Final Major Project Matilda Amphlett
Action Plan 09/03/16 History of Matalan
18/03/16 Range plan and commercial branding: styling, logos, advertising
10/03/16 Customer profile and retailer moodboard
23/03/16 Business plan: financial spreadsheet and long, medium and short term aims
11/03/16 Trend forecasting: womenswear S/S 16-17
24/03/16 Business plan, elevator pitch and mission statement. Review all tasks.
16/03/16 Interview techniques
30/03/16 Practice pitch
17/03/16 New customer profile, concept board and range plan 31/03/16 Matalan pitch
Task 1: History •
Matalan was founded in 1985 by John Hargreaves, with an aim to provide affordable and stylish clothing for families. Their head office is in Knowsley.
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Most of their stores are situated in out-of-town locations, with free parking provided, which is of course an advantage for customers coming in a car, although Matalan do also now have some high street stores as well, the first of which was located in Williamson Square, Liverpool.
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Stores are generally split into 4 departments: Men’s, Women’s, Children’s and Homeware.
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Matalan also have an online presence. Their website allows people to order products to be delivered to their home, or to be delivered to their nearest store for them to collect free of charge. In addition to this, they have also recently launched Matalan Direct, which is exclusively online, and offers customers things such as furniture and lighting. They also use Facebook, Twitter and Instagram to maintain a presence in the public eye, and to interact with their customers.
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When Matalan first started, customers were required to have a Matalan card in order to shop there, which initially cost £1. As the store has progressed the need for the card was axed, and it now serves as a loyalty card, with rewards for returning customers. It is also now free of charge, and customers who have a Rewards Card also receive a free Matalan catalogue. In 2014 they also launched a rewards app for mobile phones, on which customers could register their existing card, or sign up online. Students that have a Matalan Rewards Card can also claim Student Discount in store.
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Matalan was one of the few retailers that benefitted from the economic downturn of 2008, which saw consumers place more emphasis on cost-effective and value clothing.
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Matalan have a total of 217 stores in the UK, and they also have stores oversees, in countries such as Germany, Saudi Arabia and UAE.
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Stock for the UK stores is distributed from 3 centres: Skelmersdale and Knowsley for the north of the UK, and Corby for the south.
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Matalan mostly sell their own brands, but they also stock a few other known brands, as seen below.
Menswear
Womenswear
Easy - casual wear Easy Classic - casual wear for older customers Taylor and Wright - suits, shirts, ties and formal wear 24/7 - a Jeff Banks range Farah Classic - designed by Farah W10 - designed by Julien Macdonald Pringle - a range of underwear and socks
Papaya Weekend - casual wear Papaya Collection - Formal wear Papaya Classic - casual and formal wear for older customers Falmer Heritige - an Abercrombie-style range launched in 2011 Rogers & Rogers - a range for larger women size 18 to 30 Soon - a range of higher quality designs Philip - designed by Philip Armstrong Abbey - designed by Abbey Clancy Sloggi and Maidenform - underwear
About Matalan - Matalan. (2016). [online] Matalan.co.uk. Available at: http://www.matalan.co.uk/corporate [Accessed 9 Mar. 2016]. Matalan. (2016). [online] Wikipedia. Available at: https://en.wikipedia.org/wiki/Matalan [Accessed 9 Mar. 2016].
Childrenswear Disney - Disney licensed clothing Denim73 - Boyswear fashion for 8 to 16 year olds Candy Couture - Girlswear fashion for 9 to 16 years olds
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Matalan have on a number of occasions worked with charities to raise money by selling specific garments or accessories, such as the alphabet scarf in 2014 and the beanie vs. bobble hat in 2015. The proceeds from these garments went to Alder Hey Children’s Hospital, and the campaigns gained a huge amount of celebrity endorsement, as can be seen in the photos to the right. The retailer also gives its customers a chance to join in the campaign by asking them to send in photos of themselves wearing the garments.
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As well as a huge level of endorsement from A-list celebrities supporting their Alder Hey campaigns, Matalan have also had celebrity endorsements in the form of clothing ranges by Abbey Clancy and Julian Macdonald.
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Matalan’s competitors tend to be supermarket fashion lines, such as those in Tesco, Asda and Sainsbury’s. This is because these places attract families and provide a place for parents to get everything they need all under one roof. They are similarly inexpensive as well, befitting of a person shopping for themselves and multiple children. High street retailers that Matalan competes with include Peacocks, Primark and, at the higher end of the scale, Next.
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Matalan, like many other retailers, are taking an increasingly forward approach to sustainability. They have made their 5p carrier bags better quality, so that they last longer, and they encourage their customers to reuse them. They also exchange these carrier bags for a new one free of charge when they become worn. These carrier bags also bear the Matalan logo on them, which provides them with an extra source of advertising.
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Matalan also takes ethical sourcing seriously, and they carry out regular audits of their factories to ensure that health and safety standards are met. “Matalan has signed the Accord on Fire and Building Safety in Bangladesh and is committed to working with the Steering Group to help achieve its goals. We are also actively working with BRAC on their Rana Plaza Survivor Rehabilitation Scheme” (Matalan.co.uk, 2016).
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As a whole, Matalan targets a broad range of customers, which can be seen in its various ranges. Its main focus however is 30+ mums, who will likely be “in charge” of buying all the families clothes and their homeware.
Matalan.co.uk. (2016). Ethical Sourcing Policy - Matalan. [online] Available at: http://www.matalan.co.uk/corporate/Ethical-Sourcing-Policy [Accessed 10 Mar. 2016].
Store Layout “Our Matalan stores are typically singlefloor, open plan spaces and average 29,000 square feet in size. Ladieswear is generally presented first and may consume up to half of our floor space. Generally, after ladieswear and to the left are our footwear and essentials and our kidswear departments. To the right of ladieswear are our homeware and menswear departments. In our stores that have two floors, ladieswear, kidswear, footwear and essentials are usually on the ground floor, with menswear and homeware located on the floor above. Each department displays our core including The Statements collection and also showcase “Better” and “Best” ranges. Our We Love collection, which showcases contemporary fashion, is located towards the entrance, highlighting key trends to the customer. The collection of online click and collect orders is typically managed in-store by the customer service desk. Parcels are stored in the stock room and referenced via order details to unique locations. Customers are enticed to shop the store while their parcel is being collected and we estimate that one-third of our online click and collect orders have resulted in an additional instore purchase. This concept is being further encouraged in a select number of stores, where parcel collection is being trialed from the rear fitting room, thereby increasing customer flow through the store.” Anon, (2016). [online] Available at: http://www.matalan.co.uk/content/PDFs/corporate-publications/financial/2014%20Matalan%20Bondholder%20Report.pdf [Accessed 9 Mar. 2016].
Task 2: Moodboard
Task 2: Customer Profile “We cater to a broad range of ages, although our typical customer is female, aged 30+, who visits Matalan regularly to buy products for herself, her family and her home. Our customers are fashionconscious but not demanding of leading edge “fast fashion”.” (Anon, 2016).
This is Joanne. She is 36 years old and has a 15 year old daughter and an 8 year old son. She lives in Aigburth in South Liverpool and works full-time as an Avon Sales Representative. She has been married for 10 years and her husband works full-time as a Software Developer for a local telesales firm. They live in a 4 bedroom house with a rear garden, to which Joanne likes to tend regularly. In summer they spend a lot of time in the garden and often have their weekend lunches out in the garden together. She loves having her family together so meal times are quite important. Her parents usually visit them for Sunday dinner every week as well, and the house is full of family pictures. The kitchen is usually the busiest room in the house, with the children often sitting in there to do their homework while Joanne cooks. During the day while the children are in school and her husband is in work, Joanne reviews her recent Avon sales, updates her social media to inform her customers about offers, and sometimes visits customers to show them the products she sells. In her spare time she likes to read historical fiction and crime novels, and some days she spends sampling new Avon products or practicing new looks. She uses Avon for all her make up, body wash and skin care routines, but tends not to buy the clothes that they sell because she likes to be able to try things on in store before purchasing. When shopping for clothes she likes to visit Next, Matalan and BHS on a weekend, often when she is shopping with her daughter. She also likes to look at the clothing ranges available in Tesco and Asda, which she does on an evening when doing her weekly food shop. She is a very savvy shopper. She likes good quality clothes but also likes to look for a bargain, particularly because her work does not guarantee a set wage every month. She does not buy as many clothes for her daughter anymore because she wants her to start being more independent and learn the importance of saving money, but she still shops for her son, mostly in the same places from which she buys her own clothes. Joanne is very social, which helps her a lot in her line of work. She speaks with a lot of her friends quite regularly, and goes out for a meal or for drinks with her closest friends at least once a month. Her best friend also visits her at home on an evening sometimes for a quick chat and a flick through the latest fashion and gossip magazines. Anon, (2016). [online] Available at: http://www.matalan.co.uk/content/PDFs/corporate-publications/financial/2014%20Matalan%20Bondholder%20Report.pdf [Accessed 9 Mar. 2016].
Joanne/36/Avon Rep. Family-oriented
Savvy shopper
Social butterfly
FALMER HERITAGE Falmer Heritage is exclusive to Matalan. The range captures the unique effortless style of clothes that live and breathe individuality whilst remaining the comfortable choice. With jeans, blouses, dresses and knitwear perfect for countryside getaways, festivals, or everyday life.
ROGERS + ROGERS : PLUS SIZE CLOTHING Rogers+Rogers is exclusive to Matalan offering our plus size customers stylish and affordable clothing designed to compliment the fuller figure from size 1828. Shop our great range of plus size tops, trousers, jackets and more.
SOON The Soon collection is exclusive to Matalan and is a stunning range of elegant and sophisticated designs made from luxurious fabrics and added detail to create a flattering and co-ordinated look.
Womenswear
Task 3: Trend Forecasting S/S 16
Task 3: Trend Forecasting S/S 16
Task 3: Trend Forecasting S/S 16
Task 3: WGSN Macro Trends S/S 17
Digital Wave
Edgelands
Encounter Culture
Pause
“Two drops break up Phase one. Drop one celebrates power dressing and updates the look with softer statement shoulders and relaxed tailoring. January’s drop two reworks 1980s sportswear and champions the new generation of fashion pioneers ready to start the new year with a strong active focus.”
“As busy cities expand, creative neighborhoods move further out towards the suburbs. A mix of urban grit and romantic folk makes Edgelands the perfect festival story that delivers creativity and a casual aesthetic. This relaxed style with its feminine underpinning working perfectly for phase 2.”
“Escaping the stress of everyday city life sees high-summer look towards Cuba and the Caribbean for direction. Strong bursts of vibrant colour celebrate the beauty in tropical Mother Nature. The perfect holiday and occasion story for phase 3.”
“Taking us through from summer to winter, Pause works in two drops. August’s first drop sees light silks, mesh and fine jerseys take form on wide volume shapes that allow the body to move. September sees the final drop prepare for the colder months, with close-to-body silhouettes in faux fur and plush velvets. The message is comforting, with a focus on quality.”
WGSN | Creating Tomorrow | Trend Forecasting & Analytics. (2016). User Login | WGSN | Creating Tomorrow. [online] Available at: http://www.wgsn.com/content/reports/#/Future+Trends/w/Fashion_Forecast/24662 [Accessed 11 Mar. 2016].
Digital Wave: Women
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59270/page/3 [Accessed 11 Mar. 2016].
Digital Wave: Women •
Soft Angular – The sharp silhouette of the 1980s is softened with more relaxed curves, while still maintaining its bold, boxy shape.
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New Wave Style – Taking inspiration directly from ‘80s New Wave, this trend combines the look with a Pop Art vibe that sees bold colours and experimental make up used on the body as if it were a canvas. Textile prints are inspired by original New Wave album artwork.
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Eastern Girl – Delicate florals and strong lines are used to harken to the Japanese inspired editorials of the ‘80s. Contrasting themes such as harsh and soft, matte and glossy, evoke a sense of glamour with a casual approach.
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Armani Classics – A more relaxed approach to tailoring sees oversized, gender-fluid cuts, typical of Armani’s classic style.
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Ship Shape – The classic nautical style is deconstructed and given a more modern, glossier twist. Stripes, dark and bright colour combinations, and gold chain accessories are all reintroduced in an unexpected way.
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Wet Look – Patent or glossy fabrics are key to this trend, with technical, reflective surfaces often being used to create a bold, yet glamorous look.
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Nightlife – The excess of 1980s night life is seen in acid leopard prints, clashing, hallucinogenic designs and cinched waists.
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Body Line – Structural caging and excessive strap details see “peek-a-boo panels” on dresses and swimwear, reminiscent of 1980s swimwear editorials.
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Pinball Wizard – Bright, artificial colours stand out against dark backgrounds, inspired by neon lights and rock era artwork, while fluorescent colours and chrome finishes emphasis the drama of these startling colours.
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Sound Waves – Digital prints are used to create patterns reminiscent of sound waves.
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Beta Max Generation – Bright colours are teamed with monochrome to emulate classic Beta Max sleeve designs, and reflective rainbow prints hark back to the popularity of CDs.
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59270/page/3 [Accessed 11 Mar. 2016].
Digital Wave – Textiles Forecast: Women Sharp geometrics
Caged construction
Bold plains
Power shine
Extreme texture
Digital mapping
Micro mesh
Glitz metallic
Caged construction
OmbrĂŠ effects
Glitch monochrome
Edgelands: Activewear
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59324/page/3 [Accessed 11 Mar. 2016].
Edgelands: Activewear •
Urban Pastoral – Muted tones and urban functionality create a casual feel for where the city meets the countryside, replacing the great outdoors with the urban outdoors.
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Velvet Casuals – Juxtoposition of opposites creates a new aesthetic, where tough hardwearing styles are contrasted with delicate florals, pastel shades and plush fabrics.
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Interior Pattern – Dated furniture patterns and wall coverings are re-appropriated in casual styles, harking back to the British suburban home of the 1990s.
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Active Chintz – Delicate domestic motifs are used in garments to create a sentimental design that is soft and homely.
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Industrial Camo – Camouflage is reimagined to be relevant to the city landscape, with geometric patterns and chainlink graphics imitating popular motifs seen in a modern urban backdrop.
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Constructivism – Inspired by both functionality and art, “angular lines and modern materials” are used to create sports basics that are graphic and technical.
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Baseline – Emphasis is placed on logos and labels as jersey basics are given a sharp silhouette and pristine aesthetic, drawing inspiration from 1990s indoor sports.
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Chalked Surfaces – Tinted hues and brushed fabrics draw inspiration from industrial concrete and whitewashed wood to create chalky finishes and weathered shades.
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Balance – Exploring the contrast of the artistic beauty of performance with the brutality of training, protective wraps and bandages are reimagined as decorative accessories and bindings.
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Soviet Blocked – Colour blocking harkens to ‘80s and ‘90s sportswear, and also to Eastern European design of the same era. Sport brights are teamed with casual darks, while angular lines and diagonal planes follow the contours of the body to create an ultra athletic and nostalgic style.
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Master Of Sport – Inspired by Eastern European Olympic heritage, retro silhouettes are given a more streamlined style and paired with imagery of victories and retro numerals.
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Tarnished Surfaces – Vintage swimming pools form the basis of inspiration for this trend. Textiles appear faded and eroded, reflecting the chipped paintwork and rusted metal of these once glorious pool houses.
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59324/page/3 [Accessed 11 Mar. 2016].
Encounter Culture: Women
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59275/page/2 [Accessed 11 Mar. 2016].
Encounter Culture: Women •
Exotic Glamour – Classic shapes are updated with handkerchief hemlines and light boxy tailoring, while Mother of pearl and gold add a luxurious touch inspired by natural objects such as shells.
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Monsoon Hothouse – Inspired by tropical conditions that see plant life flourish, clashing tones and striking hues are printed on maxi dresses and headscarves to create a dazzling but easy-going look.
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Tropical Iridescence – Strong hues are smeared over creamy bases to create a luminescent finish, with tropical pigments applied in a carefree fashion.
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Naíve Exotix – Layered foliage prints are paired with childlike simplicity and block colours, with bold colours adding energy to design.
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Beach To Bar – Beach style lightweight layering is used over bikinis and spaghetti straps to create an effortless day to evening look, with bright colours and pearly finishes.
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Beach Comber – Flotsam and jetsam jewellery comes to live with the use of beach-found objects such as shells and driftwood.
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Jungle Bounty – Weaves, tassels and fringing mimic raw, natural materials with neutral colours, while bright reds, yellows and greens bring life to the natural element found in garments.
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Re-Purposed – Recycled and hand-made materials sit alongside luxurious fabrics to blur “the lines between indulgence and practicality”.
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String Along – Open mesh and spongey knitwear are used to create a summer trend inspired by the simple string vest.
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Rasta Style – Bold Jamaican colours sit alongside stripes, flags and peace signs to create a laid-back, colourful summer style for younger women.
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Surf Shack – Oceanic graphics and aquatic undertones are paired with wetsuit zip and tape trims to create a look that has come straight from board to body.
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Backpacker Chic – Trinkets and treasures from around the world inspire highly decorative pieces with cheerful patterns and embellishments.
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Colonial Cuba – Classic 1940s pinup girls are used in retro Cuban adverts to beautify bold and daring prints. Classic pinup pieces are dressed in vintage hues reminiscent of colonial Cuba.
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Sunday Best – Casual summer tailoring is neatened up with smart collars and cuffs, and wide wraparound belts mimic homemade baby carriers, creating a smart but ethnic style.
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59275/page/2 [Accessed 11 Mar. 2016].
Encounter Culture – Textiles Forecast: Women Pattern mix
Castaway naturals
Vegetal Camouflage
Tropical florals
Madras checks
Beachcombed colour
Everyday adornment
Ikat effects
Striated tweeds
Basketry texture
Smart exotic
Carved nature
Pause: Women
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59276/page/1 [Accessed 11 Mar. 2016].
Pause: Women •
Luxury X Craftmanship – Focus shifts to the art and quality of traditional craftsmanship. Simple pieces are elevated with attention to detail such as handmade pleats or polished wood.
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Rare – Everyday and mundane objects are made resplendent in polished gold, elevating them from standard items to luxury goods, changing our perceptions of how we view luxury.
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Precious – New technologies such as 3D printing allows us to stay connected to our loved ones through keepsakes and heirlooms, creating simple but unusual accessories.
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Fragile – Modernism is linked with femininity through delicate fabrics such as organza, suggesting movement and weightlessness.
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Exquisite Refinement – Lace and woven bases suggest caging, while grid patterns are deconstructed to make a more subtle form.
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Meditative Modernism – As mindfulness becomes more of a focus in society, loose, flowing dresses and soft, comfortable fabrics allow the body to breathe and become free from restriction.
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Soft Bionic – Style is combined with functionality as wearable technology is given a minimalist makeover.
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Defining Lines – Refined apparel is framed with simplistic line detailing to give a subtle graphic appeal to sleek tones.
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The Cone Shape – This motif is used to create an extreme form in a minimalist style, lending itself to various parts of a garment such as the body or the sleeves.
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Sartorial Purity – Tailoring is made simpler by “minimising features and sharpening edges”, creating a graceful yet functional design, with a focus on quality and fabric.
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Utility Luxe – Utility is key with large pockets, closures and straps, but given a more sophisticated edge with overly simple, minimalist design.
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Calming Tactility – There is an emphasis on relaxation and rest, with wraparound and draped fabrics creating a feeling of comfort on the skin.
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Sensual Indulgence – Fabrics normally associated with Winter, such as suede and velvet, are made lighter to create luxurious summer pieces. Metallic fibres are added to increase the feeling of luxury.
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/59276/page/1 [Accessed 11 Mar. 2016].
Pause – Textile Forecast: Women Crepe surface
Veiled translucence
Pearlised sheen
Shadow play
Sculptured pleats
Embossed surface
Skin touch
Perforated form
Paper touch
Metallic luxury
Bio-structure
Enchanted light
Wgsn.com. (2016). [online] Available at: http://www.wgsn.com/content/board_viewer/#/60196/page/2 [Accessed 17 Mar. 2016].
Task 3: S/S 17 Womenswear Trends - Key Pieces Flared
Soft
Feminine
Colourful
Task 4: Interview Techniques What are the qualities of a good leader? A good leader should have excellent communication and time management skills, be fair and friendly, but also not be afraid to delegate instructions and discipline if necessary. As a leader I would make sure I was aware of everyone’s roles, whether they understand what they are to do or whether they need assistance. I would offer my help where necessary but also be willing to let people work independently if appropriate. It is important as a leader to get on well with others and recognise people’s skills and good qualities, but also to be able to speak out if something is being done incorrectly or if someone is not using their full potential. How well did your college experience prepare you for this job? My time in college was invaluable as a learnt a huge variety of transferrable skills, such as time management and written and oral communications. Working to regular deadlines in college has really helped me to manage my time effectively, and taught me the importance of prioritising certain tasks over less vital ones. I have also been introduced to many new ways of gaining information, for topics such as trend forecasting. For instance, I would not have previously thought of looking to subcultures across the globe when researching future trends, but now I understand the importance of this as a method for trend forecasting and understanding different global markets. I have also needed to be able to demonstrate my research through both my writing and my presentation skills. Standing up in front of people has always been something I found uncomfortable, but through regular exercises in college I have overcome this and am now able to present my findings and ideas to a room full of people with confidence. The knowledge I have gained about the industry is also vast and has covered many areas, including industry practices, PESTLE analyses, range building and financial spreadsheets. My skills with Excel and Photoshop have also improved dramatically. What has been your biggest professional disappointment? In 2015 when working a WHSmith’s in Liverpool One I was told that due to a lack of funds the store was not able to keep me on for more than 8 hours a week. I was instead offered a larger contract with a branch out in Speke, which I could not really afford to turn down. I was upset that I had to leave the Liverpool store as I really enjoyed working there, and was worried about having to start somewhere completely knew. However, I found that the staff were friendly and my manager recognised that I was capable of taking on more responsibility in store, so I was not made to feel as inexperienced as I had feared. It also gave me the chance to improve my social skills, as well as my time keeping, as the journey to and from the store every day was much longer. I was also asked to work extra hours back in the Liverpool store when they became available, which made me feel valued by the management there, as they could have asked any of the staff working in that store at the time. I have since regained my contract at the Liverpool store, but am grateful that I was given the chance to work in a different environment. Do you prefer to work in a small, medium or large company? Companies of all sizes come with their own advantages and disadvantages, and it is difficult to say which I prefer. I like the sense of community that small companies tend to have, and the opportunity they present to form strong working relationships with co-workers. Large companies on the other hand offer the chance to meet and interact with more people on a daily basis, and the fact that you could be working with different people each day gives the job a sense of excitement. They can also offer more opportunities for their employees. Large companies sometimes come with the disadvantage of outside instruction, from head office for example, perhaps being at a bit of a crossroads with the more localised workforce, but this can be overcome with effective communication. I myself work for a large company with stores all over the UK, but my role feels quite confined to within the store I work in, which feels more like a close-knit community. If I was working in a small independent store I imagine it might feel quite different, having no instructions coming in from an outside source. As long as I was able to get along effectively with my co-workers, however, I don’t feel that the size of the company would have much bearing on my enjoyment of the job. Who was your favourite manager and why? My favourite manager was my most recent one in WHSmith’s in Liverpool, as he is friendly and gets on with the rest of the staff, but he is also no afraid to put his foot down with people. He is also extremely hard-working and often goes above and beyond for the store and its staff. I think it’s very important to see a manager who is prepared to do the hard work, and not just delegate it to the staff below him, but rather demonstrate to the staff that they’re all in it together and that the success of the company relies on each one of them.
How did you prepare for this work? I refreshed my knowledge of the brand so that I had a good idea of the type of company for which I am applying to work, and I also spoke to other people to hear their thoughts on the company, in order to gain an idea of how the company is perceived in the public eye. I also reviewed the criteria set out on the job application so that I could be sure that I have the correct skills and experience required for the role, as well as making sure that this is the right company for me before coming to the interview. A team experience you found disappointing? In WHSmith’s we often work together to replenish stock, tidy the shop floor and to carry out audits. On a few occasions I have felt as though I was the only one doing any work, while other members of staff were ambling about and wasting time. Often I have found that this is due to inexperience, and I have been able to help move things along by giving a bit of guidance. On one occasion I felt as though my advice, and the advice of a few other members of staff, had fallen on deaf ears, in which case I took the member of staff in question out of the way of customers and calmly discussed this issue with her, stating that if everyone puts the effort in, then the job becomes much more enjoyable. Do you prefer to work independently or on a team? I enjoy working both independently and as part of a team for different reasons. Working independently, I can work to my own action plan, and prioritise tasks as I see fit, in order to make my time more effective for me personally. However, working as part of a team means that I am able to review my work with others and to gain insight from people that I may not have thought of myself. It also gives me the chance to help other people with their work if the opportunity presents itself. In college I have had to work both independently and as part of a team, and I enjoyed both experiences. Being part of a team has sometimes opened my eyes to different points of view, while working independently has taught me the importance of good time management. Do you work well under pressure? I think I do work well under pressure, and I think my experiences of university and college demonstrate this. Often I have had to work to very tight deadlines, and in university I was often subject to multiple deadlines during the same period. By managing my time effectively, and organising in advance how I was going to spend that time, I was able to work effectively on each task, giving each one the attention it required. What techniques and tools do you use to keep yourself organised? I find that keeping a diary helps me to manage my time, and planning in advance what I am going to do and when also helps me to work effectively. I prefer to complete one task before starting another, but if I am required to work on more than one task at any given time, I am able to designate certain amounts of time for each task. I find that by sticking to this rule I am able to complete all the tasks given to me. I also plan to finish early. Not only does this allow me extra time if I come across any issues, but it also means that I have time to relax or get a head start on the next task when I have completed the first one. I feel that by allowing myself some time to relax I am able to do my job much more effectively. Tell me about a difficult experience you had in the workplace. Recently in WHSmith’s I had a customer try to return an ink cartridge that had been opened, which made it non-refundable. When I explained this to the customer he became irate, stating that I sold him the wrong cartridge, so I should give him the refund. I had to explain to him that because it had been opened, we could not resell it, and could therefore not return it unless it was faulty. I also made him aware that we cannot be held responsible if a customer buys the wrong cartridge based on a guess. I also explained to him that we always advise our customers to check that they have the correct item before ripping the packaging. He refused to leave without a refund so I spoke to my supervisor, who also told him the same thing.
How do you feel about taking no for an answer? I respect any decision that my employer makes, and would rarely question it. In the instance that I really disagreed with my employer, I would tell him why, and encourage him to discuss it with me further, with an aim to come to some sort of compromise. When given an important assignment, how do you approach it? I like to come up with an action plan, often mentally as this is usually enough, but I will sometimes write things down as well. I often set myself reminders on my phone as well to do certain tasks in case I forget. I am very methodical and like to do tasks in a sequential order. This way, by ensuring I have completed one task before starting another, I feel I can give the new task my full attention. This also helps me keep track of exactly how much I have left to do. What was the most stressful situation you have faced? My final year of university was particularly stressful, as I had a very large workload and an illness in the family. On one occasion during this time I needed to visit a family member in hospital at the other end of the country, and this coincided with a deadline I had. I made an appointment to see the relevant lecturer and discussed the situation with her, and she was very helpful, allowing me an extension on my essay. She even suggested that I speak to my other lecturers, due to the nature of the problem and the effect this could be having on my work. While I took advantage of the extension handed to me, I still strived to meet the deadline so that I would not need to delay starting another assignment, and this involved taking my laptop to London with me on my visit, so that I could continue to work while I was away. What do you think you can bring to this position? I am very eager to learn new things and progress my career, so I feel that in this role I would bring a certain level of enthusiasm to the workplace. I am also a keen believer that the people you work with matter, and for that reason I would bring with me a eagerness to interact with my co-workers and form good working relationships. The skills I would bring to the role are a keen analytical eye, and a methodical way of thinking and managing deadlines. I also have a knack for being able to view things from different perspectives, which I feel would be useful in an environment with many people working together. How do you evaluate your ability to hand conflict? When faced with conflict I tend to step back and look at it from an objective point of view. If the conflict is between other people I will listen to both sides and try to suggest ways in which they can come to a resolve. If the conflict involves myself I will often attempt to distance myself from the situation and view it as an observer, which helps me to see how I might come to a compromise with the other party. I endeavour not to let my emotions get the better of me, but rather maintain the same professional attitude with which I talk to customers. What quality of yours or personal trait matters the most in your career? I am a firm believer that honesty is the best policy, and I think this can translate to a wide array of situations. I am a determined person and will always try my best to do the task at hand, but if I am struggling with something I am not afraid to say so, especially if it means I will be better informed next time round. I will also speak my mind, but I recognise the importance of good diplomacy, and my penchant for honesty does not equate to rudeness or arrogance. You have not done this sort of job before. How will you succeed? I would be unwise to go into a job without any knowledge of what to do. My work in college has taught me many aspects of working in the industry that I feel will be very useful to me here and have prepared me for this role. If however I am unsure of anything, I will ask for help, as that shows the initiative and willingness to learn. By speaking to other members of staff, I would be able to familiarise myself with the company much better than from simply reading about it. How did you handle meeting a tight deadline? When given a deadline to work to I always aim to finish early. This allows me room for improvement, or extra time if I face any problems along the way. I will set myself times each day in which to work on a specific task, and I will make sure I stick to this plan. I will also plan carefully how I will approach the task, and set out any main points for consideration right at the start. By having a list of criteria to meet, I am able to check it alongside my work before I hand anything in, so I can be sure I have not missed anything out.
Task 2: Interview Techniques How would you like your career to progress? I’m very keen to build a strong career so I’d like to work in a company where there is opportunity to progress, rather than move from one employer to another. I’d like to gain more skills and experience over time so that I can take on roles with more responsibility as I develop as a person. I am particularly keen to gain experience within roles that have creative input, but am willing to turn my hard to different aspects of the industry I feel this will increase my understanding of the business as a whole. Are you willing to travel for your work? I am willing to travel. At current I do not drive but as soon as I start a job with a salary I plan to take lessons, as I understand the importance of mobility for a role such as this. I also have a love of foreign travel, and would be willing to travel around the world for business purposes as this will only increase my knowledge of the industry. What hobbies do you pursue in your leisure time? One of my favourite things to do on a weekend is go into town and browse high street retailers. I love seeing what’s available in every shop from Primark to Hugo Boss. I also love to travel to new cities and countries when possible, often visiting museums and art galleries along the way. And I love to socialise with new and old friends, often arranging dinner parties or restaurant trips. Can you give an example of a time you overcame a communication barrier? Working as a sales assistant has meant that I have met a huge variety of people, and often in my work I have had to serve people with hearing or speaking difficulties, or customers who spoke another language. In these situations I find the best thing you can do is to have patience, and realise that the situation may be equally as stressful for the customer as for yourself. I have conversed with customers through writing before, but also through actions. I would love to take a sign language class, as I consider the ability to use sign language a wonderful skill to have. Foreign languages are also something I would like to learn. I have very limited understanding of German, and I would really like to develop this further. Do you have experience working with financial spreadsheets? Yes, during my time at college I have had to produce a number of financial spreadsheets, regarding stock allocation and shipment orders. I ha previously not used Excel for a number of years, but I found that I was able to quickly familiarise myself with the programme again.
What relevant experience do you have in retail that will help you in this job? I have worked as a sales assistant for a number of years, so am very experienced in customer service and consumer buying habits. I have also had many supervisory responsibilities for much of that time, so am familiar with some of the more behind the scenes aspects of retail, as well as being responsible for other members of staff. My positions across 3 different stores within WHSmith have also meant that I am now comfortable with moving around departments and meeting new people, and completing cycle changes and campaigns set by head office has meant that I am used to working to deadlines within the retail sector. With regards to the buying and merchandising industry, my work in college has given me a huge amount of knowledge and skills that will be invaluable to me, such as trend forecasting, stock allocation and completing PESTLE analyses. Explain what a SWOT analysis is and how it helps. A SWOT analysis is used to identify the strengths, weaknesses, opportunities and threats that a company faces. By identifying threats and weaknesses, a company can take measures to avoid harmful issues such as a loss of sales or a poor reputation, and by identifying strengths and opportunities, the company can develop and grow, increasing their sales and customer base, as well as improve standards for those who work for the company. How do you feel about ethical sourcing? I think ethical sourcing is very important, and every company should do their best to encourage it. I understand, however, that some companies may not have the financial capital to support ethical sourcing as much as they may wish, and I do not like to condone companies who are unable to meet the same standards as a company with much higher finances. With the growing emphasis on ethical sourcing in today’s society however, I feel that most companies are taking the right steps to improving their supply chains, and any action, no matter how small, is still important. Talk about an experience when you had a problem in work and how you overcame it? I once had a customer at WHSmith who was unhappy that he was unable to take advantage of a BOGOHP offer due to the fact that we only had one item of the stock in question left. He claimed that that because it was the store’s fault that he could not purchase 2 of said item, he should be given the one item for half price, and he became irate when I explained that the offer was subject to availability. In this instance I felt that I could do not more than explain the nature of the offer, and that these offers are the same in most retailers. I told him that I did not have the authority to override the price of something by such a great amount, and offered to find my manager, who I told him would also say the same thing. He did ask to see the manager, who promptly repeated that the offer as subject to availability, to which the customer finally conceded. What are you career aspirations? I would really like to work in an area of the fashion industry that allows me a certain level of creative input, as I have a flare for design and an eye for detail. I find both buying and visual merchandising fascinating, and would be happy to end up in either department, as I am sure I would enjoy both equally. My final aim would be to become a full time buyer, working with designers to create an inhouse range, or a visual merchandising director, working from head office and travelling from store to store, implementing exciting creative displays, such as those seen in the windows at Harvey Nichols.
Research potential progression opportunities within buying and merchandising and critically analyse how you can progress to the appropriate levels. Produce at least 3 pathways to specific job roles to which you aspire. Visual Merchandising Director
College Student (1 year) Studying L3 Buying and Range Planning in Fashion Retail
Internship (1 year) University Student (4 years) Studying for a Bachelor’s degree in Visual Merchandising (sandwich course)
Working (possibly unpaid) for a fashion retailer in their visual merchandising department at head office and learning new skills on the job.
In-store Visual Merchandiser (3-5 years) Working full-time in a store or concession where you are responsible for the visual merchandising of that store or department.
Overseeing all VM operations for the company in the UK.
Visual Merchandiser (10 years) Working in head office with the visual merchandising department to produce VM briefs for a number of stores.
Admin Assistant (2 years)
Head of Buying
Working in an office doing general admin for other staff.
Responsible for various buying departments in head office.
Receptionist (2-4 years) Working on reception at a busy head office for a fashion retailer.
Sales Assistant (3-5 years) Working in a high street fashion retailer assistance with customer services and stock rotation.
Supervisor (3-5 years) Being responsible for sales assistants in store and reporting to the manager.
Trainee Buyer (1 year) Working at head office under an assistant buyer, moving around different departments.
Store Manager 810 years) Being responsible for the running of a high street store and answering to he regional manager.
Assistant Buyer (2 years)
Junior Buyer (3-5 years)
Working under the junior buyer in a specific department with some admin duties but also having input in meetings.
Working under the buyer with more responsibilities and also being responsible for more junior staff.
Buyer (7-10 years) Reporting to the head buyer and being responsible for managing your own team of staff.
Buyer Responsible for own team of buyers in a certain department, reporting to the buying manager.
Regional Manager (3-5 years) Responsible for overseeing a number of high street stores, visiting store managers and reporting to head office.
Trainee Buyer (1 year) Moving to head office to gain experience in the buying department, under the direction of an assistant buyer.
Assistant Buyer (1-3 years) Working under a buyer in a specific department and overseeing the development of a trainee buyer.
The 3 pathways I have shown demonstrate the various routes one can take to get a career in a fashion head office. I have demonstrated how someone can build their career from education, from simply working in the right building, or from starting at the bottom of a company. In each case, the skills and experience gained in one role, is always transferrable to the next, and this allows people to progress to the next level in their career. Skills such as working independently or as part of a team, being able to communicate your ideas effectively, managing tight deadlines, and proficiency with computer software, are useful in all of the roles I have presented. For instance, the experience of managing tight deadlines and presenting ideas via written reports that a student gains throughout university, is useful to a visual merchandiser working in head office, having to work to tight deadlines and present written reports. Similarly, the experience a supervisor gains of managing a team of staff, will be useful to her when she is working as a buyer and managing a team of assistant or junior buyers. And an admin assistant’s skill with computers and organisation may get her noticed within a company, and give her the opportunity to apply for better positions with the company, where her skill is just as important. In each pathway, the promotion of a person depends upon them working hard and being ambitious. They must be eager to progress, and use their full potential to get the most out of their role, at which point the opportunity will surface to move onto greater things. They must also have a passion for the industry in order to fully understand what they need to do, and to have the drive to push themselves. Essential skills to have as one progresses along their career path are good written and verbal communication, a good eye for detail, the ability to notice and predict trends, and the ability to use creative and mathematical computer programmes, such as Photoshop and Excel, effectively. The kinds of actions one would need to take in order to move further along their career path are actions such as being on the look out for new positions and applying for jobs, creating a portfolio to show off your work to potential employers, and also researching different companies and roles so that you were familiar with various companies and you had a good idea of where you want your career to go. The time frame for these 3 pathways can differ, depending on how determined and fast-moving one is, and also on what opportunities become available. Internships usually last for about a year, but other positions are more open. A person could work as a store manager, for example, for 2 years or 10 years before deciding to move further up the company. Similarly, with other positions in head office, a person could move quickly through the ranks, or they could spend years in one role before preparing for the next. A person could become Head of Buying or Visual Merchandiser in as little as 10-15 years from the start of their career, or it could take as much as 30-40 years if they spend a long period of time in each role. There are a number of things I have learnt during this course that I can use to build a “self-promotional package� that will help me when looking for a job. The skills I have acquired on Photoshop and Illustrator will allow me to create visually interesting portfolios, and I have tried and tested various ways of presenting these portfolios, such as in a display book, professionally bound or put together in a look-book. I would also pick out my best work to be printed in A3. I have also tweaked my CV a little to be more focused towards my chosen career, but I will ask my tutor to look at this and suggest any improvements which might be made. I have also made Tumblr, Twitter and Instagram accounts, which I will only use to post content that I deem suitable to be seen by potential employers. At the moment I am not great at keeping these accounts up-to-date with regular posts, but this is something that I am trying to remedy.
Task 5: New Customer Profile This is Amelia. She is 30 years old and lives in Birmingham, with her husband and their 2 year old daughter, where she works as a hairdresser. Her husband is the manager at a local supermarket, and they live in a 3-bedroom terraced house about a 20 minute drive out of the city centre. She loves her job because she gets to chat to her colleagues and customers all day, and she always has an excuse to practise new hairstyles. She drives her daughter to nursery on her way to work, and usually gets a work a bit early so she can do her hair there, as she only has time to get washed and do her makeup at home. She has a simple routine of using a gentle exfoliator, such as St. Ives, in her morning shower, and then she wears Maybelline BB cream, eyeliner and mascara, as she thinks it is good quality for the price. She has a love of vintage fashion and styling, because she thinks it best suits her shape. She is a typical British “pear shape�, so she tends to wear full skirts and swing dresses, as she has trouble finding more fitted garments that fit well. Her vintage beauty icons are Marilyn Monroe and Audrey Hepburn, and she loves to style her hair to look like theirs. She finishes work at 3:30 every day to pick up her daughter from nursery, and when they arrive home she puts cartoons on for her daughter while she prepares dinner for later. She is a very domestic person, and she associates this with her love of vintage fashion and lifestyle. She buys Vintage Life magazine every month because it has lots of useful tips about how to make homemade cleaning products and advertises various family friendly events. When she has finished her food preparation for the evening she will play with her until her husband arrives home at around 6pm, at which point she will cook dinner. After dinner she will give her daughter a bath and get her ready for bed, and once she is settled in bed she will watch television with her husband, usually a series on Netflix. On weekends she works alternate Saturdays while her husband looks after their little girl, and on her days off she will usually take her daughter to town while she shops or the whole family will have a lazy day together at home. When in town, her favourite shop to visit is New Look, as they tend to have a variety of affordable A-line dresses. She has a couple of statement skirts from a more expensive vintage retailer that she received as birthday presents, and she usually pairs these with tops and cardigans that she finds in charity shops or in the basic ranges of H&M, Primark and Matalan. If the weather is nice they sometimes go to the park, and if it’s exceptional weather they will drive out to a beach resort, where they will spend the night due to the long drive. They usually go to Scarborough or Whitby for a week every year for their summer holiday.
Amelia Hairdresser
Mother
Vintage lover
Task 5: Concept Board
Queen of Honolulu Tropical Timeless Vibrant
Customer Profile & Concept Board Analyses My new customer profile is not dissimilar to the current Matalan customer profile for womenswear. Family is at the heart of everything Matalan does, so I did not want to change their family ethos too much by bringing in a totally new kind of customer. What I have done instead is open the retailer to more women that fit their general profile, by introducing a small difference: that of the sizing. My new customer fits the profile of Matalan’s current target market, but has different needs regarding the sizing of garments. She is a women who has difficulty finding clothes to fit her shape, with neither standard nor plus size garments having the appropriate measurements. For this reason she has adopted a certain vintage style, that best flatters her shape. Like the current Matalan customer she is a savvy shopper, and likes to get good value for her money. She does not buy expensive brands because she does not see the need to do so when she can get good quality products for less. She is aged 30+ and has a family for which she provides, so while she wants to look good, she also needs clothes that are practical for family life.
The concept for my womenswear range is “Queen of Honolulu”, a tropical themed range that is based on classic cuts to flatter the curvier figure. By changing the measurements to allow for a larger hip to waist ratio, I will open the market to those women who fall between the sizing for standard and plus size garments. I think this is a potentially huge market, as I hear women complain every day that the measurements for their hips and their waist do not meet industry standards. It has become such a topic of conversation among young women, in fact, that is now spread around on social media sites in the form of memes. I decided to make this a 1950’s style range, because this era evokes the classic hour glass shape, and features key pieces that lend themselves well to my customer needs. It is also an era heavily associated with the home and family, so I feel it sits well within the framework of the company. Due to the classic nature of the style, I also think it will appeal to a broad age range. The range will be primarily aimed at women aged 25-40, but I predict that it will see customers as young as 18 and as old as 60, because the styles are flattering for all ages and are considered timeless. When I conducted my trend forecasting for S/S 2017, I noticed an emphasis on tropical prints and colourful prints. This was particularly prevalent in the WGSN macro trend “Encounter Culture”. I thought that this tropical trend would lend itself very well to my vintage inspired range, but also that it would be quite practical for working mums, Matalan’s key customer. This is because busy tropical prints are less likely to show up stains on clothing, something that mothers of young children would likely have to deal with on a daily basis. This then means that women are able to look good without the worry of having to be completely pristine the whole time. Plain but bright colours will also be used in the range, so that customers still have the option of dressing in a more subdued fashion. These plain garments will be done in colours that will pair well with the tropical fabrics, for a mix and match effect. I also took note of what WGSN have dubbed to be “key pieces” for the season, to see if I could work any of these into my range, in order to compete with other retailers that will be selling key trend items.
Task 5: Business Plan Business Summary The idea behind my range is to reach out to women who have difficulty finding clothes that fit well, because they fall between the lines of standard sizing and plus size. It will provide clothing for curvy women that can be worn both as daywear and/or evening wear, and will be available in all Matalan stores and online. The name of the range is “Queen of Honolulu”, which is a reference to the tropical theme of the range and also the pin-up style that the range aims to emulate. The word “Queen” will also bring to mind an air of glamour, and connotations of strength and power, that will appeal to women of all ages, but particularly mothers, who are the prime target for the range. Before building the range I would also conduct surveys of women aged 25-40, in order to ensure that I am meeting the wants and needs of my target market. The bestsellers in Matalan’s womenswear department tend to be basic and office-suitable garments, so I will include a wide amount of plain coloured garments in my range that will bridge the gap between ‘50s glamour and the more subdued tone of the Matalan customer. The women who buy from this range will be women that are fashion conscious, but cautious. They will look for clothes that stand out, but are a safe bet in regards to style, and will allow them to look glamorous with minimal effort. The strapline for the range will be “Timeless ladieswear for women with real curves”. This instantly addresses the intended market, and it tells the consumer that the range transcends age ranges and fashion trends by using classic and enduring styles, such as A-line dresses and pencil skirts. It is, however, on trend through its use of tropical prints and inclusion of key pieces such as the cropped bomber jacket and full skirt. The items will be available in sizes 8-16, and the measurements that will be used are shown in the table below. These measurements follow the guidelines for standard UK measurements, but allow more room for “bottom-heavy” women, of which there are a lot in the UK. 8
32” (Bust)
24” (Waist)
37” (Hip)
10
34” (Bust)
26” (Waist)
39” (Hip)
12
36” (Bust)
28” (Waist)
41” (Hip)
14
38” (Bust)
30” (Waist)
43” (Hip)
16
40” (Bust)
32” (Waist)
45” (Hip)
Business Aims Short term – Over the first year I aim to increase Matalan’s main customer base by providing for a wider group of women. I hope that the new range will see a drastic rise in sales across the UK that will boost the retailer’s profits so much that they see the value in continuing the range in the future. I also hope that the women at which the range is targeted will spread the news of the new products available, so that Matalan will become one of the first choice retailers for curvier women. It is also my hope that the range’s more free-fitting pieces, such as the A-line dresses, will appeal to women who fit the more standard UK sizing, and that this will also increase sales up and down the UK. Mid-term – After 3 years my aim is that Matalan will have become a household name for curvy women’s clothing, and that the success of the range will prompt the retailer to invest more into it, meaning that a wider variety of clothing can be ordered with these new sizes. Long term – After 5 years I would hope that Matalan’s curvy range is in such high demand that it is introduced into stores like Debenhams or House of Fraser. This would increase their customer base even further, as the sort of people who shop in these big department stores might not ever go into Matalan, but after having seen the range in a more upmarket retailer may be more inclined to buy something from it. This might also lead to those customers going into Matalan itself, which would then give them a chance to see the rest of what Matalan has to offer. Elevator Pitch My S/S 2017 womenswear range for Matalan is called “Queen of Honolulu”, and it provides effortless glamour for curvy women. The 1950s is synonymous with glamour and with the hourglass figure. “Queen of Honolulu” aims to bring that classic feminine style to women who have had trouble finding clothes to suit them elsewhere. Standard UK measurements are adapted to fit women with a larger hip to waist ratio, and classic ‘50s pieces are reinvigorated to fit current trends and to flatter the curvier female form. The tropical print that will be huge in S/S 2017 will not only be vibrant and eye-catching, but it will also serve mothers of young children well, as busy fabrics tends to hide marks and stains. This will mean that mothers will be able to look smart without the worry of needing to be completely pristine all day. The mix of tropical prints and plain coloured garments will allow the range to be mixed and matched, making it suitable for the office, as daywear, or for special occasions.
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2
4
5
Task 5: Range 1. Soft Crepe Duster Coat £30 97% Polyester 3% Elastane 2. Lightweight Cropped Bomber Jacket £20 100% Polyester
3. Textured Bolero With Satin Lining £30 Outer 100% Cotton, Lining 94% Polyester 6% Elastane 3
4. ¾ Sleeve Pencil Dress With Belt £40 80% Cotton 20% Polyester 5. Sleeveless Pencil Dress With Belt £35 80% Cotton 20% Polyester
6 7
9
10
8
6. Midi Swing Dress £35 80% Cotton 20% Polyester 7. Mini Swing Dress £25 80% Cotton 20% Polyester 8. Mini Pencil Dress £30 80% Cotton 20% Polyester 9. Embossed Handbag £15 Shell PU, Lining 100% Polyester
Queen of Honolulu
10. Pineapple Handbag £8 Shell PU, Lining 100% Polyester
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12
13
Task 5: Range 11. Crop Top £15 80% Cotton 20% Polyester 12. Collared Crop Top £18 80% Cotton 20% Polyester
14
13. Pencil Skirt £15 80% Cotton 20% Polyester
15
14. Swing Skirt With Pockets £17 80% Cotton 20% Polyester
16
15. High Waist Tapered Trouser £17 80% Cotton 20% Polyester 16. High Waist Palazzo Pants £20 80% Cotton 20% Polyester 17. Patent Wedge Sandals £12 100% Acrylic 18. Pointed Ballet Shoes £8 100% Acrylic 19. Mock Croc Clutch Bag £10 Shell PU, Lining 100% Polyester
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19
Queen of Honolulu
Financial Spreadsheet
Financial Analysis For my range I worked with a budget of £30,000. My total cost price came to £15,682.67, which means I have over £14,000 to go towards marketing and to add more items at a later date, such as accessories or trend-inspired items. The total RRP for the range is £47,048, which means the range itself will make a profit of £31,365.33, not taking into account additional expenses such as advertising. Just under 2000 items were ordered altogether, with a replenishment total of just under 300. The number of garments sold and replenished varies a lot across the range and across the colour-ways, presumably because customers are keen to mix and match colours to create their own unique look. Greens, blues and pink seem to be the most popular colour choices, with yellow being the least popular. This could be due to yellow being a paler colour (and therefore showing more wear and tear), or it could simply be due to the colour not being as popular as the bright pinks and blues, particularly as yellow is a more difficult colour for women with paler complexions to wear. The bestseller as a whole is the black clutch bag. I predict this is because it is a staple item that can be worn with any outfit for any occasion, and will therefore be popular with women who are not buying from the rest of the range as well as with those who are. The plain coloured pencil skirts were good sellers, presumably because they specifically cater to the needs of women who cannot find similar styles in other stores that fit well. As they are plain coloured they are also extremely versatile. The range will be available both in store and online, but for the purposes of this task I have only included out-of-town and high street stores in my spreadsheet, as stock for online sales will need to be ordered in bulk and stored in a warehouse. I have only ordered a small quantity of each product to be delivered to each store as the range is brand new and I cannot know for certain how successful it will be. Keeping the quantities low will mean that, in the event that it is not successful, minimal loss will be made. However if the range is successful, the remains from my budget can be used to order more stock. In future I would order more plain coloured garments, as these seem to suit the Matalan customer better, and can also be paired more easily with garments from other ranges. Slim-fitting styles such as the pencil skirts and dresses will also remain a priority when expanding the range, as it is these styles that women with a larger hip to waist ratio will struggle to find elsewhere as an affordable price. Statement pieces such as the patterned swing dresses will still be integral to the range, as they appeal to a larger market, but I would put less emphasis on reusing the prints across the whole range as I think the Matalan customer prefers the versatility of plain colours.
Queen of Honolulu
Queen of Honolulu
Queen of Honolulu
Mission statement: “Our aim is to bridge the gap between standard and plus size clothing, and to provide women up and down the UK with timeless clothing at affordable prices.�
The images to the left and right are what would be used in magazines to advertise the new range. A prime publication for this range would be Vintage Life magazine. Gossip magazines and housekeeping magazines would also be suitable choices, as we want to aim at both mothers, and vintage lovers.
Queen of Honolulu Timeless ladieswear for women with real curves, only available at Matalan.
Matalan Pitch Evaluation The Matalan sales pitch that I had to do was the first such presentation I have given, and was an experience which I consider to be invaluable. By setting out an action plan at the start of the unit I was able to ensure that I had all the necessary components for my presentation, with time to spare in which I could practice my pitch. With each part of my action plan completed, I was able to pick and choose the best and most crucial parts of my work to include in the sales pitch, which I think helped give the pitch a more professional feel overall. I also had time to use aspects from my work to create a look book, which I handed out during the presentation. The practice we did as a class in the run up to the Matalan pitch was vital, as we were able to help each other tweak our presentations so that they were the best they could be, and we were also able to give each other tips and advice on how to give better presentations, such as speaking clearly and not fidgeting whilst speaking. We also helped each other to word our presentations in such a way as to not offend the people at the Matalan head office, while still pitching new and fresh ideas for the retailer. When practicing my own pitch, members of the class gave me ideas for backing up the decisions I had made, such as saying why I had predicted that the colour yellow would not sell as well as other colours. These ideas were enormously helpful and I tried to incorporate all the advice I was given into my pitch. I was also told to act more enthusiastically whilst presenting my ideas, which was difficult for me because I find it incredibly hard to speak in front of people. However the praise that my classmates gave me for my work and the help that they offered made me feel much more comfortable when it came to the actual pitch, and I think I was able to present my ideas relatively calmly, but hopefully with some enthusiasm. I hope that my own advice to other classmates was also helpful. When giving feedback to other people I offered a few ideas or facts that people could use in their pitch. I noticed that some of these ideas were used, such as the knowledge I was able to offer about Greek mythology surprisingly making itself useful in a couple of ranges. It was flattering to see my ideas taken on board by other people, and this in turn also gave me greater confidence in my own abilities. The day at the Matalan head office was much better than I had predicted it would be. The staff to whom we pitched our ideas were very friendly, and they asked questions that everyone was capable of answering, presumably because we had become familiar with answering similar questions in class. The set up of the room itself was also much more welcoming than I had presumed it would be, and I think this helped more than just myself feel settled when doing the pitch. It was a fantastic opportunity to gain experience of presenting within a boardroom setting, and myself and many others now feel like doing it again and getting in as much practice as possible. The feedback given to me from the staff at Matalan is positive in that they liked the visuals I had created and the concept behind my ranges, however they felt that the range itself was too specialist for the store, so in future I need to consider more carefully the commercial viability of a range.
Task 2 – FMP Project Plan • Personal Development Rationale •
I have decided to do a collaboration between Matalan and Dead Legacy; a brand based in Manchester that specialises in printed t-shirts and sweats. This idea has come after speaking to representatives of the brand at a careers fair, who told me that they are looking for designers with an interest in illustration to join their team, as they wish to move from graphic prints to more original illustrations. I have long had a love of fine art and illustration, and I hope that by producing a collaborative range for Matalan and Dead Legacy, I will be able to build a portfolio that will demonstrate the skills and knowledge I have learnt within buying and merchandising, but also my flair for design, which will hopefully make me a viable candidate for companies such as Dead Legacy, Iron Fist or Disturbia.
•
I have chosen to develop a Dead Legacy range to be sold specifically in Matalan because I feel it will bring in a younger customer for Matalan. As Matalan stock children’s clothing it will also provide a platform for Dead Legacy to expand into this market without too big a risk.
Matalan £6 - £8.
Dead Legacy £29.99.
Resources •
Internet access – Desk research, brand history, comp shops, directional shops, PESTLE and SWOT analyses, trend forecasting.
•
Adobe Photoshop – Mood-boards, concept boards, range building, original designs, visual customer profile, commercial branding, styling, look-book.
•
Camera – field research, comp shops, directional shops.
•
WGSN – Trend forecasting, CADS, prints.
•
Pinterest – Trend forecasting, inspiration.
•
Vogue – Trend forecasting, inspiration, articles.
•
Sketchpad – Original designs.
•
Artist pens/pencils – Original designs.
•
Adobe Illustrator – Original designs and edited graphics.
•
Printer/Scanner – Transfer designs to computer for editing and range building.
•
Social media sites – Customer information, future trends, customer surveys.
•
Microsoft Excel – Financial spreadsheets.
•
ISSUU – Digital presentation.
Consultations •
I will ask for feedback from my peers with regards to my designs, in order to ascertain the most commercially viable designs.
•
I will email Dead Legacy to enquire as to how they decide upon specific themes for their t-shirts and sweats, and to ask for feedback on my own designs.
•
I will also email competitors, such as Iron Fist, to ask for their feedback as well.
•
I will reflect upon my earlier consultation within the Matalan head office, which was part of the first half of my FMP.
•
I will have weekly tutorials within college to reflect upon the work I have completed and discuss ideas for pending work.
Skills •
I will need to utilise the skills I have learnt on Photoshop to create visually impressive mood-boards and concept boards, as well as customer profiles and, of course, my range plans. I will also require Photoshop when creating my look-book.
•
I will need to improve my skills on Illustrator to enhance my original designs for my range.
•
I will need to use the knowledge I have learnt regarding trend forecasting and utilise the experience I have navigating WGSN.
•
I will have to use my knowledge of trend forecasting to create relevant illustrations for an on-trend range.
•
I will need to use the knowledge I have gained about the industry to complete industry standard reports such as comp shops and financial spreadsheets.
•
I will require the skills I have picked up for written evaluations and analyses.
Processes and Practices •
Desk research for Dead Legacy and a visual mood-board for the brand using Photoshop.
•
Comparative shops for Dead Legacy and Matalan. I will conduct these online but I will look at both online and high street retailers.
•
PESTLE and SWOT analyses for both companies, using various articles to support my findings.
•
Visual customer profiles for men, women and children, created on Adobe Photoshop.
•
Written customer profiles for men, women and children.
•
Directional shop for Dead Legacy, in order to gain inspiration for original prints.
•
Trend forecasting using WGSN, Pinterest and Vogue. Create mood-boards for general trends, key pieces, and fabric and colour trends using Photoshop. Identify key pieces to include in the ranges.
•
Design original illustrations using knowledge gained from trend forecasting and comp and directional shops.
•
Create concept boards for men’s, women’s and children’s ranges on Photoshop, using a combination of trend research and original artwork.
•
Refine original illustrations for use in ranges.
•
Conduct customer surveys using social media and ask classmates for feedback on trend research and original artwork so determine what designs and styles I should definitely include in the ranges.
•
Build ranges to a professional standard on Photoshop.
•
Complete written ranges for each range to support visuals.
•
Written business plan, detailing short, medium and long terms goals, and financial spreadsheets for each range, created on Microsoft Excel.
•
Written financial analyses to support spreadsheets.
•
Commercial branding including ensemble styling, model styling and advertising campaigns, created on Photoshop.
Action Plan 21/04/16 Dead Legacy history and mood-board. 05/05/16 Directional shop for Dead Legacy and Matalan. 19/05/16 Range building.
22/04/16 Comparative shop for Dead Legacy. 06/05/16 Trend forecasting for A/W 2017.
20/05/16 Business plan – mission statement and long, medium & short-term aims.
27/04/16
28/04/16
29/04/16
04/05/16
Comparative shop for Matalan.
PESTLE and SWOT analyses for Dead Legacy.
PESTLE and SWOT analyses for Matalan.
Customer profile – men, women and children.
11/05/16
12/05/16
13/05/16
18/05/16
Illustrations and concept boards.
Illustrations for ranges.
25/05/16
26/05/16
Business plan – financial spreadsheets and analyses.
Commercial branding – logos, advertising and styling.
Range Building
27/05/16 Evaluation.
Range building.
Project Rationale •
I have chosen to do a collaboration between Matalan and Dead Legacy, as I think that it will bring in a younger customer to Matalan. This retailer currently stocks a few designs that are not dissimilar to the garments on offer from Dead Legacy, but by introducing 3 full ranges from the Dead Legacy brand, Matalan will be able to offer a wider range of goods to a younger audience.
•
The collaboration between Dead Legacy and Matalan will also give me the opportunity to vary my portfolio by adding my own illustrations, while at the same time keeping a consistent theme throughout my FMP.
•
I hope to be able to further enhance my portfolio by demonstrating the skills and knowledge I have gained in buying and merchandising, along with my ability to produce original designs to a specific brief and incorporate these into a commercially viable range.
Identification of Potential Risks •
Will not have access to WGSN at home so will need to ensure I procure all CADS while in college.
•
I may have difficulty gaining a decent number of responses for my customer surveys. If I struggle with this I will ask my classmates so that I at least have an idea of the general market.
•
I may have trouble gaining responses from the company and its competitors about their ranges and practices, in which case I will have to rely on secondary research regarding the brands.
•
There is a wide gap between the sourcing practices of Matalan and Dead Legacy, so I will have to think of a suitable compromise in how I source the range for sale in Matalan.
•
Dead Legacy was started by two brothers with no previous experience in the fashion industry, but with a passion for clothing.
•
The brand has been trading for over 6 years and is stocked in various stores throughout Europe, including Urban Outfitters and House of Fraser in the UK.
•
The company is based in Manchester and their ranges are produced in Portugal.
•
They have chosen to manufacture in Portugal because the country produces very high quality jersey, and it also has excellent workers’ rights records.
•
The company has a dedicated customer services team, and customers who purchase from their website are able to gain loyalty points which can be redeemed on future purchases.
•
They also offer 20% discount to students all year round.
•
The brand collaborates with bloggers to promote their products by offering various perks to bloggers with varying numbers of followers.
•
Their current ranges are priced from £12.99 to £69.99.
•
The brand specialises in printed t-shirts and sweatshirts, but are now looking to expand their ranges to include garments such as jackets and hoodies.
•
They are predominantly a menswear brand, but they also offer a range of women’s t-shirts.
•
They are currently one of the fastest-growing companies in Sweden, and are now looking to expand into places such as Norway, Germany and Australia.
•
Celebrity customers of the brand include Michelle Keegan, Tom Hardy and Russell Howard.
Comparative Shop - Menswear
Item Brief description
RRP
Fabric composition
Wash care
C.O.O.
Dead Legacy Camo
Taurus
Tropical Circle
Leopard Leather
Bad Dog T-shirt
£29.99
£29.99
£29.99
£29.99
£29.99
100% Cotton
100% Cotton
100% Cotton
100% Cotton
100% Cotton
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Portugal
Portugal
Portugal
Portugal
Portugal
Item Brief description
RRP
Fabric composition
Wash care
C.O.O.
Neon Tiger Black Lightweight Sweat
Boxing Dog Lightweight Sweat
Easy Come Easy Go Lightweight Sweat
Camo Black Lightweight Sweat
D/L Premium: Parisienne Sweat
£39.99
£39.99
£39.99
£39.99
£69.99
100% Cotton
100% Cotton
100% Cotton
100% Cotton
100% Cotton
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Portugal
Portugal
Portugal
Portugal
Portugal
Item Brief description
RRP
Fabric composition
Enlightenment Crewneck Tee
#KILLINGIT Graphic Tank
Rad Relaxed Tee
Gambler Tee
Black Death Tee
£23.99
£23.99
£29.99
£29.99
£31.00
100% Cotton Jersey
100% Cotton Jersey
100% Cotton Jersey
100% Cotton Jersey
100% Cotton Jersey
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Airheads Graphic Raglan Tee
Throne Raglan Tee
School Sucks ¾ Raglan
Shinjuku Boardshorts
Extracurricular Pool Shorts
£29.99
£35.00
£39.99
£39.99
£40.99
100% Cotton Jersey
100% Cotton Jersey
100% Cotton Jersey
100% Polyester
100% Polyester
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Urban Outfitters Tshirt Let’s Taco Bout It White Tee
Obey X Jamie Reid Our Fair Sister Black Tee
Edwin Fuji Logo Tee
Wood Wood Unfollow Black Tee
Velour Basile Floral Print Tee
£25.00
£30.00
£35.00
£43.00
£55.00
Mixed fibres
Mixed fibres
Mixed fibres
Cotton
Mixed fibres
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Urban Outfitters Tshirt Death Row Records White Tee
Hero’s Heroine Long Sleeve Remix Tee
Stussy Original Stock Green Long Sleeve Tee
DRMTM Stanton Long Sleeve Black Speckle Shirt
Wood Wood Crew Han Long Sleeve Tee
£30.00
£35.00
£38.00
£45.00
£65.00
Mixed fibres
Mixed fibres
Mixed fibres
Cotton
Cotton
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Comparative Shop - Womenswear
Item Brief description
RRP
Fabric composition
Wash care
C.O.O.
Let’s Dance Female T-shirt
She Squats Female T-shirt
Toucan Female Tshirt
Elephant Tusk Female T-shirt
Cocktail Female Tshirt
£24.99
£24.99
£24.99
£24.99
£24.99
100% Cotton
100% Cotton
100% Cotton
100% Cotton
100% Cotton
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Portugal
Portugal
Portugal
Portugal
Portugal
Item Brief description
RRP
Fabric composition
Wash care
C.O.O.
Dead Legacy Grey Sweat with Quilted Sleeves
Weekend Lightweight Sweat
Crème de le Crème Black Lightweight Sweat
Tribeca Lightweight Sweat
Tom Hardy X Dead Legacy Lightweight Sweat
£34.99
£39.99
£39.99
£39.99
£39.99
100% Cotton
100% Cotton
100% Cotton
100% Cotton
100% Cotton
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Machine wash at 30’, Do not tumble dry
Portugal
Portugal
Portugal
Portugal
Portugal
Item Brief description
RRP
Fabric composition
Lost Angel Tank
Dead Baby Tee
Mermaid For Life Oversized Crop Tee
I Heart Junk Tank
Midnight Mermaid Girly Tank
£23.99
£24.99
£25.99
£29.99
£35.99
100% Cotton Jersey
100% Cotton Jersey
100% Cotton Jersey Sequin Embroidery
100% Cotton Jersey
100% Rayon
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Share Bear Crop Sweater
Stabby Cat Sweater
Scatterbrain Blouse
Spineless Drape Sweater
Slayer Torn Sweater
£45.99
£48.00
£48.00
£55.00
£59.00
100% Polyester
55% Cotton, 45% Acrylic Fine Gauge
100% Rayon
100% Acrylic Fine Gauge
100% Cotton Fine Gauge
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Bone Me Mini Skirt
Bone Deep Pencil Skirt
Super Sad Dress
Mexican Moon Dress
Second Base Dress
£30.99
£32.99
£35.00
£39.99
£39.99
95% Cotton, 5% Elastane Jersey
95% Cotton, 5% Elastane Ponte
100% Cotton
95% Cotton, 5% Elastane Jersey
95% Cotton, 5% Elastane Jersey
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Illustrated People No Hun T-shirt
Truly Madly Deeply Palm Springs Ringer T-shirt
adidas Originals X Farm Floral Trefoil T-shirt
MNKR Lover Pocket T-shirt
Sonia by Sonia Rykiel Grey Heart VNeck T-shirt
£25.00
£26.00
£30.00
£32.00
£60.00
Mixed fibres
Mixed fibres
Polyester
Mixed fibres
Mixed fibres
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Urban Renewal Vintage Customised Dark Grey Army Sweatshirt
Minkpink Rum and Rodeos Raglan Sweatshirt
ADPT. Charm Printed Sweatshirt
Project Social T Portland Print Sweatshirts
Kings of Indigo Bad Sweatshirt
£30.00
£34.00
£35.00
£42.00
£85.00
Mixed fibres
Vintage fibres
Mixed fibres
Mixed fibres
Mixed fibres
Machine Wash
Hand Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Comparative Shop - Menswear
Item Brief description
RRP
Fabric composition
Tahiti Printed Vest
Palm Tree Print Tshirt
Infinite Possibilities Printed T-shirt
Photographic Print T-shirt
Marvel Avengers Character Print Tshirt
£5.00
£6.00
£8.00
£8.00
£10.00
57% Cotton, 43% Polyester
64% Polyester, 36% Cotton
100% Cotton
100% Cotton
100% Cotton
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Slim Fit Stretch Chinos
Slim Fit Jersey Denim Jogging Bottoms
Belted Cargo Trousers
Lincoln Utility Trousers
Farah Flexiwaist Trousers
£16.00
£18.00
£20.00
£22.00
£25.00
97% Cotton, 3% Elastane
76% Cotton, 23% Polyester, 1% Elastane
75% Cotton, 25% Polyamide
73% Cotton, 27% Polyester
100% Polyester
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Long Sleeve Crew Neck Sweatshirt
Long Sleeve Lightweight Hoodie
Striped Hooded Top
Zip Through Hoodie
Morley Smart Sweatshirt
£8.00
£12.00
£14.00
£12.00
£22.00
80% Cotton, 20% Polyester
60% Cotton, 40% Polyester
82% Cotton, 18% Nylon
60% Cotton, 40% Polyester
90% Cotton, 10% Polyester
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Reversible Fisherman Hat
Textured Wallet
Textured Flat Cap
Heat Holders Knitted Hat
Smart Rucksack
£5.00
£6.00
£6.00
£9.00
£10.00
100% Cotton
Outer: 100% PU, Lining: 100% Polyester
74% Cotton, 26% Linen
53% Polyester, 43% Acrylic
100% Polyester, exclusive of trimmings
Machine Wash
N/A
Machine Wash
Machine Wash
Wipe Clean Only
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F All Good Vibes T-shirt
F&F Active Basketball Graphic T-shirt
Marvel Captain America Civil War Tshirt
Smith & Jones Engineered Print Tshirt
Disney Star Wars Kylo Ren T-shirt
£6.00
£6.00
£8.00
£10.00
£10.00
100% Cotton
100% Cotton
100% Cotton
100% Cotton
80% Polyester, 20% Cotton
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Loose Fit Cargo Trousers
F&F Straight Leg Chinos
F&F Slim Fit Chinos
F&F Twill Straight Leg Trousers
F&F Loose Fit Cargo Trousers with Belt
£12.00
£12.00
£12.00
£15.00
£18.00
100% Cotton
100% Cotton
98% Cotton, 2% Elastane
98% Cotton, 2% Elastane
100% Cotton
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Zip-Through Hoodie
F&F Textured Crew Neck Sweatshirt
F&F Tech Overhead Hoodie
F&F Panelled Tech Overhead Hoodie
Trespass Irving Performance Fleece Hoodie
£12.00
£14.00
£14.00
£16.00
£25.00
60% Cotton, 40% Polyester
70% Cotton, 30% Polyester
70% Cotton, 30% Polyester
70% Cotton, 30% Polyester
100% Polyester
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Train Driver Cap
F&F Reversible Fisherman Hat
F&F Fleece Lined Trapper Hat with Thinsulate
F&F Flat Cap
Star Wars Snap Back Cap
£6.00
£6.00
£6.00
£8.00
£10.00
100% Cotton
100% Polyester
100% Cotton
100% Cotton
Wipe Clean Only
Machine Wash
Machine Wash
Machine Wash
Wipe Clean Only
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Outer: 100% Linen, Lining: 63% Cotton, 27% Polyester, 10% Viscose
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
White Venice Beach T-shirt
Black Compton Brooklyn T-shirt
That Summer Feeling Print T-shirt
Ecru Nepp Floral Shoulder T-shirt
Black Legacy Print Tshirt
£3.00
£5.00
£7.00
£7.00
£8.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Khaki Slim Fit Chinos
Navy Cargo Trousers
Camo Cargo Trousers
White Linen Slim Trousers
Stone Belted Chino
£8.00
£11.00
£12.00
£14.00
£14.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Grey Paris Logo Crew Neck Jumper
Grey Zip Through Hoodie
Grey Motor Hoodie
Batman Vs Superman Photo Sweatshirt
Grey Nylon Panel Zip Hoodie
£7.00
£8.00
£10.00
£12.00
£14.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Black Wallet
Khaki Bucket Hat
Black PU Bip Cap
Men’s Black Fedora
Khaki High Shine Backpack
£3.50
£4.00
£5.00
£8.00
£10.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Comparative Shop - Womenswear
Item Brief description
RRP
Fabric composition
Style & Fashion Slogan T-shirt
Rogers Slogan Tshirt
Stripe Printed Tshirt
Barcode Print T-shirt
Falmer Denim Look Embroidered T-shirt
£6.00
£8.00
£10.00
£12.00
£16.00
60% Cotton, 40% Polyester
60% Cotton, 40% Polyester
62% Viscose, 38% Polyester
98% Polyester, 2% Elastane
100% Cotton
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Hand Wash Only
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Tube Maxi Skirt
A-Line Button Through Skirt
A-Line PU Skirt
Falmer A-Line Cord Skirt
Suedette A-Line Skirt
£12.00
£12.00
£14.00
£14.00
£16.00
97% Viscose, 3% Elastane
100% Cotton
84% Viscose, 16% Polyester with PU Coating
98% Cotton, 2% Elastane
90% Polyester, 10% Elastane
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
High Neck Swing Jersey Dress
Zip Up Hoodie
Zip Up Hoodie
Hanky Hem Printed T-shirt
Jacquard Midi Dress
£10.00
£10.00
£10.00
£14.00
£14.00
96% Viscose, 4% Elastane
60% Cotton, 40% Polyester
80% Cotton, 20% Polyester
97% Polyester, 3% Elastane
91% Polyamide, 4% Elastane, 4% Metallised Fibre
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Floral Print Scarf
Butterfly Print Scarf
Wool Fedora Hat
Aztec Print Rucksack
Buckle Detail Hobo Bag
£6.00
£6.00
£10.00
£14.00
£18.00
100% Polyester
100% Polyester
100% Wool
Machine Wash
Machine Wash
Wipe Clean Only
Wipe Clean Only
Wipe Clean Only
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Shell: 54% Polyester, 39% Cotton, 7% Viscose, Lining: 100% Polyester
Shell: PU, Lining: Polyester
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Bardot Top
F&F Striped Ribbed Halterneck Top
F&F Floral Print Zip Shoulder Top
Jacqueline De Yong Botanical Print VNeck Top
Stella Morgan Butterfly Print Top
£8.00
£10.00
£12.00
£14.00
£18.00
95% Viscose, 5% Elastane
95% Viscose, 5% Elastane
95% Viscose, 5% Elastane
98% Polyester, 2% Elastane
95% Polyester, 5% Elastane
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Machine Wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Palm Print Midi Tube Skirt
F&F Faux Suede ALine Mini Skirt
F&F Striped Maxi Skirt
F&F Grid Pattern Tube Skirt
F&F Signature Suede Mini Skirt
£10.00
£12.00
£12.00
£16.00
£35.00
94% Viscose, 6% Elastane
100% Polyester
96% Viscose, 4% Elastane
82% Acrylic, 18% Cotton
Outer: 100% Leather, Lining: 94% Polyester, 6% Elastane
Machine Wash
Machine Wash
Machine Wash
Machine
Dry Clean Only
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Striped Twist Detail T-shirt Dress
F&F Palm Print High Neck Swing Dress
AX Paris Checked Bodycon Dress
Mela London Aztec Print Maxi Dress
AX Paris Floral Print Dress
£10.00
£12.00
£22.00
£28.00
£30.00
96% Viscose, 4% Elastane
94% Viscose, 6% Elastane
95% Polyester, 5% Elastane
95% Polyester, 5% Elastane
92% Polyester, 8% Elastane
Machine Wash
Machine Wash
Hand Wash Only
Machine Wash
Hand Wash Only
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Digital Floral Print Scarf
F&F Plait Trim Foldable Fedora
F&F Push Lock Cross-Body Bag
F&F Striped Canvas Rucksack
South Beach Watermelon Print Canvas Beach Bag
£7.00
£7.00
£10.00
£15.00
£15.00
100% Polyester
100% Polyester
Outer: Polyvinyl chloride, Lining: 100% Polyester
51% Polyester, 33% Cotton, 16% Viscose
100% Cotton
Machine Wash
Wipe Clean Only
Do Not Wash
Wipe Clean Only
Hand Wash Only
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Grey Grump Cat Tshirt
White Crop NASA Vest
Grey Disney Princess Squad Tshirt
Grey Still Don’t Care V Neck T-shirt
Black Picture Letter Sequin T-shirt
£4.00
£6.00
£6.00
£7.00
£9.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Mirror Print Tube Maxi Skirt
Green Zip Through Suedette Skirt
Black Tapestry Mini Skirt
Khaki Cheesecloth Maxi Skirt
Black Crinkle Tiered Maxi Skirt
£6.00
£8.00
£10.00
£10.00
£13.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Multi Jersey Tube Dress
Mono Vest Bodycon Dress
Black Apron Front Maxi Dress
Black Geometric Print Vest Maxi Dress
Blush Glitter Apron Neck Bodycon Dress
£5.00
£5.00
£6.00
£8.00
£10.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Novelty Patches Washbag
Brown Geometric Jacquard Scarf
Black Fedora With Metal Detail
Mini Mouse Backpack
Blue London Weekender Bag
£4.00
£5.00
£8.00
£10.00
£12.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Comparative Shop - Kidswear
Item Brief description
RRP
Fabric composition
Boys’ Skateboard Print T-shirt (3-13 years)
Boys’ Giraffe T-shirt (3-13 years)
Boys’ Fearless Print T-shirt
Kids’ Marvel Character T-shirt
Boys’ Miami Print Tshirt (9-16 years)
£3.00-£4.00
£4.00-£5.00
£5.00-£6.00
£6.00
£7.00
100% Cotton
98% Cotton, 2% Viscose
67% Polyester, 33% Cotton
100% Cotton
67% Polyester, 33% Cotton
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Boys’ City Scape Sweatshirt (3-13 years)
Boys’ Striped Sweatshirt (3-13 years)
Boys’ Harlem Sweatshirt (9-16 years)
Boys’ Crew Neck Sweatshirt (9-16 years)
Boys’ Mesh Sweatshirt (9-16 years)
£8.00-£9.00
£8.00-£9.00
£10.00
£10.00
£10.00
51% Cotton, 49% Polyester
60% Cotton, 40% Polyester
100% Cotton
Top Panel 60% Cotton 40% Polyester. Bottom Panel 80% Cotton 20% Polyester
76% Polyester 24% Cotton. Trim: 100% Polyester
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Wash care
C.O.O.
Girls’ Mermaids Tshirt (3-13 years)
Girls’ Candy Couture Beach T-shirt (9-16 years)
Girls’ Sequin Slogan T-shirt (3-13 years)
Girls’ Candy Couture Rib T-shirt (9-16 years)
Girls’ Candy Couture Asymmetric Double Layer Top (9-16 years)
£3.00-£4.00
£5.00
£6.00-£7.00
£8.00
£10.00
100% Cotton
58% Cotton, 42% Polyester
100% Cotton
67% Polyester 33% Viscose
Outer Fabric: 100% Polyester. Inner Fabric: 100% Viscose
Machine wash, Low tumble dry
Machine wash, Low tumble dry
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Item Brief description
RRP
Fabric composition
Girls’ Pineapple Embellished Sweatshirt (3-13 years)
Girls’ LA Slogan Sweatshirt (3-13 years)
Girls’ Candy Couture Ribbed Sweatshirt (9-16 years)
Girls’ Candy Couture Textured Sweatshirt (9-16 years)
Girls’ Candy Couture Dreamer Sweatshirt
£9.00-£10.00
£9.00-£10.00
£10.00
£12.00
£12.00
Main: 100% Cotton. Rib: 95% Cotton 5% Elastane. Lining: 100% Polyester
98% Polyester 2% Elastane
76% Polyester 22% Cotton 2% Elastane
98% Polyester 2% Elastane
65% Cotton 35% Polyester
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Boys’ Just Be Roarsome T-shirt (17 years)
F&F Boys’ Dip Dye T-shirt (1-7 years)
F&F Boys’ Palm Print Striped T-shirt (5-15 years)
Pumpkin Patch Boys’ Gorilla Print Tshirt (1-5 years)
Name It Boys’ Surfer Pug T-shirt (4-12 years)
£2.00-£3.00
£3.00-£4.00
£5.00-£7.00
£10.00
£12.00
Main: 100% Cotton; Rib: 98% Cotton, 2% Elastane
100% Cotton
60% Cotton, 40% Polyester
95% Cotton, 5% Elastane
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Body: 80% Polyester, 20% Cotton, Trim: 63% Polyester, 34% Cotton, 3% Elastane
Wash care
Item Brief description
RRP
Fabric composition
Universal Studios Boys’ Minions Sweatshirt (2-7 years)
Marvel Boys’ Spider-Man Zipthrough Hoodie (1-7 years)
Name It Boys’ Robots Slogan Sweatshirt (1-4 years)
F&F Boys’ Dip Dye Zip-Through Hoodie (5-14 years)
Name It Boys’ Moon Landing Mock Layer Hoodie (4-12 years)
£7.00-£8.00
£10.00-£12.00
£12.00
£10.00-£13.00
£20.00
Body: 100% Cotton, Rib: 98% Cotton, 2% Elastane
86% Cotton, 14% Polyester
50% Cotton, 50% Polyester
Body: 100% Cotton, Rib: 96% Cotton, 4% Elastane
95% Cotton, 5% Elastane
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Girls’ Think Happy Be Happy Slogan T-Shirt (1-7 years)
F&F Girls’ Giraffe TShirt (5-13 years)
DC Comics Girls’ Hello Kitty Wonder Woman T-Shirt (1-7 years)
Pumpkin Patch Girls’ Tropical Fish TShirt (1-5 years)
Name It Girls’ Butterfly Print TShirt (4-12 years)
£2.00-£3.00
£3.00-£4.00
£6.00-£7.00
£10.00
£14.00
Body: 100% Cotton, Rib: 97% Cotton, 3% Elastane
100% Cotton
Body: 100% Cotton, Rib: 97% Cotton, 3% Elastane
100% Cotton
95% Cotton, 5% Elastane
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
F&F Girls’ Floral Lovely Slogan ZipThrough Hoodie (17 years)
F&F Girls’ Aztec Trim Zip-Through Hoodie (5-14years)
F&F Girls’ Fashion Slogan Hoodie (5-12 years)
Babeskin Girls’ ZipThrough Hoodie (713 years)
Name It Girls’ Love Slogan Long Line Sweatshirt (4-12 years)
£7.00-£8.00
£8.00-£10.00
£9.00-£10.00
£13.00
£15.00
Body: 100% Cotton; Rib: 97% Cotton, 3% Elastane
Main: 60% Cotton, 40% Polyester; Rib: 57% Cotton, 38% Polyester, 5% Elastane
56% Cotton, 44% Polyester
49.6% Polyester, 48% Cotton, 2.4% Viscose
80% Cotton, 20% Polyester
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Boys’ Grey Beach Time Dinosaur TShirt (7+ years)
Boys’ Blue Zig Zag TShirt (7+ years)
Boys’ Fade Palm TShirt (7+ years)
Boys’ New York City At Night T-Shirt (7+ years)
Boys’ Black Batman Foil Print T-Shirt (7+ years)
£1.90
£3.00
£4.50
£4.50
£6.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Boys’ Black Zip Through Hoodie (7+ years)
Older Boy Black Grey Hoody (7+ years)
Boys’ Blue College League Hoodie (7+ years)
Boys’ Navy New York Athletic Hoodie (7+ years)
Boys’ Red Zip Through Original Hoodie (7+ years)
£4.50
£5.00
£6.00
£7.00
£7.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Girls’ White Paris Tshirt (7+ years)
Girls’ Grey Squad Goals T-Shirt (7+ years)
Girls’ Pink Hello Weekend Tassel Top (7+ years)
Girls’ White Star Wars Crop T-Shirt (7+ years)
Girls’ Black Sequin Unicorn Vest (7+ years)
£1.90
£1.90
£5.00
£5.50
£7.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item Brief description
RRP
Fabric composition
Girls’ White Loose Cardigan (7+ years)
Older Girl Red Pompom Kimono (7+ years)
Girls’ Green Floral Varsity Crew Neck Jumper (7+ years)
Girls’ Pink Pattern Kimono & Cami (7+ years)
Girls’ Black Fluffy Cardigan (7+ years)
£5.00
£7.00
£7.00
£8.00
£10.00
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Comp Shop Analysis I have completed comparative shops for both Dead Legacy and Matalan. As I plan to do a collaboration between the two companies, it is important that I am able to place my range within the context of both brands. I hope to bring in a new, younger customer to Matalan with my Dead Legacy range, so the range I build will be geared more towards the Dead Legacy customer and will reflect their style and ethos, but I do not want the range to look out of place within Matalan, or to be two expensive to gather interest amongst existing Matalan customers. For my Dead Legacy comp shop I looked at Iron Fist, as this is a similarly youthful and creative range that is sold both online and in other stores, and Urban Outfitters, as this is one of the retailers that stocks Dead Legacy clothing, and therefore other brands that this store stocks are direct competitors of the brand. For my Matalan comp shop I looked at Tesco and Primark, as these stores reflect both the family ethos and good value available in Matalan.
Iron Fist offers clothes within a similar price range to that of Dead Legacy (with men’s tops, for instance, ranging from £23.99-£39.99, while Dead Legacy’s tops are priced at £29.99), but the variety of clothes is much larger, especially amongst womenswear. Dead Legacy, on the other hand, currently offers a limited range, and is geared more towards menswear than womenswear. Iron Fist, then, offers useful insight for me as a buyer looking to expand Dead Legacy’s ranges. Most of Iron Fist’s t-shirts are 100% cotton, like those of Dead Legacy, with a few exceptions in the womenswear department. Cotton is used less in other garments such as men’s shorts and women’s sweaters, and this may be something that I need to consider when building my range if I want it to be affordable within Matalan. While Dead Legacy are very clear about their aftercare instructions and from where they source their products, Iron Fist does not have any of this information available on their website. This is not necessarily because they have anything to hide, but rather I think more a nod to Dead Legacy’s eagerness to promote itself as an ethical and sustainable brand. The t-shirts and sweatshirts I have shown that are available in Urban Outfitters range from £25-£85, which places Dead Legacy nicely at the lower end of that particular market. Similarly, Urban Outfitters have chosen not to state the country of origin on their product pages, nor have they been as open about the fabric composition, simply stating “mixed fibres” for some of the products. They have, however, given some instruction about the aftercare of each garment. In terms of style, all 3 of these brands are quite trend focused, with Urban Outfitters beings the most trend-led of them all. Iron Fist is a more alternative brand, and tends to follow trends within the industry while still maintaining it’s more alternative style. For example, their #KILLINGIT tee, is an obvious nod to both the emergence of the ‘hashtag’ in popular culture and the term “killing it”, but they have given the term a different, more morbid meaning by pairing it with an image of the Grim Reaper. The target markets for all 3 brands are also very similar, with Urban Outfitters possibly spanning a slightly larger age range due to it’s stocking some considerably higher priced garments. The target markets for Dead Legacy and Iron Fist are men and women aged 18-25, while the target market for Urban Outfitters is something more like 18-35, which is reflected in their much wider variety of garments on offer. For each brand, their ideal customer profile will be someone aged in their early 20s, who follows trends in fashion and in other areas of life such as the media. Tesco and Primark offer clothes within a similar price range to that of Matalan, and all 3 retailers place a big emphasis on their excellent value. Men’s t-shirts in Matalan range from £5-£10, in Tesco they range from £6-£10, and in Primark they range from £3-£8. Women’s t-shirts in Matalan range from £6-£16, £8-£18 in Tesco, and £4-£9 in Primark. These prices place Matalan firmly within the middle of its competitors, and I have focused on t-shirts as the main priority because these are most similar to what is on offer from Dead Legacy. These 3 retailers offer a large variety of clothing however, so I have also included pants, skirts, dresses and accessories, for which the prices ranges show a similar pattern to those of the t-shirts. These are also the types of garments I will include in my ranges as part of my effort to expand Dead Legacy’s current range, so it is important that I get an idea of the sorts of prices that I will need to aim for when selling the range in Matalan. On Primark’s website, no product details are shown besides the description and price of the product, but both Tesco and Matalan clearly state the fabric composition and aftercare instructions for each garment. There is much less use of cotton across these retailers and a much higher percentage of man-made fibres, which is likely to contribute to the lower prices available from these retailers. This is something I will have to consider carefully when building my range, as I do not want Dead Legacy’s ethical ethos to conflict too much with Matalan’s affordability. As with Iron Fist and Urban Outfitters, the country of origin is not stated for any of the products available from Matalan, Tesco or Primark. However I know from previous research that Matalan source their products from the Far East, in places such as Bangladesh. This is another issue that will conflict with the ethos of Dead Legacy, as they are very open about sourcing all their products from Portugal due to its higher standards for workers’ rights.
Matalan and Tesco are not nearly as trend focused as Dead Legacy, Iron Fist and Urban Outfitters. Primark on the other hand are very trend focused, which makes up much of the basis of their fast fashion template. Although Matalan and Tesco do offer some trend inspired items, their emphasis is much more on practical and affordable clothing. Matalan, Tesco and Primark all offer a range of basic clothing, which falls in line with their aim to provide practical clothing, and makes them much more accessible to customers who are on a low budget or are simply more savvy with their expenses, particularly, in the cases of Matalan and Tesco, mothers of young children. Matalan in particular have a very limited range of trend focused items. While they tend to stock key pieces each season, such as their button-down A-line skirts, most of their items appear to be quite basic, and appeal more to men and women over 30, who are not looking to be on-trend. Primark is aimed more at a younger audience and this is reflected in their quick-paced stock rotation and trend inspired items. It is also the cheapest retailer I have researched, which could make them tough competition for Dead Legacy, if not for the vast difference in their sourcing practices. Primark has become somewhat infamous over the years for its use of so-called sweatshops in under-developed countries, while Dead Legacy prides itself on using suppliers with excellent human rights records. The children’s ranges available from Matalan, Tesco and Primark are all fairly similar in design and price, with t-shirts for both girls and boys ranging from £2 to £12, with Primark typically offering the cheapest range overall. When researching what is available among children’s clothing I only looked at t-shirts and sweaters/hoodies because this is all I will be including in my own kidswear range. At current Dead Legacy do not offer any children’s clothing at all, so while I will be expanding their men’s and women’s ranges to include some more varied items, I will simply be introducing a basic t-shirt/sweater range to be available for children. This should also suit Matalan well because while Matalan’s men’s and women’s ranges are lacking in trend-led collections, their children’s ranges are quite strong, and do not require as much revitalising as the adult ranges.
With my own range I aim to bring in a younger customer to Matalan, so as far as Matalan’s current ranges go I will not be too heavily influenced by the styles on offer. I do not want the ranges to look completely out of place within the retailer, however, and I would hope that existing customers would also be interested in the new items. Having researched the range of t-shirts currently on sale in Matalan, I can say with some confidence that my ranges will not be entirely alien to the store, particularly in the menswear department. The prices of Dead Legacy’s t-shirts, however, is about 3 times as much as those of Matalan. While I do not wish to put the usual Matalan customers off by introducing higher prices, I feel that by emphasising the sustainability of Dead Legacy’s products I will be able to garner the interest of a good proportion of them, and through effective marketing I will be able to bring in the younger, more trend focused, customer who will be willing to pay more for their clothing in the first place. I will make efforts to lower the price of the ranges a little, perhaps by ordering a large amount of stock or by using a limited number of designs.
PESTLE Political Within the EU there are rules and regulations that protect workers’ rights, such as the right to safe working hours and conditions, minimum wages and a zero tolerance policy towards child labour. Many well-known brands find themselves under fire again and again for using factories in under-developed countries that exploit their workers, as John Oliver describes on Last Week Tonight (Oliver, 2015). It is for this reason that Dead Legacy produce all of their clothing within Western Europe, as they pride themselves on being an ethical brand, and having their clothing produced in Western Europe means that they are protected by EU policies regarding their garment workers. Economic Dead Legacy is particularly popular in Sweden, and is currently a growing market in other European countries such as Germany and the Nederlands. Its entire production is based in Portugal as well. Clearly then, for a UK based brand, it relies heavily on Europe. If Britain were to leave the EU, this could potentially have a devastating effect on the company. Import and export for the brand could see a slow down as new trade deals are negotiated, and new taxes could mean that the brand has to up the price of its products, which could then lead to a reduction in people buying from the brand, both in the UK and abroad. This is all due to the fact that the EU is a single market, meaning that “no tariffs are imposed on imports and exports between member states” (The Week UK, 2016). Without this exemption from these tariffs, UK based companies up and down the country would see a rise in costs for both imports and exports. Social As a trend-led graphic t-shirt company, Dead Legacy have to stay up-to-date with the latest trends in order to remain relevant. The graphics used on their garments are often motifs that are popular in today’s culture, such as pugs and bulldogs. As social media sites grow ever more popular, designers and buyers for Dead Legacy will need to keep a constant eye on sites such as Tumblr and Instagram so that they are able to spot trends that may translate well to print. When speaking with a representative of the brand, I was told that while graphic prints are still very popular in Sweden, the British public have moved more towards original artwork and illustration. This change in social preferences therefore means that Dead Legacy now need to recruit designers capable of producing original illustrations to be used as prints. Technological The growing popularity of bloggers today is hugely useful to a brand like Dead Legacy as it means they can collaborate with fans of the brand to promote the brand further. On their website (https://deadlegacy.com/media/blogger-pack.pdf) are details of how bloggers are able to procure free goods from the brand, in return for them advertising the brand to their own followers through their blogs. The emergence of social media sites in general has meant that brands such Dead Legacy are able to promote their products for no or very little cost, but by collaborating with bloggers who have thousands of followers, they are able to reach huge markets without having to pay large advertising fees. Legal Some of the prints used by Dead Legacy are patterns rather than graphics or illustrations. These will have to be original designs, otherwise the company could be faced with legal action from the original designer of said print. For example, they stock a number of tropical print t-shirts. While tropical patterns may not be easily distinguishable to consumers, if they were to use a pattern produced by another brand or artist, they could be in trouble for copyright infringement, which could see them faced with a heavy fine, and at the very least they would have to destroy all the relevant stock, which would mean a loss in revenue for the company. Environmental A committee of MPs have urged the UK government to approve a 2030s carbon target, known as the fifth carbon budget, in order to meet “national and international commitments on combating global warming” (Harvey, 2016). Under this agreement, the UK would have to commit to reducing its carbon emissions by 60% by 2030. This could have am impact on companies, such as Dead Legacy, that import and export on a global scale. As much of their revenue comes from oversees sales, Dead Legacy may find that their export is hindered by new rules and regulations, and because they have all their stock produced in Portugal, their import may also be affected. However, the fact that they have their stock produced in Portugal could also be an advantage to them if this new carbon budget is approved, as they do no need to worry about importing goods from the Far East, as many other companies do. Therefore, if the fifth carbon budget is approved, Dead Legacy may actually find themselves in a better position than many other UK retailers with regards to importing products. Harvey, F. (2016). MPs urge parliament to approve 2030 carbon target. [online] the Guardian. Available at: http://www.theguardian.com/environment/2016/apr/27/mps-urge-parliament-to-approve-2030-carbon-target [Accessed 28 Apr. 2016]. Oliver, J. (2015). Last Week Tonight with John Oliver: Fashion (HBO). [video] Available at: https://www.youtube.com/watch?v=VdLf4fihP78 [Accessed 28 Apr. 2016]. The Week UK. (2016). EU referendum. [online] Available at: http://www.theweek.co.uk/eu-referendum [Accessed 28 Apr. 2016].
SWOT Analysis Strengths • Dead Legacy have a strong celebrity following, which provides them with another platform for advertising. • All of their products are made from 100% cotton, so they can promote themselves as a sustainable company. • All of their products are produced in Portugal due to their excellent workers’ rights policies. This means they can promote themselves as an ethical company. • They have a strong online presence both on social media and through their collaborations with bloggers. • They are one of the fastest growing companies in Sweden and are currently breaking into other European countries and Australia. • They are known in the UK for their charitable collaborations, such as their Bobby Moore Fund collaboration to raise money for Cancer Research UK. • They are currently stocked in a number of UK retailers.
Weaknesses • They are not a household name within the UK. • Their ranges are limited to t-shirts, sweatshirts and a couple of hats. • It is currently a very male-oriented brand, and this shows through in some of their graphic prints. • They do not have their own high street store. • Visual merchandising is limited to the store’s in which they are stocked. • UK and European stockists are not listed on their website.
Opportunities • By increasing their marketing strategies and the stores in which they are stocked within the UK they will become better known amongst the general public. • They could increase sales by adding more garments to their range. • They could improve their womenswear range by adding more female-oriented designs. • They could open up a high street store in Manchester or London. This would give more people a chance to see the brand and increase sales. • If they opened their own high street store they would have free reign over their visual merchandising. • They could list all their UK and European stockists on their website so that customers know where to find their ranges when out and about.
Threats • There are many other UK based t-shirt companies producing similar garments. • Cotton is more expensive than man-made fibres, and can be difficult to get hold of amidst the political instability of cotton producing countries. • Other companies sourcing from outside of Europe will be able to offer similar designs for a cheaper price. • The cost of advertising could drive up the cost of their products. • They face competition from similar companies both in the UK and abroad. • Consumers may choose to buy from other, less expensive, brands if there is nothing to set this brand apart from the rest.
My SWOT analysis for Dead Legacy shows that they are in quite a good position to expand further within the UK market. Their good reputation for ethical and sustainable sourcing, alongside their celebrity fan base, means that they should be able to easily overcome threats such as cheaper or very similar competitors. Their celebrity following also gives them a huge boost regarding promotion of the brand, and their collaboration with Tom Hardy in particular will be hugely helpful as he has become hugely popular in the last year or so. What the brand is lacking in their ranges only means that they have more room to progress, by expanding their ranges to include more garments, and therefore increase their sales. If they put the same amount of effort into their womenswear range as they do into their menswear range, then they will be able to increase their customer base as well. They could also introduce a line of children’s t-shirts, which would likely appeal to followers of the brand who have children of their own or friends with children. Alongside increasing the size of their ranges, they could also increase their level of advertising, which would help them to become a more recognisable name amongst the UK public. Having their own concession within Matalan would help them along their way, and of course having their own high street store would be enormously helpful in establishing themselves as a prominent brand. If they listed their current stockists on their website, people would also be able to find them on the high street via other retailers.
PESTLE Political Because Matalan import most of their goods from Bangladesh and other countries in the Far East, they will be subject to tariffs that do not apply to imports within the EU. This is something that a buyer for Matalan will have to consider when negotiating costs with suppliers, as the cost of importing products will have to come out of their budget. It is also necessary to declare the intent to import goods from outside the EU to HMRC (Gov.uk, 2012), otherwise there can be financial penalties, and good can be withheld at customs. It is important, therefore, that the buyer is aware of all government policies and charges regarding the import and export of goods. Economic An article on The Guardian website states: “Official figures show retail sales volumes down 1.3% in March, fanning fears that UK economy has lost momentum” (Allen, 2016). The figures in question refer to sales of food and clothes, and suggest that households are becoming much more savvy with their money as fears over the global economy begin to mount in the run up to the EU referendum in June. This could have both positive and negative impacts for Matalan. If shoppers are not spending as much on clothes, they may feel the pinch as their sales decrease. However, as Matalan is known for its outstanding value, they may in fact benefit from this economic slowdown, as shoppers may come from other retailers to sample Matalan’s less costly products.
Social Concern over the welfare of garment workers is an issue that has surfaced in the public eye time and time again over the last couple of decades, but it is growing increasingly important in today’s society with more and more interest in the subject of worker safety and wellbeing, as highlighted by social movements such as #whomademyclothes?. Matalan are keen to present themselves as a company that takes ethical sourcing seriously, and as such they have a page on their website dedicated to detailing how they ensure the health and wellbeing of their factory workers (http://www.matalan.co.uk/corporate/Ethical-Sourcing-Policy). This page declares that the retailer uses detailed data analysis and regular audits in order to monitor their suppliers, and also that their suppliers are required to “sign documentation to ensure their compliance with the Matalan Sourcing Policy” (Matalan.co.uk, n.d.). Technological The growth in online shopping in recent years has not only meant that Matalan have been able to increase their customer base by making themselves available to anyone in any place at any time, but it has also given them the opportunity to expand into exclusively online departments, such as their Matalan Direct site, which sells household furniture and lighting. These online-only sales give Matalan the chance to sell more goods, without the need for more shop space, which will therefore help them to maximise profits. They also now have an online blog, on which you can find articles, tips and competitions. Something like this helps to maintain the interest of customers, and a blog in particular will be a good platform on which to reach a younger audience.
Legal There are a number of rules and regulations that affect Matalan, such as laws regarding “truth-in-advertising, product safety, intellectual property protection, employee, health and safety, and other laws and regulations, including consumer credit and consumer protection regulations and zoning and occupancy ordinances, that regulate retailers generally and/or govern the importation, promotion and sale of merchandise” (Matalan Bonholder Report, 2016). If Matalan fail to comply with any of these laws, they could be subject to fines or to temporary or permanent closure in the affected stores. Environmental The numbers of people shopping on Britain’s high streets has continued to decline through March 2016, due in part, some argue, to the unseasonably cold spring weather putting shoppers off the high street and instead prompting them to shop online (the Guardian, 2016). This will have a dramatic impact on high street stores, not only because there are less people out and about shopping, but also because many stores will find that their Spring/Summer collections are simply not in demand as one might have expected. For Matalan, however, there may be a saving grace in the fact that most of their stores are out-of-town stores with their own parking facilities, meaning that for many people, the issue of whether it is a nice day to stroll the high street will simply not apply. With regards to their ranges, Matalan, like all other clothing retailers, will need to think about providing clothes that are suitable for the volatile weather and changes in temperature that the UK appears to be having more and more. Allen, K. (2016). UK retail sales drop as shoppers cut back on food and clothes. [online] the Guardian. Available at: http://www.theguardian.com/business/2016/apr/21/uk-retail-sales-drop-shoppers-cut-back-food-clothesons [Accessed 29 Apr. 2016]. Gov.uk. (2012). Imports from outside the EU - Detailed guidance - GOV.UK. [online] Available at: https://www.gov.uk/guidance/importing-goods-from-outside-the-eu [Accessed 29 Apr. 2016]. Matalan.co.uk. (n.d.). Ethical Sourcing Policy - Matalan. [online] Available at: http://www.matalan.co.uk/corporate/Ethical-Sourcing-Policy [Accessed 29 Apr. 2016]. Matalan Bonholder Report. (2016). 1st ed. [ebook] Available at: http://www.matalan.co.uk/content/PDFs/corporate-publications/financial/2014%20Matalan%20Bondholder%20Report.pdf [Accessed 29 Apr. 2016]. the Guardian. (2016). Shoppers shun high street as cold weather and early Easter bite. [online] Available at: http://www.theguardian.com/business/2016/apr/18/shoppers-shun-high-street-cold-weather-early-easter [Accessed 29 Apr. 2016].
SWOT Analysis Strengths • Matalan is a well-known retailer within the UK. • It is known for it’s outstanding value for families. • Each store has a men’s, women’s, children’s and homeware department. • It has expanded it’s webstore to include an online only homeware department. • It has raised thousands of pounds for Alder Hey Children’s Hospital. • Its charitable campaigns have garnered the interest of worldwide celebrities. • It currently has a celebrity range that is a collaboration with Abbey Clancy.
Weaknesses • Not seen as a particularly fashionable brand. • Not very trend-driven. • Not many high street stores for shoppers to see. • Has been associated in the past with factories with poor health and safety records. • They do not have a big emphasis on visual merchandising, as most of their stores are out-of-town. • They purchase their goods from suppliers based in the Far East as this costs them less money, but it costs more to import, and suppliers there tend to have poor workers’ rights records.
Opportunities • They could bring in a younger market by purchasing more trend inspired items. • By opening more high street stores, more shoppers will be likely to wander in just to browse. • By introducing a sustainable and ethical brand, they could distance themselves from their association with poor working practices. • By opening more high street stores they could develop their visual merchandising. They could also develop their VM within the stores to be more exciting. • Matalan could promote itself as an ethical brand by purchasing more products from local suppliers. • They could expand on the success of their online store by placing order screens in store for customers to use when the product they want is not in that store.
Threats • Competitors such as Tesco and George at Asda also deliver good value to their customers. • Stores such as Primark are cheaper still than Matalan and more trend driven. • Consumers may think of Matalan as an unethical company due to it’s association with factories such as Rana Plaza. • Other retailers may have better offers online.
As a brand known for its good value and charity campaigns, Matalan is already in a good position within the market. However, it is not currently considered a very fashionable brand. It could overcome this by introducing a range, such as Dead Legacy, which is aimed at a younger, more trend inspired, customer. If it were to bring in this younger, more fashion focused customer, it would increase its customer base significantly, as it is currently mostly popular with women over the age of 30. It could also bring in more customers by opening more high street stores, as this would attract more window shoppers from the street, whereas at the moment the majority of their customers are people who have purposely driven to their out-of-town stores. They could also improve their visual merchandising to draw in more customers, and the collaboration with Dead Legacy would be a brilliant opportunity for this. Its association with an ethical brand like Dead Legacy would also improve their public image with regards to sourcing issues.
Customer Profile Liam is 25 years old and lives in Leeds in a house share with 2 of his friends. He works full time as an administrator for student housing, earning £22k per year. He lives just out of the city centre so usually walks to work, which is based on the university campus, but he does own a car, which he often uses to go for weekends away with his friends. He enjoys visiting new towns to sample the nightlife there, and has friends all over the UK so often has somewhere to stay wherever he goes. In Leeds his favourite clubs are Pryzm and Tiger Tiger, and he goes out in town most Friday nights with his friends. His drink of choice is cider and he will usually go for a pizza on the way home. On weeknights he spends his time in the gym, usually a couple of hours each night. He looks after his appearance, and uses a range of skincare products as well as regularly going to the gym. He has a shower each morning and uses Jean Paul Gaultier shower gel, deodorant and aftershave, which he asks for every Christmas and birthday so that he doesn’t run out. He also uses Clean & Clear face wash every day and Nivea face cream every night. On evenings he usually cooks his own dinner because he is out for so long, but if he and his house mates are all in together they will usually make something to share, such as a big pot of chilli or pasta. He is currently single but is not bothered as he has a fairly busy lifestyle and enjoys the time he spends with his friends, whether it is spent going out in town or playing on the PS4 at home. Their favourite games to play are Call Of Duty and GTA. He doesn’t watch much television but he does enjoy sitting down to a film every now and then, usually a comedy or an action film. He also likes to go to concerts, which is always an option in Leeds as it has a particularly healthy live music scene. His favourite band is Kings of Leon and he has seen them on tour many times, as well as at a few festivals. He also goes on holiday with his housemates every year. They like to go to Prague or Ibiza every summer, but if this is ever too expensive for one of them they will drive to a British seaside resort for a weekend instead. During his weekends in Leeds he likes to go shopping, often visiting places such as Topman and Urban Outfitters for shirts and tops, and Levi’s for jeans. He also likes to go to Sports Direct to look for brands such as Adidas and Nike on special offer, but will also pay full price for garments that are exclusive to the Adidas or Nike stores. He prefers paying a bit more in these stores rather than going into Primark or H&M because he finds that the fabric and the prints last a lot longer. He has two older sisters, one who lives in Leeds and another who lives in Brighton. His parents live in Dewsbury and he visits them every month or two. The family always get together at the parents’ house for Easter, Christmas and birthdays. He is also close to his granddad and visits him every week to do odd jobs for him such as mowing the lawn or helping with his food shop. His busy lifestyle means that he never gets bored, and it is a nice treat for him when he gets to sit down and watch a film. However he is glad that he has such a busy schedule as he would not want to sit inside watching films all the time, as he much prefers being out and about with friends or family.
Customer Profile John is 38 years old and lives in Aigburth with his wife and 2 children in a 4-bedroom house. He works full time as a software developer in South Liverpool, earning £34k per year. He likes to look fashionable but does not like to spend a lot of money on his clothes, instead preferring to spend it on things for his family such as summer holidays and day trips at the weekend. He spends a lot of time with his family: they eat dinner together every evening and they spend a lot of time in the garden together during the summer. He will usually go to the local pub with a group of friends every other Friday, and once a month he will take his wife out for a meal while the kids go to visit their grandparents. He shops at Matalan because his wife goes there often, so they usually drive there together and then he can browse the men’s department while his wife browses the womenswear. Sometimes if he is in town he will browse in Primark for cheap t-shirts as he likes their collection of film & television tops, and he will go to Burton if he fancies something a bit smarter. His skincare regime is quite simple. On a morning he has a quick shower and uses Nivea body wash and shaving products, although he is not picky about the products he uses and will often use whatever his wife buys from Tesco. At home he likes to play football in the rear garden with his kids, or if the weather is bad he will watch a film with them; their favourite film to watch together is Shrek. He is a hands-on dad and spends a lot of time with his kids, and often drives them to and from their friends’ houses or will take them and their friends out sometimes. He has a tendency to spoil his daughter by giving her money to spend when she goes into town with her friends, on top of the pocket money that he gives to both his son and daughter. His favourite genre of music is alt rock, and he often plays it in the car while driving his kids to and fro. His daughter tends to get embarrassed but his son sings along. His favourite band is Biffy Clyro and his favourite film is Die Hard.
Menswear
Customer Profile Mia is 23 years of age. She lives in Bristol where she is studying for a Masters in Economics. She also works part time as a barmaid in the town centre. She works most nights so does not usually get a chance to go out with her friends, however her friends usually come to her bar to drink so this doesn’t bother her as she still gets to spend her weekends with them. She lives just out of the centre of town, so she cycles to work and to university. She also goes to the gym in her spare time, usually on a Sunday morning. Her gym is open 24 hours so she often goes straight from work on a weekend. At home she has a Jack Russell called Zappa, which she takes out for a run every morning before university and every evening before work. She likes to keep fit, and she also loves to eat healthy. For breakfast she always makes herself a smoothie, and for lunch she will usually make a leafy salad. She doesn’t usually plan for dinner because she is usually in work by 6pm, but she always has something to snack on in her bag, such as nuts or fruit. She does enjoy cooking, however, and will cook for herself and her friends on her evenings off work; usually something like a curry or stir-fry.
Her favourite beauty products are The Body Shop’s coconut bath and body range, which she uses almost exclusively, with the exception of their tea tree face wash and vitamin E face cream. Her favourite makeup brand is Mac, from which she buys foundation, lip and eye colour, but she tends to use Maybelline mascara as she thinks it is very good for the price, and she gets through a lot of it so she does not want to spend too much on mascara. She tends to go shopping in the early afternoon on Saturdays. Clothing-wise she likes to visit Urban Outfitters, Zara and Superdry. She tends to spend most of her money on t-shirts, which she pairs up with either jeans, pinafores or skirts. She likes to mix up her style, and often pairs her outfits with clashing accessories, which she tends to buy from cheaper retailers such as Claire’s, Primark and Matalan. When she is at home if she is not doing university work she will slump in front of the TV and watch programmes on Netflix. Her favourite show at the moment is Community, and she also like Bob’s Burgers. If she has friends over they will usually just put music on, which can be anything from Beyoncé to Red Hot Chilli Peppers, but sometimes they will also watch a film together. When she has completed her masters she wants to get a well-paid job in an office, working Monday to Friday, so that she has her weekends totally free to spend with her friends and go out in town more often.
Customer Profile
This is the existing customer profile for Matalan womenswear. I have taken this from my earlier work in the unit as this particular profile has not since changed.
Customer Profile Adam and Emily are brother and sister, ages 8 and 15. They live with their parents in Aigburth in a 4 bedroom house. Adam attends a primary school about a 5 minute walk away from their home, while Emily has to take a 20 minute bus journey to her school if her dad is not able to give her a lift. Adam’s favourite activity is playing football with his dad and sometimes his sister, while Emily prefers to go shopping with her friends and quite often her mum. Emily usually goes into Matalan and Tesco with her mum as this is where her mum likes to shop for clothes, but when she is with her friends they will go into shops such as Primark and New Look. Emily likes the clothes that Matalan have for teenage girls, but she doesn’t enjoy browsing around the shop as much as she does in other shops because she associates it with older people. Adam is not fussy about where his clothes come from as his mum still buys them for him. He likes the clothes his mum buys for him from Matalan because they usually have characters from his favourite film on, such as Star Wars or Superman. Adam and Emily get on well but they sometimes get on each others’ nerves, as is to be expected of siblings. Emily thinks her little brother is embarrassing at times but she still likes to hang out with him at home, where they like to watch TV together. They are both fans of films such as Shrek, Ice Age and The Avengers. They get to spend a lot of time with their parents, which they both enjoy, and they love to see their grandparents, which they do so most weeks. Emily’s favourite meal is spaghetti carbonara and Adam’s is fish fingers and chips. When their grandparents visit on a Sunday their mum will usually go a big roast dinner, which they both love, with the exception of Adam’s distaste for broccoli.
Childrenswear
Customer Profile Danny is 24 years old and is a post-graduate student at Liverpool University, where he studies History. He lives just outside the city centre in the Georgian Quarter with his flatmate, who works full time in a bar, which means Danny usually has the flat to himself on an evening. While he has the flat to himself he likes to write music on his computer and play his guitar. Three days a week he works in a telesales office, but when he has finished university he wants to go into journalism, and sometimes he writes articles that he submits to low-key music and film webzines. His favourite kind of films are comic book films, about which his reviews are usually published on Purple Revolver. He doesn’t get paid for his reviews but he does sometimes get free cinema tickets in order to do the reviews, so he doesn’t mind. He doesn’t have a lot of money to spend as he only works part-time, but he likes to go out in town with friends whenever possible, and he likes to have something interesting to wear when he does. He goes shopping most Saturdays with his girlfriend, but only tends to browse for himself in cheaper stores like Primark. He likes Primark in particular because they have a large variety of graphic t-shirts to choose from, and he can usually afford at least one new garment a month from there. At home Danny will have a shower either on a morning before he leaves for work or university, or on an evening when he gets back. He uses Lynx deodorant and body wash because he can pick it up from the Tesco Express near his flat. He will usually have his dinner at around 7pm, often making something like stew or pasta, which he can separate into portions for freezing. He does this a lot because it means he can have proper home-cooked food without having to spend a lot of time in the kitchen. When he does cook he likes to put music on in the kitchen. His favourite genre is pop punk because it reminds him of summer, which is his favourite time of year, and he tries to go to a lot of local gigs during the summer in the bars and venues in the city centre.
Customer Profile Kelly is 24 years old and lives in Chester with her flatmate, Sarah, whom she has lived with since attending university there. She currently works full time as a sales assistant in Boots, usually Monday to Friday with alternating Saturdays. She earns minimum wage but the money is okay for her at the moment, although she hopes to be able to work her way up in in the company. She loves going shopping but she makes her money go further by looking in cheaper retailers such as Primark, H&M and Matalan, as well as charity shops. She would like to be able to shop in places with better ethical standards and product quality, such as Topshop, but she finds such retailers a bit too pricey, and usually only shops here after being given money for her birthday or Christmas. She buys all her beauty products at Boots because she can use her staff discount on them, and favours Rimmel London as her first choice for makeup. For her hair and skincare she buys Dove products, but is not adverse to other bath products that she often gets given for Christmas. Her favourite meal is Spaghetti Carbonara, but she tries to cook a variety of different foods, especially as her and Sarah take it in turns to cook for one another. They spend most evenings together watching Soaps and TV dramas, and they also tend to go out for drinks with friends most weekends. In her spare time Kelly likes to do arts and crafts, such as sketching and knitting. She also likes to practice nail art and henna on herself and her friends. She likes to listen to music when she’s on her own, usually listening to Radio One, and likes to go to clubs that play chart music when she’s out on a weekend with friends. Her favourite singer is Rihanna, whom she has seen in concert twice. She goes to Glastonbury every other year, alternating festivals with beach holidays each year. When she goes on holiday it is usually to a resort on the southern coast of Spain, as she can often find good deals on packages to places such as AlicantÊ.
Customer Profile This is Michael, 11, and Evie, aged 7. They are brother and sister and they live with their parents Newcastle. They both a local school, at which they are dropped off in the morning by their parents on their way to work in the city centre. They both attend the school breakfast club as their parents have to leave for work an hour before the school day begins. Evie’s favourite lesson in school is PE, while her brother’s favourite lesson is science. Michael is heavily into comic books and graphic novels, and has seen all the Marvel and DC films with his dad. Evie likes comic book films and enjoys watching most films with her brother, but she does not read comic books. Instead, she reads a lot of children’s novels, often with her mum, and her favourite author is David Walliams. She is quite intelligent for her age and is among the top in her class for every subject. They usually go out with their parents every Sunday, either to spend the day doing outdoor activities or to look around the shops in town, in which case Michael and his dad usually split off from Evie and her mum so that they can look in different stores. Michael will often find that his mum has still bought him a t-shirt or other garment when they meet up again though. He tends to mainly wear jeans with graphic t-shirts, and has loads of movie t-shirts. Evie is not yet so fussy about the clothes she wears, and will wear whatever her mum buys, although her mum often asks what she thinks of something before she buys it for her.
Customer Profile Sarah is 35 years old and lives with her partner and their two children in Newcastle, where she works as a manager in Aldi. She works Monday to Friday and every other Saturday, so she is very busy. She makes sure to have Sundays off work so that she can spend them with her family, either in the park or in town. She loves to go shopping and loves buying clothes for her children. She tends to buy basic wear in cheaper retailers such as Matalan and Asda, but she also looks in more expensive stores for fancier clothing because she prefers the quality, often finding that coloured and printed garments bought in less expensive retailers tend to fade quicker, and materials such as denim wear out more quickly. She will look in places like Debenhams and M&S for better quality clothing, and she also likes to browse the charity shops because she feels as though money spent in these shops is put to good use, and most of her own clothes come from charity shops. Her kids love film and television so she is always on the look-out for t-shirts with movie prints or characters on the front. She also likes comical and slogan t-shirts and will always pick one up for her each of her kids if she sees a good one. She encourages her kids to be artistic and sometimes buys them plain white garments from cheaper stores for them to decorate themselves with fabric markers, she also encourages them to read and to be active; often when they go to the park they will find the biggest tree they can to climb. She is a huge music lover herself and hopes that this interest will be passed on to her children. Her favourite genre is acoustic/folk, but she also listens to a lot of indie rock bands. Her husband is in a band that does one or two local gigs every month, and she always attends. If she is able to take the kids with her then she will do, but if not she will leave them with her mum for the evening. At home she uses The Body Shop bath and beauty products as they are against animal testing, and she feels that they are a good price for an ethical brand. She has naturally blonde hair so when she is not in work she colours it with hair chalk, usually streaks of green and blue, as it is easy to put in and washes out straight away. She also colours her daughter’s hair for non-uniform days in school as a treat. She likes to keep fit but because she works long hours she does not go to the gym, instead she does yoga at home, and sometimes takes the kids swimming if she has Saturday off work. She tries to cook healthy food at home that the kids will enjoy, and finds that stir-fry is the simplest and most enjoyable healthy meal she can do, her kids’ favourite being ginger and broccoli beef.
Directional Shop: Menswear
Item
Brief description
RRP Fabric composition
Wash care
C.O.O.
Dead Legacy Ink Tiger Blue
Hugo Boss Printed Cottonjersey T-shirt
Blackfist Blackfist is coming Vintage Cottonjersey t-shirt
The Elder Statesment Bear-print Cashmereblend T-shirt
Givenchy 19520 Organza T-shirt
£29.99
£55.00
£210.00
£495.00
£995.00
100% Cotton
100% Cotton
100% Cotton
70% Cashmere, 30% Silk
100% Silk
Machine wash at 30’, Do not tumble dry.
Machine wash
Machine wash
Dry clean
Hand wash
Portugal
Undisclosed
U.S.A.
U.S.A.
Undisclosed
Item
Brief description
RRP Fabric composition
Wash care
C.O.O.
Dead Legacy Easy Come Easy Go Lightweight Sweat
Star Wars Force For Change Claire Barrow c3po & r2d2 Cotton-jersey Sweatshirt
Raf Simons Raf Simons x David Sims Isolated Heroes Sweatshirt
Alexander McQueen Skull-embroidered Cottonjersey Sweatshirt
Givenchy Star-print Cotton Sweatshirt
£39.99
£110.00
£355.00
£580.00
£995.00
100% Cotton
100% Cotton
100% Cotton
100% Cotton
100% Cotton
Machine wash at 30’, Do not tumble dry
Machine wash
Hand wash
Machine wash
Machine wash
Portugal
Undisclosed
Undisclosed
Italy
Undisclosed
Directional Shop: Womenswear
Item
Brief description
RRP Fabric composition
Wash care
C.O.O.
Dead Legacy Mountain Unicorn Female T-shirt
Kenzo Tiger Cotton-jersey T-shirt
Beth Ditto Gaultier Corset Cotton-jersey T-shirt
Roberto Cavalli Tiger-print Silk T-shirt
Moschino Slippery Silksatin T-shirt
£24.99
£80.00
£155.00
£360.00
£535.00
100% Cotton
100% Cotton
100% Cotton
100% Silk
100% Silk
Machine wash at 30’, Do not tumble dry.
Machine wash
Hand wash
Dry clean
Dry clean
Portugal
Undisclosed
Undisclosed
Italy
Undisclosed
Item
Brief description
RRP Fabric composition
Wash care
C.O.O.
Dead Legacy Crème de la Crème Black Lightweight Sweat
Wildfox Shake It Jersey Sweatshirt
Au Jour Le Jour Sequinembellished Cotton-jersey T-shirt
Gucci Floral-print Neoprene Sweatshirt
Givenchy Feathered Wing Print Cotton Sweatshirt
£39.99
£100.00
£325.00
£680.00
£775.00
100% Cotton
7% polyester, 47% rayon, 6% spandex
100% Cotton
100% modal; 100% cotton
100% cotton; 97% cotton, 3% elastane
Machine wash at 30’, Do not tumble dry.
Hand wash
Dry clean
Dry clean
Machine wash
Portugal
U.S.A.
Italy
Italy
Undisclosed
Directional Shop: Menswear
Item
Brief description
RRP Fabric composition
Matalan Textured Flat Cap
New Era Jacksonville Jaguars Beanie
Gucci Wool Silk Beanie
The Elder Statesman Speckled Ribbed Cashmere Beanie
Maison Michel Joseph Borderlines Felt Hat
£6.00
£25.00
£150.00
£265.00
£525.00
74% Cotton, 26% Linen
100% Acrylic
70% Wool, 30% Silk
100% Cashmere
100% Felt
Machine Wash
Do not wash
Undisclosed
Dry clean
Specialist clean
Undisclosed
Undisclosed
Italy
U.S.A.
Undisclosed
Wash care
C.O.O.
Item
Brief description
RRP Fabric composition
Matalan Slim Fit Jersey Denim Jogging Bottoms
Boy London Jogging Bottoms with Silver Logo
Brunello Cucinelli Regularfit Straight Stretch-cotton Chinos
Yohji Yamamoto Mono Paint-print Trousers
Giuseppi Zanotti Leather Jogging Bottoms
£18.00
£60.00
£420.00
£951.00
£1,700.00
76% Cotton, 23% Polyester, 1% Elastane
100% Cotton
98% Cotton, 2% Elastane
100% Cotton
100% leather; lining 60% acetate, 40% cupro
Machine wash
Machine wash
Machine wash
Dry clean
Specialist leather clean
Undisclosed
Undisclosed
Italy
Undisclosed
Italy
Wash care
C.O.O.
Directional Shop: Womenswear
Item
Brief description
RRP Fabric composition
Matalan A-Line PU Skirt
Mo&Co. A-line Neoprene Skirt
Michael Kors Collection Pleated Crepe Skirt
Christopher Kane Embroidered Leather Aline Skirt
Valentino Embroidered Tulle Skirt
£14.00
£145.00
£870.00
£1,995.00
£5,585.00
84% Viscose, 16% Polyester with PU Coating
88.3% polyester, 11.7% linen; 100% polyester
100% polyester; 60% acetate, 40% cupro
100% leather; lining 100% viscose
100% nylon; lining 100% cotton
Machine Wash
Hand wash
Dry clean
Specialist dry clean
Dry clean
Undisclosed
Undisclosed
Italy
Italy
Italy
Wash care
C.O.O.
Item
Brief description
RRP Fabric composition
Matalan Jacquard Midi Dress
Moschino Smoking Lips Knitted Dress
Moschino Burnt-effect Logo-print Dress
Emilio Pucci Mosaic-print Stretch-silk Dress
Valentino Superhero Embroidered Tulle Dress
£14.00
£365.00
£535.00
£760.00
£4,720.00
91% Polyamide, 4% Elastane, 4% Metallised Fibre
100% Virgin Wool
97% rayon, 3% other fibres
93% silk, 7% elastane; 50% wool, 50% cotton
100% nylon; lining 91% silk, 9% elastane
Machine wash
Hand wash
Dry clean
Dry clean
Dry clean
Undisclosed
Italy
Italy
Italy
Italy
Wash care
C.O.O.
Directional Shop: Kidswear
Item
Brief description
RRP Fabric composition
Matalan Boys’ Giraffe Tshirt (3-13 years)
Tommy Hilfiger Boys’ Logo Print Cotton T-shirt (4-16 years)
Kenzo Boys’ Logos Eyes Cotton-shirt (4-16 years)
Marcelo Burlon Boys’ Tiger Eyes Cotton T-shirt (4-14 years)
Gucci Boys’ 25 Cotton Tshirt (4-12 years)
£4.00-£5.00
£18-£20
£38.00-£49.00
£73.00
£85.00
98% Cotton, 2% Viscose
100% Organically Grown Cotton
100% Cotton
100% Cotton
100% Cotton
Machine wash
Machine wash
Machine wash
Machine wash cold
Hand wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Italy
Wash care
C.O.O.
Item
Brief description
RRP Fabric composition
Matalan Boys’ City Scape Sweatshirt (3-13 years)
Molo Boys’ Remington Dogs Cotton Top (4-12 years)
Stella McCartney Boys’ Cotton Jersey Top (4-14 years)
Scotch & Soda Boys’ Printed Sweatshirt (4-16 years)
Fendi Boys’ Skateboard Long Sleeved Sweatshirt (4-13 years)
£8.00-£9.00
£30.00
£49.00
£69.95-£84.95
£130.00
51% Cotton, 49% Polyester
92% Cotton, 8% Elastane
100% Cotton
Pure Cotton
Pure Cotton
Machine wash
Machine wash cold
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Item
Brief description
RRP Fabric composition
Wash care
C.O.O.
Finger In The Nose Girls’ Britney Flamingo Print Tshirt (4-16 years)
Burberry Girls’ Giraffe Print T-shirt (4-8 years)
Juicy Couture Girls’ Seal of Couture Logo T-shirt (2-14 years)
Roberto Cavalli Girls’ Baroque Print Logo T-shirt (10-12 years)
£5.00
£34.95-£44.95
£59.95
£70.00
£145.00-£185.00
58% Cotton, 42% Polyester
Pure Cotton
Pure Cotton
Pure Cotton
90% Cotton, 10% Elastane
Machine wash, Low tumble dry
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Matalan Girls’ Candy Couture Beach T-shirt (916 years)
Item
Brief description
RRP Fabric composition
Matalan Girls’ Candy Couture Dreamer Sweatshirt
Gardner & The Gang Girls’ Do Your Thing Sweatshirt (2-8 years)
Finger In The Nose Girls’ Violetta Horse Print Sweatshirt (4-16 years)
Little Marc Jacobs Girls’ Sequin Balloon Sweatshirt (4-14 years)
Juicy Couture Girls’ Embroidered Bunny Sweatshirt (2-14 years)
£12.00
£39.95
£54.95-£64.95
£79.95-£110.00
£130.00
65% Cotton 35% Polyester
Pure Cotton
Pure Cotton
64% cotton, 30% viscose, 6% elastane
89% Cotton, 11% Polyester
Machine wash
Machine wash
Machine wash
Machine wash
Machine wash
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Undisclosed
Wash care
C.O.O.
Directional Shop Analysis For my direction shop I looked at menswear and womenswear for Dead Legacy, and then I looked at men’s, women’s and children’s clothing for Matalan. For the children’s portion of the directional shop I looked only at t-shirts and sweatshirts, as these are the only garments I will be including in my kids’ range. It is clear from the children’s directional shop that animal graphics and typeface are both popular motifs within children’s clothing. For the Dead Legacy directional shop, there was a clear trend in mixed graphic and illustrative prints, as well as typeface, for both menswear and womenswear. The Dead Legacy products do not look out of place at all next to the other high end products, which shows that the brand has clearly done their research for their current ranges. For the menswear at Matalan directional shop, I looked at hats and trousers. I did not look at t-shirts or sweats as these have already been covered in the Dead Legacy directional shop. With the hats, it was harder to see any specific trends, with the types of hat available from each brand very varied in style. There was a more consistent theme among the trousers, where jogging bottoms are clearly a popular choice at the moment, with both Matalan and Giuseppi Zanotti, each at opposite ends of the spectrum, stocking jogging pants made from unconventional fabric for that specific style. For womenswear at Matalan, I looked at skirts and dresses, as once again the t-shirts and sweaters have already been covered in the Dead Legacy directional shop. The dresses showed a clear trend in graphic printed styles, which is a good sign for the range I intend to build for womenswear. The skirts, however, were not as consistent, with the designs varying from each to the next. The cut, however, was A-line for each, which suggests that this is still the popular shape for the current season, which Matalan have clearly recognised. As a whole, the Dead Legacy directional shops look a lot more consistent than those of Matalan, with the Dead Legacy products looking a lot more in place next to their higher end counterparts than the Matalan products do with theirs. This suggests that Dead Legacy are much more trend focused than Matalan, which comes as no surprise, as this is a brand aimed at younger customers, whereas Matalan has a target customer of 30+ years, and is more concerned with basic, staple garments. These directional shops have reinforced for me the need to bring in a younger customer to Matalan using Dead Legacy style designs.
N Hoolywood Tim Coppens
Men’s Catwalk A/W 16/17: New York
General Idea
Edmund Ooi Rochambeau
Lou Dalton
Topman Design Christopher Kane
Men’s Catwalk A/W 16/17: London
1205 Moschino
Soft Industrial Home Workwear
Trend Forecasting: Men A/W 17/18
1950s Interiors Deconstructed Classics New Mod The Outsiders Going Underground Retro Collage
New Nomads Layered Utility Design By Nature Ragged Patchwork Poetic Country
Trend Forecasting: Men A/W 17/18
Forest Ranger Urban Escape Street Luxe
Contemporary Casual Modern Opulence Luxury Lounge Minimal Retro
Trend Forecasting: Men A/W 17/18
Valet Parking Nowhereville Dressed-Up Team Kit LA Pool Bowl
Dream Noir City Stealth Night To Day
Trend Forecasting: Men A/W 17/18
Night Watch Luxe Basics Gothic Glam Blue Hotel
Vigilante
Men’s Prints & Graphics A/W 17/18
Men’s Prints & Graphics A/W 17/18
Men’s Prints & Graphics A/W 17/18
Men’s Prints & Graphics A/W 17/18
Gucci
Women’s Catwalk A/W 16/17: Milan
Antonio Marras
Marni
Prada Ports 1961
Yuzzo London Source
Women’s Catwalk A/W 16/17: Shanghai
Ban Xiao Xue
Tina Gia Makin Jan Ma
Trend Forecasting: Women A/W 17/18
Re-Sculptured Denims Home Workwear Diffuse Casuals Reformed Composites Industrial Couture Function Creates Form Knitted Utility Tailoring Reinvented Edgy Pretty
Out Of The Wild Designed By Nature Modern Rugged
Trend Forecasting: Women A/W 17/18
Town & Country Camping Utility Celestial View
Woodlander Folkloric Fairy Tale
Teen Queen Minimal Maximal
Trend Forecasting: Women A/W 17/18
Clean Opulence Post Retro Cinematic Interior Infusion
Soft Volume Sports Tech Dandy
Midnight Active
Trend Forecasting: Women A/W 17/18
Gothic Casual Darker Then Dark Night-To-Day Puritan Pagan Decadence Dream Noir Diamond Shine After Dark
Women’s Prints & Graphics A/W 17/18
Women’s Prints & Graphics A/W 17/18
Women’s Prints & Graphics A/W 17/18
Women’s Prints & Graphics A/W 17/18
Modern Heirlooms Going Underground Crafted Composites Utility Travel
Trend Forecasting: Kids A/W 17/18
Soft Urban Classic Twists Blocked Learn Through Play
City Wild Science Geek
Trend Forecasting: Kids A/W 17/18
Designed By Nature Lumberjack Hipster Folkloric Fairytale Soft Fringe Campfire Town & Country
Gender-Neutral Basics Minimal-Maximal
Trend Forecasting: Kids A/W 17/18
Future Alchemist Quiet Opulence Seamless Team Sports
Super Robot Retro Geek
Oil-Slick Metallics Bedtime Story Night Luminescence
Trend Forecasting: Kids A/W 17/18
Ethereal Dreams Puritan
Galactic Party Rock Noir Night Forest
Kids’ Prints & Graphics A/W 17/18
Kids’ Prints & Graphics A/W 17/18
Men’s Concept Board
A/W 17/18
Women’s Concept Board A/W 17/18
Kids’ Concept Board A/W 17/18
CARPÉ NOCTEM MEN’S CLOTHING 1. £20 Carpe Noctem Type T-shirt 100% Cotton 2. £20 Photographic Branches T-shirt 100% Cotton 3. £20 Branches T-shirt 100% Cotton 1
2
3
4
5
4. £20 Mineral Panel Long-sleeve T-shirt 100% Cotton 5. £20 Mineral ¾ Sleeve Sweatshirt 100% Cotton 6. £20 Owl Banner T-shirt 100% Cotton 7. £20 Owl Type T-shirt 100% Cotton 8. £20 Owl T-shirt 100% Cotton 9. £25 Leaf Stag Hoodie 100% Cotton 6
8
9
10
11
12 10. £25 Stag Hoodie 100% Cotton 11. £25 Branches Sweatshirt 100% Cotton
7 12. £25 Floral Print Sweatshirt 100% Cotton 13. £20 Leaf Stag T-shirt 100% Cotton 14. £20 Stag Type T-shirt 100% Cotton 15. £30 Mineral Tunic Top 100% Cotton 16. £30 Longline Hoodie 100% Cotton
17. £20 Utility Jogger 100% Cotton 13
14
15
16
17
18
18. £20 Smart Jogger 100% Cotton
Financial Spreadsheet: Menswear
LUNA WOMEN’S CLOTHING 1. £20 Tree of Life Crow T-shirt 100% Cotton 2. £20 Reverse Tree of Life T-shirt 100% Cotton 3. £18 Tree of Dreams Vest 100% Cotton 1
2
3
4
5
6
4. £18 Stag Vest 100% Cotton 5. £20 Floral Print Waterfall Hem Vest 100% Cotton 6. £20 Twilight Forest Waterfall Hem Vest 100% Cotton
9
7. £25 Stag Sweatshirt 100% Cotton
10
8. £25 Leaf Stag Sweatshirt 100% Cotton
7
8
9. £20 Branches Cropped Sweatshirt 100% Cotton 10. £20 Tree of Dreams Cropped Sweatshirt 100% Cotton 11. £20 High-waist Jogger 100% Cotton
12. £15 Branches Leggings 100% Cotton 13. £25 Luna Longline Hoodie 100% Cotton 14. £25 Strap-back Maxi Dress 100% Cotton 15. £25 Tree of Life Tubular Dress 100% Cotton 11
12
13
14
15
16
16. £25 Reverse Tree of Life Crows Tubular Dress 100% Cotton
Financial Spreadsheet: Womenswear
ANIMUS CHILDREN’S CLOTHING
1. 1
£10 Owl T-shirt 100% Cotton
2. £10 Owl Grenade T-shirt 100% Cotton 2
3
3. £10 Pixie T-shirt 100% Cotton
4. £15 Fairy Tree Sweatshirt 100% Cotton
5. £10 Fairy Tree T-shirt 100% Cotton
6. £10 Solarised Pixie T-shirt 100% Cotton 4
5
6 7. £15 Owl Logo Hoodie 100% Cotton
8. £15 Tree of Life Hoodie 100% Cotton 7 9. £10 Tree of Life T-shirt 100% Cotton
8
9
Financial Spreadsheet: Kidswear
Business Plan Business Summary My plan is to create a collaboration between Matalan and Dead Legacy, with the aim of bringing in a new, younger customer to Matalan, aged 18-25. It will also increase Dead Legacy’s customer base as it will introduce the lesser known brand to a wider market. I will build three ranges, men’s, women’s and children’s, and each range will be sold in all Matalan high street and out-of-town stores, as well as their website. The ranges will also be available via the Dead Legacy website, and this will also mean the introduction of children’s clothing to their collections. The collections will be known collectively as Matalan X Dead Legacy, and each range will have its own name that links to the concepts behind them. I intend to buy the collections in bulk, in order to save on production costs, and therefore bring Dead Legacy’s price range more in line with that of Matalan. However, the fact that the ranges are entirely made from cotton and are ethically produced will mean that customers will be happy to pay a bit extra for the products. Business Aims After one year I hope to have increased the customer base for both Matalan and Dead Legacy, and also the profits for both retailers. After three years I aim to have established Matalan X Dead Legacy as a standard brand within Matalan, to be updated regularly along with the other established brands within the retailer. I also hope that Dead Legacy’s children’s collection will become as popular as the other ranges on their website, so that the brand might also create their own exclusive children’s range, and that the increased range of the men’s and women’s collections will also continue. After five years I hope that Dead Legacy’s children’s collections will become available in other children’s clothing retailers, such as River Island and Debenhams. I hope that the more varied men’s and women’s ranges will also be introduced to other retailers both in the UK and abroad, in addition to the t-shirts that are already sold in retailers across Europe. Financial Summary I will have a budget of £20,000 each for the men’s and women’s ranges, and £12,000 for the children’s range, with the hope of having a small amount left over to put towards extra marketing and promotion. While I initially intended to concentrate more on the women’s range, I decided to more into the men’s range, as this is where Dead Legacy’s success currently lies, and I felt that a sensible company would stick with a winning formula when branching out into new territory. I estimate for the menswear that the Owl Banner t-shirt and the Smart Joggers will be the best sellers. I believe, based on my trend forecasting, that A/W 2017 will see the owl once again become a popular motif in fashion, and so all the owl print t-shirts will be popular with consumers, especially those that also contain text, as this will be another popular motif for the season. I think that all the plain garments will also be good sellers because they can be easily paired with other garments, and they will also be popular with the existing Matalan customer. I estimate that the worst seller from the range will be the Tunic Top, due to the fact that it is a little more unusual than the other garments and the clothes usually on sale within Matalan’s men’s department, and may therefore be out of the comfort zone of many of the men that shop at the retailer. For the women’s range I estimate that the Strap-Back Dress and the High Waist Joggers, along with the Waterfall Hem tops, will be the best sellers because they will also appeal to Matalan’s existing customer as well as the new one. The Dream Tree print will be popular with younger women because the subtle fantastical elements of the image will appeal to a younger audience. I have spent considerably less on the children’s range not only because children’s clothing is cheaper but also because, as it is a brand new range, I did not want to invest quite so heavily into it as with the men’s and women’s collections. I think the owl print t-shirts will be good sellers in the kids’ range because they are a childlike take on the popular motif. The many variants will also mean that children and parents will have a variety of designs with this popular motif on to choose from. In total the profits from all the ranges will be £84,222.66, which will mean that there will be a healthy budget to continue the collections into the next season. Elevator Pitch Matalan X Dead Legacy is an affordable and ethically sourced clothing line for people looking for exceptional quality in their clothes. Providing for men, women and children, there is something for everyone in the ranges. With detailed prints, statement graphics and easy-going basics, garments can be styled together within the ranges or teamed up with your wardrobe favourites. Each range is made entirely from 100% cotton, so all-day comfort is guaranteed for you or your child.
Commercial Branding
This moodboard depicts how I would advertise the menswear range in terms of styling. Models would be shown in informal settings, out and about, to showcase the casual, youthful nature of the range. I would also include some of the illustrations in the branding to reinforce the fact that the original artwork is one of the main selling points of the range.
This moodboard shows how I would advertise the womenswear range. Models would be styled very simplistically, with fresh-faced makeup and simple hairdos. As with the men’s branding, they would be shown in locations that reinforce the streetwise style of the range.
Commercial Branding
Commercial Branding This is the moodboard for the children’s range branding. I would have models aged 5-13 showcase the range, in order to demonstrate the age range available. Images of models taking selfies would reflect the culture the older children today, while younger children would be shown posing for the camera in such a way as might humour the adults looking to shop for children’s clothes. As with the other ranges, the illustrations would be included in the branding as these are they main selling point of the range.
Evaluation Throughout my FMP I feel that I have really perfected my skills on Photoshop and have created some very visually appealing moodboards. The first half of the project – the Matalan pitch – was the perfect opportunity for me to really think about my work from a commercial aspect, due to having to pitch the range to staff at the Matalan head office. While the bulk of this half was geared toward that final pitch, we also had to think about interview techniques and various pathways into a career in buying or merchandising. The interview techniques task really helped me to understand what sort of information companies are looking for from potential employees, and the techniques I learnt will help me in future when looking for a job. The actual pitch at the Matalan head office was a huge confidence boost as well, despite my range not being so successful, as I now feel more comfortable in a boardroom environment and more able to present my ideas in a professional manner. After completing the Matalan pitch and writing an evaluation of it, we then began the final part of our FMP. After attending a recruitment fair during the Easter break, and speaking to people from the brand Dead Legacy, I decided that I would take a more creative direction with my final project, in which I would combine the skills and knowledge I have learnt over the duration of this course, with my love of illustration. In order to keep a continuous theme throughout my FMP, I decided to do this as a collaboration between Dead Legacy and Matalan. The first thing to do was to write a detailed written proposal of my intentions and the reasoning behind them, and I also had to present my ideas as a proposal presentation, outlining all the issues I would need to consider and steps I would need to take throughout the last part of the unit. As part of this proposal I had to write up an action plan, outlining exactly what tasks I would do on what dates. When I wrote an action plan as part of the Matalan project I found it very helpful as I was able to complete each task at the allotted time. However, with this last project I found myself falling behind my action plan a little, as the illustrations and range building took longer than I had predicted. Luckily I was able to complete the financial spreadsheets much quicker than anticipated, due to the fact that I am now much more confident with Excel than I was at the start of the year. This meant that I still had time in the final week to write up my business plan and create my commercial branding moodboards, which demonstrate the kinds of models I would use to advertise the ranges. The aspect I am most proud of within this last project is my trend forecasting, and how I have translated this into my ranges. I feel I went into a lot of detail, looking at men’s and women’s catwalk trends for A/W 16, as well as macro trends for A/W 17, and then print & graphic trends for A/W 17 as well, for men’s, women’s and children’s clothing. I presented my research for each aspect as a visual moodboard, and I think that the trends in colour, graphics and style show through very clearly. I was also able to identify a clear theme that would translate well to original illustrations, i.e. woodland creatures, that fit both the ‘Earthed’ and the ‘Nocturne’ megatrends. I am also pleased with my comparative and directional shops that I did for this unit as I think that I included a lot of products and have a lot of research to back up my work. At the end of this unit we had to pitch our ranges to the class, as we did with the Matalan pitch. At first we worked in small groups, pitching to each other as practice. I found this very helpful as it made me see what I needed to condense, and what I needed to add to the pitch. Practicing my pitch also made me aware of information that I needed to include, that I had previously glossed over, such as from where I would be sourcing the ranges. This was due to other people in my group asking me questions about issues such as this, and while I did have an answer, it had slipped my mind to mention it in my pitch. After practicing my pitch, then, I had a much clearer idea of what information I needed to include when pitching to the class. When practicing our pitches I was also able to offer some advice myself, such as suggestions for reducing the time one of my team mates spend giving her presentation, and also a change to a moodboard that made the target audience much clearer. When doing the final pitches, I saw that these suggestions had been taken on board, which made me feel more confident in my own decisions. When doing my final pitch, I did not feel it went as well as the Matalan pitch. This is likely because, while we did practice, we did not practice as much as with the Matalan pitch. I also gave this presentation without using any cue cards, so I did not have the information I wanted to include laid out clearly in front of me. I was, however, still able to answer all the questions asked of me, because I had very clear and thorough knowledge about what I was doing with these ranges, and I think this helped me a great deal. When watching other people present their ranges, it was clear that everyone had taken a lot from their earlier Matalan pitches, regarding the content and style of their presentations. Everyone had thought very clearly about all the different aspects of their ranges, from start to finish; sourcing to promoting. Ending the unit with another pitch was very useful, as it is excellent practice for the future, and it is clear that everyone in the class is getting better with practice.