STORE ALLOCATION

THE CHANEL X BARBIE RANGE WILL BE ALLOCATED ACROSS THREE DIFFERENT STORE GRADES BASED ON EXCLUSIVITY GRADE C WILL BE THE AIRPORT BOUTIQUES, GRADE B WILL BE THE DEPARTMENT STORES SUCH AS HARRODS AND SELFRIDGES AND THE BOUTIQUES IN MAJOR CITIES, AND GRADE A WILL BE THE FLAGSHIP STORES. AS YOU CAN SEE, THE KEY COLOURS OF THE COLLECTION ARE RANGED TO ALL STORES. THE GRADE C STORES HAVE THE LEAST AMOUNT OF STOCK DUE TO THE FACT THAT CUSTOMERS SHOPPING AT THE AIRPORT ARE LESS LIKELY TO BE BUYING READY-TO-WEAR AND HAVE SMALLER BUDGETS GRADE B STORES ARE LARGER AND ATTRACT AFFLUENT CONSUMERS, THEREFORE HAVING A WIDER RANGE OF PRODUCT. THE GRADE A ITEMS WILL ONLY BE AVAILABLE IN FLAGSHIP STORES, WHERE THE TOP TIER, MOST EXCLUSIVE CLIENTELE SHOP. THE GRADE C AND B ITEMS WILL ALSO BE AVAILABLE IN THESE STORES VARYING IN COLOURS HOWEVER THIS IS WHERE YOU ARE MOST LIKELY TO FIND MULTIPLE COLOURS OF A CERTAIN STYLE RANGED PRODUCT APPROPRIATE TO GRADES WIDER SELECTION.

THE FOUNDATION OF THE BARBIE CORE AESTHETIC, PINK PRODUCTS IN THE US UPLIFTED 30% FROM Q4 ’22 TO Q1 ’23 IN ANTICIPATION OF THE MOVIE, WITH PARTICULAR GROWTH NOTED ACROSS TOPS (+13%), DRESSES (+72%) AND BOTTOMS (+76%) (EDITED, 2023).

INSPIRED BY THE DRESS MARGOT ROBBIE WEARS IN THE BARBIE TRAILER, GINGHAM IS REPORTED TO BE ON THE RISE, APPEARING ON THE RUNWAY AND IN MANY RETAIL STORES, FURTHER PROVING THE COMMERCIALITY OF TTHE MANY GINGHAM ITEMS THROUGHOUT THE RANGE

J U S T I F I C A T I O N

'HYPER PINK' WAS ALSO REPORTED WITHIN THE WGSN BUYERS' BRIEFING: WOMEN'S COLOUR S/S 23, AS ONE OF THEY KEY COLOURS OF THE SEASON AND AMONG THE FASTEST RISING COLOURS AT THE A/W 22/23 COLLECTIONS WITH 201% YOY GROWTH, SHOWING ITS A COLOUR TO INVEST IN (WGSN 2023).

AS YOU CAN SEE FROM BOTH EDITED AND WGSN REPORTS, THE ANNOUNCE OF THE BARBIE FILM, HAS ALREADY TRIGGERED BARBIE CORE TRENDS, WITH THE COLOUR PINK SEEING MAJOR GROWTH THIS HIGHLIGHTS THE IMPACT THE FILM HAS HAD, BEFORE IT HAS EVEN BEEN RELEASED, SEEING THAT FANS ARE ALREADY DESPERATE TO BEGIN DELVING INTO BARBIE TRENDS, AND THEREFORE PROVING THE COMMERCIALITY OF MY RANGE.

HEREYOUCANSEE THESTILETTOMULE WORNBYMARGOT ROBBIEINTHE BARBIETRAILER, CAUSINGASPIKEIN POPULARITY AROUNDHEELED MULES,PROVING THECOMERCIALITY OFTHEMULES WITHINTHECHANEL XBARBIERANGE.

BARBIE CORE IS BACK! PINTEREST SEARCHES FOR ‘BARBIE AESTHETIC’ DOUBLED FOLLOWING THE BARBIE MOVIE’S NEW TRAILER (EDITED, 2023).

THIS REPORT I FOUND ON INSTAGRAM BY THE FASHION SEARCH ENGINE TAGWALK, HIGHLIGHTS SOME KEY ELEMENTS AND STATISTIC'S FROM CHANEL'S RECENT CRUISE 23/24 COLLECTION. AS YOU CAN SEE THE 1980'S MADE UP 30% OF THE STRUCTURE OF THE COLLECTION, SIMILARLY TO THIS RANGE, BEING HUGELY INSPIRED BY THE 90'S CHANEL RUNWAY. IT IS ALSO VISIBLE TO NOTE THAT 'MINI' MADE UP 45% OF THE COLLECTION, AGAIN VERY SIMLAR TO THE BARBIE X CHANEL RANGE THAT FEATURES MOSTLY 'MINI' STYLES LASTLY, YOU CAN SEE THAT THE COLOUR PALETTE FEATURED ON THE REPORT IS EXTREMELY SIMILAR TO THE BARBIE X CHANEL COLOUR PALETTE - WITH THE HIGHEST PERCENTAGES OF PINK, BLACK AND WHITE AND THE REST PASTEL SHADES. THESE FACTORS SHOW HOW WELL THE RANGE ALIGNS WITH CHANEL'S STYLE, FURTHER PROVING THE COMMERCIALITY OF IT.

WITH CHANEL BEING ONE OF THE WORLDS MOST POPULAR LUXURY BRANDS, ALONG WITH IT'S RENOWNED REPUTATION AND SIGNATURE FEMININE STYLES I FEEL THE COLLABORATION OF CHANEL WITH BARBIE WOULD BE MAJORLY SUCCESSFUL

PINK SEES A YOY LIFT WITHIN ITS SHARE OF THE COLOUR MIX, INCREASING IN EARLY S/S 22 BY 1PPT TO 8% UK AND 7% US NEW-IN VOLUMES OF WOMEN’S PINK APPAREL IS GROWING THE FASTEST YOY ACROSS THE VALUE (+70% UK, +94% US) AND TREND-LED MARKETS (+89% UK, +51% US) (WGSN, 2023).

LOOKING AT THE WGSN 'Collection Review: Key Items – Women's Suits & Sets S/S 23', YOU CAN SEE THAT THE MINI SKIRT, AS WELL AS THE SKIRT AND BRALETTE PAIRING ARE VERY ON TREND FOR THIS SEASON, PROVING THE COMMERCIAL VIABILITY OF THE MINI SKIRTS AND BRALETTE'S WITHIN THE BARBIE X CHANEL RANGE THAT CAN PE PAIRED TOGETHER OR WORN AS SEPARATES. ALSO NOTE THE MENTION OF THE #90SMINIMALIST TREND, FURTHING PROVING THE COMMERCIALITY OF THE RANGE, BEING THAT IT IS LARGELY INSPIRED BY THE 90S RUNWAYS.

RETAIL ANALYSIS: PROM AND OCCASIONWEAR S/S 23

THE SUITS AND SETS MIX IS SHOWING GROWTH OF +0.3PPT YOY IN THE UK AND +0.2PPT YOY IN THE US. STYLING AND MERCHANDISING ILLUSTRATE THE VERSATILITY OF THE SETS AS COMPLETE LOOKS AND AS SEPARATES THIS BRINGS ADDED VALUE TO CUSTOMERS WITH COST OF LIVING CONCERNS (WGSN, 2023).

THIS WGSN OCCASIONWEAR REPORT TO THE LEFT RECOMMENDS MARRYING LINGERIE DETAILS SUCH AS THE CORSET WITH BALLGOWN VOLUME TO TAP INTO SOME OF THE MOST SOUGHT-AFTER GOOGLE TRENDS FOR 2023, INCLUDING "ROYAL BALLGOWN AESTHETIC" AND "FANTASY BALLGOWN" (WGSN, 2023). THIS PERFECTLY JUSTIFY'S MY MOST EXPENSIVE AND STAND OUT PIECE OF THE RANGE: THE TAILORED CORSET PRINCESS GOWN

A COLOUR DRIVEN BY GEN Z AND THE METAVERSE, THE PINK FONDANT SHADE MOVES BRIGHT #HYPERPINK INTO MELLOW AND SWEETER TONES (WGSN 2023)>

I HAVE INCLUDED SOME WGSN REPORTS FOR S/S 24 TO SHOWCASE THE LONGEVITY OF THE RANGE PAST ITS RELEASE SEASON. THIS COLOUR REPORT HIGHLIGHTS THE POPULARITY OF PASTEL SHADES, YELLOWS AND FONDANT PINKS, ALL OF WHICH CAN BE SEEN WITHIN THE CHANEL X BARBIE RANGE. THE RANGE IS VERY MUCH A FASHION ONE, COMPARED TO CORE AND TREND SO IT HAS BEEN DESIGNED TO BE TIMELESS ANYWAY BUT THIS PROVES THAT THE ITEMS WILL NOT JUST BE FASHIONABLE BUT STILL BE VERY MUCH ON TREND NEXT SUMMER, FURTHER INFLUENCING CUSTOMERS TO INVEST IN THIS PIECES.

S T I F I C A T I O N