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Personal development rationale
• My aim and objectives for this project are that I want to create an exclusive swimwear/holiday collection aimed at students within all Zara stores. Although they already have a small swimwear collection I feel like it is very limited and I think there is a real gap in the market for my idea to work.
• I have chosen to target students for my range because I think there is a real opportunity for Zara to appeal to a mass market of students by providing them with good quality products at a reasonable and affordable price.
• From my own personal experience when shopping at Zara I have always found that their holiday range is limited especially in swimwear, therefore I want students to be able to relate to my holiday range and to buy products within the collection.
• I plan on progressing my personal and professional development aspirations by conducting a large amount of primary and secondary research so that I gather a deep understanding of the range I want to build.
Resources Needed
-‐ Photoshop
-‐ WGSN
-‐ Zara & Competitors websites
-‐ MAC ( Word, Excel, PowerPoint etc.)
-‐ Camera
-‐ Internet access
Consultations
• To help validate my project and uphold industry standards. I plan on consulting my colleagues in work for help and advice to develop my project further as they are of similar age to my targeted market for my range which will be benePicial as they can relate to the product.
• I will ask for feedback from family and friends.
• I will ask for advice from people that I know who currently work in the retail industry and could potentially give me some helpful guidance on my project.
Skills
Skills to improve on:
• Photoshop
• Creating mood boards/ranges in a professional way
• Excel-‐ spreadsheets/WISSI
Skills to utilize:
• WGSN
• MAC ( Word, Excel, PowerPoint etc.)
• Trend research
Processes and Practices
• Primary/secondary research:
• Trend research
• Brand research,
• Comparative shop
• Directional shop
• Customer proPile
• SWOT analysis
• Mood board/range plan
• Financial spreadsheet
• WISSI
Days Action Info
Monday 11th of May Complete project plan Completed
Tuesday 12th of May SWOT analysis, brand research, customer proPile, rationale Completed
Wednesday 13th of May Comparative shop Finish
Monday 18th of May Directional shop Finish
Tuesday 19th of May Trend research Completed
Wednesday 20th of May Trend research Completed
May Half term Finish any outstanding work that should already be completed Completed
Monday 1st of June Make a start on mood boards Finish
Tuesday 2nd of June Finish mood boards Completed
Wednesday 3rd of June Start range plan Finish
Monday 8th of June Finish range plan Finish
Tuesday 9th of June Written range plan Complete next week
Wednesday 10th of June Financial spreadsheet -‐
Monday 15th of June WISSI -‐
Tuesday 16th of June DEADLINE -‐
Action Plan
Project Rationale • I have chosen to create this range because I really feel that I can relate to it in terms of target market and demographic.
• I also wanted to create a suitable range for the young fashion customers that is strong and unique, but also to try something different that Zara don’t already do/specialise in.
• The reason I’ve chosen to create a swimwear/holiday collection is because I want to excite students who
may be going away on holiday this year to places like Ibiza. I want to be able to provide them with outPit options to wear during their holiday and to prevent them from getting stressed about buying holiday clothes.
• I intend to create a practical yet fashionable range for my target market.
• This project will aid my personal development by strengthening the skills that I have learnt over the duration of the course.
Identification of potential risks and contingencies
• I will have to create my mood boards and range plans throughout college hours due to not having Photoshop at home. Therefore I will have to utilise my time in college to get these completed to avoid falling behind.
• When researching trends I will use the website WGSN, however this is only accessible when using college computers. Therefore I will have to complete the trend research during college hours.
• Could lose work due to saving issues, to avoid this I will save all my work onto a USB stick to
ensure that all my work is saved safely.
Industry collaborations
During my two week work placement I got given numerous tasks to do however the tasks that I completed which will help me to complete my FMP were; Critical path and comparative shop. I was asked to Pill in sections to update the critical path so that it was easy to see where the suppliers were up to and if the lead times were accurate. This will help me when it comes to creating my own critical path for this project as I have had the opportunity to look and to use a critical path that is existent. I Created a comparative shop for Biba which is a designer brand that House of Fraser stock, I had to visit Selfridges to look at Biba’s competitors such as Ted Baker, Karen Millen, Zara and French Connection. I then had to take photos of garments that I thought would suit Biba’s range and target market. With the images that I had taken on the comp shop I uploaded them and created a comp shop on PowerPoint which enabled Biba to see new products that their competitors had recently released. I found this task really benePicial because I had the opportunity to use the knowledge that I have learnt over the duration of the year and got to put it to use when completing this task.
Rationale I decided to choose Zara as my chosen store for my FMP because I realised that there was a niche in the market for my idea to become successful. I also really enjoy purchasing products from Zara as I am an avid shopper and love the products they sell.
I chose to do a swimwear/holiday collection as I am going away to Ibiza in the summer and have really struggled to Pind a retailer that has a strong enough holiday collection to satisfy my needs and wants. Consequently I found that if I release a unique swimwear/holiday collection into Zara’s stores it’s likely to succeed due to competitors also providing a limited selection of swimwear. I want to provide my target market with a selection of key items that will excite them for their holidays next summer and will encourage them to become a passionate shopper for Zara.
I have chosen to target students for my range as I think there is a real opportunity for Zara to appeal to a mass market of students by providing them with good quality products at affordable and reasonable prices.
I have done some primary and secondary research such as comp/directional shops to identify what the other competitors are selling and the prices that consumers are willing to pay. I have also researched the latest trends and what’s going to be in next season. I looked at two different catwalk trends, which were held in Sydney and Sao Paulo. Both of which identiPied key trends for the forth-‐coming season such as 1990’s Colour Block, Sports Goth, Creative Cutaway, Modern Aztec and many more.
I chose to look at two key trends; Soft Pop and Eco active, which gave me an insight into key shapes and colours and allowed me to identify what I want in my range. It also enabled me to see key items that I should incorporate into my S/S 16 range. I chose these two trends because I thought they suited my demographic correctly and Pitted in with my target market.