Tuesday, 16 June 2015

Final week

So it's my final week . And I have just my evaluation to do . I am looking forward to starting my work placement so I can put all this theory into practice. It will also give me the experience I need for my cv.

I am rather happy! PESTLE is something I have always struggled with as it usually takes me hours researching each subsection of each Country of Origin but luckily came across some great PESTLE articles for the countries I am sourcing from - these will look great in my research file! I just need to highlight important parts .then write the sourcing essay part of my FMP.

Photoshop or Indesign

I researched my idea of presenting my work in a magazine format. I originally thought I would just do this in Photoshop but through some searching online I have discovered that Abode's InDesign is a good programme to use with many professional companys using it to create their published magazines. Apart from a very brief use of the programme in Pixel, I am very much a begginner of this programme. This may take me longer to create my work than I initially planned as I will need to work out how to use the programme and how to navigate it. Therefore I will do the whole presentation in PowerPoint . Then transfer into Indesign if I have time.

Monday, 15 June 2015

River island Brand position and Customer profile


  BRAND POSITION- River Island is a young British fashion brand founded in London. With an in-house design team, River Island is devoted to ensuring the hottest looks inspired by the catwalk

  TARGET MARKET- Target customers are the fashion aware under-30s.

  PRODUCT SECTORS- Women's wear, accessories, footwear, fragrance, menswear and Childrens wear.


  COMPETITORS-  Asos, Bershka, , H&M, Missguided, Miss Selfridge, New Look s  Topshop.



  Government lowers taxes to increase UK consumer spending.

  Interest rates- historically low at 0.5%. Increase would affect River Island ability to borrow money at a low cost for capital expansion.

  EU- If UK left, there could be more taxes, duties etc. for both importing (sourcing) and exporting within Europe.

  Government is investing in UK manufacturing capability so this could affect River Island sourcing in future.


  2014 saw the UK Economy reach its best performance since the 2008 recession hit. 

  Strong pound means purchasing from suppliers is cheaper.

  Inflation - UK CPI dropped to 0.3% in January 2015. 

  Wage growth outpaces Inflation at the fastest rate in 5 years.


•       The aging population in the UK is growing significantly, by 2030 the number of people aged 65 and over will have grown by 43%.

•       The Grey £- elderly purchasing power. Lipsy does not cater for this market. 

•       Ethical awareness and considerations are more important in recent years.

Fast fashion has enabled a democratic engagement with the luxury of constant novelty, once only the domain of the very wealthy.


•       Social Media can be used for marketing and communication. 

•       People today are becoming highly dependant on visual communication and marketing.

•       E-commerce growth saw £91bn spent online in 2013 (16% increase from 2012)

•       Only 29% of households owned a computer in 1997, compared with 70% in 2007 and 83% in 2013.

•       7 in 10 people in the UK own a smartphone.

•       1 in 4 people now shop online on a weekly basis, with 1 in 5 consumers spending more online than in stores.

Fashion needs

•       + Likes to keep up to date with fashion trends.

•       + Enjoys experimenting with style and outfits. 

•       + Understands importance of accessories such at jewellery, bags, shoes      and belts.

•       + Takes pride in her appearance.

•       + Wants outfits for special occasions.

•       + Quality is important. 

•       + Likes to buy key pieces. 

•      + Likes clothes that look stylish and sophisticated while still looking feminine



  GENDER: Female

  AGE: 16-35



  RESIDENTIAL STATUS: Living with parents/ Student accommodation/ Renting

  MARITAL STATUS: Single/ Partner/ Married

  FAMILY: No children/ Young children

  OCCUPATION: Student/ Part-time work/ Full-time work

  INCOME: Funded by parents/ >£25,000

EDUCATION: College/ University


Sunday, 14 June 2015

Comp shop and evaluation

Comp shop evaluation 

You find that in general the more expensive the item the more Elastine  was included in the product . The Elastine gives the luxury feeling and stretchy comfort. Because River island doesn't have a sport wear division . I used similar comparable items. I feel the Rio collection is offering the right amount of Elastine to satisfy our customers and provide the range at a price point that they are used to at river island.
I felt that:
 New look 
Are all good competitive shops all of these brands have incorporated active wear into their ranges .  They also have men's women's and children's clothes. For this reason I thought it unfair to use comparisons such as sweaty Betty .
Sports wear is here to stay and will continue for the foreseeable future.
I feel sports luxe could be a core driver at river island. I feel the river island customer would enjoy this range done in a way that only River island can. Currently River island must go to shops that do not offer the same quality as they do.

Sourcing and merchandising River Island

TThis week was the hardest as I decided to do all my sourcing . Because the margins is important for other areas of my project such as merchandising.
From previous projects I learned that costing should come first.After looking at comparative shopping prices in comp shop and knowing our margin is 60-70% I worked out cost price then added the nessary uplift. Originally I added 25% then I realised China is 16% and Turkey 5% uplift.

I also planed which pieces would be going where this week with my planograms for merchandising .

Inspiration for Final major project

The first thing I did when I decided that I was doing a collection for Rio 2016 was look at Brazil on Pinterest here is some of the sports and prints that influenced my collection.

Product development river island

My first photoshop of the range was not very cohesive and did not communicate Brazil to those who do not know the culture so I will use this print in future collections

Week 2 range plan

River island Sports Luxe Collection


So the idea has come together... Finally. I have decided to create a sportswear range for high street retailer RiverIsland for my final major project. I have been thinking long and hard about my concept and where there is a strong gap in the retail market. Two main gaps in the market for womenswear are; clothing for the sports conscious younger woman and on trend plus size clothing on the high street.

After alot of thought and deliberation I decided I was going to create a sports wear range focussing on strong trends for the larger woman. When you think of sportswear clothing on the high street you initially think, Adidas and Nike - which are the most trend driven brands. "Just because they're fashionable women doesn't mean they don't have an interest in sportswear and keep fit trends" - which is so true. ALSO the average size woman in the UK today is a size 14-16, so I feel that there definetly is a gap in the market for a strong sports wear in a all size range - which is why I have chosen River island. As of yet River island don't have sports wear collection and their trends are so strong and unique, I believe this is the best retailer on the highstreet for this concept.

Fashion Retail Academy Final Major Project

Hello to whoever is reading! I am currently studying for a level 4 diploma in buying and merchandising at The Fashion Retail Academy, this is my journal to track my thoughts and stages through my Final Major Project. I am yet to decide what im exactly doing for my FMP, but will hopefully have figured that bit out by the end of this week. I’ll keep you posted.