Alex Birkenshaw Final BM book

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Whistles SS17 Trousers Range

By Alexandra Birkenshaw

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Brand Introduct ion

6-7 Background8-9 Divers ion

Prev ious Col lect ions

12-13 SS1414-15 SS15

16-17 Advert is ing approach18-19 Muses

Market Pos i t ion

22-23 Compet i t ion24-27 Pr imary Research on Whist les

28-29 Pr imary Research on Reiss30-31 Pr imary Research on Cos

32-33 L ike for L ike products34-39 Compar ing Products

The consumer

42-43 The New focus consumer44-45 The Common consumer

46-47 The Key p iece Direct ional consumer

Contents pageCreat ive Out look

50-51 The Trend52-53 The Col laborat ion54-55 Our b ig d ivers ion56-57 Trend Direct ion

58-63 Catwalk In f luences64-67 Socia l Media66-67 Street Sty le68-69 Key Shapes

70-71 The co lour pa lette72-73 Aethet ic Deta i ls

74-75 Pr int

The Range

76-77 The F ina l range78-89 Cr i t ica l paths90-93 Outf i t Bu i lds

In Store Layout

96-99 Deta i ls100-101 Mock Instore layout102-103 Phasing into store .

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Brand Introduction

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Whist les

Whistles is a contemporary fashion brand founded in 1976 by Lucille Lew-in which has now expanded to 121 stores world wide. The location of the stores are planned according to their consumer, being predominantly situat-ed in big cities and wealthy towns such as Amersham High street.“Its first store pioneered many new labels and designers in London for the first time, launching John Galliano, Dries Van Noten and Jean Paul Gaultier to name a few. (Whistles Online 2001)

The brand is led by CEO Jane Shepherdson, prev ious ly brand d irector at Topshop and known as one of the most in f luent ia l women in Br i t ish h igh street fash ion . Th is makes i t interest ing that she has moved out of fast fash-ion into a more susta inable reta i l env ironment . The brand descr ibe themselves as “encapsulat ing an inte l l igent sense of des ign with t imeless and luxur ious p ieces. Co l lect ions are modern and la id back with an attent ion to deta i l and qual i ty ” . I t has been c la imed that s ince Jane’s ownership the brand has changed for the better , i t is certa in that i t has changed, but has th is change made them more prof i t -ab le and sucessfu l?

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Whist les has been seen to evo lve over t ime, part icu lar ly s ince the f inancia l cr is is in 2008, but s ince the new CEO jo ined Whist les has a very c lear and undeniab le brand ident i -ty and d irect ion . The brand takes insp irat ion from contempo-rary in f luences such as exh ib i t ions , arch i tecture and trend act iv i ty . Whist les looks to h igh-end catwalks for d irect ion from names such as Cel ine , G ivenchy and Chloe . Despite fo l -lowing these paths a l l products meet a certa in cr i ter ion of hav ing a c lean, h igh qual i ty look . In 2014 Whist les launched i t men’s co l lect ion , prov id ing contemporary des ign with mod-ern ut i l i t y . Whist les menswear is an ed i ted co l lect ion that is both considered and versat i le , combin ing understated looks with ref ined sty l ing ; produced to be re levant for work and le isure in the knowledge that what separates those wor lds is becoming less def ined. T ime wi l l te l l i f the expansion into menswear was a pos i t i ve strateg ic move.

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Big Diversion for WhistlesWhist les have a huge opportuni ty on the ir hands, s ince the rebranding of the labe l and a c lear sh i f t in the customer to an inte l l igent , qu iet ly gor -geous and ef fort less ly fash ionable consumer, Whist les her i tage has lost out . Why not have the best of both wor lds? Whist les prev ious consumer st i l l ex ists ! She is a midd le England woman, desperate for something that f latters her f igure that she is se l f conscious of , she doesn’t have much spare t ime on her hands and wants fast easy shopping . Th is is why Whis -t les can benef i t from reaching out to th is consumer group. Cos are a good example of th is , they ent ice the young and the o ld , maybe th is is a way Whist les can create a larger market .

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In 2012 at a t ime when Marks & Spencer announced a 6.8% drop in genera l sa les , Whist les began to qu iet ly f lour ish . The brand announced that i t had brought back the major i ty of i ts shares from the Ice landic government a move which under l ined i ts growing strength .Whist les had been independent s ince 2008 s ince part ing ways from the reta i l group Mosaic at which po int they were de -scr ibed as go ing “ from strength to strength” . Sa les were up 13% in 2011 and there was “consistent double d ig i t l i ke for l i ke sa les growth” . In the same year , accord ing to a company statement . Whist les was a lso the bestse l l ing premium high street brand on Asos. I t had been part -owned by the Ice landic government s ince the bank ing cr ises of 2008, when shares owned by the co l lapsed bank Gl i tn ir were transferred to i ts ownership . Now Reyk jav ik owns less than 10% of the reta i ler af ter buy -back funds were ra ised from ex ist ing Whist les shareholders . European and American expansion is a key part of the company ’s fu -ture strategy , w i th 20 more UK-wide stores p lanned for the next two years .Th is success is large ly due to Jane Shepherdson, ch ief execut ive at Whist les . The CEO u l t imate ly makes the f ina l dec is ions re -gard ing the d irect ion of the brand so i t is important to analys ise the ir personal carear paths to understand the ir v is ion . Jane has been brand d irector at Topshop for 8 years ,Topshop is a fast fash ion brand with a lower age bracket than Whist les mak-ing the move qu i te a surpr is ing one. She moved to Whist les in 2008 br ing ing a large part of her team with her . As Shepherdson herse l f says , “ there were fr i l ls , bows, extra buttons. . . qu i te fussy . I needed to change the brand. I t was qu i te a r isky th ing to do but i t wasn’t an aesthet ic that we understood. ”“S ince then, the c lothes have gradual l y ga ined a recognisable s l ickness. C lass ic sh i f t dresses in v ibrant pr ints , ta i lored sports -wear p ieces and su i t ing that looks cool rather than convent ional is now Whist les ’ fare . ” Stacey Duguid , E l le ’s execut ive fash ion ed i tor , ca l ls Shepherdson “the Phoebe Phi lo of the h igh street” , compar ing the understated mood of Whist les c loth ing to that of the Cel ine des igner . Th is , says Duguid , appeals to a savvy customer. “The Whist les woman is urban,” she says . “She wants to look a l i t t le d i f ferent without be ing g lar ing ly obv ious or look ing l i ke she’s try ing too hard. ”Whist les progress ion was s low and thus unot iceable at the t ime, Caren Downie , womenswear d irector at Asos, credi ts “ the qual i ty o f the product and strong fashion handwri t ing” as integra l to i ts success. “You d idn ’ t not ice any massive changes, ” adds Graeme Moran, jun ior fash ion ed i tor at Drapers . “ I t was very gradual and subt le . ”S ince Whist les has become more d irect ional than commercia l the consumer the brand owes the ir in i t ia l success to has been somewhat le f t out . The middle England woman needs to be brought back in , the fr i l ls and bows and so on are what made Whis -t les in the f i rst p lace. Th is consumer fee ls uncomfortable to come in to store more recent ly . “ I fee l I can’ t buy anyth ing that compl iments my f igure in Whist les anymore” . “ I have a lways loved the qual i ty o f Whist les c lothes but I just can’t f ind anyth ing

for me anymore” .

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Whistles Past S/S Trousers

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Whistles Catwalk SS14

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There is a huge var iat ion of trousers with in th is co l lect ion in terms of length , shape, co lour , fabr ic and sty le . There are three main co lour pa lettes to take not ice of , f i rst l y pa le past les such as misty b lue , soft p ink and sequin cream. These can work wel l for a number of consumers because they are of a reasonably bas ic f i t and can be dressed up or down. I t is the second co lour pa lette that has a t ighter kn i t appeal . Th is is the pop pa lette which inc ludes the p ink and green to the r ight of the co lour pa lette d isp layed, these are more fashion and tr ia l p ieces. The p ink trousers with in th is group (3rd image, Top row) are a deve loped vers ion of c igerette trousers with a n ipp ing h igh waist and re laxed leg sty le . The f ina l co lour pa lette is more neautra l inc lud ing b lacks and camel . Overa l l the shapes are a l l very ta i lored, most ly h igh waisted and very h igh qual i ty p ieces.

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WhistlesCatwalk SS15

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These garments have a c lean cut cr isp fee l , a l l o f the out f i ts share a commonal i ty of be ing baggy and a iry wi th femin ine touches such as a peak ing midr i f f or a deep V neck . Key co lours inc lude muted cora l intwined with b lack , p ink camel and of f creams. Th is combinat ion of co lours is perfect for the Whist les consumer reason one be ing because they are safe , the consumer doesnt want to stand out as try ing to hard with the on season e lectr ic b lue for example , the co lours are re laxed and comfortable . Fabr ic textures inc lue laser cutt ing , rousching, layered fr i l ls and c lean cr isp fee ls . These communi -cate the trend without overpower ing the look . In terms of trousers there is one stra ight leg pa ir , one shorts and three extended cu l lottes , not a l l sty les wi l l su i t everyone.

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Whistles Advertising approach

Clean

Simpl ist ic

Cool by associat ion

Qual i ty

Ef fort less

Luxur iant

Pulchr i tud inous

Del icate

Sl ight

Tastefu l

Pure

Pol ished

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Kate Middleton

Kate Middleton and Coincidence

Alexa Chung

Rosie Fortescue

Kim Sears

Keira Knightley

Caroline Issa

Pixie Geldof

Celebrity Muses

Whistles have been extremely successful in terms of celebrity muses, they do not pay for this to happen which makes it much more exclusive.

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Olivia Palermo

Lena Dunham

Edie Campbell

Olivia Palermo

Hanneli

Annabelle Wallis

Whistles are cool by association

Cara Delevingne

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Whistles Market Position

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Competition

The two main competitors selected for Whistles are Cos and Reiss.

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FACEBOOK INSTAGRAM TWITTER PINTEREST YOUTUBE

Whist les 46,366 135 k 36.3 K 7 K 152

Cos 262,655 392 K 1815 30.1 k 1881

Reiss 211,008 92 k 68K 8.5k 1538

Social platform following is a huge part of analysing competition, if a consumer see’s a brand has a large number of followings they instantly think ‘Wow this must be a good brand’ A company advert can creat a good impression but knowing that real people like a brand has a huge positive effect. It is also important to establish what the Whistles consumer follows in terms of social media so they can communicate to her effectively. Whis-tles currently lags behind the competition on each of the social media platforms, as outlined below. Cos has by far the largest social network, Reiss has the highest following on twitter but this is potentially because Cos has only ever made one tweet.

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After in i t ia l l y researching Whist les on l ine the researcher gathered an impress ion how the store would look tangib ly , what types of products would be ava i lab le and other deta i ls inc lud ing customer serv ice , pr ic ing and advert is ing . I t was v i ta l to look at more than one store to get an impress ion of how accurate Whist les c la im is of be ing an Omni channel brand. Onl ine the brand portray themselves to be reasonably luxury , which would ind i -cate a c lean store layout with up- to -date and innovat ive

touches. G iven the pr ices of the garments especia l l y one would expect h igh customer serv ice amongst other deta i ls .The f i rst store v is i ted was the Birmingham store in the Bul l r ing , the store is s i tuated next to Se l fr idges in the h igh end sec -t ion of the shopping centre , fac ing r iva ls Cos and Reiss and a stones throw away from the l i kes of Versace. The store i tse l f has a very c lean and min imal fee l , on ly three of each product is on d isp lay de l icate ly organised with f inger spacing in between

each product and the store has a very luxury fee l . At th is po int i t was c lear what the brand was about , however the same message was not communicated with in the next p lace

of research: Whist les concession in John Lewis , H igh Wycombe. The Whist les sect ion was very c luttered, far more than three products were on d isp lay and th is made the ra i l unappeal ing to search through. Fo lded c lothes and accessor ies on d isp lay tab les had been messed around which is bound to happen in

any store but as a consumer consider ing spending lots of money on a product th is is not what you would ex -pect to see.Prev ious best se l lers : the p leated Carr ie sk irt from last year , and the Wister ia py jamas and Wren p ink su i t th is summer.

(2015) .

Primary Research

High Wycombe, John Lewis , Whist les concession

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The way the c lothes were coord inated and la id out was tota l l y d i f ferent to that of the Birmingham store , any fash ion p ieces were snuck away amoungst bu ldg ing ra i ls and the p ieces which were made more promi -nent were very p la in and ‘safe ’ p ieces. Th is may be because the John Lewis shopper is very speci f ic and would be better su i ted to these parts of the range but that doesnt mean that Whist les should sacr i f ice the ir va lues and qual i t ies just because they are in a d i f fer -ent env ironment , i t makes the h igh qual i ty , expensive garments look cheap and un cared for .

After interv iewing the staf f in the lady ’s sect ion i t became c lear that they had dropped the ir staf f from twelve to four and that th is was massive ly impact ing on sa les and the look of the brand. With in John Lewis the sa les ass istants sa id the customer is of an o lder age bracket , wealthy and has t ime to shop in the day . They went on to say that trousers don’t se l l what so ever , th is is surpr is ing because the se lect ion of trousers on d isp lay were part icu lar ly bas ic ‘can’ t go wrong with ’ trousers such as a var iety of smart b lack trousers and structured leggings with a centred cord, i t was exp la ined that the customer who comes into John Lewis is more l i ke ly to purchase John Lewis ’ own range of trousers . What does se l l is s lo -gan T -sh irts , on the 28th of January they tota l l y so ld out of these and g iven that th is new co l lect ion came out in January that is very fast . They exp la ined they do take a lot of money just in a d i f ferent way to the average Whist les store . The re-searcher went on to v is i t Whist les in Amersham, i t was on a smart High street and had the same fee l as the Birmingham

store , they sa id they take in a lot of money but they d isp lay less fash ion and tr ia l p ieces.

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Westf ie ld , London Whist les

Primary Research

-Prev ious f inancia l d i f f icu l t ies-They are a smal l independent com-pany -Lacks stores wor ldwide-Accessabi l i t y due to a smal ler amount of stores , thus they are par -t icu lar i l y wel l known-They have recent ly introduced mens-wear but they dont of fer other prod-uct categor ies such as k idswear/homeware

Strengths Weaknesses-Product and des ign qual i ty -C lean and st imulat ing store env iron-ment -V is ionary leadership-Endorse other brands-Cool by associat ion-New mens l ine- Innovat ion-Roya l associat ion-known for p ioneer ing John Gal l iano and Jean Paul Gault ier

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-Huge amount of compet i t ion with very s imi lar concepts-Rapid changing fash ion trends which are more su i ted for fast fas j ion-R is ing product costs -Cheaper a l ternat ives-US customer serv ice knowledge

- Internat ional expansion -Target ing other consumers espe-c ia l l y the middle England woman-Associat ions with other ce lebr i -t ies/designers

Opportunities Threats

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Primary ResearchReiss , B irmingham, The Bul l r ing

Growing kn i twear co l lect ion .Tota l contro l over brand equi ty which is instore env ironment a lso v isua l mer-chandis ing and product qual i ty .Concessions in House of Fraser growth with reduced r isk and cost .Dav id Reiss entrepreneur ia l dr ive and wel l known des igner .Successfu l expansion beyond UK and ga ined work ing exper ience with d i f fer -ent markets .

Organic growth s ince the is no strate -gy dr iv ing kn i twear forwardConfused brand pos i t ion ing br idg ing pos i t ion between mass market and des ignerNo port fo l io management future fund-ing for growth or new kn i twear lunch-es not def ined.Lack of market research or market ing in format ion resul t ing in misunder -standing of the external env ironment .

Strengths Weaknesses

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Greater than before d i f fus ion into ex -ist ing stores .Increased number of reta i l out letsEnhanced use of concessions to test new marketsNew fabr ic technology

Increased compet i t ion forc ing to share the d isposable incomeSqueezed br idg ing pos i t ion by des ign -ers form above and from below by midd le market reta i lers

Opportunties Threats

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Primary ResearchCos, B irmingham, The Bul l r ing

-They of fer a n ine - f i ve wardrobe-They ent ice the young and the o ld-St imulat ing and engaging store env ironment with a luxury fee l-Beaut i fu l product packaging (prov ide a good qual i ty card bag and a fabr ic sack as opposed to Whist les t issue paper wrapping and card bag)-Their websi te is c lean and easy to nav igate around-Their websi te connects with the consumer on a deeper leve l w i th art ic les/projects adding another d imension and meaning behind des ign -They co l laborate with in f luent ia l p layers-Pop up eventsLookbook/magaz ine and newletter of fered in storeStrong internat ional presence-They of fer more departments-Except ional soc ia l media fo l lowing

-They somewhat a l ienate the younger consumer of whom looks for throw-away p ieces at a low-er pr ice po int , th is is a lso enhanced by the fact they do not of fer student d iscount -They don’t have a huge amount of stores in the

UK

Strengths Weaknesses-Part of the same group as H&M meaning they have a b ig loya l consumer market -Be ing a chain of other brands they have good re -lat ionships with suppl iers , factor ies and so on. -Des igned with a strong v is ion of the modern day consumer in mind meaning they are wel l l i ked by the modern market of whom want the next best th ing .-They prov ide reasonable qual i ty garments with the ir expert ise be ing on un ique and d i f ferent p ieces-They are s l ight ly cheaper than Whist les

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-Develop the in store exper ience, Whist les of fer a very personal shop-p ing serv ice and approach to he lp every customer that comes in , which was something unrec ieved in Cos-More ce lebr i t i ty endorsement/col -laborat ions-More advert is ing to make them more wel l known

-Compet i tors store growth wor ldwide-Compet i tors of fer ing a more personal shop-p ing exper ience -Compet i tors invest ing in the ir on l ine p lat -forms-Consumers may opt for cheaper a l ternat ives

Opportunities Threats

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Like For Like

Pricing: £110Colour: BlackSizing: 4-14

Style notes: Switch up your go-to mini skirt in lieu of the black Paloma culottes - they’re cut from tactile jacquard fabric to a floaty design that’s chic and easy to wear. Style them with everything from a chunky knit, sheer black tights and heels to a cropped blazer and leather

boots.Composition : 35% Viscose 65% Polyester

Wash care: Dry clean only

Pricing: £225Colour: Black

Sizing: only 38 and 42 in stockStyle notes: Slightly flared, these shorts are made from smooth leather with clean raw-cut edges. Designed to sit on the hips, they have slanted front pockets, single welt back pocket and a classic

zip fly fastening. They are completed with a loose silky lining.Composition: 100% Lamb leather

Wash Care: Dry clean

Pricing: £95.00Colour: Black

Sizing- 4-16 (4-6 Sold out)Style notes: Professional yet practical, these city shorts are an ideal office staple for when the warm weather hits. The lightweight classic black fab-rication can be worn with any colour. The high waist fit is super flattering.

Composition: 100% PolyesterWash care: Dry Clean

All three shorts are very similar and tie in with recent trends. The most expensive is the shorts from Cos at £225, then £110 and £95 and Reiss and Whistles respective-ly. The shorts from Cos are at a justified price given they are made from 100% lamb leather a high quality composition. The shorts from Whistles are made from 100% polyester which is a much cheaper fabric and the Reiss shorts are made from a mix of Viscose and polyester, again a cheaper composition.

Shorts

Whistles, Cos and Reiss have a number of similarities in terms of branding, market and pricing etc, but it is key to notice differences, What do the stores have that are similar? This is where opportunities can be seen for Whistles amongst its competitors.

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MOXIE KNITTED JOGGERSPrice: £110

Colour: Light greySizing: XS, S, M, L

Style notes: Loungewear takes a luxurious turn this season and the Moxie joggers are knitted from a

soft and lightweight wool and cashmere blend that you won’t want to take off. The perfect partner to downtime, wear them with a cotton T-shirt or an oversized cardigan for a stylish way to stay cosy.

Composition : 87% Wool 11% Cashmere 2% NylonWashcare : Hand Wash

HELENA CREPE TROUSERSPrice: £120.00

Colour:blackSizing: 4-16 (4, 6 &16 out of stock)

Style Notes: Casual and beautifully cut, these joggers are a wardrobe staple.

Merging the relaxed appeal of a jogger with a luxurious crepe fabric and smart

details. Pair with a slouchy jumper for the ideal weekend look.

Composition: 100% PolyesterWash Care: Machine wash

Leather Leggings Drawstr ing trousers

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Wide leg trousers

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MOORE SUEDE CULOTTESPrice: £375.00

Colour: NavySizing: 6-14 (all low stock)

Style Notes: Play with texture with these supple suede culottes. This relaxed fit features a fly, hook

and bar fastening with front seaming detail. Pair with a white knit and contemporary platform for a stylish

and modern look.Composition: 100% Leather

Wash care: Dry Clean

LEATHER CULOTTEPrice: £250.00

Colour: blackSizing: 4-16 (all low stock)

Style Notes: Layer textural knits this winter with these leather culottes. Finishing just below knee

length, with a flattering elasticated waist and subtle side pockets. Pair with a slim ribbed knit for a

essential winter look.Composition: 100% Leather

Wash care: Dry Clean

BELLA ZIP DENIM CULOTTEPrice: £140.00Colour: denimSizing: 4-16

Style notes: A wide, cropped trouser is essential for the season ahead. Update your exiting wardrobe with these chic culottes. Details include an exposed zip puller and

mid weight denim fabrication. Pair them with a mid heel ankle boot for extra style points.

Composition: 100% CottonWash care: Dry Clean

STRIPED CULOTTE TROUSERSPrice: £45

Colour: Dark blueSizing: XS S M L

Style notes:These wide-leg culotte trousers are made from a lighweight cotton with an all-over stripe pattern. A relaxed fit, they have an elastic

drawstring waist, in-seam pockets and neat topstitched hems.

Composition:100% BCI Cotton Wash care: Machine washable

WRAP-FRONT TROUSERSPrice: £99

colour: Black

Sizing: 34, 36, 38, 40, 42, 44Style noteS: theSe croPPed, wide-leg trouSerS have a wraP-over

front that tieS at the waiStline, giving the effect of a Skirt. deSigned to Sit on the hiPS, they have a droPPed crotch, ziP fly

and a Single Slanted Pocket on one Side.comPoSition: 65% PolyeSter / 31% viScoSe / 4% elaStane

waSh care: machine waSh in 30° c

ROUNDED WIDE-LEG TROUSERSPrice: £69

Sizing: 34, 36, 38, 40, 42, 44Style notes: A subtly rounded shape, these smooth

cotton-blend trousers are a wide-leg style with a cropped hem. Designed to sit just below the waist, they have a dropped crotch, slanted front pockets

and a classic zip fly fastening.Composition: 97% Cotton / 3% Elastane

Wash care: Machine washable

CulottesWhist les

Cos

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Price: £125Colour: BlueSizing: 4-14Style notes: Spring is the ideal time to inject some colour into your tailoring repertoire and the slim-leg Salt trousers come in a soft blue hue that feels fresh and relevant. Wear them with a fluid silk blouse in cream and add the coordinating blazer for a feminine take on smart dressing.Composition : 100% WoolLining composition : Body: 54% Polyester 46% Viscose Sleeve: 65% Viscose 35% Polyester

Washcare : Dry Clean Only

Price: £110Colour: forestSizing: 4-14 Style notes: Utility elements feature throughout the Reiss SS16 collection and the forest-green Diego trousers are a subtle nod to the look. Cut to a high-rise, tapered silhouette with a single back pocket, they’re a relaxed take on tailoring and work with both flats and heels at the weekend.Composition : 97% Viscose 3% ElastaneLining composition : 100% PolyesterWashcare : Dry Clean Only

Pricing: £120Colour: SlateSizing: 4-14Style notes: Loosely tailored to a straight, ankle-length design for a casual take on tailoring, the slate-hued Barratt trousers are the perfect work to weekend pair. Team them with a fine cashmere knit and flats for a chic combination.Composition : 49% Wool 49% Polyester 2% ElastaneLining composition : 100% PolyesterWash care: Dry clean only

Price: £79Colour: BlackSizing: 34, 36, 38, 40 ,42 and 44Style notes:These tailored trousers are made from fine, lightweight wool with press folds along the front and back. Designed to sit just below the waist and a tapered fit, they have in-seam pockets, zip fly fastening and a single welt pocket on the back.Composition: 100% Wool Wash care: Dry clean

Price: £69Colour: Pale blueSizing: 34-44Style notes:These trousers are made from a soft denim with a slight stretch. Designed to sit on the waist and with a dropped crotch, it has subtle in-seam pockets, a back welt pocket and a hidden side zip.Composition: 98% Cotton / 2% Elastane Wash care: Machine washable

Price: £79Colour: NavySizing: 34-44Style notes: A relaxed fit, these slightly tapered trousers are made from wool-mix with a comfortable stretch finish. Designed to sit between the hip and waist, they have a dropped crotch, slanted front pockets and a classic zip fly.Composition: 48% Wool / 48% Viscose / 4% Elastane Wash care: Dry clean

Price: £120.00Colour: BlackSize: 4-16 (Size 14 and 16 low on stock)Style notes: Update your work wardrobe with these smart black trousers. Details include a bootcut hem, neat front creases and a front fly and hook and bar fastening. Pair with a loose silk shirt for a winning Monday to Friday look.Composition: 53% Polyester, 43% Wool, 4% ElastaneWash care: Dry Clean

Price: £150.00Colour: Navy Size: 4-16 (4, 14 and 16 low on stock)Style notes: Update your work wardrobe with these smart navy wool trousers. Details include a bootcut hem, neat front creases and a front fly and hook and bar fastening. Pair with a ribbed knit for a foolproof look.Composition: 100% WoolWash care: Dry Clean

Smart Trousers

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Average Pr ice : £82.30

Average pr ice : £135

Average Pr ice : £118.30

No other sty les

Other ava l iab le sty le

Other ava l iab le sty les

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The Consumer

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The New Focus Consumer

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This is our new focus consumer, s ince the new ownership and thus rebranding of Whist les we have somewhat neglected the consumer we owe our success too . Th is is an opportuni ty for us to broaden our market . Our prev ious fa i thfu l consumer such as Kat ie doesn’t fee l as comfortab le as she once d id to shop in Whist les . As mar-ket research other new focus consumers were interv iewed and responces inc luded: “ I don’ t mind Whist les pr ices because I trust the ir qual i ty but the shapes of the c lothes has become far to dar ing for me” “ I a lways used to be ab le to f ind some-th ing to f latter my f igure in Whist les but now I rea l l y can’ t ”Name:Kat ieAge: 36Fami ly Make Up: Kat ie has two daughters aged 6 and 3, she is marr ied to her ch i ld -hood sweetheart Tom.How do you spend your free t ime? My l i fe revo lves around my fami ly so when I ’m not car ing for them, walk ing the dog, work ing or sort ing the house out I ’m on the phone to my fr iends or out for a catch up with them. I watch a lot of day t ime TV too .Where do you shop? J igsaw, concessions in department stores , Next , Tesco F&F ( I f something catches my eye whi le i ’m food shopping) Do you shop on l ine or in store? I l i ke to go in to store so I don’ t have to worry about sending th ings back . Me and my g ir l f r iends go on shopping weekends every so often . What rad io do you l isten to? Heart , but normaly k ids CD’s!Where do you aspire to shop? Somewhere with h igh qual i ty c loth ing that is qu iet ly fash ionable and that wi l l be ab le to compl iment my f igure .What is your job t i t le? I am a midwi feWhat do you watch on TV? I get stuck into the next best ser ies on BBC and lots of dayt ime TV.Who is your best fr iend? My mum and s isterWhat food do you l i ke to eat? I try to be as heal thy as poss ib le but because I eat on the go lots th is gets tr icky .

What qual i t ies would you want your S/S 17 Trousers to have? quality fabric, excel-lent fit, product detail.

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The Common Consumer

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Name: Nikk i RobertsonAge: 31Fami ly make up: She l i ves with her husband and dog in LA. How do you spend your free t ime? I spend t ime with my fami ly , l is ten to records or go to music events . I a lso love to ho l iday and try d i f ferent food. Where do you shop? I used to wear a lot of layers , and growing up in England, i t was a l l about t ights . S ince I ’ ve been in LA, I ’ ve become more conf ident with my body and I wear th ings that maybe I wouldn’ t have when I f i rst moved here . I ’m rea l l y into longer length sty les at the moment . I a lways used to wear sk irts and dresses, I was a rea l g ir l y g ir l but with mascul ine jewel lery or boots , but now I love wear ing trousers . And I ’m a b ig fan of b lack . I t ’s a un i form.Do you shop on l ine or in store? Both What rad io do you l isten to? I don’ t get t ime! But for research I have to l isten to most stat ions for my job Where do you aspire to shop? I have two Chanel bags which I love , so I asp ire to shop there and s imi lar p laces.What is your job t i t le? I run my own record labe lWhat do you love about l i v ing in LA? The weather , which is such a c l iché but so true . I ’ ve l i ved here over 10 years so I ’ ve got rea l l y c lose fr iends and my work is here . Even though I grew up in London and there are hundreds of th ings that I

miss , my l i fe is here now. I love l i v ing on the West Coast .

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The Key Piece Directional Consumer

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Age: 23Fami ly make up: I l i ve with my best fr iendHow do you spend your free t ime? I trave l lots for my job so when I ’m not work ing but abroad I ’ l l d ip into the tour ist features there , other than that I take lots of short ho l iday breaks with my fr iends, v is i t exh ib i t ions and stay very up to date with fash ion .Where do you shop? Everywhere! I f I dec ide I want something in part icu lar I w i l l shop around for i t , I shop at Asos and Zara often but for more stap le p ieces I look to Whist les and other brands.Do you shop on l ine or in store? BothWhat rad io do you l isten to? Radio 1/Kiss 100Who are your ro le models? My co l leagues and parents Where do you aspire to shop? Highend brands such as Cel ineWhat is your job t i t le? Journal istWhat do you watch on TV? The news, Kardashians and other rubbish Who is your best fr iend? My house mate who i met at un ivers i ty What food do you l i ke? I try to eat very heal thy and I love organic fresh foodsWhat would you look for in a summer trouser? L ightweight and h igh qual i ty , on trend.

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Creative Outlook

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-Seven year trans i t ion of the use of technology

-T ime wi l l be considered the most des irab le luxury

-Objects wi l l come to l i fe and mimic personal i ty tra i ts

-A seamless bond wi l l form to integrate tech-no logy and the body , exp lor ing bonds between organic and manmade.

-A new form of luxury wi l l be seen

-Meaning overr ides funct ion

-Natura l

-A focus on how you l i ve not what you own

Trend- Pause

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Pause is a 7-year per iod where t ime wi l l be considered the u l -t imate luxury . The per iod is a cyc l ica l event , every 15-20 years there ’s a technolog ica l breakthrough that has mass adopt ion . The prev ious example of th is was in 2007 around the re lease of the IPhone, the man technolog- ica l focus for Pause is Art i f ic ia l inte l l igence which wi l l see mass adopt ion by 2022. There are a number of key in f luences and features of th is per iod , f i rst l y the concept of t ime. The way t ime is v iewed wi l l tota l l y adapt , t ime is represented by the go lden stepping stone which is Natura l , Rare and Subl ime. The wi l l lead to the greater interest in vacat ion , s ince g lobal connect iv i ty has extended the average work ing week has increased meaning the consumer va lues free t ime more. 30% Americans sa id they would rather have more vacat ion t ime over enhanced heal th care p lans . Th is was one of the key dr ivers for the recent theory regard ing that changing com-pany benef i ts is hard and expensive whereas re -eva luat ing vacat ion po l ic ies is fa ir l y stra ight forward and much more benef ic ia l for both the staf f and the company . Some companies are tak ing th is theory on to see resul ts by 2017 such as Richard Branson, Net -f l i x and Google . Other key features of the trend inc lude wearable technology , mindfu l breaks and Augmented rea l i ty . The aesthet ic of the trend is what the des igner wi l l most ly take into considera-t ion here .

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Tate Modern are presenting a major exhibition by Georgia O’Keeffe from the 6th July. The exhibition will tour throughout 2017 thus being a major influence upon creativity within that year. The values this artist transpires fit perfectly with Whistles beliefs, making this exhibition a key inspiration for the 2017 spring/

summer collection. Why? She is claims as an important pioneer by feminist artists of the 1970s, she is a single-minded character who identified her ambi-tion to become an artist when she was still a child and achieved this within her seven-decade career. O’Keeffe was an exceptional landscape artist, thus this

exhibition will relate her previous practice through American tradition of landscape paining as well as forward to anticipate the gendered landscapes and statements of feminist artists of later generations.

A prominent aspect of the exhibition will be to consider O’Keeffe’s professional and personal relationship with Alfred Stieglitz; photographer, modern art pro-moter and the artist’s husband. Stieglitz was an important influence on her work, encouraging her access to the most current developments in avant-garde

art, she employed these influences and opportunities to her own objectives.

“Georgia O’Keeffe’s sumptuously erotic paintings meld sensuous dreams of flowers and flesh and radiate tropical heat”The Mail on Sunday

Collaboration- Georgia O’Keeffe

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The popular notion that O’Keeffe was a simple painter of flowers is a conception she faced during her lifetime. This exhibition will consider these remarkable flower works in the context of her overall production as multi-layered images, relating them to her engagement with abstraction and issues of form and composition, to her complex relationship with gendered imagery, bodily analogy and Freudian interpretations, and to her spiritual engagement with the landscape. Charting the progres-sion of her practice from her early abstract experiments to her late work, this exhibition will re-examine her entire career, her development, her trajectory west, and

the profound influence and legacy of her work.

“Her keen intellect, as well as her forceful and resolute character, created a fruitful relationship that was, though sometimes conflictive, one of reciprocal influence and exchange.”

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Our Big DirectionTed Baker - Get Act ive

A huge trend in the market is brands that are pr imar i l i y Fashion brands br ing ing in sports wear ranges to sat is fy the more act ive wor ld we l i ve in . Ted Baker our compet i tors are do ing th is rea l l y wel l , so sportswear/more re laxed garments is something we as Whist les are go ing to a im to achieve .

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Mango, Sports Insp ired TrousersOur Foot In The Door

These re laxed trousers are becoming very pop -u lar and are perfect for our new focus consum-er who wants to fee l comfortab le in her f igure . Theirs are pr iced around £30-£40 so we are go ing to br ing th is in for SS17 the put our foot in the door of th is expansion by do ing i t for better qual i ty as shown to the r ight .

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Trend direction

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The overa l l aesthet ic of these catwalk looks is smart with a casual fee l . The tones are a l l very netura l ranging from b lack to of f cream and camel , the trousers are very versat i le p ieces because they can be dressed down or up and the c lean tones are su i tab le for spr ing summer and they could be cont inued into further seasons th is just i f ies the pr ice of the garments because they are stap le h igh qual i ty p ieces s imi lar to the way Whist les des ign . In terms of out f i t bu i lds the looks contrast mascul ine and femin ine shapes. Th is is communicated by pa ir ing stra ight leg trousers with embel l ished cameo tops under smart

b lazer l i ke des igns.

Catwalk inspiration and analysis

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The fabr ics used for the trousers with in th is range have very c lean, cr isp surfaces, minus the leather look

trousers.

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Bruuns Bazaar

This catwalk has a very smart luxur ious fee l , the garments look ef fort less ly on trend. In terms of co lour a narrow yet ef fect ive co lour pa lette is used be ing made up of b lack , nude and a muted cora l var iat ion , i t is important to note that th is cora l co lour has been prominent more than once in catwalk research s imi lar i l y has nude with in the Pause trend making them key parts of the overa l l range. The trouser sty le is ef fort less and re laxed, key features inc lude the waist s ide t ie , l ight dynamic fabr ics , ank le length and c lean aesthet ic suggested by the lack of pattern .

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Danielle Romeril

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Social media

Man repel ler

Garance Dore

Into the g loss

Vio let Grey

The Sator ia l ist

Street Pepper

The Business of Fashion

After an insight meeting with Annie Vallice, Assisant manager at Whistles, Birmingham it was clear who the brand deem who their consumer to be. Below are the publications and websites Whistles believe their consumer to follow. After research and deciding to pay more attention to the new focus consumer the researcher feels these could expand to be more commercial. For example publications such as Grazia, Ok! Magazine, and homeware reading sources.

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What We Are Doing What We Could Be Doing

Vs

-Video Posts-More Editorial -In Store Displays-More Frequent Posting

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MilanParis

New York LondonTokyo

Melbourne

Street Style

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Key shapes

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Colour palette

Accent Core

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Aesthetic Details

Saturated f lora ls

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Defining Lines Sculpted Pleats

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Print direction

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Final Range

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Ceo Jane Shepardson pays a lot of attention to charity, doing voluntary work for Oxfam and becoming an advisor for ethical fashion label, People Tree . Thus ethics is very important to Whistles, more recently we have began sourcing fabrics in Portugal as op-posed to China as standards are higher and the travel is much shorter thus reducing carbon footprint.

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Product Descr ipt ion : Stacey Chino Code: SS0122Line Type: Bas ic Pr ice :£95.00 Units : Tota l 3000Pcs, Mint V io let 1000 Pcs, Mist P ink 1000 Pcs, T inted Cream, 1000 PcsOpt ions :Mint V io let , Mist P ink , T inted Cream Composit ion : 55% Cotton 43% Polyamide 2% E las-tane Or ig in : L i thuaniaPhasing Into Store : January

Size 4 6 8 10 12 14 16 Total

Ratio 1 1 2 3 3 3 1 14

Details...

Stacey Chino

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Style Number First Fit Lab Dip Approval Trim Approval Seal Approval Bulk Approval Raw Materials IH Cut Date Production Sample Ex Factory ETA Phasing Garment Tech Buyer Buyer Garment Tech Buyer Factory Factory Factory Factory/Merch Factory/Merch Merchandiser

Product Description Stacey Chino SS0122Fabric Composition 55% Cotton, 43% Polyamide, 2% Elastane

Origin Lithuania

QuantityTotal: 3000 Pcs- 1000 Pcs Mint Violet 1000Pcs

Mist Pink, 1000 Pcs Tinted CreamOptions Mint Violet, Mist Pink, Tinted Cream

Size Range Size 4- Size 16Size Ratio 4:1 6:1 8:2 10:3 12:3 14:3 16:1Cost Price £27.70

Selling Price (Less VAT) £79.17Retail Selling Price £95.00

Margin 65%Order Placed 29/08/2016Lead Times 22 weeks

Shipping Road

19/09/2016

Department:TrousersResponcibility

SS0122

Plan 05/09/2016 19/12/2016 23/01/2017 30/01/2017

Revised

26/09/2016 26/09/2016 17/10/2016 14/11/2016 21/11/2016 28/11/2016

Actual

Critical Path...

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Product Descr ipt ion : Essent ia l Ta i lored Jumpsuit Code: SS0123Line Type: Bas ic Pr ice :£120.00Units : Tota l : 3000 Pcs, Saturated F lora ls 600 Pcs, Muted Mint , 1200 Pcs, Mist V io -let , 1200 PcsOpt ions : Saturated F lora ls , Muted Mints , Mist V io let Composit ion : 100% PolyesterOr ig in : PortugalPhasing Into Store : March

Size 4 6 8 10 12 14 16 Total

Ratio 1 1 2 3 3 3 1 14

Details...

Essential Tailored Jumpsuit

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Product Description Essential Tailored Jumpsuit SS0123Fabric Compositon: 100% Polyester Portugal

Origin Portugal Quantity Total 3000: 600 Pcs Saturated Florals, 1200 Pcs Muted Mint, 1200 Pcs Mist Violet Options 3 Opinions: Saturated Florals, Muted Mint, Mist Violet

Size Range Size 4- Size 16 Size Ratio 4:1 6:1 8:2 10:3 12:3 14:3 16:1Cost Price £35.00

Selling Price (Less VAT) £100Retail Selling Price £120


Shipping Road

SS0123

Actual

23/01/2017 27/02/2017 06/03/2017

Revised

24/10/2016 31/10/2016 21/11/2016 19/12/2016 26/12/2016 02/01/2017


Plan 10/10/2016 24/10/2016

Critical Path...

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Product Descr ipt ion : A lexandra Cul lottesCode: SS0124Line Type: FashionPr ice :£100.00 Units : Tota l : 2000 Pcs, B lock Cora l , 800 Pcs, Hint -ed Cora lOpt ions : 3 Opt ions , B lock Cora l , H inted Cora l , Satu -rated F lora ls .Composit ion : 70% Acetate 30% Viscose

Size 4 6 8 10 12 14 16 Total

Ratio 1 2 3 3 3 1 1 14

Details...

Alexandra Cul lottes

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Product Description Alexandra Shorts SS0124Fabric Composition 70% Acetate 30% ViscoseOrigin Portugal

QuantityTotal 2000 Pcs: 800 Pcs Block Coral, 800 Pcs Hinted Coral, 400 Pcs Saturated Floral

Options 3 Options, Block Coral, Hinted Coral, Saturated FloralSize Range Size 4-Size 16Size Ratio Total : 14 4:1 6:2 8:3 10:3 12:3 14:1 16:1 Cost Price £20.80Selling Price (Less VAT) £83.30Retail Selling Price £100Margin 75%Order Placed 20/02/2017Lead Times 15 weeks Shipping Road

06/03/2017


SS0124

Plan 27/02/2017 15/05/2017 29/05/2017 05/06/2017

Revised

06/03/2017 13/03/2017 27/03/2017 24/04/2017 01/05/2017 08/05/2017

Actual

Critical Path...

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Size 4 6 8 10 12 14 16 Total

Ratio 1 1 2 3 3 3 1 14

Details...

Relaxed S ide Str ipe Trousers

Product Description: Relaxed Side Stripe Trousers Code: SS0125Line Type: FashionPrice:£90.00Units: Total: 900 Pcs, 300 Pcs Pebbled Grey, 300 Pcs Contrast Pink, 300 Pcs Linear BlueOptions: 3 Options, Pebbled Grey, Contrast Pink, Line-ar Blue Composition: 55% Linen 45% Viscose

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Product Description

Relaxed Side Stripe Trouser SS0125

Fabric Composition

55% Linen 45% Viscose

Origin PortugalQuantity Total 900Pcs, 300 Pcs Pebbled Grey, 300PcsOptions 3 options: Pebbled Grey, Contrast Pink, Linear Blue

Size Range Size 4-Size 16 Size Ratio Total:14 4:1 6:1 8:2 10:3 12:3 14:3 16:1Cost Price £18.75

Selling Price (Less VAT)

£75.00

Retail Selling Price

£90

Margin 75%Order Placed

30/01/2017

Lead Times 15 weeks Shipping Road

13/02/2017


SS0125

Plan 06/02/2017 24/04/2017 08/05/2017 15/05/2017

Revised

13/02/2017 27/02/2017 13/03/2017 03/04/2017 10/04/2017 17/04/2017

Actual

Critical Path...

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Product Description: Aired CullottesCode: SS0126Line Type: Trial Price:£195.00Units: Total 900, Pasted Mint, 300 Pcs, Blush Pleat 300 Pcs, Geometric Grey Mute, 300 Pcs. Options: 3 options, Pasted Mint, Blush Pleat, Geomet-ric Grey MuteComposistion: 100% Silk

Size 4 6 8 10 12 14 16 Total

Ratio 1 1 3 3 2 1 1 12

Details...

Aired Cul lottes

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Product Description Aired Cullottes SS0126Fabric Composition 100% Silk

Origin ChinaQuantity Total:500Pcs 150 Pcs Geometric Grey, 150 Pcs Pasted Mint, 200 Pcs Blush PleatOptions 3 Options, Pasted Mint, Blush Pleat, Geometric Grey Mute

Size Range Size 4-Aize 16 Size Ratio Total:12 4:1 6:1 8:3 10:3 12:2 14:1 16:1Cost Price £32.50

Selling Price (Less VAT) £162.50Retail Selling Price £195.00


Shipping Air

04/06/2017


SS0126

Plan 28/05/2017 16/07/2017 30/07/2017 06/08/2017

Revised

04/06/2017 11/06/2017 18/06/2017 02/07/2017 02/07/2017 09/07/2017

Actual

Critical Path...

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Product Description: Wide Leg TrousersCode: SS0127Line Type: TrialPrice:£150.00Units: Total 500Pcs 100Pcs faded Pink, 100Pcs Statement Coral, 200 Pcs Soft Pleat, 100Pcs Mist Grey Options: 4 Options: Faded Pink, Statement Coral, Soft Pleat, Mist GreyComposition: 100% CottonPhasing: July

Size 4 6 8 10 12 14 16 Total

Ratio 1 1 2 3 2 2 1 12

Details...

Wide Leg Trousers

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Product Description Wide Leg Trousers SS0127Fabric Composition 100% Cotton

Origin PortugalQuantity Total 500Pcs, 100 Pcs Faded Pink, 100 Pcs Statement Coral, 200Pcs Soft Pleat, 100 Pcs Mist Grey

Options 4 Options: Faded Pink, Statement Coral, Soft Pleat, Mist GreySize Range Total:12 4:1 6:1 8:2 10:3 12:2 14:2 16:1Size Ratio Size 4-Size 16 Cost Price £25.00

Selling Price (Less VAT) £125.00Retail Selling Price £150

Margin 80%Order Placed 02/05/2017Lead Times 10 Weeks

Shipping Road

16/05/2017


SS0127

Plan 09/05/2017 27/06/2017 04/07/2017 11/07/2017

Revised

16/05/2017 23/05/2017 30/05/2017 13/06/2017 13/06/2017 20/06/2017

Actual

Critical Path...

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Customer outfit builds

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In Store Layout Details

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Second sk in

-Products become seamless extens ions of the body -Human and b ion ic come to -gether-Concepts of beauty are chal -lenged

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Marbled tints

-Natura l gra in of wood -Del icate co lour t ints -Unique beauty -Marble and stone -A sensi t i ve mood through cosmet -ic enhancment -G lass and res in products have a sp ir i tua l , minera l or quartz - l i ke f in ish

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Art icu lated facets

-Or igami - l i ke products come to l i fe in 3D form-Appearance of r ipp l ing in the breeze-Real or assumed movement is captured in matte paper - fo ld form

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-Surfaces enchant -L ight - interact ive products become ever more ref ined and wearable- Integrat ion of l ight -conduct ive f i -bres and LED embriodery -Ca lming lucent ef fects-Sp ir i tua l meditat ive g low

Enchanted l ight

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Mock in-store layout

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Phasing into Store

J a n F e b M a r A p r M a y J u n J u l A u g

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Front PageImage: Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i twear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPLga/?tagged=whist les> [2 March 2016]ContentsAnon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i t -wear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPLga/?tagged=whist les> [2 March 2016]Page 6-7 images: Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i twear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPL-ga/?tagged=whist les> [2 March 2016]Page 8-9 images: Anon. (2015) Whist les muse [on l ine] ava i lab le from <https ://uk.p interest .com/this iswhist les/whist les -muse/> [2 March 2016]Text : Cochrane, L . (2016) ‘Whist les conquers the ‘midd le market ’ o f Br i t ish womenswear ’ . The Guardian [on l ine] 26 January . ava i lab le from <http ://www.theguardian .com/fashion/2012/aug/24/whist les -midd le -market -success> [16 March 2016]

Whist les catwalk ss15Al l images: Anon. (2014) Whist les spr ing/summer 2015 ready - to -wear [on l ine] ava i lab le from <http ://www.vogue.co .uk/fashion/spr ing-summer-2015/ready - to -wear/whist les> [2 March 2016]

Whist les catwalk ss14Al l images: Anon. (2013) Whist les spr ing/summer 2014 ready - to -wear [on l ine] ava i lab le from <http ://www.vogue.co .uk/fashion/spr ing-summer-2014/ready - to -wear/whist les> [2 March 2016]

Whist les Advert is ing Al l images: Anon. (n .d . ) Whist les - h .e .archer des ign [on l ine] ava i lab le from <http ://www.hearcher .com/Whist les> [2 March 2016]

Celebr i ty MusesAl l images: Anon. (2015) Whist les muse [on l ine] ava i lab le from <https ://uk.p interest .com/this iswhist les/whist les -muse/> [2 March 2016]Compar i t i ve shop analys is Page 22-23Cos Image: Ed i th (2013) ‘About me’ [on l ine] ava i lab le from <http ://www.sty lehasnosize .com/2013/home/rotterdam-say -cos/> [2 March 2016]Whist les image: Bureau and Af fa irs , V . (n .d . ) Thoughts - bureau for v isua l a f fa irs [on l ine] ava i lab le from <http ://www.bureau-va .com/thoughts> [2 March 2016]Reiss image: Anon. (2009) Reiss sample sa le starts today [on l ine] ava i lab le from <http ://blog.y innyang.co .uk/2010/11/reiss -sample -

sa le -starts - today/> [2 March 2016]

Referencing

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Primary ResearchAl l images are taken by me (A lex B irkenshaw 2016)

L ike for l i ke

Images le f t to r ight1: WHISTLES (n .d . ) Women’s c loth ing , men’s c loth ing , contemporary fash ion [on l ine] ava i lab le from <http ://www.whist les .com> [2 March 2016]2: Anon. (n .d . ) Cosstores .com [on l ine] ava i lab le from <http ://www.cosstores .com/gb/> [2 March 2016]3: Anon. (2016) REISS Womenswear , menswear & accessor ies - Icon ic fash ion c loth ing [on l ine] ava i lab le from <https ://www.re iss .com> [2 March 2016]4: WHISTLES (n .d . ) Women’s c loth ing , men’s c loth ing , contemporary fash ion [on l ine] ava i lab le from <http ://www.whist les .com> [2 March 2016]5: Anon. (2016) REISS Womenswear , menswear & accessor ies - Icon ic fash ion c loth ing [on l ine] ava i lab le from <https ://www.re iss .com> [2 March 2016]6: WHISTLES (n .d . ) Women’s c loth ing , men’s c loth ing , contemporary fash ion [on l ine] ava i lab le from <http ://www.whist les .com> [2 March 2016]7: Anon. (2016) REISS Womenswear , menswear & accessor ies - Icon ic fash ion c loth ing [on l ine] ava i lab le from <https ://www.re iss .com> [2 March 2016]Cos logo: Anon. (n .d . ) Cosstores .com [on l ine] ava i lab le from <http ://www.cosstores .com/gb/> [2 March 2016]Reiss logo: p lc , intu P . (2016) Reiss at intu Traf ford centre [on l ine] ava i lab le from <http ://intu .co .uk/traf fordcentre/stores/reiss> [2 March 2016]Whist les logo: Walton, P . (2013) C l ients [on l ine] ava i lab le from <http ://www.s imonemcewan.co .uk/cl ients> [2 March 2016]

Wide leg trousers Images le f t to r ight 1-6: Anon. (n .d . ) Cosstores .com [on l ine] ava i lab le from <http ://www.cosstores .com/gb/> [2 March 2016]7: WHISTLES (n .d . ) Women’s c loth ing , men’s c loth ing , contemporary fash ion [on l ine] ava i lab le from <http ://www.whist les .com> [2 March 2016]Cos logo: Anon. (n .d . ) Cosstores .com [on l ine] ava i lab le from <http ://www.cosstores .com/gb/> [2 March 2016]Whist les logo: Walton, P . (2013) C l ients [on l ine] ava i lab le from <http ://www.s imonemcewan.co .uk/cl ients> [2 March 2016]

Culottes Top row images: WHISTLES (n .d . ) Women’s c loth ing , men’s c loth ing , contemporary fash ion [on l ine] ava i lab le from <http ://www.whist les .com> [2 March 2016]

Bottom row images: Anon. (n .d . ) Cosstores .com [on l ine] ava i lab le from <http ://www.cosstores .com/gb/> [2 March 2016]

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Smart trousers Top row images: WHISTLES (n .d . ) Women’s c loth ing , men’s c loth ing , contemporary fash ion [on l ine] ava i lab le from <http ://www.whist les .com> [2 March 2016]Whist les logo: Walton, P . (2013) C l ients [on l ine] ava i lab le from <http ://www.s imonemcewan.co .uk/cl ients> [2 March 2016]Second row images: Anon. (n .d . ) Cosstores .com [on l ine] ava i lab le from <http ://www.cosstores .com/gb/> [2 March 2016]Cos logo: Anon. (n .d . ) Cosstores .com [on l ine] ava i lab le from <http ://www.cosstores .com/gb/> [2 March 2016]Bottom row images: Anon. (2016) REISS Womenswear , menswear & accessor ies - Icon ic fash ion c loth ing [on l ine] ava i lab le from <https ://www.re iss .com> [2 March 2016]Reiss logo: p lc , intu P . (2016) Reiss at intu Traf ford centre [on l ine] ava i lab le from <http ://intu .co .uk/traf fordcentre/stores/reiss> [2 March 2016]

The new focus consumer Al l images: E l l ison, K . (2016) ‘ {The ord inary moments 16} #8 ‘A b ig mi lestone and a love ly phase. ’ - mummy daddy me’ . [21 February 2016] ava i lab le from <http ://www.mummydaddyandmemakesthree.co .uk/fami ly/the-ord inary -moments/the-ord inary -moments -16-8-a -b ig -mi lestone-and-a - love ly -phase/> [2 March 2016]

The common consumerAl l Images and text : WHISTLES (2016) Whist les women: Nik i Roberton [on l ine] ava i lab le from <http ://www.whist les .com/inspirat ion/whis -t les -women-n ik i - roberton.html> [16 March 2016]

The key p iece consumerImages le f t to r ight1: Avenue, T . (2013) The emerging trends 6th annual fash ion show [on l ine] ava i lab le from <http ://northeasternfashion .com/2013/10/09/the-emerging-trends-6th -annual - fash ion-show/> [2 March 2016]2: Anon. (n .d . ) Rachel Cuschier i (@rachelcuschier i8) â€¢ Instagram photos and v ideos [on l ine] ava i lab le from <https ://www. instagram.com/rachelcuschier i8> [2 March 2016]3: Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i t -wear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPLga/?tagged=whist les> [2 March 2016]4: Designbeep (n .d . ) Apple mac computer free stock photo - StockSnap. io [on l ine] ava i lab le from <https ://uk.p interest .com/pin/388224430354627032/> [2 March 2016]5 and the rest : Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i twear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPL-

ga/?tagged=whist les> [2 March 2016]

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Trend, PauseAl l images: WGSN (n .d . ) Pause trend [on l ine] ava i lab le from <http ://ezproxy .bcu.ac .uk :2264/content/board_v iewer/#/58411/page/1> [2 March 2016]

Exh ib i t ion insp irat ion Images and text : Museum, G. O . and DACS (2016) Georgia O’Keef fe [on l ine] ava i lab le from <http ://www.tate .org .uk/whats -on/tate -mod-ern/exhib i t ion/georgia -okeef fe> [2 March 2016]Page 54-55 Ted Baker images: Anon. (2016) Womens f i t to a T [on l ine] ava i lab le from <http ://www.tedbaker .com/uk/Womens/Cloth ing/Fit - to -a -T/c/f i t_t> [16 March 2016]Mango Images: Terms (2016) MANGO United Kingdom [on l ine] ava i lab le from <http ://shop.mango.com/GB/woman> [16 March 2016]

Trend Direct ionImages: WGSN (n .d . ) Pause trend [on l ine] ava i lab le from <http ://ezproxy .bcu.ac .uk :2264/content/board_v iewer/#/58411/page/1> [2 March 2016]And Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i twear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPLga/?tagged=whist les> [2 March 2016]

Cel ine catwalk Anon. (2015) Cel ine spr ing/summer 2016 ready - to -wear [on l ine] ava i lab le from <http ://www.vogue.co .uk/fashion/spr ing-summer-2016/ready - to -wear/cel ine> [2 March 2016]

Bruuns Bazaar : Anon. (n .d . ) Show [on l ine] ava i lab le from <http ://www.vogue.co .uk/fashion/spr ing-summer-2016/ready - to -wear/bru -uns-bazaar/fu l l - length -photos/gal lery/1450412> [2 March 2016]

Danie l le Romeri l catwalk : Anon. (n .d . ) Show [on l ine] ava i lab le from <http ://www.vogue.co .uk/fashion/spr ing-summer-2016/ready - to -wear/danie l le -romeri l/fu l l - length -photos/gal lery/1478429> [2 March 2016]

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Socia l mediaMan repel ler image: Anon. (n .d . ) Man Repel ler on Instagram: ‘My ears fee l l i ke Lat in dancers in the n ight ’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BB78RhIvWNJ/?taken-by=manrepel ler> [2 March 2016]Into the g loss : Anon. (n .d . ) Into the g loss on Instagram: Â��@justbobbibrown’s top shel f is here to cure a l l your winter b lues . L ink in b io � � í �â�� [on l ine] ava i lab le from <https ://www. instagram.com/p/BB2bLgckeY7/?taken-by=intothegloss> [2 March 2016]Garance dore : Anon. (n .d . ) Garance Doré on Instagram: ‘A long busy day starts with wait ing for a cab. Or uber . Or walk ing ; ) #nyc #cardio -fortheday @ra lph lauren #r l icons’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BB5bcwrtAal/?taken-by=garancedore> [2 March 2016]Vio let grey : Anon. (n .d . ) V IOLET GREY | THE VIOLET F ILES on Instagram: “@stre icherhair : ‘You’ l l def in i te ly fee l your ha ir get dr ier as you get o lder , same as your sk in . A good general ru le is to treat your ha ir…” ’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BAyAU4aJm-Dw/?taken-by=v io letgrey> [2 March 2016]The sator ia l ist : Anon. (n .d . ) Scott Schuman (@thesartor ia l ist ) â€¢ Instagram photos and v ideos [on l ine] ava i lab le from <https ://www. insta-gram.com/thesartor ia l ist/> [2 March 2016]Street pepper : Anon. (n .d . ) The street pepper on Instagram: ‘#street fashion #fashionstreet ’ [on l ine] ava i lab le from <https ://www. insta -gram.com/p/BA9AodZBGM4/?taken-by=thestreetpepper> [2 March 2016]BOF: Anon. (n .d . ) The bus iness of fash ion (@bof ) â€¢ Instagram photos and v ideos [on l ine] ava i lab le from <https ://www. instagram.com/bof/> [2 March 2016]Page 65Images: Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i twear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPLga/?tagged=whist les> [2 March 2016]And Anon. (2016) ‘CÉLINE’ [on l ine] ava i lab le from <https ://www.cel ine .com/en> [16 March 2016]

Street Sty le : Street Sty le , W. (n .d . ) B irmingham c i ty un ivers i ty - s ign in [on l ine] ava i lab le from <http ://www.wgsn.com.ezproxy .bcu.ac .uk/content/reports/#/Street+Sty le> [16 March 2016]Key shapes: Street Sty le , W. (n .d . ) B irmingham c i ty un ivers i ty - s ign in [on l ine] ava i lab le from <http ://www.wgsn.com.ezproxy .bcu.ac .uk/content/reports/#/Street+Sty le> [16 March 2016]Colour Palette : Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i twear at London fashion week - the r ib Mix…’ [on l ine]And Street Sty le , W. (n .d . ) B irmingham c i ty un ivers i ty - s ign in [on l ine] ava i lab le from <http ://www.wgsn.com.ezproxy .bcu.ac .uk/content/reports/#/Street+Sty le> [16 March 2016]Aesthet ic Deta i ls : Street Sty le , W. (n .d . ) B irmingham c i ty un ivers i ty - s ign in [on l ine] ava i lab le from <http ://www.wgsn.com.ezproxy .bcu.

ac .uk/content/reports/#/Street+Sty le> [16 March 2016]

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Print Direct ionCity , B . (n .d . ) B irmingham c i ty un ivers i ty - s ign in [on l ine] ava i lab le from <http ://www.wgsn.com.ezproxy .bcu.ac .uk/content/reports/#/Fu-ture+Trends/w> [16 March 2016]Backgroung Images in Cr i t ica l path : Anon. (n .d . ) Whist les on Instagram: ‘We love th is ef fort less and po l ished look from @petrostofberg who wears head-to - toe whist les kn i twear at London fashion week - the r ib Mix…’ [on l ine] ava i lab le from <https ://www. instagram.com/p/BCGV75BPLga/?tagged=whist les> [13 March 2016]

Consumer out f i t bu i ld images:Street Sty le , W. (n .d . ) B irmingham c i ty un ivers i ty - s ign in [on l ine] ava i lab le from <http ://www.wgsn.com.ezproxy .bcu.ac .uk/content/re -ports/#/Street+Sty le> [16 March 2016]

In store layout deta i ls : C i ty , B . (n .d . ) B irmingham c i ty un ivers i ty - s ign in [on l ine] ava i lab le from <http ://www.wgsn.com.ezproxy .bcu.ac .uk/content/reports/#/Future+Trends/w> [16 March 2016]

Mock in store layout images: Anon. (n .d . ) ava i lab le from <http ://europaconcors i .com/projects/161442-Alessandro-Pugl is i -Store-D> [16 March 2016]

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Assessment Coversheet and Feedback Form

Faculty of ADM School of Fashion and Textiles

Complete the details marked in the coloured text and leave everything else blank. Where appropriate, copy and paste your submission after the first pages as indicated. You are reminded of the University regulations on cheating. Except where the assessment is group-based, the final piece of work which is submitted must be your own work. Close similarity between submissions is likely to lead to an investigation for cheating. You must submit a file in a PDF format.

Student Name Alexandra Birkenshaw Reasonable Adjustments

Student Number S15123835 Check this box [x] if the Faculty has notified you that you are eligible for a Reasonable Adjustment (including additional time) in relation to the marking of this assessment. Please note that action may be taken under the University’s Student Disciplinary Procedure against any student making a false claim for Reasonable Adjustments.

Course and Year Level 4

Module Code FAS4019

Module Title Buying and Merchandising

Module Tutor Adele Thorley / Caroline Raybould

First Attempt (where the full range of marks is available)

Submission Date: Range Plan Development Booklet – Friday 18th March by 12pm

Late Submissions and Extensions: Students with BCU student support statement: Please discuss your submission with your tutor and make a note of your submission date and time here:

Date:

Time:

Work submitted up to 2 hours late will have the mark reduced by 10%. If this takes the final mark below a pass – a pass mark will be awarded. If work is submitted after the deadline up to 5 working days it will be marked and you will be notified of the mark but will be recorded through the university as a capped 40% mark. Work submitted after the 5 days will not be marked and be recorded as Fail - non submission – If you have an extension for Exceptional Circumstances this will be taken into account and you be receive the full grade. Extenuating Circumstances (EC) claim forms and guidance notes are available to down load from i-city under Complaints and Appeals. Claims must be made 7 days prior to the submission date or directly after hand in if issues arise on the hand in day. In all cases clear evidence to support the claim will be needed.

Alex Birkenshaw Final BM book

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Transcript of Alex Birkenshaw Final BM book