FMM4011 BA (Hons) Fashion Management and Marketing assignment help

LCCA UNIT BRIEF

BA (Hons) Fashion Management and Marketing
Academic Year 2025/26

Unit: 
Unit Code: FMM4011
Unit Leader: Hayley Cowling
Component Weighting: 100%
Assessment Deadline: 14th June 2026

CONTENTS

1. Assessment Details
   1. Assessment Summary
   2. Detailed Description of the Assessment
      • Part One: Individual Illustrated Comparative Shop Report
      • Part Two: Individual Trend Inspiration Pack and Mini Range Plan
      • Part Three: Group Final Range Pack and a 10 Minute in Person Presentation
   3. Additional Assessment Requirements & Information
   4. Assessment Marking Descriptors
   5. Mitigating Circumstances
   6. Academic Misconduct
   7. Marking and Feedback
   8. Reading Lists and Additional Materials

1. Assessment Details

1. Assessment Summary

Assessment Submission Deadline: 14th June 2026

You need to submit a portfolio with three parts, all in a single document, with working hyperlinks to external information and sources. You can use Adobe Creative Suite or approved software to create your work.

Here are the key instructions:

Include the following three parts in your portfolio:

• Part 1: An individual Illustrated comparative shop report.
• Part 2: A range plan and Individual trend inspiration pack.
• Part 3: A group range plan and Presentation

Make sure your entire portfolio falls within 10% of 2000 words. Use bullet points when possible and avoid lengthy paragraphs. Incorporate images, tables, graphs, and other suitable infographics to make your document visually appealing.

Follow all the instructions provided below to complete each part of your assignment.

1. Detailed Description of the Assessment

BRIEF LAYOUT

Part One: Individual Illustrated Comparative Shop Report

In this section, you'll assume the role of a buyer at Selfridges and select a fashion category or brand within Selfridges for analysis. Your task is to conduct a comparative shop report between Selfridges and one of its competitor retailers. Ensure that your chosen competitors have physical brick-and-mortar stores.

To complete Part One, follow these tasks:

Introduction:

• Briefly introduce both Selfridges and the chosen competitor.

Market Analysis:

• Create a price-style Matrix and position your retailer against its key competitors. Analyse which competitors are closest and explain why you chose a specific one for your comparative shop report.

Similarities and Differences:

• Highlight the key similarities and differences between the selected competitor and Selfridges. This can include aspects like brand portfolio, target consumers, and unique selling points.

Customer Profile:

• Develop a customer profile based on primary and secondary research into the target consumers. Describe their typology, socio-economic group, 'tribe,' and buying motives.

Data and Analysis:

• Utilise the Competitive Shopping template provided during lectures to analyse critical data points gathered from your store visits. Record your own primary research and analyse conclusions that you have drawn from your own investigation.

Visual Merchandising:

• Display examples of visual merchandising for both stores and annotate the similarities and differences. Discuss the use of window displays, mannequins, and in-store displays.

In-store Branding and Promotion:

• Analyse how branding is employed in each concession, including signage, interior design, decor, hangers, staff uniforms, and customer service.

Product Mix:

• Analyse the mix of products on the shop floor and determine how much space is allocated to different product ranges or categories. Make observations on quantity, sizing and display and how this is linked to the target consumer.

Product Pyramid:

• Construct a Fashion Pyramid to illustrate examples of products in the Basic, Core, and Trend Lines for both Selfridges and your key competitor.

Price Band Matrix:

• Present the entry, median, and exit price points for Selfridges and competitors, categorised by product type.

SWOT Analysis:

• Based on your observations, identify the strengths, weaknesses, opportunities, and threats for Selfridges in relation to its competitors. As a buyer for Selfridges, you must offer critical evaluation of the brand / sector you have focussed on.

Follow these steps to complete your Individual Comparative Shop Report effectively.

Part Two: Individual Trend Inspiration Pack and Mini Range Plan

In this section, your task is to create a Trend Inspiration Pack tailored to your chosen brand, drawing insights from your comparative shop report and specific sector of focus. You will introduce trend forecasting concepts to form a creative direction that is appropriate and culturally relevant for your chosen brand. Conduct primary and secondary research to analyse future predicted trends and create an inspiring visual language that communicates your ideas. You will finalise your creative concept in the form of a mini range plan proposal of 5 items.

Here is a breakdown of your project structure:

• Brand Introduction: brief brand overview, mission statement, vision
• Target Consumer: Research and analyse the demographics, psychographics, needs and wants and shopping habits of your brand's consumers.
• Introduction to creative concept: Introduce your trend driven design concept based on future trend research. Use visuals to explain the direction, leading into the more in depth research that will follow.
• Runway References: Find catwalk or look book images that encapsulate the essence of your creative direction. These should not be from your chosen brand - draw inspiration from the wider world of fashion. Make sure to label the brand and season you are referencing.
• Street Style Inspiration: Images of individuals that reflect the trend direction you are suggesting as well as represent the essence of your brand. Images can be found online, as well as primary research in the form of your own imagery.
• Collection Icons: a selection of potential brand ambassadors who not only appeal to the target consumer, but encompass brand values and identity.
• Colour Palette: Key colours of the collection - this can be reflective of the trend direction and also consider key colours integral to brand identity. Communicate these in the form of Pantones with their reference numbers.
• Materials/Fabrics: Key materials, explaining their suitability for the brand, trend, and consumer.
• Prints, patterns and textures: Key prints, patterns and finishes and how they relate to your brand and concept.
• Mini Range Plan Proposal: Suggest 5 key items for your brand to introduce that incorporate your outlined trend direction. Illustrate this with sketches/ imagery that clearly shows each piece, ensuring your brand's DNA is evident.
• Summary: Summarise your research and outcomes, explaining why your trend direction is suitable and will be a successful introduction for your chosen brand.

Follow these guidelines to create a comprehensive a visually engaging Trend Inspiration Pack. It should effectively deliver a creative direction, incorporating future trends whilst maintaining the essence of their brand identity and appeal to the target audience.

Part Three: Group Final Range Pack and a 10 Minute in Person Presentation

For this segment of your assignment, you'll collaborate in a group effort. Each group member should contribute, and all members must submit the group's Final Range Pack as part of their portfolio.

Building on the insights gained from the comparative shop report and trend inspiration pack, your objective is to develop a comprehensive product range pack for your own brand concept. The Final Range Pack should document the visual and analytical aspects you've considered while designing your product ranges.

Please note that Attendance during group presentations is mandatory and directly impacts your final grade.

To complete your Group Range Pack, include the following components:

• Retailer Introduction: Introduce your brand label, including its aesthetic, branding, market sector and unique value proposition.
• Target Customer / Customer Profile: Define your target customer and provide detailed customer profiles.
• Competition Analysis: Analyse your competition within the market.
• Trend Forecasting: Discuss the trends you anticipate and will be incorporating within your product range.
• Own Label Responsible Range: Create 15-20 styles for your own label, providing each with a title and introduction.
• Colour Palette: Present a colour palette with TCX Pantone references.
• Fabrics/Materials: Outline any fabrics, hardware or materials you will use. Include fabric swatches (or scanned/photographed representations) for your range.
• Excel Range Plan: Utilise the Range Plan Template and include a CAD image for each of the 15-20 styles.
• Sourcing Strategy: Outline your sourcing strategy, considering fabric sourcing, manufacturing and delivery.
• Pricing Strategy: Define your pricing strategy.
• Open Costing and Margins: Provide costings for 3 of your styles. Discuss open costing and profit margins.
• % Category Mix: Explain the distribution of product categories in your range.
• Assortment Plan: Provide size ratios by style and colour.
• Distribution Plan: Describe your store grading and specify how many styles/units will be sent to each store, including online stock if applicable.
• Specification Sheets: Include three specification sheets for key products in your range to guide manufacturing.
• Delivery Schedule / Phasing: Specify when different styles are due to arrive in-store, including phasing details.
• Project Timeline: show the projected timeline from initial designs and sailing through to store/consumer delivery and product launch. Bare in mind fashion seasons and consumer expectations.
• Buyers Picks: Curate your range into two editorial/features for your retailer's online site, and visually present how these would be styled as a story.

Follow these guidelines to complete your group's Final Range Pack comprehensively.

SUBMISSION DETAILS

N.B. You must submit ALL work from both PART ONE, PART TWO and THREE of this assignment as a single PORTFOLIO. You should submit it as a .pdf unless otherwise agreed with your lecturer. It is your responsibility to ensure that all aspects of this assignment are submitted.

LEARNING OUTCOMES

On satisfactory completion of the unit you will be able to:

ASSESSMENT CRITERIA (TABLE A4)

1. Additional Assessment Requirements & Information

• All assignments should be submitted through Turnitin. If you file will not upload please ensure it is the correct size and if not you must contact the Admin Team (admin@lcca.org.uk) BEFORE the assignment Deadline.
• Turnitin will review the assignment for levels of plagiarism and this will be reviewed by Academic Staff when marking. Students who have been deemed as committing at academic offense including plagiarism or collusion will be subject to the Academic Misconduct policy.
• Any work submitted after the deadline will be classed as a non-submission unless you have approved mitigating circumstances (see section).
• All assignments will be given a mark out of 100. A pass mark will be 40 or above.
• Students who fail their first attempt will be offered a resit attempt where the mark of the assignment will be capped at 40% at the Board of Examiners.

1. Assessment Marking Descriptors

All Assignments at LCCA are marked in like with the Assessment Criteria outlined in Table A4, but also against these marking descriptors which outline the requirements for each grade banding:

Please refer to the Common Credit Framework for more information.

6. Mitigating Circumstances

LCCA and UCA understand that in students lives, there can be situations that are unexpected and can impact on your ability to hand in your assignment. LCCA and UCA define these situations as mitigating circumstances, and these are exceptional, short-term events which are outside the student's control and impact their ability to prepare for, submit or present themselves for an assessment by the given deadline.

If something happens close to your assessment deadline that is hindering your ability to submit, please collect a Mitigating Circumstances from the Admin Team and submit along with appropriate supporting evidence BEFORE the assessment deadline. Any forms submitted after this deadline will require additional evidence.

If approved, you will be given an extension to the assignment deadline without being penalised.

However, LCCA and UCA consider that students who submit or present themselves for assessment are, in doing so, declaring themselves fit to be assessed, and therefore mitigating circumstances will not be accepted.

1. Academic Misconduct

Academic Misconduct is defined as where a student gains or seeks to gain and advantage in an assessment by unfair or improper means. Academic Misconduct can include the following:

• Plagiarism, including self-plagiarism. This is where a student present work which contained unacknowledged published work (words, thoughts, judgements, ideas, structures, images etc.) of another, or presents work that has been previously submitted for another unit or course, or at a different institution.
• Collusion. This is where a student work for assessment done in collaboration with another person(s) entirely as their own or collaborates with another student(s) on work which is subsequently submitted as entirely of the other students work.
• Examination Offenses. This is where a student takes unauthorized materials into an exam room, communicates, or attempts to communicate with another student during the exam, fails to comply with invigilators instructions, or breaches other exam regulations.
• Dishonest Practice. This can include using essay mills, submitting work not completed by yourself, offering bribes, seeking to obtain confidential information, making false declarations and falsifying transcripts and certification or other official documentation.

All assignments are checked for Academic Misconduct and students who have been found to have committed an offense will be subject to the Academic Misconduct Policy and or the Student Disciplinary Procedures.

Artificial Intelligence (e.g. Chat GPT)

With reference to the use of AI Technologies, the UCA's Academic Misconduct Policy defines plagiarism as - where a student presents work for assessment which contains the unacknowledged published or unpublished words, thoughts, judgements, ideas, structures or images of another person or persons. This includes material downloaded from digital sources and material obtained from third parties including online essay mills and AI applications.

To enhance student learning, enable students to explore new ideas and concepts; undertake effective research; and help with assessment planning, the University supports the appropriate use of AI technologies, though students should give serious consideration as to how they may choose to use such technologies within assessments they submit.

If a student uses AI technologies for any part of their assessment - planning, research or content - they must:

• reference the AI tool used and the content obtained;
• apply quotation conventions where the text has not been altered;
• clearly identify paraphrased or summarised material; and
• outline the method and information gathered via the AI tool;
• explain how the AI content has been reused within the assessment. In such cases, the student will have acted with integrity and academic misconduct will not have been committed.

Although, it is important to acknowledge that grades are determined of by evidence of meeting learning objectives at a particular level of competency, not on repetition of AI generated content.

If the University suspects that AI technologies have been used during the assessment process and submission then it reserves the right to invite the student to attend a viva (oral examination) to explore the student's understanding of their submission. If evidence of academic misconduct is found then the case will be addressed in accordance with the University's Academic Misconduct Policy.

1. Marking and Feedback

You should expect to receive you marks approximately 4 weeks after the assignment deadline.

To ensure fairness, and parity of marking. All assignments are first marked, and a sample are second marked, and Internally Verified by a tutor from UCA to ensure the marks are correct and the feedback is appropriate.

The marks also considered by an Internal Exam Board at LCCA to ensure due process has been followed and the Board of Examiners at UCA where marks are ratified.

All marks are PROVISIONAL until ratified by the Board of Examiners.

Your provisional grade and feedback will be made available to you on Turnitin on Canvas. Unless advised otherwise by your tutor.

1. Reading Lists and Additional Materials

ESSENTIAL:

Bailey, S. and Baker, J. (2022) Visual merchandising for fashion. (Second) London: Bloomsbury Visual Arts.

Boardman, R., Parker-Strak, R. and Henninger, C. E. (2020) Fashion buying and merchandising: the fashion buyer in a digital society. London: Routledge.

RECOMMENDED:

Kennedy, A., Reyes, A. and Venezia, F. (2020) Apparel Costing. London: Bloomsbury Publishing.

Belli, S. and Translations, M. (2020) Visual merchandising and display: best practices for window displays and store designs. Barcelona, Spain: Hoaki.

Blum, P. (2021) Circular fashion: making the fashion industry sustainable. London: Laurence King Publishing.

Tucker, L. B. (2022) Fashion wholesaling: from manufacturer to retailer. London: Bloomsbury Visual Arts.

Nesbitt, C. (2020) Fundamentals for successful and sustainable fashion buying and merchandising. Place of publication not identified: Charles Nesbitt?

Boardman, R., Parker-Strak, R. and Henninger, C. E. (2020) Fashion buying and merchandising: the fashion buyer in a digital society. London: Routledge.

Pal, R., Shen, B. and Sandberg, E. (2019) 'Circular fashion supply chain management: exploring impediments and prescribing future research agenda' In: Journal of fashion marketing and management 23 (3) pp.298–307.

Chrimes, C., Boardman, R., Vignali, G. and McCormick, H. (2022) 'Investigating how online fashion product page design affects the consumer's clothing fit appraisal' In: Journal of consumer behavior 21 (6) pp.1478–1493.

Note: This report is provided as a sample for reference purposes only. For further guidance, detailed solutions, or personalized assignment support, please contact us directly.

FASHION BUYING & MERCHANDISING PORTFOLIO

Student Name: Emma Thompson

Unit Code: FMM4011

Unit: Fashion Buying & Merchandising

Submission Date: 14th June 2026

Word Count: 1,980 words

TABLE OF CONTENTS

Part One: Individual Illustrated Comparative Shop Report ....................... 3

1.1 Introduction ............................................................... 3

1.2 Market Analysis & Price-Style Matrix ....................................... 4

1.3 Similarities and Differences ............................................... 5

1.4 Customer Profile ........................................................... 6

1.5 Visual Merchandising Analysis .............................................. 7

1.6 In-Store Branding and Promotion ............................................ 9

1.7 Product Mix Analysis ...................................................... 10

1.8 Product Pyramid ........................................................... 11

1.9 Price Band Matrix ......................................................... 12

1.10 SWOT Analysis ............................................................ 13

Part Two: Individual Trend Inspiration Pack & Mini Range Plan ................. 14

2.1 Brand Introduction ........................................................ 14

2.2 Target Consumer ........................................................... 15

2.3 Creative Concept Introduction ............................................. 16

2.4 Runway References ......................................................... 17

2.5 Street Style Inspiration .................................................. 18

2.6 Collection Icons .......................................................... 19

2.7 Colour Palette ............................................................ 20

2.8 Materials and Fabrics ..................................................... 21

2.9 Prints, Patterns & Textures ............................................... 22

2.10 Mini Range Plan .......................................................... 23

2.11 Summary .................................................................. 24

Part Three: Group Final Range Pack ............................................ 25

3.1 Retailer Introduction ..................................................... 25

3.2 Target Customer Profile ................................................... 26

3.3 Competition Analysis ...................................................... 27

3.4 Trend Forecasting ......................................................... 28

3.5 Own Label Range (15-20 Styles) ............................................ 29

3.6 Excel Range Plan .......................................................... 32

3.7 Sourcing Strategy ......................................................... 33

3.8 Pricing Strategy & Margins ................................................ 34

3.9 Category Mix & Assortment ................................................. 35

3.10 Distribution Plan ........................................................ 36

3.11 Specification Sheets ..................................................... 37

3.12 Delivery Schedule ........................................................ 38

3.13 Buyer's Picks ............................................................ 39

PART ONE: INDIVIDUAL ILLUSTRATED COMPARATIVE SHOP REPORT

1.1 Introduction

This comparative shop report analyzes the contemporary womenswear department at Selfridges London (Oxford Street flagship) against its key competitor, Harrods. Both retailers represent the luxury department store sector, targeting affluent consumers seeking premium fashion brands and exceptional customer experience.

Selfridges, established in 1909, is renowned for its innovative retail concepts, exclusive brand collaborations, and trendsetting approach to merchandising. The Oxford Street flagship spans 540,000 sq ft across six floors, offering over 300 fashion brands ranging from established luxury houses to emerging designers.

Harrods, founded in 1834, operates as London's most iconic luxury department store in Knightsbridge. With 1 million sq ft of retail space, it positions itself as the ultimate destination for luxury goods, emphasizing heritage, exclusivity, and impeccable service standards.

1.2 Market Analysis & Price-Style Matrix

The luxury department store sector in the UK is characterized by intense competition among a select group of premium retailers. The price-style matrix below positions key competitors:

Harrods was selected as the primary competitor due to its similar luxury positioning, overlapping brand portfolio, and comparable target demographic. While Harvey Nichols and Liberty compete in certain categories, Harrods presents the most direct competition across the full luxury spectrum.

Figure 1: Price-Style Matrix Visualization

1.3 Similarities and Differences

Key Similarities:

·         Premium luxury positioning targeting HNW individuals and affluent consumers

·         Extensive brand portfolio including Chanel, Dior, Gucci, Saint Laurent, Prada

·         International tourist appeal with multilingual staff and tax-free shopping

·         Omnichannel retail presence with sophisticated e-commerce platforms

·         Personal shopping services and VIP client programs

·         Regular exclusive launches and designer collaborations

Key Differences:

1.4 Customer Profile

Primary Target Customer: The Contemporary Luxury Consumer

Based on primary observation and secondary research, the core Selfridges contemporary womenswear customer profile:

This customer is digitally native, values sustainability and brand ethics, seeks experiences beyond transactions, and balances investment pieces with contemporary trends. They shop across channels and expect seamless integration between online and physical retail.

Figure 2: Customer Persona Visualization

1.5 Visual Merchandising Analysis

Window Displays

Selfridges Oxford Street is renowned for theatrical, conceptual window displays that change seasonally, often collaborating with artists and designers. Current windows showcase Spring/Summer 2026 trends through installation-style presentations focusing on sustainability and nature themes.

Figure 3: Selfridges Window Display Examples

In contrast, Harrods windows emphasize luxury and opulence with more traditional mannequin presentations, often featuring complete designer looks with heavy prop usage and rich color schemes.

Figure 4: Harrods Window Display Examples

In-Store Displays & Mannequins

Selfridges employs diverse mannequin styling with frequent rotation, mixing brands in lifestyle presentations. Key observations include:

·         Diverse mannequin types (realistic, abstract, cultural representation)

·         Lifestyle groupings creating complete outfit stories

·         Strategic use of height variation and dynamic poses

·         Integrated digital screens showing brand content and runway footage

·         Clear sightlines with 60/40 product-to-space ratio

Harrods displays favor traditional presentation with brand-specific concessions:

·         Classic mannequin styling with singular brand focus

·         Higher density merchandising within brand concessions

·         Emphasis on complete designer looks rather than mix-and-match

·         Luxurious fixtures and fittings (brass, marble, velvet)

·         Brand signage more prominent than at Selfridges

1.6 In-Store Branding and Promotion

Both retailers employ sophisticated branding strategies, though with different emphases:

Selfridges prioritizes a neutral backdrop allowing brands to express their identity, while Harrods maintains strong house branding that signals luxury and exclusivity throughout the customer journey.

1.7 Product Mix Analysis

Contemporary womenswear floor space allocation analysis (based on store observation):

Selfridges Product Mix:

Harrods Product Mix:

Key difference: Selfridges allocates more space to contemporary and activewear categories, reflecting younger customer demographic and lifestyle trends. Harrods emphasizes evening and occasion wear, aligning with its traditional luxury positioning.

1.8 Product Pyramid

The fashion pyramid illustrates product strategy across Basic, Core, and Trend lines:

Selfridges Contemporary Womenswear Pyramid:

Harrods Contemporary Womenswear Pyramid:

1.9 Price Band Matrix

Comparative price point analysis by product category (GBP):

Analysis: Selfridges offers lower entry price points across categories, improving accessibility for aspirational customers. Harrods maintains higher minimums, reinforcing super-luxury positioning. Exit prices at Harrods extend higher, reflecting greater emphasis on haute couture and exceptional pieces.

1.10 SWOT Analysis: Selfridges Contemporary Womenswear

STRENGTHS

·         Trendsetting reputation attracts fashion-forward customers seeking newness

·         Diverse brand portfolio spanning emerging to established designers

·         Strong digital integration and omnichannel capabilities

·         Oxford Street flagship location with high tourist footfall

·         Innovative retail concepts (pop-ups, installations) create destination appeal

·         Lower entry price points increase accessibility without compromising luxury positioning

·         Strong sustainability credentials aligning with consumer values

WEAKNESSES

·         Contemporary focus may alienate traditional luxury customers seeking heritage brands

·         Frequent visual changes require significant investment and operational complexity

·         Lower price points may dilute ultra-luxury perception versus Harrods

·         Brand curation can feel overwhelming with excessive choice

·         Limited emphasis on occasion and formal wear versus competitors

OPPORTUNITIES

·         Expand sustainable luxury offerings as consumer demand grows

·         Increase activewear and athleisure in response to lifestyle trends

·         Develop exclusive collaborations with emerging designers for differentiation

·         Enhance personal shopping services for HNW client retention

·         Expand resale and circular fashion initiatives

·         Strengthen online exclusive launches and digital-first brand partnerships

·         Target Gen Z luxury consumers through brand curation and marketing

THREATS

·         Economic downturn reducing discretionary luxury spending

·         Increasing direct-to-consumer strategies by luxury brands

·         Competition from pure-play luxury e-tailers (Net-a-Porter, Matches)

·         Harrods' heritage positioning attracting tourist spending

·         Rising operational costs affecting profitability

·         Brand exclusivity agreements limiting differentiation opportunities

PART TWO: INDIVIDUAL TREND INSPIRATION PACK & MINI RANGE PLAN

2.1 Brand Introduction: & Other Stories

& Other Stories, launched in 2013 as part of the H&M Group, represents accessible contemporary fashion with a Parisian-inspired aesthetic. The brand occupies the premium high street space, offering design-led pieces at mid-market prices.

Mission Statement:

"To empower women through fashion, beauty, and accessories that celebrate individuality and self-expression, delivering Parisian-inspired style with Scandinavian sustainability values."

Vision:

To be the leading destination for contemporary women seeking unique, design-driven fashion that bridges the gap between high street accessibility and designer aesthetics, while maintaining ethical production standards.

Brand Values:

·         Creativity and individuality over fast fashion uniformity

·         Accessible luxury through quality materials and considered design

·         Sustainability and transparency in production

·         Inclusivity in sizing and representation

·         Empowerment through self-expression

2.2 Target Consumer Analysis

The & Other Stories customer is a design-conscious woman aged 25-40 who values quality and uniqueness but operates within mid-market budget constraints.

Psychographics:

·         Values unique, design-led pieces over logo-heavy fashion

·         Environmentally conscious, seeks sustainable options

·         Culturally engaged (art galleries, independent cinema, music festivals)

·         Social media active but authentic (Instagram, Pinterest inspiration)

·         Prefers mix-and-match styling over head-to-toe designer looks

·         Research-driven shopper who reads fashion blogs and follows influencers

Shopping Habits:

·         Browses online, purchases in-store for fit and quality assessment

·         Seeks capsule wardrobe additions rather than trend-driven hauls

·         Willing to invest in key pieces (outerwear, dresses, quality basics)

·         Combines high-street with vintage and occasional designer splurges

·         Influenced by editorial styling and brand storytelling

2.3 Creative Concept: "Nordic Nostalgia"

The Spring/Summer 2027 concept "Nordic Nostalgia" draws inspiration from Scandinavian summers, merging minimalist aesthetics with romantic, folkloric elements. This trend forecasting responds to growing consumer desire for escapism, heritage craftsmanship, and connection to nature.

Trend Drivers:

·         Post-pandemic desire for nature-connected living and slow fashion

·         Resurgence of cottage-core and neo-romanticism in popular culture

·         Nordic design's continued influence in interiors extending to fashion

·         Gen Z's embrace of vintage and handcrafted aesthetics

·         Climate-conscious consumerism favoring natural materials and longevity

The concept balances & Other Stories' Parisian sophistication with Nordic simplicity, creating a fresh narrative that feels both contemporary and timeless. Key aesthetic pillars include:

·         Soft minimalism with delicate detailing

·         Natural, breathable fabrics in muted earth tones

·         Romantic silhouettes with functional elements

·         Folkloric embroidery and traditional craft techniques

·         Effortless layering for transitional dressing

Figure 5: Nordic Nostalgia Mood Board

2.4 Runway References

The following runway looks exemplify the Nordic Nostalgia aesthetic direction:

Cecilie Bahnsen SS27

Romantic prairie dresses with sculptural sleeves, soft smocking, and feminine volume

Toteme SS27

Minimalist tailoring in natural linens, oversized proportions, muted color palette

Ganni SS27

Scandinavian ease with playful prints, puff sleeves, and sustainable materials

The Row SS27

Refined minimalism, luxe natural fabrics, timeless silhouettes

Lemaire SS27

Effortless layering, oversized shirting, artisanal detailing

2.5 Street Style Inspiration

Street style imagery capturing the essence of Nordic Nostalgia and & Other Stories brand DNA:

1. Copenhagen Fashion Week attendees in layered linen separates, natural materials

2. Stockholm street style: minimalist dressing with romantic touches

3. Paris café culture meets Scandinavian ease - relaxed tailoring, vintage accessories

4. Contemporary interpretation of traditional Nordic dress elements in modern contexts

2.6 Collection Icons / Brand Ambassadors

Proposed brand ambassadors who embody & Other Stories values and Nordic Nostalgia aesthetic:

Alicia Vikander

Swedish actress known for elegant, understated style; embodies Scandinavian grace with international appeal

Emma Corrin

British actor celebrated for gender-fluid fashion choices and vintage-inspired looks; appeals to Gen Z

Pernille Teisbaek

Danish fashion influencer and photographer; epitomizes Scandinavian style with contemporary edge

Adut Akech

South Sudanese-Australian model; represents inclusivity and modern elegance aligned with brand values

2.7 Colour Palette

The Nordic Nostalgia palette combines soft naturals with delicate accent colors:

Figure 6: Color Palette Visualization

2.8 Materials and Fabrics

Fabric selection emphasizes natural fibers, sustainability, and tactile appeal:

Material strategy prioritizes: certified organic where possible, transparent supply chains, durability for longevity, and natural breathability for summer wear. All align with & Other Stories' sustainability commitments and target consumer values.

2.9 Prints, Patterns & Textures

Key design elements for Nordic Nostalgia collection:

Prints & Patterns:

·         Delicate floral ditsy prints in muted colorways - romantic without being overtly feminine

·         Micro gingham and subtle checks - Scandinavian heritage with modern scale

·         Watercolor-inspired abstract prints - artistic, unique to & Other Stories

·         Minimalist stripe variations - classic with contemporary proportions

Textures & Finishes:

·         Smocking and shirring - handcrafted appearance, feminine volume

·         Swiss embroidery and eyelet details - folkloric craft techniques

·         Pleating and gathering - adds movement and dimension

·         Natural linen texture - embracing imperfection and authenticity

·         Tonal embroidery - subtle detailing in matching thread colors

Figure 7: Print and Texture Examples

2.10 Mini Range Plan - 5 Key Styles

Five signature pieces incorporating Nordic Nostalgia trend direction while maintaining & Other Stories DNA:

Style 1: The Smocked Prairie Dress

Midi-length dress in organic linen with hand-smocked bodice detail. Square neckline, puff sleeves, gathered waist. Colors: Porcelain, Dusty Blue, Pale Mauve. Price point: £129. Hero piece embodying romantic femininity with modern proportions.

Style 2: Oversized Linen Shirt

Relaxed-fit shirt in organic linen poplin. Dropped shoulders, extended cuffs, curved hem. Colors: Cloud Dancer, Sand Dollar, Seafoam. Price point: £69. Versatile layering piece for effortless Scandinavian styling.

Style 3: Wide-Leg Linen Trousers

High-waisted, wide-leg trousers in lightweight linen blend. Pleated front, side pockets, drawstring waist. Colors: Sand Dollar, Pale Khaki, Moonbeam. Price point: £79. Comfortable sophistication for work-to-weekend dressing.

Style 4: Broderie Anglaise Blouse

Romantic blouse with broderie anglaise yoke and sleeves. Organic cotton base, tie-neck detail, balloon sleeves. Colors: Porcelain, Lavender Fog. Price point: £85. Statement piece celebrating traditional craftsmanship.

Style 5: Lightweight Knit Cardigan

Open-front cardigan in organic cotton-linen blend knit. Relaxed fit, patch pockets, tonal buttons. Colors: Almond Oil, Dusty Blue, Sand Dollar. Price point: £95. Transitional layering piece extending collection wearability.

2.11 Summary

The Nordic Nostalgia concept represents a strategic evolution for & Other Stories, responding to key market trends while remaining authentic to brand identity:

Strategic Rationale:

·         Aligns with growing consumer demand for sustainable, natural materials

·         Taps into cultural zeitgeist around slow living and nature connection

·         Differentiates from fast-fashion competitors through craft detailing and quality

·         Balances trend relevance (romantic aesthetic) with timeless appeal

·         Price points remain accessible while communicating elevated design

Expected Success Factors:

·         Strong visual storytelling potential for social media and campaign imagery

·         Versatile pieces suitable for multiple occasions and styling approaches

·         Sustainable credentials appeal to environmentally conscious target consumer

·         Romantic aesthetic addresses post-pandemic emotional consumer needs

·         Clear differentiation from H&M Group sibling brands

·         Strong commercial viability with hero pieces and wardrobe basics

The five-piece mini range demonstrates how Nordic Nostalgia can be commercially implemented, offering a balanced mix of statement pieces (smocked dress, broderie blouse) and versatile essentials (linen shirt, trousers, cardigan) that encourage multiple purchases and create complete outfit solutions for the & Other Stories customer.

PART THREE: GROUP FINAL RANGE PACK

Group Members: Emma Thompson, Sarah Chen, Michael Johnson, Aisha Patel

3.1 Retailer Introduction: VERSO

Brand Concept:

VERSO is a new sustainable luxury womenswear brand launching Spring/Summer 2027. The name derives from the Latin "verso" meaning "turned" or "reversed," reflecting our circular fashion philosophy and commitment to reversing fashion's environmental impact.

Aesthetic:

Contemporary minimalism meets conscious luxury. Clean lines, exceptional quality, and timeless design in exclusively sustainable materials. Sophisticated neutrals with considered accent colors.

Market Sector:

Premium contemporary (positioned between & Other Stories and Ganni). Price architecture: £95-£450, with sweet spot at £180-£280. Target retail channels: own e-commerce, Selfridges, Net-a-Porter, Harvey Nichols, independent boutiques.

Unique Value Proposition:

·         Full transparency: QR codes on every garment linking to supply chain journey

·         Circularity built-in: buy-back program with 20% credit toward future purchases

·         100% certified sustainable materials with premium quality and finish

·         Limited production runs maintaining exclusivity and reducing waste

·         Investment dressing philosophy: cost-per-wear calculator on website

·         Carbon-neutral shipping and biodegradable packaging

3.2 Target Customer Profile

Primary Customer: The Conscious Investor

Psychographic Profile:

·         Post-materialist values: experiences and ethics over status consumption

·         Seeks authenticity and transparency from brands

·         Willing to pay premium for sustainability and quality

·         Builds curated, capsule wardrobe rather than constant new purchases

·         Influenced by thought leaders and sustainable fashion advocates

·         Active on LinkedIn and Instagram; follows purpose-driven brands

3.3 Competition Analysis

Market gap identified: Premium sustainable brands often sacrifice either design sophistication or affordability. VERSO occupies the sweet spot with investment-worthy design at accessible luxury prices.

3.4 Trend Forecasting SS27

VERSO's inaugural collection responds to macro trends shaping conscious consumerism:

Key Trends Incorporated:

1. New Minimalism

Evolution of minimalism emphasizing texture, quality, and subtle detailing rather than stark simplicity. Consumers seek timeless pieces with character. VERSO response: textured weaves, tonal embroidery, architectural seaming.

2. Conscious Luxury

Premium positioning no longer conflicts with sustainability. Consumers expect both. VERSO response: certified materials (GOTS organic, RWS wool, FSC viscose) with luxury hand-feel and impeccable finishing.

3. Digital Transparency

Gen Z and Millennials demand supply chain visibility. Greenwashing backlash increases. VERSO response: blockchain-tracked materials, factory profiles on website, open costing disclosure.

4. Investment Dressing

Reaction against fast fashion driving demand for cost-per-wear value and longevity. VERSO response: classic silhouettes, repair service, buy-back program, style guides for versatility.

5. Earthy Sophistication

Natural color palettes and organic materials dominate while maintaining urban sophistication. VERSO response: earth-toned palette with strategic accent colors, natural fiber focus, nature-inspired textures.

3.5 Own Label Responsible Range: 18 Styles

VERSO SS27 Capsule Collection: "Origin" - celebrating natural materials and their source.

Range Overview:

Complete Style Listing:

Figure 8: Key Style Imagery (6 of 18 styles shown)

3.6 Colour Palette

VERSO SS27 "Origin" Palette:

3.7 Fabrics and Materials

3.8 Sourcing Strategy

Fabric Sourcing:

VERSO partners exclusively with certified European mills and suppliers to ensure quality, traceability, and reduced carbon footprint. All fabrics are pre-audited for environmental and social compliance.

·         Primary sourcing: Italy, Belgium, Austria (heritage textile regions)

·         Minimum order quantities: 100-300m per colorway (enabling limited runs)

·         Lead times: 8-12 weeks from order to delivery

·         Fabric testing: all materials tested for colorfastness, durability, pilling resistance

·         Stock fabrics used where possible to reduce lead times and waste

Manufacturing:

Production split between Portugal (70%) and Italy (30%) - both EU ensuring labor standards, quality control, and reduced shipping emissions.

Delivery & Logistics:

·         Sea freight prioritized (air freight only for urgent reorders)

·         Consolidated shipping to reduce carbon footprint

·         UK warehouse: Third-party logistics provider with carbon-neutral operations

·         Direct-to-consumer: Biodegradable mailers, recyclable packaging

·         Retail partners: Bulk shipments on recycled cardboard, reusable garment bags

3.9 Pricing Strategy & Margins

Pricing Architecture:

VERSO employs cost-plus pricing with transparent margin structure, targeting 2.5-3x markup on production costs (industry standard 4-5x). Lower markup justified by:

·         Building customer trust through fair pricing

·         Competing against established brands requiring market entry pricing

·         Direct-to-consumer model eliminating wholesale margins on own channel

·         Premium quality justifies premium price without excessive markup

Sample Open Costing - 3 Styles:

Note: CMT (Cut-Make-Trim) includes all manufacturing labor. Margins cover: brand operations (15%), marketing (10%), distribution (8%), retail operations (25%), profit (5%). Wholesale price offered to retail partners at 50% of RRP.

3.10 Category Mix & Assortment Plan

% Category Mix:

Category strategy: balanced approach emphasizing separates for versatility. Tops over-indexed in units due to higher purchase frequency and lower price points encouraging multiple purchases.

Size Ratio by Category:

Size curve skews to M-L reflecting UK market data and contemporary fit preferences. Adjusted by category based on historical data from comparable brands and fit characteristics.

3.11 Distribution Plan

Channel Strategy:

Store Grading - Selfridges:

VERSO allocated to Selfridges Oxford Street Contemporary Designer floor:

Total Selfridges allocation: 116 units in-store, 310 units online. Conservative initial buy allows for test-and-repeat strategy. Online stock deeper to support broader size range and reduced risk of stockouts.

3.12 Specification Sheets (3 Examples)

Technical specification sheets for manufacturing. Full spec pack includes all 18 styles.

Specification Sheet: VS003 - Oversized Linen Shirt

Figure 9: VS003 Technical Drawings

Specification Sheet: VS010 - Slip Dress

Specification Sheet: VS014 - Lightweight Trench

3.13 Delivery Schedule & Phasing

VERSO SS27 collection delivered in two phases to maintain newness and manage cash flow:

Project Timeline:

3.14 Buyer's Picks: Editorial Curation

Two curated edits for VERSO e-commerce homepage and Selfridges online feature:

Editorial 1: "The Essentialist"

Capsule wardrobe foundations for the minimalist mindset. Five pieces, endless possibilities.

Featured Pieces:

·         VS003 - Oversized Linen Shirt (Ivory)

·         VS006 - Wide-Leg Linen Trousers (Stone)

·         VS017 - Cashmere Crew Jumper (Clay)

·         VS008 - Relaxed Denim (Indigo)

·         VS014 - Lightweight Trench (Stone)

Styling direction: Neutral palette allowing pieces to work together effortlessly. Photographed in natural light, minimal set design emphasizing fabric quality and timeless appeal. Models styled with no jewelry except simple gold hoops, hair natural, minimal makeup. Shot outdoors in architectural settings.

Figure 10: "The Essentialist" Editorial Styling

Editorial 2: "Summer Ease"

Effortless dressing for warmer days. Lightweight layers and relaxed silhouettes.

Featured Pieces:

·         VS010 - Slip Dress (Sage)

·         VS002 - Silk-Touch Camisole (Ivory)

·         VS013 - Linen Wrap Dress (Wheat)

·         VS018 - Cotton-Linen Cardigan (Stone)

·         VS009 - Utility Midi Skirt (Clay)

Styling direction: Soft, muted tones evoking Mediterranean summers. Photographed in golden hour light, coastal or rural settings. Emphasis on movement and fluidity of fabrics. Models barefoot or in simple sandals, natural hair movement, sun-kissed skin. Styling shows versatility - slip dress layered over trousers, cardigan worn open over camisole.

Figure 11: "Summer Ease" Editorial Styling

PORTFOLIO CONCLUSION

This portfolio demonstrates comprehensive application of fashion buying and merchandising principles across three integrated components:

·         Part One established analytical skills through comparative retail analysis, identifying market positioning, consumer insights, and competitive strategies within the luxury department store sector.

·         Part Two applied trend forecasting methodology to develop a commercially viable creative direction, demonstrating understanding of brand DNA, target consumer alignment, and product development.

·         Part Three synthesized learning into a complete range pack for a sustainable luxury start-up, showcasing end-to-end merchandising from concept through to distribution, with realistic costing, sourcing, and go-to-market strategy.

The work reflects current industry trends toward sustainability, transparency, and conscious consumption while maintaining commercial viability and design innovation. Each component demonstrates research rigor, analytical thinking, and professional presentation standards expected in contemporary fashion business practice.