costings take up a large chunk of time along the critical path however the longer time can account for less money spent in the future. The more samples that are bought in, checked for quality and other checks, the less chance there is for mistakes further along the line and therefore it well keep us on track both from a money point of view but also in terms of time. The negotiation and factory trips will not take up as much time as other tasks however this is because I have chosen to source materials and labour from factories that Matalan already use. This means that I may get deals as there are strong relationships with these factories and I also know I can trust the quality of the garments. The production and shipping will take a longer time as I am sourcing most of my goods from Israel, shipping from here can take up to 12 weeks by sea.

Finally, the range will be released on the week starting the 16 th April, this is during the start of the S/S season and means that the range will have a long period of selling time ensuring maximum sales and profit.

Is my range commercially viable/fit for use?

Fit for purpose

Production requirement

Versatile style which will work for all ages

Need to fit a range of sizes e.g. wide foot narrow foot

Adjustable strap for best fit

Colour needs to match the materials of the other clothing in the range

Must be stretchy material that will not lose shape with wear, elastane ensures this happens

Fabric testing

Fit for purpose Suitable for varied ages in both colour and shape Adjustable straps so can fit a series of ages

Material must be thick and durable

Fabric testing

Test for durability of material Test for withstanding water Test for colour, does it run etc.

Production requirement Need to have flexible and breathable material, elastane and polyamide ensure this Colours cant run in the wash

Waterproof material, does it rust/run in water

Production requirement

Fabric testing Test for staying power of colour Material must be breathable enough to wear throughout the summer months, polyamide is a light material

Fit for purpose Range of fashionable colours that the customer profile finds trendy Appropriate shape that will accommodate all age ranges

The buying cycle Review season sales When starting on a new seasons collection, you must first review the sales of the previous season. For example you can work out the profit and what products made up most of these to see what trends and styles sell best. You can also assess what the bestsellers where and repeat or take components of these for he current season e.g. style, colour, fabric. Likewise, the areas you lost profit from can help with the current season as you know what styles not to repeat. In a large a store like Matalan, trends in what have sold best are probably more easier to spot as there is a lot of data to be analysed. This means bestsellers can be pinpointed easily and therefore these trends and items can be repeated in the future to boost sales.

Monitoring Sales Figures Sales figures must be monitored to ensure that as a buyer you know what is selling and successful to the target market. This also allows you to see clearly what is unsuccessful and not to be repeated in future ranges. This also can give you an indicator if your profit will be high or low.

Retail Selling Period An appropriate selling period needs to be picked by the buying team. This must fit in with delivery dates and also the season you have picked. For example for a S/S collection like mine, your selling period would be around 8-12 weeks, from April-June. This stays in line with other retail stores and allows you to remain competitive with other retail stores.

Monitoring Deliveries This is important in a similar way to the order processing In the terms of communication. If the deliveries are not properly monitored, dates could be missed and the release of the range may be delayed. This is important to ranges like my Matalan range as they need to be released on time to ensure that all events can be undertaken, which first need the range to be released. Not only this but if deliveries are late, then the buying period is decreased and less chance for sales and profit are left.

Order Processing & Confirmation You need to ensure that the dates you choose to confirm with your factories and suppliers fit into the schedule of the release of the range. It also needs to fit into the critical path so you are aware when you need to market the range, in time for the release. Constant communication needs to be maintained between supplier and buyer

Budget Planning After gathering the information from the sales reviews, the owners of the business can then begin to plan the budget, taking information and guidance from the figures. The components that need to be taken into the account for the budget may include; trips for the buyers to trade shows, different countries, negotiation trips, fashion weeks, the budget for the design team, the budget for the marketing (this should have a large proportion of the budget as its an important part of boosting sales and ensuring that the range is commercially successful).

Buying Schedule/Buying Trips The company will then have to decide on whom they are going to be sourcing their products from and if they are going to buy in brands, fabrics or ready to wear garments. In a store like Matalan, this will be easier than say in an independent boutique as they will have strong relationships with factories and suppliers in different countries who they will return to each season to buy and source garments from. This means that they may get a better price for their orders. For the buying trips, a buyer for Matalan may go abroad to source new and exciting trends that are found globally, rather than go to trade shows e.g. Pure London.

Range Selection The selection of the range for a large retail company like Matalan needs to be varied and versatile. This Is because they don’t have one concentrated and focussed demographic but have stores all across the UK and other international ones and therefore many different needs and wants of the customer. Not only this but they are known for their affordability and comfort while maintaining good quality clothing and therefore buyers and designers need to be aware of this when choosing the final range as they need to maintain this to keep a strong brand identity and to keep existing customers happy.

Price Negotiation & Setting Retail Price When negotiating prices, you must be aware of the prices you are selling your items at and make sure these are congruent with those of previous ranges and the store in general. For example in Matalan, they are known for affordability and therefore the prices that are negotiated with the suppliers must be as low as possible, this might include special deals from bulk orders or a strong relationship with the supplier or factory. This then helps when you set the retail price as the mark up and margin will be healthy and set at an appropriate price for your store, ensuring that you can keep customer satisfied as well as reaching sales targets and making profit.

Final Evaluation Range: The Kate Moss Teen, ‘Modern Youth’ range was proposed originally to be a social media influenced range with components and trends that I found from social influence, social media and celebrities. I feel this comes through in the clothing especially in the colour of the mustard yellow, this is because this is a popular colour amongst socialites at the moment in particular in summer time. Not only this but the holographic colour is also a popular colour among celebrities and I feel this has a strong presence in my range. As for the range being fit for the customer I feel that the shaping of the garments are versatile and can be worn across a large age range. There are full swimsuits but then also exciting mix and match separates, this means that the outfit choices are vast and there is something for everyone. I thought about the pricing, the materials used and the COO in conjunction with Matalan’s existing range allowing the range to be realistic and fitting for Matalan’s customer base, this also gave me an insight into the workings of Matalan and how they can set there prices lower using different materials.

For my trend forecasting I used a range of different platforms to get a full view of trends and popular garments for this season, but also for what has worked in previous seasons. As the range was going to be heavily influenced by social media and celebrities, I chose first to look into a main influence to young girls; Kylie Jenner. I forecasted trends that I found from her social media accounts, in particular Instagram as she has a large following and these trends will be therefore reaching a large audience. From this I analysed several trends that she frequently showcased and decided whether or not these would be appropriate for a younger age group but also desirable to existing Matalan customers. I chose to take the trend of holographic colouring to incorporate into my range. This was a fun trend, different to other S/S swimwear ranges and something that Matalan had not ventured into before. Because of this I felt it would aid me in attracting a new customer, a more trend driven teen. I then went on to use Instagram to further research trends that are frequently found on social media and saw the colours were bright and vibrant, I worked with this and chose to use bright colouring in my range. Not only did I use social media to research trends I also looked to WGSN to help me forecast upcoming trends for the range. This reinforced what I had found from social media with a futuristic metallic influence coming through for swimwear, this further reinforced the fact that I would use this in my range. However there were trends that I found from WGSN that went against my business idea for the range, for example playful patches.

These were a big trend for S/S 18 swimwear however I wanted my range to move away from typically childish designs, I felt that these were too immature for what I wanted the range to achieve. I used my research from both trend platforms to create my final range.

To help me form decisions for my range I first did research into Matalan. This included a comp shop which looked at two different high street stores that are comparable to Matalan; River Island and Zara. I chose girls swimwear clothing that was all similar from each of the three stores and analysed them on price, material and trends that they showed. This helped me later on in my range planning and creating as it influenced my decisions on pricing. From the comp shop I found that Matalan was the most affordable of the three stores. This meant that when choosing the RRP’s for my range, I had to keep this in mind and keep the pricing for the range similar to existing ranges in Matalan. The price range was set to £5-£16, still cheaper than the other retailers.

Even after I had conducted all my research prior to creating the range, I chose to consult peers and my tutor on my proposed range. This was to help me decide if I needed any changes to trends chosen, any changes to decisions concerning the range and to just have a second opinion on my idea. I also used my feedback from Matalan from my initial ladies wear range for S/S18 to build on my range; the feedback stated that my business plan was not strong enough and therefore I put as much detail into my new business plan as possible stating all my aims and all my ideas.

The range will be profitable as it offers a transitional range, one which Matalan does not yet have in store. This is a child to teen transitional swimwear range accommodating the changing fashion needs of children. The existing Matalan range for girls swimwear is childish and features bright neon colours, graphic prints and logos, and florals. These are all typical baby-toddler/younger child designs seen in ages 0-6 clothing mainly, therefore some slightly older girls may be deterred from shopping in Matalan due to the immature designs. It also has a collaboration with Kate Moss so will be exclusive and the only one of its kind, this means that the range is automatically more desirable to consumers. Not only this but Kate Moss Is notorious for being fashionable and a fashion icon and therefore it will attract fashionable individuals, perhaps bringing in a new market of trend driven teens in to Matalan- this is one of my business aims for the range. It also is being marketed worldwide and has competitions and services for the range, this will attract more people to shop the range and therefore ensure as many sales as possible.

At the start of this unit, we had to pitch a Ladies Wear S/S18 range to buyers in Matalan head office. To do this I had to create a captivating and attention grabbing elevator pitch that was short and snappy and put across and sold the idea of my range to the buyers. For this I had to develop my communication skills which was very challenging for me. I initially had trouble with this and my pitch was not very strong but following two weeks constant pitching to peers, tutor and family members, my pitch was strong, I had condensed the slides to a short and informative amount and when the day came for the pitch I think that I performed very well. From this my communication skills increased but mostly this task helped my confidence and public speaking. I now feel that I could do this again in future jobs or activities.

Looking back at both my action plan and my proposal, and comparing this with the completed project I can see I was able to keep up with the amount of work and complete all said tasks on time. I completed all tasks that I proposed and developed my initial idea on the social influence on teens concerning fashion, a subject which I thoroughly enjoyed researching. I have indeed used Kate Moss and her daughter as part of the marketing for the range, believing that this will make the range more profitable and desirable. Not only this but I have used all the feedback I have received to further improve my range.

Skills obtained from the course; From the course I gained many skills and improved skills that I already had through the activities and tasks that I undertook. The main skill I would say that this course has given me is IT skills on Photoshop. Before going into the course I had never used Photoshop before and therefore when I started I was clumsy and the work I produced from this was not of a very good standard, through completing concept boards, mood boards and full ranges from Photoshop, I progressed in this and as the course has gone on I have improved the quality of the work produced from Photoshop and have been able to complete amazing visuals and whole ranges of clothing using my new found skills for the application. This has helped me envision my ranges and transfer visions of my work to peers and my tutor allowing me to develop them and share them. I think this will help if I do in the future go on to work in the fashion industry as I believe It Is a great tool to use to envision ranges and trends.

Another skill that I feel that the course has helped me to improve is my time management and organisation skills. Before this course, I was unable to manage my own time without a push from a peer or tutor and often fell behind in work, not only this but I was unorganised, unable to cut my work into manageable chunks. In the course I had to manage my own time and make a time management chart, this helped me to see what I had to do and organise and prioritise certain pieces of work that I knew was going to take a longer amount of time. This will help me in all areas of my life and all types of work that I will go on to do in the future.

It has also improved my creativity skills and my eye for fashion and trends. As I have secured a job in a hairdressers this will help me while I train for my apprenticeship. This is because I will be able to pinpoint reoccurring trends that are seen in fashion concerning hair for example on the runway at fashion week and in social media and magazines.

Task/Method

Final Deadline Date

Completed

Research into Social Media influence

Wednesday 3rd May

Completed

Celeb Collab + Previous ranges

Wednesday 3rd May

Completed

Comp Shop for Matalan

Friday 5th May

Completed

Customer Profiles

Friday 5th May

Completed

Swot for Kate Moss

Wednesday 3rd May

Completed

Produce a business plan

Friday 5th May

Completed

Trend Forecasting (social media)

Monday 8th May

Completed

Trend Forecasting WGSN

Tuesday 9th May

Completed

Mood boards

Tuesday 9th May

Completed

Overall Concept Board

Wednesday 10th May

Completed

Build Range

Tuesday 16th May

Completed

Merchandising Spreadsheet

Wednesday 17th May

Completed

Key events

Wednesday 17th May

Completed

Marketing Strategies

Monday 22nd May

Completed

Evaluation

Tuesday 23rd May

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