MERCHANDISING MIX

SALES & BUY PLAN BY DEPARTMENT AND SEGMENT

THE RANGE WILL LAUNCH ACROSS 250 STORES WORLDWIDE, TO GIVE EACH AND EVERY CHANEL CUSTOMER A TASTE OF BARBIE THE COLLECTION FEATURES 43 OPTIONS ACROSS FIVE CATEGORIES WITH AN AVERAGE PLANNED MARGIN OF 86%. DUE TO CHANEL'S HIGH LEVEL OF EXCLUSIVITY, CUSTOMERS MAY NOT IMMEDIATELY FIND THEIR DESIRED PIECES SO THE RANGE WILL BE IN STORE FOR 12 WEEKS, HOPEFULLY GIVING THEM ENOUGH TIME TO FIND AND SNAP UP THEIR MUST HAVES. ALSO, THE HYPE AROUND BARBIE WILL SLOWLY BUT SURELY BEGIN TO DIE DOWN SO MAKING THE COLLECTION AVAILABLE FOR ANY LONGER, WOULD START TO AFFECT SALES

STAYING IN LINE WITH CHANEL'S CURRENT SIZE OFFER, THE CHANEL X BARBIE RANGE WILL BE AVAILABLE IN SIZES 6 TO 24, TO MAKE THE COLLECTION SIZE INCLUSIVE. DUE TO THE TARGET MARKET AND OVERALL STYLE OF THE RANGE, THE BESTSELLING SIZES WILL BE 8, 10 AND 12, MAKING UP 55% OF THE MIX.

Size Mix

BUY BY SIZE MIX %

THE PLANNED SALES TURNOVER FOR THE RANGE IS £245,379,792 WITH A PLANNED TOTAL BUY AT COST OF £36,364,754. INSTORE SALES WILL ACCOUNT FOR 100% OF THIS AS CHANEL DO NOT SELL READY-TOWEAR ONLINE.

THE CORE AND FASHION CATEGORIES HAVE MUCH HIGHER PERCENTAGE MIXES THAN THE TREND CATEGORY BECAUSE CHANEL ARE KNOWN FOR SELLING TIMELESS PIECES OVER EVER-CHANGING TREND PIECES. THE MIX TAPS INTO CURRENT AND BARBIE INSPIRED TRENDS, WITHOUT SACRIFICING ONE OF THE BRANDS KEY TRAITS.

THE OUTERWEAR CATEGORY HAS THE LEAST AMOUNT OF OPTIONS DUE TO THE FACT THE COLLECTION IS BEING LAUNCHED IN SUMMER. THE BOTTOMS AND TOPS HAVE EQUAL AMOUNTS AND ARE AVAILABLE IN TWO COLOURS EACH TO GIVE CUSTOMERS A WIDE VARIETY. EVERY PIECE HAS AT LEAST ONE MATCHING CORRESPONDENT, ALLOWING THE CUSTOMER TO CREATE THE PERFECT CO-ORD OR MIX AND MATCH. ACCESSORIES HAVE THE MOST AMOUNT OF OPTIONS BECAUSE SHOES AND BAGS ARE TWO OF CHANEL'S MOST POPULAR, BESTSELLING ITEMS, AND AFTER ALL, THE RANGE IS A COLLAB WITH BARBIE - THE DOLL WITH ENDLESS ACCESSORIES.

THE COLOUR MIX FOR CHANEL X BARBIE FEATURES A FUN BUT ELEGANT COLOUR PALETTE, PERFECTLY REPRESENTING THE BRIGHT, ENERGETIC BARBIE NATURE WITH THE TIMELESS AND CHIC CHANEL.

THE MIX CONSISTS OF DELICATE PASTELS, STAPLE NEUTRALS AND OF COURSE, A VARIETY OF PINKS PINK MAKES UP 48% OF THE MIX ALL TOGETHER WHICH IS JUST UNDER HALF, OBVIOUSLY DUE TO THE FACT IT'S A BARBIE RANGE AND PINK IS HER SIGNATURE COLOUR. THE THREE DIFFERENT SHADES OF PINK ARE ALMOST EQUAL TO EACH OTHER, WITH THE BRIGHT PINK SITTING SLIGHTLY BELOW THE MID AND PALE PINK. I HAVE DONE THIS DELIBERATELY, FOLLOWING A KEY CHANEL STRATEGY, TO MAKE THE SIGNATURE BARBIE SHADE LESS ACCESSIBLE AND THEREFORE MORE EXCLUSIVE YOU WILL ALSO NOTICE THAT THE PIECES IN THIS COLOUR ARE MOSTLY CHANEL SIGNATURE STYLES, TO REALLY BRING TOGETHER BOTH BRANDS AND FURTHER THE EXCLUSIVITY.

I FEEL THIS PALETTE OF COLOURS REPRESENT BOTH BRANDS EQUALLY WELL, CONVEYING BARBIES FUNLOVING, ENERGETIC VIBE ALONGSIDE CHANEL'S FEMININE ELEGANCE, WHICH IS WHY THE MIX AS A WHOLE IS QUITE EUQAL