Range Build Portfolio
Aliia Kankulova
P2700807
FBUY1101 Fashion Lifecycle
Customer Persona - Rebekah Fisher
Brands
Personality
Introvert < Extrovert
Analytical > Creative
status-oriented, enjoys travelling and making new acquaintances'
> Fickle
Passive < Active
Goals
• Develop company’s success
• Plan projects effectively
• Create work-life balance
Fabric type and composition preference
Wool classic suits;
Twill weave wool serge
Preferred Channels
Demographics
Age: 32
Gender: Female
Life stage: Married
Occupation: Chief development officer
Income: 63,000 GBP
Social Media Referral
Influencers Online Traditional Ads
Pain Points
• Working late hours
• Frequent traffic jams
• Annoyed by time-consuming processes
• Not getting quick responses
• Lack of free time
SWOT Analysis of the current Hugo Boss range
Strengths
• Diverse clothing range;
• Strong brand image (logo);
• Versatility of the products;
• Good consideration of current trending colours;
• Wide size range.
Opportunities
• Design a limited affordable price collection in order to increase the accessibility of the range;
• Expand style options of the product by including different designs of collar, neck, sleeves and other;
• Set the creative tone by taking details into bigger consideration.
Weaknesses
• High pricing;
• Limited style options of one product;
• Lack of uniqueness (too common designs similar to competitor’s);
• Lack of creative tone.
Threats
• Threat of alternative products including competitors as well as counterfeit products;
• Competitors rivalry in the market;
• The upcoming global recession.
LIKE FOR LIKE ANALYSIS
WOMEN SLIM-FIT BLOUSE
SLIM-FIT BLOUSE
£129.00
Fabric name: Poplin
Fabric composition: 72% Cotton, 28% Polyester
GIORGIO ARMANI X 10 CORSO COMO SHIRT
£840.00
Fabric name: Poplin
Fabric composition: 100% Cotton
CREPE SHIRT
£129.00
Fabric name: Crepe
Fabric composition: 100% Recycled Polyester
All the shirts have the basic slim-fit and plain light colour, which is always in trend as a classic product. The Ralph Lauren and Boss shirts are the same price. However, the Ralph Lauren shirt is a more sustainable option as it is made from 100% recycled polyester while Boss blouse contains 28% of polyester. Giorgio Armani is the least affordable among its competitors, however it is made from 100% Cotton.
WOOL-BLEND COAT WITH NOTCH LAPELS
£595.00
Fabric name: Brushed wool
Fabric composition: 80% Virgin wool, 20% Polyamide
SINGLE BREASTED COAT
£4,650.00
Fabric name: Coating fabric
Fabric composition: 100% Cashmere
OVERSIZE HERRINGBONE COAT
£749.00
Fabric name: Brushed wool
Fabric Composition: Wool, Mulberry silk
Women coat is a timeless piece in the closet. Boss wool-blend coat is the most affordable among its competitors and also has the most basic and staple fit and colour options, however, it contains 20% of Polyamide, while its competitors coats are made from natural fibres, which makes them more expensive. The Giorgio Armani and Ralph Lauren coat lack functionality as they both do not have pockets, which makes Boss coat the best value for money.
WOMEN COAT
DOUBLE-BREASTED BLAZER
TAILORED TROUSERS
DOUBLE-BREASTED JACKET
£2,100
Fabric name: Wool suiting
Fabric composition: 100% Wool
OVERSIZED BLAZER
£489.00
Fabric name: Blended jersey
Fabric composition: 53% Polyester, 43% Virgin wool, 4% Elastane
DOUBLE-BREASTED BLAZER
£649.00
Fabric name: Wool suiting
Fabric composition: 97% Wool, 3% Elastane
Double-breasted jacket is another staple piece of everyone’s closet. Boss oversized blazer has the lowest price comparing to its competitors’. However, the Giorgio Armani jacket is the most sustainable option as the fabric composition is 100% wool, which adds money for its value and ensures high quality and that the product will be long lasting. They all have the same style including pocket details, buttons and collar, but the Boss blazer is the most affordable option, while Ralph Lauren is the most affordable and sustainable one.
TAILORED TROUSERS
£239.00
Fabric name: Blended jersey
Fabric composition: 53% Polyester, 43% Virgin wool, 4% Elastane
DOUBLE CREPE TROUSERS
£650.00
Fabric name: Crepe Fabric composition: 91% Polyester 9% Elastane
STRAIGHT-LEG TROUSERs
£349.00
Fabric name: Wool suiting
Fabric composition: 97% Wool, 3% Elastane
The classic tailored trousers trend proves to be strong throughout all three stores. Giorgio Armani trousers have the highest price. However, they are made from synthetic fibres and the style does not include fastening details, which makes it less functionable. Ralph Lauren Straight leg trousers are the most sustainable and best quality because of 97% wool composition. Boss tailored trousers are the most affordable ones.
ROLLNECK SWEATER
£810.00
Fabric name: Interlock
Fabric composition: 100% Cashmere
ROLLNECK SWEATER WITH TRAVELLING RIB
£189.00
Fabric name: Knitwear
Fabric composition: 15% Modal, 45% Alpaca, 23% Polyamide, 15% Cotton, 2% Elastane
ROLLNECK JUMPER
£349.00
Fabric name: Knitwear
Fabric composition: Wool, Cashmere
All three stores met turtleneck sweater trend. Giorgio Armani rollneck sweater has the highest price but also the most expensive fabric used – 100% Cashmere, which ensures high quality and the warmth of the sweater. Because Boss rollneck sweater with travelling rib contains cheap synthetic fibres, it has the most affordable price. All three colours are in trend, and Boss sweater has unique styling details such as travelling rib.
TURTLENECK SWEATER
MOODBOARD THEME MOODBOARD
THEME
SILHOUETTE MOODBOARD
SILHOUETTE MOODBOARD
DOUBLE-BREASTED WAISTED BLAZER WITH
DOUBLE COLLAR
Retail price: £459.00
Fabric name: Wool suiting, Lining, Satin
Fabric composition: Wool, Lining: viscose, Upper collar: silk and rayon blend
Colour: Bright Cobalt
STRAIGHT-LEG TAILORED TROUSERS
Retail price: £329.00
Fabric name: Wool suiting, Lining
Fabric composition: Wool, Lining: viscose
Colour: Bright Cobalt
LAVALLIÈRE-NECK BLOUSE
Retail price: £124.00
Fabric name: Poplin
Fabric composition: Cotton
Colour: Cannoli cream
LONG DOUBLE-BREASTED COAT
Retail price: £659.00
Fabric name: Brushed wool, Lining
Fabric composition: Wool, Silk
Colour: Black Beauty
ROLLNECK SWEATER WITH SWAN PRINT
Retail price: £189.00
Fabric name: Knitwear
Fabric composition: Merino
wool, Acrylic
Colour: Sugar Almond
RANGE BOARD
REFERENCE LIST
• Giorgio Armani (2023) Single-breasted jacket with embossed diagonal jacquard stripe. Available at: https://www.armani.com/en-gb/single-breasted-jacket-withembossed-diagonal-jacquard-stripe_cod45666037505199383.html
• Giorgio Armani (2023) Single-breasted jacket in double jersey and velvet with embroidery. Available at: https://www.armani.com/en-gb/single-breasted-jacket-indouble-jersey-and-velvet-with-embroidery_cod45666037505199381.html
• Giorgio Armani (2023) Techno cady palazzo trousers. Available at: https://www.armani.com/en-gb/techno-cady-palazzo-trousers_cod20346390235428760.html
• Hugo Boss (2023) Longline relaxed fit coat in a wool blend. Available at: https://www.hugoboss.com/uk/longline-relaxed-fit-coat-in-a-woolblend/hbeu50475786_001.htm
• Net-a-Porter (2023) ‘Intarsia wool and cashmere-blend turtleneck sweater’, Polo Ralph Lauren. Available at: https://www.net-a-porter.com/en-
gb/shop/product/polo-ralph-lauren/clothing/turtleneck/intarsia-wool-and-cashmere-blend-turtleneck-sweater/1647597289162780?cm_mmc=pinterest-pinterestshopping-_-
1647597289162780&utm_source=pinterest&utm_medium=social_media_organic&utm_campaign=pinterestshopping_1647597289162780&epik=dj0yJnU9RVpaZ nVzUG5wbG1ZWTA4UHZyLUJYVFBoeTRsNW1YNkomcD0wJm49Q3lwYmEzR181b2ZaalBOS1ZmRjdxQSZ0PUFBQUFBR1E4UVRB
• Pinterest (2023) Luxury and Vintage Madrid la migliore. Available at: https://www.pinterest.co.uk/pin/569635052880199450/
• Pinterest (2023) Ami. Available at: https://www.pinterest.co.uk/pin/50665564551190496/
• Pinterest (2023) Grey trousers. Available at: https://www.pinterest.co.uk/pin/650559108693484847/
• Pinterest (2023) Brown coat. Available at: https://www.pinterest.co.uk/pin/755197431285623116/
• Saint Lauren (2023) Lavallière - neck shirt in silk georgette. Available at: https://www.ysl.com/en-gb/lavalliere-neck-shirt-in-silk-georgette-812878485.html
• Saint Lauren (2023) Lavallière - neck shirt in crepe de chine. Available at: https://www.ysl.com/en-gb/lavalliere-neck-shirt-in-crepe-de-chine-812860352.html
• Saint Lauren (2023) Double-breasted tuxedo in crepe wool. Available at: https://www.ysl.com/en-gb/double-breasted-tuxedo-coat-in-crepe-wool-810799559.html