What are the critical factors of improvement across product & price to stimulate growth of the brand at Debentures.

Brand Name: Nine by Savannah Miller
Market Position and Target Customer.
Who is the core Nine by Savannah Miller consumer, how does she differ from other Debenhams consumers? Is she coming in store to buy or arriving on the mat by default?
What is she looking to buy in to at Nine? what does she expect from the collection?
What is her price sensitivity? Where else does she shop? Positioning grid. Your research will unlock her buying behaviours and her consumer profile.
What constitutes the Brand DNA? what aspects of the Brand resonate with consumers? How does the Primrose Hill effect manifest itself currently?
Where does she take her fashion references from? Is she active on Social media? Does she buy on-line?
What are her attitudes to refreshing her wardrobe? Is she interested in Colour in her wardrobe? How does she buy in to colour / print / muted / monochrome? What does newness mean to her?
What do they think about the quality offered? Pricing?
What does the consumer like/dislike about the collection? What is missing?
What fashion trends should the brand have embraced for S/S16? Make sure these are relevant to the consumer.
What are the critical factors of improvement across product & price to stimulate growth of the brand at Debenhams?

SWOT
To identify any gaps or weakness.
What are the opportunities?
Define a potential USP.

Sales Plan
S/S 16 sales plan. What plan would you present for 12 styles, on 8 weeks sale from 29th February 2016 with a turnover of 700,000 in 72 stores, including on-line.

Buy Plan
How would you plan the category mix? Give reasons for your amendments to current category mix.
What would be your total options for the season?
Current S/S category mix breakdown (see below)
Target gross margin 69%
72 stores-
1 x internet
57 x Top Store
12 x Mid Store
2 x Bottom store

Merchandising Reports & Analysis
Propose a product category mix and justification if differs / change from above
12 weeks sales forecast, show depth and width of range and intake margin.
Planned stock based on 4 weeks cover
WSSI showing 2 weeks mark down weeks 9 &10.
75% full price sales
2% terminal stock
asp = 40

report structure:
1.Executive Summary-1Page
2.Summary Introduction to Debenhams, the Brand and Brief and report objectives
3. Research Methodology, Secondary sources / Primary sources / Research Limitations
4. Research Findings and Analysis
-By research method, to identify the consumer / competitors / market position
-Consumer profile+ visual, pen portrait positioning grid, pricing matrix / Brand Profile
-Provide a summary of trends SS16 + Trend Board / Colour Board / Shape Board
-Review of current SS16 range, category mix
-Analysis
-Review of Primrose Hill Zeitgeist and London look – consumer behaviour / Lifestyle and how the Nine consumer shops, reference points, what she looks for from the brand and where else she shops
5. SWOT analysis to identify market gap
6. Conclusions
7. Overall Conclusions
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Added on 21.04.2016 16:18
Using the knowledge and skills gained during the course of the unit you will produce a 1500 word written analysis, which will clearly analyse the weaknesses and demonstrate the following:
The market position
Target customer research, using primary methods
Competitor analysis, pricing architecture, web scraping
Seasonal Trend / Shape / Colour analysis
SWOT identify market opportunities
Design and develop product range to meet set KPIs
OTB / WSSI / Margin targets
Buying plan and justification for choices made, risk assessment, outfit building.

That will then culminate in a fully expanded recommendation as to what range would fill the gap or remedy the weakness. Both the issues and recommendations should be presented with facts, figures and visual supporting information within the standard report. You are also required to produce a mood-boards / product range plans illustrating your main recommendations.

Sources:
Berman, B., Evans, J.R. (2009) Retail Management: A Strategic Approach, 11th Ed. Pearson
Clark, J (2015) Fashion Merchandising Principles and Practice. London: Palgrave
Diamond, J. and Pintel, G. (2012) Retail Buying. 9th Edition. New Jersey. Prentice-Hall
Elliot, F., Rider, J. (2007) Retail Buying Techniques, Management Books 2000 Ltd.
Fiorito, S. and Gable, M (2011) Retail Buying Practices and Policies in a Global Economy. New Jersey. Prentice Hall.
Goworek, H. (2007) Fashion Buying. 2nd Ed. John Wiley & Sons
Jackson, T., Shaw, D. (2006) The Fashion Handbook. London: Routledge.
Jackson, T., Shaw, D. (2000) Mastering Fashion Buying and Merchandising Management. Basingstoke: Palgrave.
Jacobsen, M. (2009) The Art of Retail Buying: An Introduction to Best Practices from the Industry. John Wiley & Sons.
Kim, E. Fiore, A, M. and Kim, H. (2011) Fashion Trends Analysing and Forecasting. New York. Berg.
Kunz, G. (2009) Merchandising: theory, principles and practice. 3rd Ed. New York: Fairchild.
Maynard, J. (2004) Fashion Buying and Merchandising: the principles. 8th ed. Thorpe-Le-Soken: Jonjaqsaw.
Shaw, D and Koumbis, D (2014) Fashion Buying From Trend Forecasting to Shop Floor London. Bloomsbury
Varley, R (2014) Retail Product Management 3rd Edition. Oxford Routledge.

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