FASHION RANGE PLAN FOR ALL SAINTS
1.0 Introduction
‘Rock and Roll 16’ is the new twelve piece case collection from All Saints available in all its five stores across London. The collection will be launched on 1st December 2016 and contains eight-week lifecycle. Rock and Roll 16 calls its inspiration from the digital era of fashion where everything starting from clothing has been impacted by the technological advancement. Besides, the collection aims at achieving the mission statement of All Saints by proving the latest designs that express individuality and attitude through a blend of music, fashion, and culture by providing a desirable line of clothing (The Telegraph 2016). Rock and Roll 16 will also abide by the fact that not all women want to look girly and pretty by providing a range of unique clothes. The organization went through a financial trouble in 2010 after collapsing of the Icelandic bakers; thus, Rock and Roll 16 must succeed to counter these challenges. To confirm the suitability of Rock and Roll 16, a SWOT analysis will be carried as shown in Appendix 1.
2.0 Pen Portrait
The target customers for All Saints are both men and women ranging from the age of 18 to 50. These customers have a strong sense of appreciation of the art of the firm through its designs, music, and film. The retailer appreciates the culture of the brand by providing a unique aesthetic in its products. In this case, therefore, Rock and Roll 16 targets the women customers of All Saints. The appropriateness of Rock and Roll 16 in meeting the objectives of this retailer is shown through a comparative research presented in Appendix 2. Moreover, this research provided important information concerning the trend ware of the target customer of the Rock and Roll 16; hence facilitating the development of the pen portrait (Appendix 3).
Pen Portrait identified that All Saints target Nicole Scherzinger as a customer who once shopped at one of its stores.
3.0 Range plan
3.1 Range theme
The basis of the clothes sold at All Saints has a specific anesthetic to have a vintage look. The collaboration with this retailer of its marketing force, innovator, and designer is one of the key factors that have to lead the firm to flourish in the market. The retailer uses Anna who is a marketer and an innovator. To get reach of a wide pool of customers, this retail provides Anna with a large selection and combination making the retailer allow her to attend many occasions whether day or night to market their products. Being passionate about art Anna tries new trends and styles, which has made her popular. With such a marketer, the retailer adopted a vintage designer. As such, adopting the Rock and Roll 16 will be of significance in promoting the culture of the business.
3.2 Tops to Bottoms Ratio
Research have it that more tops are sold than bottoms following the low price of the tops, hence being purchased than the bottoms. From the comparative shop research, the ratio of tops to bottoms is 6:1 as shown in Figure 1. As a result, the selling of Rock and Roll 16 will take the same trend, but it will increase the number of bottoms while maintaining the number of the tops; thus the ratio will be 6:2 as shown in Figure 2. This ratio is appropriate in the selling of the fast moving tops while at the same time catering for the small percentage of the buyers interested in purchasing the bottoms.
Figure 1: Tops to Bottom Ration of the Current Store in the All Saints
Figure 2: Tops to Bottom Ration of the Rock and Roll 16
3.3 Price Point Architecture
Having had carried research on the comparative shop, the prices of All Saints products had a consistent trend starting from cheap items to the most expensive ones. As a result, the Rock and Roll 16 will adopt a pricing architecture (see Figure 3) that will take into account this fact and ensure that their price range is more of the same of the existing products.
High Fashion
|
Fashion
Core Basic
|
Figure 3: Price Architecture for Rock and Roll 16
3.4 Fabrications used and sourcing approach
From the comparative shop research, it was noted that All Saints does not display the country of origin of their fabrications in their products. However, it is important to note that sourcing from the international market is an important experience for the fashion retailers to ensure that they incorporate the wide culture of people as well as in gaining the profit margins. As a result, the Rock and Roll 16 will be produced in various countries as shown in Figure 4.
Figure 4: Country of Origin of Mix Analysis for Rock and Roll 16
Besides, the fabrication of the Rock and Roll 16 will be similar to that of the All Saints current collection as shown in Figure 5.
Figure 5: Fabric Mix Analysis of Rock and Roll 16
3.5 Open to Buy Required for the Range Plan
Open to buy is important to determine the value of the product before purchasing them (Goworek 2001). The open to buy serves that function of identifying the value range of the goods before purchasing them. This is the final stage of finalizing the range plan where the buyer determines the total budget of the plan. The open to buy of Rock and Roll 16 is £891,380, which is the buying value at the selling point.
4.0 Review of the Range Plan
4.1 Product Mix Analysis
From the comparative shop research, it has been made clear that the current products at All Saints store is made of a number of collections with the highest proposition being the dresses and t-shirts while the others follow as shown in Figure 6. The fact that the Rock and Roll 16 targets the market change during the Christmas and early January, the proposition is expected to change. As a result, the product mix of Rock and Roll 16 will be changed to enhance the experience of the customers to ensure that varieties of products are available to meet the demands of the customers during this period as shown in Figure 7.
Figure 6: Current Product Mix in All Saints
Figure 7: Current Product Mix for Rock and Roll 16
4.2 Fashionability mix analysis
The research from the comparative shop also disclosed that the current store at All Saints comprises of both custom fashion, fashion, and high fashion products. The highest composition of these products is fashion and high fashion products as they target the working class with a huge amount of disposable income. However, the findings of Clark (2015) are against this trend as he emphasizes the need for retailers to target the core basic and fashion products as they are more affordable to all range of customers. As a result, the Rock and Roll 16 will increase core basic and fashion products over the high fashion products as shown in Figure 8 and 9.
Figure 8: Current Fashionability Mix
Figure 9: Current Fashionability Mix
4.3 Unit Buy and Selling Value Buy Mix Analysis
As aforementioned that most of the street customers prefer core basic and fashion products as readily affordable. With the urge of increasing the fashion and core basic products, the Rock and Roll 16 will follow the provided structure in Figure 9. Moreover, the young female, especially the college students, are also the target customer for the Rock and Roll 16; thus providing the core basic and fashion products will increase the probability of success of the range plan. This will be in the attempt of increasing the customer loyalty by supplying affordable products for all the customers. This translates to the fact that the core basic and fashion products will take large amounts of the unit but as depicted in Figure 9.
| %Options | % Selling Value | % of Buy Unit | |
| Core Basic | 30 | 29 | 40 |
| Fashion | 50 | 57 | 45 |
| High Fashion | 20 | 14 | 15 |
Figure 9: Unit Buy and Selling Value Analysis of Rock and Roll 16
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