Sophie Cheetham

Assignment 4- Buying And

Merchandising

‘Around The World’

Contents

The Rationale [ 3 ]A Brief History [ 4 ]The Mission Statement [ 5 ]The ASOS Customer [ 6 ]Customer Profile [ 7 ]Customer Perception Map [ 8 ] ASOS As A Brand [ 9 ]The Competitors / Missguided [ 10 ]The Competitors / Topshop [ 11 ]The Competitors / Zara [12]The Competitors / New Look [13]ASOS VS Missguided [14]Sourcing Strategy [15]Pricing Strategy [16]Chosen Trend [17]Trend Research : Mood 1 [18]Trend Research : Mood 2 [19]Trend Research : Concept 1 [20]Trend Research : Concept 2 [21]Patterns and Textures [22]Celebrity Influence [23]

Catwalk Images [24 / 25]Influences [26]Colour And Texture Moodboard [27]Concept Moodboard [28]Catwalk Moodboard [29]Range Plan [30]Design Development [31-42]Range Plan Spreadsheet [43]WISSI [44]

The Rationale

I have chosen to develop a Spring Summer 2015 range for ASOS. The range will be for ASOS’s own brand label. I will be creating a women's-wear occasion range, that will be tailored for summer holidays abroad. The target customer for ASOS are women aged 18-30 but their specific age group is ‘20 something's.’ The range is going to include two piece sets such as a top or blouse and skirt or shorts, dresses, blazers, shoes and bags. I will be sourcing the range from India as ASOS usually source from overseas countries such as India, China and Turkey. Sourcing from overseas is cheaper as the cost of manufacturing is lower and there are also a high number of manufacturers to choose from. I will make sure I negotiate with suppliers to get the best deals possible and to remain within budget as well as making sure the garments are up to standard and exactly what I am looking for, this will require good communication skills. It is also said that India are knownfor creating good relationships with buyers and are reliable on a long term basis. I will also take into account ASOS’s style and forecasted trends for Spring and Summer in order to meet targets. I will make sure the range is young and current and applies to the 18-30 target customer for this I will need to conduct trend research using material such as WGSN and also completing comparative shops.

A Brief History Of ASOS

ASOS is a global online fashion and beauty retailer selling over 65,000 branded and own label products to fashion forward twenty-something’s through their website.

ASOS is a British brand that launched in 2000 by Nick Robertson and Quentin Griffiths. In 2001 they were admitted onto the London stock exchange. They stock over 850 brands.

They now have 30 million active customers worldwide. Asos now has 4,000 employees and is now the UK’s largest independent online fashion and beauty retailer.

Their key success is that they are so diverse and offer such a wide variety of brands and different products all in one place.

They also have ‘ASOS Marketplace’ which is a section on their website that stocks new independent labels and boutiques.

Their warehouse has new products coming in each week and so their supply chain is fast to ensure that their products remain fashionable and current.

The Mission Statement

“We’re creating a unique multi-channel shopping experience where twenty-something fashion lovers can network, share ideas, create their own style and of course, shop. Visited by millions every day we ship the latest trends to customers in 240 countries.”

The ASOS Customer It is important to know exactly who your customer is when you are a buyer. You ned to know exactly which customer you are buying for, for your brand. Therefore I have designed a customer profile based on my research of ASOS’s typical female customer.

Name: Ella WrightOccupation: University StudentAge: 22Location: LondonLifestyle: Fast paced, busy, always on the goPersonality: Bubbly, Party girl, OutgoingHobbies: Shopping

Emma is 22 years old and is studying phsycology in London University. She is living the student life and is always on the go. She has a very busy lifestyle balancing parties, family, friends, uniwork and her boyfriend. She is a very ‘happy go lucky’ type and is very bubbly and up for a laugh, however she can also be reserved, too. She knows what she likes in terms of fashion, but also isn’t afraid to be a little daring. Her style is very classic but also edgy. She has 2 holidays planned this summer one with her friends to Aiya Napa and one with her boyfriend to Italy. Her favourite food is sushi and pizza and she likes horror films. She has a younger brother and older sister and is always taking fashion tips from her. She drives a mini cooper, but her dream car is an Audi R8. In terms of music she likes dance and R&B such as disclosure and chris brown. She has a pug puppy and still lives at home, but is planning to move out next year.

DRIVES A MINI COOPER

21 YEAR OLD FEMALE

LIKES PIZZA AND SUSHI

SHO

PS A

T ASO

SST

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LON

DO

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NIV

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LIVES IN STUDENT ACCOMODATION IN LONDON

LISTENS TO CHART/POP MUSIC

HAS A PUG PUPPY CALLED MAC

DRINKS COCKTAILS

HAS 2 HOLIDAYS COMING UP: AIYA NAPA AND ITALY

SHOPS AT MORISONS

PART TIME JOB AT TOPSHOP

READS ELLE MAGAZINE

FAV

OU

RITE A

RTIST IS TA

YLO

R SW

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IN A LONG TERM RELATIONSIP

FASHIONABLE

UNFASHIONABLE

CHEAP EXPENSIVE

COMPETITOR PERCEPTION MAP

ASOS As A Brand

Asos’s style is very relaxed at the same time as being trendy and current. Their target customer is females in their 20’s and so they aim to be on trend and fashionable so that the garments will appeal to the fashion forward customer. The garments can range from very casual to very dressed up and glamorous.

In terms of prices, as they stock many different brands, their prices can range from £5 to £400. Therefore the brand appeals to many different people from different financial backgrounds. I think this is a good strategy because it makes the brand more accessible to people on a budget as well as providing an outlet for expensive items when needed.

They also have ASOS Marketplace where up and coming and popular independent boutiques and vintage stores can sell their products. This also makes the brand very diverse and appealing to many different people.

The models on the website are mostly of a small size such as 8/10 but they also offer maternity and plus size ranges which are modelled by the according sizes, which reduces the risk of customers feeling as though they are not included or unable to buy from the store.

Some of the brands ASOS include are:ADIDAS,American Apparel,ASOS Petite,ASOS Curve,ASOS Tall,BOY London,Cheap Monday,Deisel,Fashion Union,Fred Perry,Free People,G-Star,House Of Holland,Jack Wills,Lavish Alice,Little Mistress,Love Moschino,Monki,New Look,Oh My Love,Pull and Bear,Reiss,River Island,Superdry,Ted Baker,Vera Moda,Vivienne Westwood,

ASOS Competitors

1# Miss Guided

NORA NAVY HIGH NECK MAXI DRESS95% POLYESTER5% ELASTANE £25.00

MARIOTA BLACK FAUX LEATHER PENCIL SKIRT100% POLYURETHANE£20.00

Missguided is a fresh and vibrant online store that aims to stay on top of the latest trends in order to provide our customers with the best that the fashion world has to offer. We have fast established ourselves as a reputable and reliable company that is able to stand toe-to-toe with some of the most well-known online fashion retailers. Missguided is a big competitor for ASOS as they are also very similar and have a similar target customer. The main difference is that Missguided’s style is more feminine and less daring. ASOS have a wider range of products but Missguided offer similar pieces at a much lower price. As you can see the prices of the products are very reasonable. This will appeal to the younger customer such as students as they will be able to save money, however ASOS do offer student discount codes.

SLEEVELESS LONGLINE CAMEL BLAZER95% POLYESTER5% COTTON£30.00

MONOCHROME STRIPED CAMI TOP100% POLYESTER£15.00 Their Pricing Strategies

Miss guided prices are similar to ASOS’s own ranges. This is why they fall into competition. Miss guided have a slightly younger target customer, but both are very appealing to 20+ year old females. Their pricing strategy is that they have very reasonable prices for what they are selling and they comply with their competitors prices (boohoo, asos) so that they don’t fall underneath them and loose customers in the long run.

#2 TOPSHOP

RED DRESS HIGH WAIST ZIP FASTENING TO THE BACK 46% POLYESTER45% VISCOSE 9% ELASTANE£45.00

GRID PRINT BONDED MIDI SKIRT66% POLYESTER34% VISCOSE£55.00

FLORAL PRINT PEPLUM TOP100% POLYESTER £38.00

BLOOM PRINT CIGARETTE TROUSERS98% COTTON2% ELASTANE£42.00

SKETCH FLOWER PRINT SHORTS100% POLYESTER£34.00

FAUX FUR ROLL CLUTCH70% ACRYLIC30% POLYESTER£32.00

Topshop is a British high street fashion retailer. It has around 500 shops worldwide, of which 300 are in the UK. It is part of the ARCADIA group. It began in the 1960’s and originally sold fashion by young British designers. Topshop is a major competitor of ASOS because the style and target audience are very similar. Topshop is very unique and holds a wide range and variety of clothing as does ASOS and therefore it is one of it’s main competitors. The price of the garments in both stores are also very similar. Although, Topshop has a USP of being very unique and not being pigeonholed, refusing to be the same as other retailers and making the point that everyone is individual. Topshop source from China, Bangladesh, India and Vietnam. This means that they get a high quality product for a cheap price. The quality of garments compared with ASOS is about the same. Topshop are similar to ASOS in that they are very fashion forward and often carry ‘catwalk copies.’ In terms of product range, they are again very similar in that they carry pretty much everything including makeup.

Their Pricing Strategies

Topshop prices are also very similar in line with ASOS as they stock quite expensive brands and Topshop prices can range to £200 for single garments. Topshop are very unique and have established a good relationship with their customers and so they are not one of ASOS’s main competitors as they are so individual and have their own ways of doing things. Their pricing strategy is that they offer reasonable prices for high fashion items.

#3 ZARA

SATIN DRESS65% VISCOSE35% POLYESTER£35.99

STRAIGHT CUT LEAPORD PRINT BLAZER100% VISCOSE£89.99

PERFORATED SKIRT44% POLYESTER41% WOOL8% ACRYLIC4% VISCOSE3% OTHER FIBRES£39.99

LONG SHEER JUMPSUIT100% POLYESTER£49.99

LEATHER COURT SHOE100% COW LEATHER£49.99

Zara is one of the largest international fashion companies. It belongs to Inditex, one of the world’s largest distribution groups. The customer is at the heart of our unique business model, which includes design, production, distribution and sales through our extensive retail network. Zara is a competitor of ASOS but there are many differences. Zara’s style is a lot more clean cut, polished and classic. The garments are also a lot more high fashion and tailored. The target customer is similar except Zara aims more towards the working women, with money to spend. The product range is similar but not as vast as ASOS. Zara source locally from Spain, where the company originates which means that they can create fast fashion and their sourcing process can be quick in order to provide their keen customers with the latest trends as fast as possible.

Their Pricing Strategies

In terms of price, Zara isn’t much of a competitor for ASOS as they are so different in styles and ASOS offers such a wider range of garments. Zara can be very expensive and appeals more to the ‘working woman.’

#4 NEW LOOK

BLACK ROSE PRINT SKATER DRESS96% COTTON4% ELASTANE£14.99 BLUE RIBBED MINI SKIRT

97% POLYESTER3% ELASTANE£12.99

GREY SHORT SLEEVE TOP100% POLYESTER£14.99

BLUE MOSAIC SLIM FIT TROUSERS100% POLYESTER£19.99

STONE LEATHER STRAP HEELS‘MAN MADE’LEATHER£34.99

BLUE CONTRAST CLUTCH‘MAN MADE’£9.99

The New Look story began in 1969 as a single fashion store in the UK. From there, they’ve grown to become a leading fast-fashion brand, with over 600 stores throughout the UK/ROI and over 200 across Europe, China, North Africa, the Middle East and Asia. New look source their garments from India and China. They are a competitor of ASOS because of the similar style of clothes and materials. Although, New Look again has less variety in terms of product range and they also have had many financial issues as they don’t always get it right. ASOS’s target customer is younger than New Look’s and so New Look may appeal to the older customer and therefore the competition with ASOS is reduced. In terms of prices, shoes wise it is very similar to ASOS although ASOS do offer designer options too which can go up to very expensive prices. Clothing wise, New Look are a little cheaper than ASOS however ASOS basics and some brands within ASOS are very similarly priced.

Their Pricing Strategies

New Look’s prices are similar to ASOS’s own brand as they can be quite cheap yet good quality. New Look provide very reasonably priced high street fashion. Although, New Look’s target customer is a little older than ASOS’s.

Competitor

Comparison

ASOS Mono ‘Tipped’ Halter Dress by ASOS Collection:How much? £30.00What’s it made of? 96% Polyester4% Elastane

Clarice Scuba Colour Block Monochrome Dress by Missguided:How much? £40.00 What’s it made of?100% Polyester

As you can see, both items from both different websites are very similar. They are both an evening/occasion wear type dress which are both monochrome and of a similar shape. Although Missguided charge £10 more, ASOS’s dress is made up of two materials, one of which is elastase which means that it will have some elasticity to it which will make it more comfortable.

Sourcing Strategy

Global sourcing is becoming more and more dynamic and the number of retailers using it is growing. The cost is the main driver. I will source my range from India as this is a cheap option and there are many merchandisers to choose from. Some fabrics that I will use will include silk, scuba material and jersey as these are very easy to wear, comfortable and suitable for occasion wear. The trimmings will be very clean cut and sleek. I will also be creating bags and accessories with embellishments so India is a good choice for this as this is what they are well known for.

India is a good choice because everyone will speak or have an understanding of the English language which will mean that communication will be easier and confusion will be reduced. However there are risks such as the quality of the garments not being very good or well made because of the cheap price, which is something that would have to be discussed negotiated.

Elements I will need to consider are the culture, cost, quality, supply chain integrity and reputation. The clothes will need to be shipped to ASOS HQ in the UK to be put online and then delivered to customers.

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My sourcing strategy is going to be that I will source my garments from India and China. I will fly out to the countries so that I can negotiate with the suppliers in order to get the best possible price. This will also help because the range has 11 items within it and most of them are brightly coloured, which India are known for. The lead time will be. In order to reduce any extra time being waisted or any complications being made, the buying team will work very closely with the suppliers in order to make sure that the garments are being made correctly and that working conditions are up to standard.

Pricing Strategy

Having a pricing strategy is essential for any brand when creating a new range. As without one, the range may not comply with your target customer and may not be appropriate for the garments within the range, which means that the products will not sell. When coming up with my pricing strategy, I have to take into consideration what my competitors pricing strategies are and make sure that ASOS is meeting them or doing better than them. Otherwise, they may loose their customers to their competitors and the new range will not be successful.

Taking into consideration Misguided pricing strategy, I will be pricing my products from £15-£45. This is a good price margin for the targeted customer of 20 years old. The customer is likely to have a job and be earning money or if not, they may be a student receiving a student loan and therefore will have money to spend. I would not want to go any higher than £45 as I believe that would be too much for ASOS’s own brand and it would not be expected of ASOS.

Chosen Trend-

MOOD #1 CRUISE COOLThis theme has elements of being modern and traditional. This theme combines the glamour of cruise with the tradition of nautical stripes. Refreshed and reworked in new ways, designs are then punched with colour and easy, breezy shape. The ‘cruise cool’ element of the trend is heavily inspired by travel, holidays and is very symbolic of summer.

Cruise Cool includesflowery scarf prints that sit in the corner of super high and wide pants. Rework Breton tops with summer charged colour and printed caps. Classic stiletto pumps keep things fresh.

Trend Research

- Nautical stripes run along the bottom of pleat-front twill culottes- Bring a different dimension with a printed floral cotton top- Sporty espadrilles and a neoprene clutch add modern appeal

Laid-back throw overs come in citrus floral and beach towel stripes- Deck pumps are jam-packed with tropical palm tree prints- Style the look with round wire rim ‘sunnies’ and pineapple pendants

- Nylon parkas are revamped with zesty summer stripes- Double-cloth fabrics give skater skirts a sponge-like structure- Utility backpacks are overlaid with extra-large fishnet detail

MOOD 2# FRESH SURF This part of the trend is full of sunset colours and palm tree prints. Classic shapes are reworked for a fresh, youthful feel.

“Blocking and binding are key to super cute graphic dresses. Pair the classic loafer with pastel pink ankle socks. The sweatband watch is the new, quirky must-have item.”Summer blazers are reworked with new volume and in neoprene

- Palm tree prints bring a tropical holiday hit to this look- Team with chunky sunglasses and flat tango coloured sandal boots

Use a retro-fresh waffle knit jersey for the sporty, stylish two-piece- Bungee cords bring a sporty twist to summer sandals this season- Wrap up the look with colour-drenched backpacks

Mix soft organza and jersey for the printed shift dress - Balance the lucid lower panel with solid colour-block shorts - Link the look with pool blue sandals and cross body bags.

Collegiate numbers and letters / Team logos and labels / Inspired by school and sports motifs / Varsity themes

CONCEPT #1-

COLLEGIATE SEASON

As part of the Impulse trend, there are many things that have influenced the style of it. One of these influences is the collegiate season and American/varsity college themes. The bright colours and team spirit ‘vibe’ use bright colours, animated shapes and reflects the relaxed, summery feel to the trend.

Iconic palm tree / Bold shadows / Poolside scenes / Blurred quality mimics the gentle summer breeze / Gradient skylines

CONCEPT 2# PALM PLAY

Another part of the influence of IMPULSE are palm trees and leaves. The prints and shapes are inspired by palm trees and the bright colours come from the tropical scenes that surround palm trees. These images are some of the images used to explain the influence on WGSN. As you can see many of the colours featured in these images are in the colour pallet of the trend.

Patterns And Textures

Stripes

Circles/Polka Dots

Criss-CrossColour Blocking

Blended

Water/Waves

Celebrity Influence

BEYONCE WEARING BRIGHT YELLOW AND GREEN BIRD PRINT SHORTS

RIHANNA IN MATCHING BLUE AND YELLOW PIENAPPLE PRINT CROP TOP AND JOGGERS

HELEN FLANNAGHAN IN BRIGHT RED,GREEN AND BLUE TROPICAL PRINT JUMPSUIT

SELENA GOMEZ IN YELLOW, GREEN BLUE MUTED TROPICAL PRINT CATSUIT

Catwalk Images // IMPULSE

J. Mendel AlexanderWang

BottegaVeneta

Missoni Zadig AndVoltaire

Erdem LucasNascimento

Akris PaulSmith

PorscheDesign

Sportmax Kenzo ReemAcra

AcneStudios

ICB

As you can see, the trend has been spotted all over the catwalk by designers like Alexander Wang and Acne Studios. The colours you see in the images above are very reminiscent of the trend. The styles and shapes are also fitting with Impulse. These images will help me when creating my range as I have an idea of ways that the trend can be made to look high fashion.

KATE GIBB’S work oozes positivity. Fuelled by a love of colour and pattern, her prints pulsate with a fun high-summer vibe that enables the viewing public to jet off on a mind holiday.

Swimming Pool by Leanardo Erlich is merely an illusion of the real thing. Using just 10 cm of water over a glass surface, he recalls the nostalgia of idling leisurely around the holiday pool.

Paul Davies combines pools, palms and modern architecture. Tinged with timelessness, colour is the focus here, with bright vivid tones that bring two-dimensional imagery to life

The Earth’s rippling waters have never been keen to hold a pose for anyone. However, using unique software, Sophia Collier has framed the appearance of the pool, capturing the ultimate picture of pleasure.

The Concept And Influence of IMPULSE -

ART

Colour & Texture

The colours and textures of Impulse are very bright, vibrant, dynamic and typical of a summer trend. The colour pallet ranges from dark to very light. The main colours are black, grey or taupe, fuchsia, orange/pink, lime green, yellow, teal, dark blue, light blue and turquoise.

The textures are mostly quite thick and include materials like wool and foam. The textures match the colours well as the colours are very strong and the textures are thick and bold, too.

In this trend there are many different patterns. Some include stripes, some include polka dots and others are a miss-mash of geometric shapes. Another key pattern is the ‘waves’ or ‘water’ pattern. They are all very reminiscent of summer, beaches and are very exotic and tropical.

Most of the items shown on WGSN are beachwear, but I am going to convert the trend into ocassionwear pieces.

ConceptThe concept of the trend varies from the era of the 60’s and the 80’s and also America, California and even food and art.

The bright colours and fun prints are very much inspired by pop art and brightly coloured sweet foods such as ice cream and lollies. The dress you see on the board is influenced by the shape of an ice ceam. The colours in the pallete are also very reminiscent of bright coloured foods.

The whole trend has a cartoon like – artsy feel to it. The beachwear is very much influenced by the 60’s with the outlandish patterns and shapes of the garments.

WGSN also explains that Impulse is inspired by the Collegiate season. Numbers and letters, team logos and labels. The trend is inspired by school and sports motifs and varsity themes. Very much like an ‘American summer.’

The wave and palm tree/leaf patterns are also inspired from the beaches and summery scenes.

MOOD BOARD #3- CATWALK IMAGES

I created a mood board based on catwalk images that I found based on the Impulse trend. The board demonstrates that the trend is full of bright, vibrant colours and strong silhouettes and shapes. Some pastel colours are also included and the beach background shows where the influence of the trend came from.

The

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Design Details1. Solid and Sheer Stripes2. Fabric Blocking3. Knot Back Detail4. Handkerchief Sleeves5. Scarf Print Hems6. Shoulder Zip Detail7. Square Neckline8. Asymmetrical Styling

DESIGN DEVELOPMENT- THE RANGE

For my first item in my range I downloaded this CAD of a body con dress. I decied that it was a little too long and I wanted it to be shorter and more edgy. So I used the scale tool to shrink the bottom of the dress to make it shorter. I then opened the print that I wanted on the dress and went to ‘edit’ and define pattern and saved it.

I then went to pattern at the top of the page on the paint bucket tool and selected the pattern I created and used the paint bucket tool to fill the areas of the dress that I wanted the pattern. I then switched ‘pattern’ to foreground and selected the black colour to fill in the other areas of the dress.

After that, I used the magic wand tool to delete the background so that the dress would appear by itself on my range plan.

I read on WGSN that active fit and flare dresses were popular for this trend. They have ring puller zips that sit at the front or the back of the dress and are mostly soft neon's to inject life into the bonded nylon fabric.

Garment #1 – Body Con Active Fit Palm Print Dress

Garment #2- Mini Mermaid Skirt

During my research I found this skirt that was mentioned on WGSN saying that it was going to be very popular in Spring/Summer and also that it would be popular with the IMPULSE trend. I thought this dark taupe colour would make this unique shaped skirt easier to wear and I also thought that it would go well with the brallete top and so customers may buy both items so that they can wear them together as an outfit.

Garment #3- Bracket Cropped Bralette Top

This piece was inspired by the geometric shapes and bold lines of the trend. The two colours are taken from the pallet and I thought that this piece would go well with the mini mermaid skirt which may encourage customers to buy both to wear as an outfit. It also goes well with the sandals that are in the range and is a very unique and different piece.

Garment #3- High Waited Denim ShortsThis piece is the most casual piece in the range. However it can be made to be more evening wear appropriate. The colour is bright and fun and is a part of a two piece set. This means that if the customer likes this piece they may also like the top that matches it and therefore they may be tempted to purchase both.

Garment #5 Dip Hem A Line ShirtThis is the co-ordinate piece to the denim shorts. The dip hem will mean that the back of the shirt will flow behind the shorts nicely to create a feminine shape and the fact that it cuts off slightly higher up the torso will mean that some skin will be exposed which makes it more appropriate for summer, which also means that customers may want this outfit for their summer holiday.

Garment #6- Striped Cinch Waist Dress

On WGSN, I read that this trend was all about shape and tie waists. I thought this dress would go well with the theme. I also wanted to add the striped pattern into the range and I thought that this pastel coloured pattern would be perfect.

Garment #7 Long Line Blazer

I wanted to add a smart element to the range and I thought that this long line sleeveless blazer would be a good option as it has a good mix of smart and casual elements. I chose bright yellow as I thought it was very unique and different and would look good with different skin tones. Therefore it may appeal to a wide range of customers. I added a shot of orange on the little details of the blazer as I thought it gave the blazer more dimension and made it more ‘cartoon like.’

Footwear #1- Palm Print Chunky Sandals

When researching the catwalk styles, I found that the most popular shoe was a heeled sandal that was brightly coloured or colour blocked and so I wanted to add this into my range. There are two pairs of shoes in my range, this one is more fun and feminine and the other is more daring and bold.

Footwear #2- Gladiator SandalsI also saw a few pairs of gladiator/tie up sandals when doing my research on the trend and I wanted to add a piece to the range that was quite high fashion and daring. So that if that was what a customer was looking for, they would be able to find it in my range. These gladiator sandals are fun and bold and would make a statement in any outfit.

Accessory #1 Cross Body Chain BagI noticed that a lot of long chain / chross body medium sized bags were popular on the catwalk for SS/2015 and so I wanted to add one into my range. I went for a gold chain as I thought the cold would add an edge of glamour to the bag and the bold teal colour taken from the pallet would match nicely with the brallet top, which would look go well with the mermaid skirt and the gladiator shoes as a whole outfit. The customer may notice this and want to purchase all 4 items from the range.

Accessory #2- Round Aviator Sunglasses

As I went further into my research, I found that a fashion buyer on WGSN had predicted that Round Aviator sunnies were going to be a massive trend this spring and summer. And even though my range is an occasion wear line, I decided that since the range has a summer/holiday kind of look to it, a pair of sunnies would fit in nicely. I chose these ones and decided to make them a lovely sky blue colour as it is a very neutral colour and will go with a lot at the same time as being very different and bold.

Range Plan Spreadsheet

I created a spreadsheet for my range plan to work out all of the costs included in the procedure. This would be the role of the merchandiser as they are in charge of all of the finance.

WISSI [Weekly Stock Sales Intake]WISSI usually takes the form of an application which is used by companies to plan and monitor sales and stock on a weekly basis. These are very important for a buyer or merchandiser to have as they tell you how many items of a product you have and how long you have to sell it and how you will make a profit. It also helps to keep track of sales and explains why sales may be lower or higher at certain points of the season.