Individual Buying Project MODULE: (2020) 5FADE014W.2 Fashion retailing strategies Charmina Rose Kristensen (w1697365)
The brands I wanted to use for my report were Reformation, Stine Goya, and Faithfull the Brand as these brands all have in house designers that influence the product range. However, I went with one brand that had a wider range of products that can be placed in all categories of the trend pyramid. And that is Reformation.
The critical path is a schedule with phases and dates that ensures product lead-time is met so customers can buy on time. The buying cycle process stages may vary and change so the Buyers and Merchandisers must observe the progress to fully maximize sales. (Boardman, Rosy, et al., 2020, p.53-57) The programs used to create and monitor the critical paths are excel sheets or similar. (Boardman, Rosy, et al., 2020, p.55).
Reformation is an LA brand launched in 2009. While selling mainly online, they do have 20 stores across the US, Canada, and one in London. They have a strong online presence with 1.6M Instagram followers. (Oh hi, we're Reformation - About Us | Reformation, 2021). Their mission is to celebrate femine figure and make sustainable fashion accessible. They invest in green building infrastructure that minimizes waste, water, and energy footprints and in the people who make this revolution possible. (Sustainable practices | Reformation, 2021).
My Chosen Brand
About Reformation
CONSUMER PROFILEConsumer Moodboard Market segmentation Demographic Psychographic Gender: Female Generational cohorts: Millennials, Generation Z Education: College Degree. Marital Status: Single, dating, in a relationship or married Interest and traits: Fashion, creative, friendly, opinionated, outgoing, enjoys solitude Hobbies: Outdoor activities, travelling, being with friends and family, home plants. Values: Sustainability, ethical, buys organic
Faithfull the brand: Hand made production with socially responsible
Date: 04 March 2021 Place: Website Reason: To support the decision of the proposed product range and maximise product sales
observed:Brands HouseReformationofSunny: Pre-order system with curated collection. Retro inspired products that elevate the wardrobe and everyday wear, denim e-flow technology with ethical standards. (about houseofsunny, 2021)
Occupation: Working professional, freelancer, student. Income: Middle class income, from £1000 to £4000, disposable income. National Readership Survey Category: A, B, C1. products, vegetarian, against animal cruelty. Lifestyle: Urban living, people on the go. Looks for versatile garments for use on many occasions, e.g.: work-wear can be used for date night. Geographic Behavioural
ACORN - CACI category: B, D, E, G, H, J, K.
Country: Mainly the US, but also the UK and Canada. Reformation is a global online brand that reaches many other countries. Region: Lives in the city or close.
Purchasing habits: Shops at eco-friendly brands like ours and with competitors. Interactions with the brand: Mainly through social media. Brand loyalty: Strong loyalty to the brand due to transparency and sustainability. Comp Shop Spring 2021
Consumer typology: Fashion followers Spending habits: Clothing purchase every or up to three months. Some try to purchase less clothes and make a bigger purchase each season; occasional shopping every now and then.
Pricing:
garments. Designed with the modern traveller in mind, and vintage influenced. Clothes are versatile, easy, stylish, effortless and attainable. (about FAITHFULL THE BRAND, 2021) Tops, Bottoms Price point entry, mid, and exit Category: Dresses PPriceoint Brand Style Colour/Print Price COO Fabric Quality Care Performance Entry Reformation (Kaila Dress Es, 2021) Chesnut £106 L A, USA s1lT88%ENCEL™yocell,2%pandex High DwHandashryflat Sold out in this style Many of the colours in this style are sold out Mid Reformation (Gavin Dress, 2021) Emerald £235 L A, USA 4v53%iscose,7%rayon Mid ocDryleannly Sold out in a majority of sizes Many colours in this style are sold out Exit Reformation (Nikita Dress, 2021) Olympia £265 aChin V100%iscose Mid ocDryleannly Sold out in this style, many of the other colours in this style are sold out
Category: Dresses,
Entry House of Sunny 2021) GSisirass £89 N/A K2N2V52%ISCOSE,8%YLON,0%PBTNIT Mid N/A Sold out in size 6 Mid House of Sunny (hockney dress, 2021) Lily pads gpalmreen £98 N/A N4V60%ISCOSE,0%YLON Mid bdtDhosd3WciProfessonalleanash0egreeIronnloweatonotumbleryandleach N/A Exit House of Sunny ss, 2021) onde £p0£tdMarkowno725,fullrice145 N/A l(C1L1SHELL:00%PUINING:00%OTTONVeganeather) High Do not hlidTemachinwashumbleryandrononoweat Out of stock (Only 3 dresses from their SS20 collection) Entry Faithfull the brand 2PSM(ThomasinainiDressablePaisleyrintGreen,021) GPPaisleyrintreen 7£128,6 N/A CrepeRayon100% Mid Dry flat do not ifdtbleach,umbleryorlatron N/A
WPlainhite 5£157,4 N/A PC100%ottonoplin High Dry flat do not ifdtbleach,umbleryorlatron N/A Wrap Dress Plain Black, 2021)
Faithfull the brand
Category: Tops PPriceoint Brand Style
Price
Entry
Mid Reformation (Gellar Top, 2021) BParisianlue £84 N/A SMT95%ENCEL™odal,5%pandex High DwHandash,ryflat Previously sold out; back in stock Sold out in a couple of colours
Mid (Kiona Midi Dress Plain White, 2021)
Exit Faithfull the brand (Edee
BPlainlack 6£236,7 N/A L100%inen High Dry flat do not ifdtbleach,umbleryorlatron N/A Colour COO Fabric Quality Care Performance Reformation (Bardot Top, 2021) Chesnut £52 N/A SMT95%ENCEL™odal,5%pandex High DwHandashryflat Sold out in many of the sizes, and other colours Other colours of this style offer size XS XL to1X 3X
Exit Reform e £140 aChin CGO100%rganicallyrownotton High dLcWasholdinery Sold out Entry SHousunn 47 0 N/A p1c87%otton,3%olyester High N/A N/A Mid SHousunn (jungle vest, 2021) 55 0 N/A K2N2V52%ISCOSE,8%YLON,0%PBTNIT Mid N/A Sold out in all of the sizes except for UK 6 Exit House of Sunny (the big splash, 2021) ddwBSCUBALUE,ithiveresign £92 0 0 N/A KA100%CRYLICNIT Low N/A N/A Entry Faithfull the brand Almond 1£107,8 N/A L100%inen High Dry flat do ifdtbnotleach,umbleryorlatron N/A
N/A Exit Faithfull the brand (Pietra
N/A Category: Bottoms PPriceoint Brand Style Colour Price COO Fabric Quality Care Performance Entry Reformation (Harper High Rise Skinny Jeans, 2021) Black £106 yTurke EaEMT3CGO57%rganicallyrownotton,7%ENCEL™odal,4%lasterellpnd2%lastane High dLcWasholdinery Sold out in various sizes, and in sizes with other colours in that style
(Robina Top Plain Almond, 2021) Mid Faithfull the brand (Jacinta Top Sable Paisley Print Green, 2021)
N/A L100%inen
GPPaisleyrintreen 3£114,8 N/A L100%inen High Dry flat do ifdtbnotleach,umbleryorlatron Top Teatro Floral Print, 2021) 5£121,7 High Dry flat do ifdtbnotleach,umbleryorlatron
PFloralrint
Reformation
Mid (Eloise High Rise Wide Leg Jeans, 2021) ine £140 yTurke T4CR41%ecycledotton,1%ENCEL ® lyocell, 18% CGOrganicallyrownotton
High+ dLcWasholdinery Majority of sizes are sold out, and sizes with other colours in that style Exit Reformation Kama £160 L A, USA T43%ENCEL ® lyocell, 40% CGO1CRecycledottonand7%rganicallyrownotton High+ dLcWasholdinery Sold out
ppOnericeoint House of Sunny (jungle jessie, 2021) REOPADRINT £90 N/A DC100%OTTONENIM High N/A N/A
ppOnericeoint SHousunn £pFpoM£54arkdwnrice,ullrice90 N/A C100%OTTON High bDciPdThosd3Wash0egreeIronnloweatumbleryrofessonalleanonotleach Out of stock
brand
Almond
Sand
N/A Mid Faithfull
N/A Exit Faithfull the brand
ppOnericeoint House of Sunny (reef jessie, 2021) £90 N/A DC100%OTTONENIM Mid N/A Sold out in size 6
CEW(LissandraideLegPantsmelinahheck,2021) 9£171,3 N/A 100% Linen High Dry flat do not fdtbleach,umbleryorlatiron N/A
Entry (Sibyl Pants Plain Sand, 2021) 3£150,5 N/A 100% Linen High Dry flat do not fdtbleach,umbleryorlatiron the (Rose Wide Leg Pants Plain Almond, 2021) 7£164,3 N/A 100% Linen High Dry flat do not fdtbleach,umbleryorlatiron
Check
Faithfull the brand
Reformation:
TDressesCategoryandops.
(petite4P-16Psize),1X-3XUKstyles4-13,XS-XL/UKMainlysomeoffer16and(plusandsize).
Faithfull the brand TDressesCategory,andops. Slow hand-made.garments,responsibleSociallyfashion.and
Reformation: Bottoms.Category
Tfabrics,Sustainablee.g.encelfabric, Ankle or cropped length, belt loops, finished hem, centre front button, high or mid-rise, back pocket, L,23-31/XS-XMainlysome
Product information Store Sustainability Key Trends Sizing
Dresses: Long dress, layered, voluminous sleeve, fabric fit for a warmer climate, flower print is an ongoing print. Tops: sweetheart neckline, ruched bodice, voluminous sleeve, fabric fit for a warmer climate, uses the same fabric as the dresses. XS-XXL.
Dresses: Side split, midi length, stretchy/lightweight fabric, fitted in the waistline. The flower print is an ongoing theme.
grownorTfabrics,Sustainablee.g.encelfabric,organicallycotton.
House Sunny:of TDressesCategoryandops.
N/A Dresses: Midi length, slip dress, textured knit, cutout detail in the back, adjustable straps, retro-inspired design. Tops: Baby blue, pastel yellow and green, animal print. Back cut-out in tops. Crew neck, wavy rib knit.
Tops: Hip-length top, ribbed knit, slightly fitted tops, pastel/muted and earth-toned, black and ivory colours. The flower print is an ongoing theme.
UK ofsome6-14,stylesferUK16.
The first page promotes activewear, Reformationhowissustainable. The main menu bar emphasises dresses, jeans, sweaters, basics, indicating this is their key selling category.
Customer experience
Strengths: Smooth customer journey - VM showing the product from different brandnoticeCustomersangles.willthattheis
Faithfull the brand Bottoms.Category, Slow hand-made.garments,responsibleSociallyfashion.and Bottoms: High rise, wide legs, straight, neutral colour palette, flower prints, belted hoops with a belt, linen fabric. XS-XXL.
grownorganicallycotton,recycledandcotton. slim-fitting through the hip, zipper fly. styles offer UK (Petite23P-31Pand18-28,size)
House Sunny:of Bottoms.Category Made from whichtechnologye-flow,uses a amountminimal of water and zero discharge. 90s fit denim, exposed button fly, golf hardware, curved back pockets, belt loops. UK 6-16.
Store VM Customer Journey Strengths and Weakness: Reformation Product is shown on a model; full-body angles front and back, garment detail close up. Some products have images,campaignvarious
Customers can search, filter categories, sort after best, most favoured, newest, price low to high, and high to low; save items to their favourites/ to their account; sign up to newsletter—stay up to date with the brand. In the product page the customers can select sizes, add to the basket, look at fabric and care, product detail & fit, and sustainability impact of the garment. Additional info is at the bottom of the page e.g. express shipping, duties, taxes, and customer service. Upon checkout, you can fill in the information and place an order A running theme here is that Reformation focuses on sustainability and lets the customers know by including it throughout the website.
- Lack companyansinceseasonalclothingCategorizeedits.Moreproducts.allshowingontransparencyofCOOnotitonoftheirtrendintoeditstheyareinternational
Weakness & opportunities:missed
camera angles; videos showcaseto the product. Product page nrecommendatiocustomersgives s and tellsdescriptionitems;recentlyshowsviewedtheboxwhatitems it can be paired with. Most seen edits throughout the website parties.weddingactivewearare,andThere is also a section.campaign
sustainable with their etc.fabricreports,impactsustainabilityproductandexplaininginformation
- Wide range of styles, websitethroughoutiscampaignfromClearcolours.sizes,brandimagestyletoimagesconsistentthepage.
- Can not filter, sort or journey)(customersearch
Strengths: Denim designs.UniquetechnologyE-flow.
The first page promotes their AW21 collection, and at the bottom of the page, they have Instagram images linked to the page. Customers can sign up for the newsletter and get 10% off the next order Their main bar has a section of the newest collection, dropsUnderaccessories,clothing,anddrops.clothingamenushowingfirstnew in, knitwear, denim e-flow, dresses and tops, etc. This indicates that these are the categories customers click on the most. On their clothing sections they do not have an option to filter, sort categories or search. When the customers look at the product, they can select sizes and add them to the basket. Customers can look at fabric and care (which is not available on all
Weakness: - Majority of range.incompletelookscategorystylesproductsSparseavailable.weren'tcollectionsSS21ofineach,andlikean
House of Sunny
On the product page the first showcasesimage the product alone on a plain occasionallyTheybackground.white use imagescampaignand plain shoot with a model. At the bottom of the page is s.recommendationproduct
products), product info, colour, pre-ordering, and sizing. Upon checkout, fill in the information and place an order A running theme here is that their website focuses on plain product images, has minimal features, focuses on their pre-order system, and e-flow denim.
Faithfull the brand Product shown on model in various angles, up close of the fabric pattern,andand flat picture without the model. Some products images.campaignhave
Strengths: - Visual dresses.-fashion-(photos)AestheticHand-madeslowproduction.Widerangeof
Weakness: -Focuses mainly on dresses, and tops; little to no production on other knitwearcategoriesclothinglike,andjeans.
At the bottom of the product page there is a instagramandrecommendationproducttheir First page promotes the new collection, and new arrivals, as well as dresses. The main bar menu customers will see first new arrivals, shop all, dresses, tops, and bottoms which indicates that´s their key selling category. Customers can filter search, shop by collection, and sort by They have email newsletter which customers can sign up to and get 15% off.
TheseSummarykeytakeaways support the proposed product range that addresses customers current needs and wants.
Competitors.
● Bottoms in black, blue washed ankle-length denim, beige mid to high rise with a relaxed fit ● Hip-length tops with a ribbed knit
Top sales performance of Reformation: Stretchy, loose and lightweight fabric ● Dresses with side split, midi length, fitted waist, low neckline
profile. Product ranges are categorized in collection. In the product page customers can select sizes, add basket/wishlist,to look at fabric and care, product detail & fit. A running theme here is that the brand focuses on their collection and visual aesthetic.
●
● Price point: Approximately £106-160 Seeing our competitors, we should consider having cut-out back details, knitted texture fabrics in our clothing to meet our potential customers in terms of trends. Strengths. Our biggest strength is the impact our sustainability has: Each product uses sustainable fabrics, a wide range of sizes, styles, and colours. We can also use sustainable garment technology in our denim; show more transparency to our supply chain, both which strengthens our positions against our key competitors.
● Colours: Baby blue, green, burnt earth-toned, black and ivory colours
Mintel estimated a 23% decline in 2020 in the UK fashion market as a result of the pandemic. (Fashion & Sustainability: Inc Impact of COVID-19 - UK - September 2020 - Market Research Report, 2021) It’s predicted that in 2021, womens clothing will begin to recover, although scarcity around finances may impact sales.
Figure: What's important when purchasing clothing by demographic - UK: Clothing & Footwear: Clothing 2019 2024, Global Data
Product Range Research Market Research
Consumers trust the brands that advocate transparency and sustainability (62.1% of clothing shoppers deeming this important). For women, it is price and quality over quantity, and consumers are now opting for less trend led pieces therefore, to remain strong among competitors, retailers must adapt to stay relevant. (Fashion & Sustainability: Inc Impact of COVID-19 - UK - September 2020 - Market Research Report, 2021) (Womenswear: Inc Impact of COVID-19 - UK - May 2020 - Market
Key trends
FIGURE 8: OUTERWEAR ITEMS PURCHASED IN THE LAST THREE MONTHS, JUNE 2019 SEPTEMBER 2020 (Fashion Online: Inc Impact of COVID 19 UK November 2020 Market Research Report, 2021)
Research Report, 2021) (thematic-research-direct-to-consumer-in-consumer-goods, 2021) (Fashion Online: Inc Impact of COVID-19 - UK - November 2020 - Market Research Report, 2021). What sets Reformation apart from their competitors is making sustainability accessible for everyone. Value for money, quality, price, and sustainable range is important for their target customer. This is evident with Reformation’s brands strategy, and is the key factor to their success.
S/S 22 trend Resourceful is the relevant trend for the season, or brand. The trend is having a sustainable future; finding ways to make it better with less, using natural materials, and with longevity in mind. In addition, versatile silhouettes, closed-loops, minimalistic design, and incorporating hand-made clothing are part of the brand's strategy; therefore, this trend fits its product range. (Womenswear Forecast S/S 22: Resourceful, 2021).
Jeans are a staple wardrobe piece. And everyday dresses have integrated into the everyday wardrobe as a result of working/staying more at home. (Womenswear: Inc Impact of COVID-19 - UK - May 2020 - Market Research Report, 2021).
consumer research, and the Womenswear Forecast
Trend AnalyzingForecastingthebrands,markets,
Over 9 in 10 (94%) female shoppers buy apparel that can be worn for different occasions practical and fits their busy lifestyle. (Womenswear: Inc Impact of COVID-19 - UK - May 2020 - Market Research Report, 2021).
Colours used in this product range are inspired by natural dyes, flowers and vegetable tones. Tones are naturally vivid, grounding, evoking a feeling of comfort and ease. (Womenswear Forecast S/S 22: Resourceful, 2021).
Upon researching their customers, Mintel Market research figure 8, Reformation Customer profile, saw that bottoms, dresses and tops are the most purchased categories, and the key selling items. The Product Mix Analysis revealed the many options and categories it can cover
Product Range
The trend is at the growth phase where mass consumers accept the idea of sustainability, it's also widely attractive and purchased by consumers on a larger scale. Utilizing this trend will mean large profits in the long run. (Boardman, Rosy, et al., 2020, p.99).
Fashionability and Pricing Architecture
Product Mix Analysis
Successful product range consists of garments that can be worn together. Offering a combination of basic, fashion, hero products, aiding in coordination of the different variations of outfits increases sales. . (Boardman, Rosy, et al., 2020, p.111-112).
Product range flat drawings are taken from WGSN Key Items Fashion S/S 22—diluted to become more commercially viable, and fit for the brand.
Careful research helps create a product range that is commercially viable and profitable for the company According to the consumer profile research, the proposed range fits the consumer's lifestyle: Consumers needs and wants are met; position is strengthened from our key competitors; the market through comp shop and the market research, as well as trend forecasting for spring 2022 reveals that this aligns with the chosen brands, and the company’s current retail strategy.
Conclusion
The report explains the buying and merchandising principles, responsibilities, functions, challenges, demonstrating corporate planning, policies and procedures, clarifying the buying cycle, and how the comp shop influences the forthcoming range. A well thought out product range makes for a successful turnover for the brand. The second part of the report will put into practice the extensive planning phase and understanding how one puts a product range together for the spring 2022. In addition, considering various factors that can positively and negatively affect the collection that affects the companies' profit.
MODULE: (2020) 5FADE014W.2 Rose Kristensen (w1697365)
Word Count: 1280 words excludes cover page, words in tables/charts, the bibliography, appendix contents, and references.
Individual Distribution Project Report
Fashion Retail Strategies Charmina
Negative scenario means that the product range was not well received by customers, resulting in the company having terminal stock, causing poor revenue stream. The buyers and merchandisers will have to look into ways to minimize the inventory leading to extra tasks. Therefore, looking at the worst seller early in the planning process will prevent a poorly planned budget and imbalanced product range. (Clark, James, 2020, p. 112-113).
● Immediate pop-up asking the shipping country ● Duties and tax are included and ● Log in to see the entire return policy ● The numbers of
Visual Merchandising
A visual merchandising strategy for eCommerce that is user navigation friendly, consistent, grabs the attention, aligned with the Reformation identity, helps position reformation in the already oversaturated and competitive market. (Top 5 TipsEffective Ecommerce Visual Merchandising, 2021). Analyzing Reformation eCommerce stores helps improve the visual merchandising strategy. (Why your eCommerce strategy should include visual merchandising, 2021).
Undertaken on Reformation website on the 5.April.2021. 16:50. Weaknesses pictures
Strengths
A positive scenario for the options means less terminal stock, full-price sell-through on products, and profit for Reformation. The buyers and merchandisers will further dissect the bestseller to identify why that particular option is a top seller in order to have a well-performing range plan for the following season.
Visual merchandising used by traditional brick-and-mortar retail stores can also be implemented in the eCommerce stores. Doing so increases key online metrics, drive engagement, conversion rate, spending more time on the website, and average order value (AOV); (Leary, 2021).
in the
SWOT Analysis of Reformation ECommerce Store
● Could use more videos instead of pictures for a more engaging experience for the customer
● Apps have a glitch where it says “is paused” at the bottom of the page on mobile format. Opportunities Threats
● User-friendly design.
dropdown menu are not cohesive in all categories.
● Focus more on creating collections and not just categories.
● Search Bar is on the same menu as the clothes. It can be tricky to find. ● Poor mobile optimization of the website. According to Business Insider, Mobile commerce is poised to burst into the mainstream with the potential to become a major channel for shopping and to change consumer shopping habits. (Rise of M-Commerce: Mobile Ecommerce Shopping Stats & Trends in 2021, 2021).
● Organize the website when it comes to a particular occasion and products on the first page.
provides a safe shopping experience.
● Competitors have more engaging and unique websites.
● The collection has a grid style layout. ● Cohesive product images shown on a plain background with a model. ● Campaign images to capture attention.
● Simple design lacks Identity and can easily be misunderstood for another website.
● Easy to navigate, read and to understand.
● Storytelling: Sustainability reports and articles, the potential customer will quickly know it is a sustainable brand.
● Inviting website with an earthy warm-toned colour scheme. ● Cohesive font throughout the website. ● Hero image that leads the potential customers to collection or category
● Upgraded browsers software and new mobile formats.
Website homepage
Promoting core products, and the new range in the beginning entices the customers, and increases time spent on the website. (Why your eCommerce strategy should include visual merchandising, 2021).
The homepage is the first thing customers see. If the customers don't like what they see, they’ll close the website, and shop somewhere else. (Leary, 2021).
Data page
The data page is where customers can experience the product before making a purchase decision. Therefore, images and videos must be of high quality, eye-catching, products shown in various angles, on different models, helps potential customers visualise how it will look like on themselves. (Leary, 2021). In addition to having the product description easy to read and to the point.
Strategy
Product recommendation
Launch date and length of the season
Product recommendations help customers understand and discover what products go together as a set—encouraging customers to buy additional items, and thus, increase sales. (Leary, 2021). Launch
The clothing range will be launched on the 23rd of May 2022. It will be available all -through the summer season, from May to mid-August; making the season 12 weeks. (Jackson, Tim, and D. Shaw, 2020, p. 69).
Reformation is looking to target the UK market, and the collection consists of appropriate summer pieces. Therefore, it makes sense that the collection is available to shoppers during the warmest month in the UK, which is July and August. (Average temperature UK 2020 | Statista, 2021).
“As a result of the COVID-19 outbreak people are spending more time online and making more purchases online, which increases opportunities for digital advertising.”
Strategy Plan The Run will be from the 23rd of May for up to 6 weeks. After 4 weeks, a new digital strategy will be created based on product performances running from 6 weeks to the end of the collections season.
Platforms Campaign strategy that boost online sales
EmailWInstagramYFacebookoutubeebsite
- Online advertising across all platforms. (Social Media: Inc Impact of COVID-19 - UK - July 2020, 2021); (Digital Advertising: Inc Impact of COVID-19 - UKSeptember 2020, 2021).
Promotion strategy
-
- Continually posting campaign images. - Collection available on Facebook, Instagram, and the shops. According to Mintel, 45% of the Younger Millennial social media users, make direct
The promotion strategy will stay in line with the current brand identity and communication between brand and customer
– Rebecca McGrath, Senior Media Analyst. (Digital Advertising: Inc Impact of COVID-19 - UK - September 2020, 2021).
purchases within a social media app. (Social Media: Inc Impact of COVID-19 - UK - July 2020, 2021); (Digital Advertising: Inc Impact of COVID-19 - UKSeptember 2020, 2021).
- Livestream on the launch date Instagram and Facebook. This builds and forms more connections with our audience, drives new followers, and increases awareness towards the new collection. According to Livestream, 82% of audiences would rather watch a livestream than see a social media post. (Live Video Stats: What Consumers Want From Live Video, 2021); (Instagram Live: A Step-by-step Guide for Businesses - Later Blog, 2021).
Launch challenges
Pre and post-launch challenges that impacts the rage success rate Solutions Product return & refund policies. Poor customer service. According to Statista, free return is the second most important thing that will impact UK online shopping behaviour (Online deliveries and returns in the United Kingdom (UK), 2021).
With the challenges that we’ve faced during the pandemic, launching it this way conveys unity through creating an online community, whilst making it fun, interactive, casual, and real Incorporating aesthetics from the trend moodboard also ties it in with the new collection. (Digital Platforms and the Customer Journey UK February 2020, 2021)
Trend moodboard
The message
Having a flexible return and refund policy, improving customer service, and undertaking surveys helps increase customer satisfaction. (Vue.ai, Vue.ai, Ravishankar and Vue.ai, 2021).
Diminishing(advertisement).demand for fashion. According to Mckinsey, the demand for fashion is unlikely to return to pre-pandemic levels due to the consumer shift, economical factors, and the mindset of having less is more (sustainability). (The State of Fashion 2021: In search of promise in perilous times, 2021). By nourishing our existing customers e.g. hosting events through Livestream, and optimize customer experience not just on their website, but across all platforms helps reduce cost spent on digital marketing. In addition a deepening connection between Reformation and our customers forms. (5 Trends for the Future of Ecommerce in 2021, 2021).
Shipping delays. The UK has been facing difficulties in international shipping related to businesses trading with the EU after Brexit and the pandemic. (Shipping crisis: I'm being quoted £10,000 for a £1,600 container', 2021). The solution to managing the risk of shipping delays is to get as many orders
High costs on digital marketing
TheConclusionreportcovered
Merchandising : Principles and Practice, Macmillan Education UK, 2020, p. 100, 101, 103, 111-113, 123, 124, 130, 132 ProQuest Ebook
Createdhttp://ebookcentral.proquest.com/lib/westminster/detail.action?docID=6397815.Central,fromWestminsteron2021-03-2904:44:39.
in as early as possible, and order more stock to the UK. (Preparing for 2021: 9 Challenges Facing UK Fashion Next Year, Keeping2021).the partnership with the supply chain distributors brings greater agility and minimizes shipping delays. (The State of Fashion 2021: In search of promise in perilous times, 2021).
how crucial the measuring sales performance through KPI is and how it assists the buyers and merchandiser teams in making decisions for the product range, both current and pre-planning; and demonstrated how the negative and positive scenarios outcomes, affects profit sales. The research also looked at what solutions makes for a smoother launch; and gave the importance of visual merchandising for eCommerce stores, as well as SWOT analysis that identify areas wherein sales can be maximised. Based on the visual merchandising principles, the report provided the importance of having a homepage, data page, product recommendations that showcase the collections visibility on the website. Having a thriving trading period for the commercial section, a sustainable range, and a structured retail distribution strategy all provide a successful online launch for Clark,BReformation.ibliographyJames.Fashion