Hannah Final Major Project Deliverables

Unit 13 - Deliverables

Deliverables

BRAND INTRODUCTION

When researching what brand I wanted to create, I found a niche for a feminist brand, owned and managed by solely women. My brand will champion women, putting them at the forefront of all aspects of Missfits, from design to manufacturing. By doing this, we aim to nurture disadvantaged women break the cycle of poverty by offering them an education that will support them beyond the factory. In adopting this approach, we will be directly bettering the lives of those involved in my supply chain.

Missfits creates women’s occasional-wear inspired by influential women and trends. This clothing will comfortably fit women of all shapes and sizes, including those who describe themselves as in-between sizes. This has been a personal struggle for me as in various stores I fall into different categories of sizing. As a result of this, I have found myself deflated, as items do not fit the way I had hoped. Attempting to correct the issue of sizing, will encourage women to feel empowered by the clothes that they wear.

However, I knew that to survive in a vast market dominated with fast fashion, Missfits designs needed to versatile, colourful and importantly sustainable. Each item can be worn for a variety of occasions - so women will reach for this collection regularly.

In order to create a cohesive project, I will be creating a full brand and buying proposal for Spring/Summer 2024. This will be supported by supply chain information, including highlighting how education will be at the forefront of my brand. I aim to fully immerse myself into the world of fashion buying – in order to create outcomes of an industry standard.

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Brand Concept Mood Board

Powerful Women

Occasion-Wear

Dinner Parties

Friendship

Female Empowerment

Sustainable

We Value… Passion

Collaboration

Quality

Acceptance

Supportiveness

BRAND DNA USP

We are… Fun

Considerate

Conscientious

We care about…

Empowerment

Education

Health

As a brand focussed on female empowerment, naturally, this was the perfect selling point for our brand . Everything that we do is in order to improve the lives of women around us .

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Mission:

“Missfits was created in 2023 to empower and support women from all walks of life. We create occasion wear using sustainable materials, that fits correctly to compliment your body type. As a brand, we are committed to improving quality of life for those around us. Each purchase will directly support hundreds of disadvantaged women in receiving a high quality education."

Because education is power.

Vision:

"Our ultimate goal for Missfits, is to to have become a successful but impactful brand. By 2027, we want to remove all plastic from our products, so that we can become a leader in sustainability. Our efforts will transform Missfits from a small brand that dresses young women - to a household name. "

BRAND POSITIONING MAP

I have included these value fashion brands in order to understand the wider market. Many of my customers will shop here for their everyday essential clothing items.

I have positioned my brand fairly in-line with my premium (direct) competitors. However, in terms of price, Missfits will be priced slightly lower. I will do this because then I can attract customers from mass market brands (such as Zara).

In terms of fashion, Missfits will be more fashionable than its’ competitors, aspiring to be like Gucci and Dolce and Gabbana.

Doing this allows my brand to be accessible, yet exclusive enough that young women will want to be seen wearing Missfits.

Direct Competitors – SWOT Analysis

Strengths

• Each of my competitors are size-inclusive for a wide range of body types.

• All of these brands represent and aim to empower women.

• All their items are made using good quality materials.

• Their clothing items are relevant to their target customer.

• Rixo and Self-Portrait create styles that are more casual as well as standard occasion wear.

• Images and clothing look professional and high quality.

Weaknesses

• Brands aren’t very vocal about charities they support – if they do support any.

• Price points aren’t always fair for the item (some are priced higher than customer would pay).

• Harmur and Nadine Merabi create only occasion wear, they could venture into more casual styles that could be for the daytime.

• No brands seem to have any promotions to entice the customer.

Opportunities

• My brand will be vocal about charities/initiatives they support.

• I will look into extended sizing further – catering for in between sizes.

• Build a loyal customer-base for my brand.

• Manufacturing process will be done by all women.

Threats

• All of my competitors have stand-alone stores and are stocked in major department stores such as Selfridges.

• They are active on social media and have a large following.

• They have loyal and returning customers.

• My competitors are already established in the fashion industry.

PESTLE ANALYSIS –

MY BRAND IN THE UK

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CUSTOMER PEN PROFILE

Sophia, 24

GENDER - Female

CITY – London

LOCATION – Fulham, South West London

EDUCATION – Graduated from the University of the Arts London.

CAREER – Selfridges & Co Beauty PR

INCOME - £30,000+

HOUSING – Shares an Apartment with Best Friend.

DRIVING – Has a License but doesn’t need a Car

MARITAL STATUS – Single / Dating

DREAM DESTINATIONS – Greek Islands + NYC

IDEAL DATE – Saatchi Gallery.

LIFESTYLE – 9-5, lives for the weekend

ACTIVITIES – Brunch at Cecconis, Reading Fiction and listening to podcasts.

VALUES - Friendship, Loyalty and Determination.

FASHION FOLLOWER OR LEADER – Leader

SOCIAL MEDIA – Instagram + Twitter.

SHOPPING – Selfridges, Oxford Street

CUSTOMER ANALYSIS

When researching the ideal customer for Missfits, I envisioned a fun-loving, positive young woman in her 20s called Sophia. She is a Gen-Z consumer who flexibly works a 9-5, from her home or the office. Having a hybrid job encourages more of a work-life balance. This is something that Gen-Z search for, as they want to earn but also have experiences.

Through research, I have learnt that she is very active on Social Media – specifically Instagram and Tik Tok. Gen-Z also use these platforms to find ‘outfit inspiration,’ that is often worn by fashion leaders like Sophia. She is very on-trend and this is reflected throughout her Social Media Posts. As a side hustle, she influences her followers – posting what she is wearing so girls can ‘copy her look.’

On the weekend, and in the evenings, Sophia enjoys shopping on the Kings Road or in Oxford Street at Selfridges. She is one of many Gen-Z girls who shop here, as they desire high quality items that last – making them investments.

More recently, shopping sustainably has become a priority to Sophia. She wants to make the switch from fast fashion, to slower more environmentally friendly brands. On her recent trip to Greece, she got to visit a turtle sanctuary that was helping to protect them by removing plastic from the ocean. Since seeing the environmental effects of plastic, she is consciously trying to live in a more ethical and sustainable way.

The Diffusion of Innovation Theory was created to highlight the amount of time it takes for innovation (fashion) to reach consumers.

I have placed my brand on this diffusion of innovation curve in order to visualise where my consumer is, compared to my competitors.

It will be based on girls like Sophia, who are early adopters of trends.

I have placed Missfits in -between the innovators and early adopters because the brand creates trend driven pieces that have only been seen previously on innovative designers – such as Gucci and Dolce & Gabbana .

The Buying Proposal Part 2

MISSFITS - BUYING INSPIRATION TRIP

Selfridges, Oxford Street

1) When gathering initial inspiration for my collection, I had a day out in London searching department stores and museums for inspiration. I knew that my customer would shop/visit these locations, so it was a natural place to start.

Harrods, Brompton Road

2) I wanted to create occasional-wear, so I visited Selfridges and Harrods. These department stores are the go place to shop statement pieces created by a variety of designers. Sparkles and sequins stood out to me in particular, as these feminine, colourful and playful designs were perfect for parties and other events.

The V&A Museum, South Kensington

3) I ended the day at the Victoria and Albert Museum. Inside, they have the perfect combination of historical fashion and modern installations. I stumbled across the Reimagining Musicals Exhibition which was filled with showstopping outfits that have been worn in the west-end and on stage at concerts. This cemented the idea of creating a range that has lots of sparkles.

S/S

24 Fabric and Trim Board

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Lyocell

Ribbon

Organic Cotton

Recycled Polyester

Silk

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Tie-up bows

Sequins

Sparkles

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S/S 24 Trend Board

For Spring/Summer 2024 I have selected a variety of trends - that I will adopt and adapt, to create flattering styles for my consumer. Some of these runway images are from S/S 23, but WGSN predicts these trends will follow through into 2024.

The Trend – Soft Blazer

I have chosen to adapt this trend as it closely relates to my feminist context. I know there is longevity in this trend, as women are seen wearing blazers in both summer and winter.

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Blazers

Tassels

Sparkles

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Asymmetrical

The Trend - Halter

The Halter Neck trend has been seen on the runway in multiple ways - but mostly in occasional-wear. I want to adopt this trend, as it creates flattering silhouettes, elevating even basic looks.

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Halter

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Introduction to Missfits First Capsule Collection:

To support my brand proposal and chosen pathway, I have decided to create a small eight - piece introductory occasional capsule collection. This will be named ‘drop one . ’ I have chosen to do this to test consumer demand for my products . Doing this will reduce potential waste, and build ‘hype’ around my brand . Each item is trend driven and inspired by influential women in the spotlight . The generous selection of styles, I have created ensures that no matter the customers preference, there will be something that they want to wear .

Missfits clothing is unique to its’ competitors as we have chosen to adopt a more sustainable approach to materials, packaging and manufacturing . Doing this, will consider those “6 in 10 ” (Vogue Business for Pay Pal, 2021), Gen - Z consumers who are conscious of what they are purchasing . I will ensure that the materials I select will be comfortable, in order to flatter and empower these women .

Additionally, I have revised my size guides (using manual grading) - so that my items will fit true to size .

S/S 24 RANGE PREVIEW

Sustainable Occasional-Wear for all shapes and sizes.

Available in a large range of sizing – including *NEW inbetween* sizing, which has never been done by fashion brands before.

Competitive Shop Report

In order to physically review my direct competitors – I needed to conduct this competitive shop report in Selfridges&Co (on Oxford Street) . I also did an online competitive shop to ‘fill in the gaps,’ with what I couldn’t find in - store . I chose this department store over visiting each stand - alone store because I want to stock my best sellers in a department store as well as online . Many brands choose to have a concession in these large stores to test initial demand and therefore predict future success . This is what I aim to do for Missfits, as it is a new brand that wants to build a strong customer base .

Quality of Materials

Each of my competitors that I saw in Selfridges had some high quality items . Self -Portrait’s items felt like they has used a lot of material –making it thick and look substantial. This is important as it justifies the higher price point – making it better value for money Doing this could make the item trans -seasonal, as it would still keep the customer warm in winter.

Rixo’s dresses felt more lightweight but I think this is because they are made for the summer, where a lot of fabric is not desirable . However, I feel as if they were a high price for the product

Harmur’s materials were soft, but the sequins felt scratchy This is something I will try to investigate as comfort is key for my consumer (from my market research).

Lastly, I was disappointed that I could not see Nadine Merabi's items physically because this is my most direct competitor.

Concession - Presentation

Out of all of my competitors, Self -Portrait had the biggest floorspace – with seating and multiple rails . This highlighted to me that the brand is very in -demand . I know this is true because there were multiple people browsing and trying items on . This brand was strategically positioned next to a walk -way and the escalators, so the maximum amount of people could see it.

However, I felt as if my other competitors Rixo and Harmur were dismissed – with one rail each in the corner of the store . This meant if you did not know where the brand was placed, you would not see their items I can assume from this placement, that the amount of sales would decrease – due to their positioning . I know now, that to be successful as a concession – where a brand is placed is crucial to its’ success .

Fashionability

Across all of the brands I reviewed within my comp shop, each brand had items that suited a Gen-Z consumer. I would say Self-Portrait and Nadine Merabi’s items were aligned most with my designs. Most of their items have embellishments or other details that make their items playful and fun. I feel as if this comp shop has taught me that Rixo and Harmur are aimed at a slightly older age group – but still remain my competitors in other ways (such as styles and sizing).

Selfridges, Oxford St

Self-Portrait

Harmur

Promotional Activity

None of my competitors were having sales in store. This shows they must have a good sell-through rate (meaning there is not any stock left remaining towards the end of the season). However, after searching online – I found some items within each of my competitors were marked down. Doing this may help the brand remove some left over stock, so they can still recover some of what would have been a bigger loss.

Sizing

In terms of sizing, Rixo has the most extensive range of sizing. This was both within Selfridges and online. I admire how inclusive the brand is and I want to try to cater for as many people as possible within my brand. Self -Portrait and Harmur’s size ranges were relatively small. On the rail, there were only the smallest dress sizes. From looking online after the store visit, I saw this was the case for some of their other items – which only went up to a size L (which was a Size 14). This is not very inclusive as the average women in the United Kingdom is a size 16. the brand would have a lot larger customer base if they opened up their ranges to a variety of sizing.

Availability of Items

Rixo and Harmur had limited availability of their items . For Rixo, this could be due to the fact that they have multiple stand -alone stores elsewhere in London – meaning they would not need a large volume of stock in Selfridges . I assume their aim is to have a small selection so customers can be redirected to their store . For Harmur, it may be that their items have not been bought by Selfridges in large quantities –and/or their items have sold through .

Self -Portrait had a large floorspace and also a lot of items per rail. This gives the consumer a lot of choice – their were a lot of styles in lots of colours .

Nadine Merabi had a good online availability, with many items in stock in many sizes .

These comp shops were completed with similar items to mine, so that I could accurately compare my items to my competitors.

Lessons Learnt

Things I will now consider for my brand as a result of this comp shop:

• Positioning my brand strategically within a department store.

• Cater for a large range of sizes (I will also be reviewing sizing later on in this proposal to ensure the items fit properly).

• to markdown items if I need to sell the rest of my stock.

• Make as many sizes as possible available within the store.

• When deciding which materials to use, ensure the material will work throughout the seasons – but still needs to be breathable.

• Ensure each item is trend driven and suited to my Gen -Z customer.

The Bought Sample

I chose to purchase this sample because it is most similar to what I desire for the hero piece of my collection. The fit will be the same, but I will adapt it to suit my consumer and brand.

The Range Plan

This is the hero item of my collection It was inspired by one of Taylor Swifts’ outfits, from her Eras Tour. It is a simple statement piece that flatters women of all shapes and sizes Its’ boxy fit means that the sizes XS-XXL will fit all body types - whichever size they are (even if they are in-between)

I have created this item as it can be worn to more formal occasions as well as parties and dinners I have named it the ‘All Nighter’ as it is so comfortable and suitable for multiple occasions that you wont need to change during the night! This item will be stretchy and have a looser fit. Therefore, I will only need a smaller range of sizing

This item is a simple but classy mini dress following the knot and twist trend This trend also helps to control the stomach – so you do not feel self-conscious when wearing it. The pop of glitter makes it stand out – making it perfect for any party In this dress, I am trialling in-between sizes as 89% who answered my polls said they were in-between sizes.

The Range Plan

Retail Price Cost Price Margin (1dp) Size Availability, Ratio and size break Why does this need to be in my collection?

I have created this top as part of a set for people who want to dress up for an occasion, but still be comfortable It follows the asymmetrical trend and will be sparkly, so can be worn out. The ruching also flatters the stomach

These are the trousers to match the Elena top They are stretchy due to the lyocell, so can be worn comfortably to any event These are a go to for those seeking comfort

This boxy blazer is the ultimate feminine statement in the collection. A blazer is typically associated with men, but I want women to feel powerful and confident wearing it. The purple colour is also very pretty for spring You can buy it as a set, or just the blazer.

The Range Plan

Ratio - 1 of each size = 15

Break - 100 Units in Each Size

This has been done in Bra Sizes because my consumer says that this would fit better than a clothes size because people can be small with a large bra size etc.

It is the perfect 3rd piece to compliment my blazer set – inspired by Zendaya. It can be worn to make a sophisticated look sexy. If you want to remain conservative, the blazer can be done up and it will just give a pop of shimmer ever so slightly (from the boning of the bra).

Ratio – 1 1 2 2 1 2 1 2 2 1 = 15

Break – 100 100 200 200 100 200 100 200 200 = 1500

The trousers are the last piece in the Z-Power set. They are tailored –perfect for a more formal occasion. It can be worn as a 3-piece, or separately with items already in your wardrobe. There will be an elasticated waist to provide the comfort element that is very important to my consumer.

Item The Taylor

Style No. 001

Price £290.00

Range Breakdown

Link to Sustainability:

Sizing XS S M L XL XXL

Material 90% Glitter Printed Recycled Polyester

10% Lyocell

I will be using recycled polyester as there is an abundance of plastic bottles that need a new life. This is better for the environment than continuously making virgin polyester, as it is uses far less fossil fuels.

Influenced By:

I drew inspiration from my competitor Harmur when creating this jumpsuit. It will be backless (like all their items). To make it stand out, I wanted to make this item sparkly, as then it elevated the look. It is perfect for an evening party. It is also a piece that could be worn by all ages – expanding out from my target audience.

Influenced By:

The inspiration for this blazer dress came from Taylor Swift. She was one of the influential feminists that I researched. I found outfit on social media, and lots of women were recreating it. Therefore, I decided to make my own version, so people could ‘get the look’ for less.

Link to Sustainability:

I will switch regular sequins for cellulose sequins. I have chosen to do this because sequins are a microplastic that end up in landfill forever. These plastics are bad for the environment as they are a microplastic. Marine wildlife eat these, then eventually they end up in the human food chain.

Item All Nighter Jumpsuit

Style No. 002

Price £265.00

Sizing XS S M L XL

Material Silk Lining Ribbon Cellulose

004

Item Pretty in Pink Mini Dress

Style No. 003

Price £200.00

Link to Sustainability:

Sizing 6, 8, 10, 12, 13, 14, 15, 16, 18, 20

Material 65% Organically Recycled Cotton

35% Lyocell

For this item, I will be trialling inbetween sizes.

Influenced By:

When creating this item, I took inspiration from my trend and colour board. I used the shade of pink that matches my brand colours, as well adding a little sparkle –to make the outfit more occasional. From my trend board, I adapted the knot and twist trend, to ensure it was smoothing, and flattering when being worn.

This item is made using lyocell and organic cotton. These two materials are far better for the environment than dresses that are made from polyester. This is because polyester is made by using fossil fuels – which have a detrimental effect on the environment and will eventually run out.

Influenced By:

When creating this item, I took inspiration from my trend and colour board. I used the shade of pink that matches my brand colours, as well adding a little sparkle –to make the outfit more occasional. From my trend board, I adapted the knot and twist trend, to ensure it was smoothing, and flattering when being worn.

003

Item Elena - One Shoulder

Top

Style No. 004

Price £145.00

Link to Sustainability:

Sizing 6, 8, 10, 12, 13, 14, 15, 16, 18, 20

Material 95% Glitter Printed Recycled Polyester Polyester

5% Lyocell

The Elena top is made from recycled polyester and lyocell. This was the best alternative to using cotton or polyester. Both of these materials have harsh effects on the environment, from being treated with pesticides, to burning fossil fuels. Using recycled polyester is the best option, as I can recycle plastic and give it an end use.

For this item, I will be trialling inbetween sizes.

Item Elena – Flared Bottoms

Style No. 005

Price £150.00

Link to Sustainability:

006

Sizing 6, 8, 10, 12, 13, 14, 15, 16, 18, 20

Material 88% Glitter Printed Recycled Polyester

12% Lyocell

For this item, I will be trialling inbetween sizes.

Influenced By:

I created this piece to match the Elena top. I chose to make them flared because they are flattering to all body types and also on trend. Flares have become wardrobe staples – worn across all seasons. The colour has been taken from my colour board, as WGSN predicts in 2024 this will be one of the key seasonal colours.

This item is made using lyocell and organic cotton. These two materials are far better for the environment than dresses that are made from polyester. This is because polyester is made by using fossil fuels – which have a detrimental effect on the environment and will eventually run out.

Influenced By:

This blazer (which forms a 3 piece set), takes inspiration from Zendaya. She is a very influential woman, who has become known for defying gender norms by wearing suits on red carpets and to press events. I combined this with a colour that is going to be popular in S/S 24, to add a more feminine touch, as I am creating womenswear.

Item Z-Power Blazer

Style No. 006

Price £180.00

Link to Sustainability:

Sizing XS S M L XL XXL

Material 100% Lyocell

Lyocell is a much more sustainable material that is being used more often by a range of retailers. It makes a much more sustainable alternative to polyester blazers. I also saw that Reformation make their blazers from lyocell, and they feel good quality. It also had very good reviews online – consumers said it was durable and good quality. This made me want to use it for my blazer.

005

Influenced By:

I wanted to create something that complimented the blazer, but remained feminine. I drew inspiration from Madonna, as she wore corsets and bodices in the 80s. This bra top also links to the y2k trend, which has been very popular for various seasons now.

Style No. 007

Price £60.00

Influenced By:

I drew inspiration for these trousers mostly from Zendaya. This is what she tends to pair with the blazers/suit jackets that she often wears to movie premieres. I also noticed that many of the blazer sets on my trend board were worn with trousers. The colour for these was also taken directly from my trend board.

Sizing 30A 32A 34A 32B 34B 36B 32C 34C 36C 38C 34D 36D 38D 36DD 38DD

Material 78% Organic Recycled Cotton 22% Lyocell

Link to Sustainability:

Like many other items in my collection, I have chosen to make these trousers from recycled polyester and lyocell. Most tailored trousers are made from virgin polyester, so in order to get the same feel and finish, I am using the more sustainable option of recycled polyester.

008

Link to Sustainability:

This item will be made from organic, recycled cotton. It is far better for the environment, as cotton is not treated with any pesticides that harm the environment. Cotton is still not the best material to use admittedly, but has the best properties when creating a bra top. It is breathable and usually soft. I will also be adding in lyocell to create stretch.

Style No. 008

Price £130.00

Sizing 6, 8, 10, 12, 13, 14, 15, 16, 18, 20

Material 93% Recycled Polyester 7% Lyocell

For this item, I will be trialling inbetween sizes.

Item Z-Power Bra Top

Item Z-Power Trousers

SWOT Analysis on my Range:

I have created this SWOT Analysis in order to evaluate the success of my range.

Strengths

• Designs are trend-driven from predictions – so are more likely to be popular.

• My clothing items are detailed.

• Occasion-wear is not always sustainably made.

• Price point is lower than my competitors – people could opt for the cheaper option.

• Niche in-between sizing

Opportunities

• Can create styles for a variety of sizes.

• Stock the range in more stores – starting with Selfridges Manchester and Birmingham. Then move to other department stores.

• Create items from new materials that have not been used before in fashion.

Weaknesses

• My brand is not established yet, so may range may not be as popular, or people will be hesitant to invest in my items.

• My range is small.

• Range is not physically made, so can not see quality of materials in real life.

• Materials may not be readily available.

Threats

• My competitors already have designs made in a similar way.

• Competitors clothing has had more exposure as its been available longer.

• High Street brands could replicate and copy my designs (brands like ZARA and H&M).

Justifying the Sustainable Materials used in my Collection:

Item Current Material for similar item (taken from competitors)

My Material

The Taylor Blazer Polyester 90% Glitter Printed Recycled Polyester 10% Lyocell

All Nighter Jumpsuit Sequins Silk Silk Lining Ribbon Cellulose Sequins

Pretty in Pink Mini Dress Polyester

Elena

Explanation

I will be using recycled polyester as there is an abundance of plastic bottles that need a new life. This is better for the environment than virgin polyester as it is not derived from petroleum (fossil fuels).

I will continue to use silk because I have learnt that it is biodegradable. This will make a soft lining for my jumpsuit. However, I will switch regular sequins for cellulose sequins. I have chosen to do this because sequins are a microplastic that end up in landfill forever. These plastics are bad for the environment.

I have learnt that lyocell creates a breathable item that has stretch. It can also be draped across the front, to flatter her stomach. This is important as then my customer feels comfortable in the item – ultimately feeling empowered.

I have decided to print glitter onto the recycled fabric as it is a more sustainable option than using glitter. Glitter is terrible for the environment and I can create the same effect by doing it this way. There is also a little lyocell to create stretch.

Flares are typically made from polyester and most of them fit comfortably. Therefore, I will continue to use polyester, but a recycled version – so it is better for the environment. It will also reduce plastic waste.

I have taken inspiration from sustainable brand Reformation – as their blazers are made 100% from lyocell. I know their items are good quality and last a long time. So, I want the same for my brand.

I am making this bra/corset style top out of organic and recycled cotton as I know cotton is a soft material - which is ideal for a bra. I will also add some lyocell to give the item some stretch – so it can be worn all day and be comfortable.

My trousers will be made of recycled polyester as it is being used for many of my other items –so I will have plenty to make these trousers. Most other tailored style trousers are made of polyester and elastane. I will replace the elastane with lyocell to make my items’ as sustainable as possible.

Garment Spec – Elena Flared Trousers

Sewn in Garment Label with Size 14

Labels to be sewn into the inside of the garment.

S/S 24 Elena

3rd April 2023

Flared Trousers

Washing + Care Instructions (Label)

Recycled Polyester

The Fitting Session

This fit session was conducted on a UK Size 14 as it is in the middle of my size range. All items, including this one, will be manually graded.

SEASON S/S 24

LAUNCH

STYLE NAME Elena STYLE DESCRIPTION Flared Trousers MODEL FITTED ON Katie PEOPLE PRESENT IN SESSION Head Buyer, Assistant Buyer, Fit Model and Garment Tech

TESTING REQUIREMENTS ISSUES THAT ARE OCCURING AND SOLUTION IMAGES

• Durability – material and stitching is correct, so item should last.

1. Slightly too long – the trousers should sit in-line with approximately the middle of the ankle. Remove 2 inches of length.

2. No Slit – add slit, which should be 5 inches.

• Stretch – squat test performed and items did not tear or become more opaque.

3. Waistband – needs to be thicker to provide stomach control. Add 1.5 inches to waistband.

4. Sample needs to be recreated in the correct colour once these adjustments are made. This needs to be done so that we can understand the properties of the material once it is printed with the glitter design.

• Tear Strength – stretch test completed and material did not rip or tear.

• Opacity – trousers are not see-through, so there are no visible pant lines.

PROCEED TO NEXT SAMPLE STAGE: YES NO/RESUBMIT

PROCEED TO ORDER MATERIALS: YES NO/RESUBMIT

Improved length to sit in -line with ankle.

Measuring length of the slit – which needs to be added.

Stitching is correct and high quality throughout

Initial Fit image

The Supply Chain Part 3

Missfits – Supply Chain Infographic

Critical Path for my Capsule Collection

A critical path is used in the fashion industry to show the complete journey a product will take from sign off, to launch. It is crucial that both my brand and my suppliers, meet each deadline or I may not launch on time. This is particularly important as it will be my first collection so I need release my items on time - to make a name for myself and survive in the fashion industry.

Explaining my Critical Path:

• I have chosen to have each item signed off on the same date. I have done this so that there is one big team meeting to discuss and select the items.

• Quantity of items depends on what category the item is – hero, core or fashion.

• The initial fit date for Turkey will need to ne ahead of the UK sample as the time taken to reach Turkey is far greater than the UK.

• In the UK, the item can be manufactured and into my warehouse with a short-lead time, so my path can be ‘more relaxed’.

• In Turkey, I need to allow for transport delays and strikes etc, so I have allowed plenty of time for any delays.

• Using a truck to transport my items is the most sustainable way to get my items – compared to flying or freight.

• I want all my items to arrive in the distribution on the same date – with plenty of time before launch. Again, if this doesn’t happen, I have left enough time for any delays I may encounter.

• Launch for all items will be on the 3rd of April 2024 – just after the Easter Bank Holiday.

I have created Two Critical Paths, as the path that my items will take, will differ slightly from country to country. The United Kingdom and Turkey will be the two places that I manufacture in.

Championing The Supply Chain

Missfits is a brand that not only champions women who wear the items, but also those who make them .

Within our factory, we want to showcase this by supporting women within the supply chain, so that they can reach their full potential .

Investing in women is so vital because they then can be in control of their own lives . This will help to release families from poverty, inspiring the next generation of women to do the same .

Our Commitments to Women in the Supply Chain

Tracing Items using Blockchain AI

I have learnt through research that, being transparent and sustainable is a priority to my Gen-Z consumer. So, I am going to use Block Chain AI to trace my items. This database will inform my consumer about all aspects of their item from sourcing to distributing. At any point, the customer can see what stage their items is at. Doing this will encourage transparency between my brand and the consumer.

There are three ways you can Trace my items:

1. Through a generalised chain on my website.

2. Scanning the QR Code in the Garment Label.

3. By clicking the link on your order confirmation email.

Below I will briefly overview each step - which will vary from item to item.

This is the first step in the blockchain . It will outline where my material has been sourced from All of the materials used in this collection will be sourced within Turkey. Doing this limits the amount of ‘miles’ a garment does –reducing its’ carbon footprint. Customers will be able to see where the items are from, even if they are sourced in -house .

Next, these materials will be sent to be made into garments . I will be manufacturing in Turkey This country is known for its’ skilled workers – so items will be of high quality. Customers will be able to view images of the factory as well as its’ location . This helps Missfits be transparent with their consumers, as it creates trust between brand and consumer.

Once my items are manufactured and complete, I will be transporting them via truck I have decided that this is the most environmentally friendly way to travel a short distance . The truck will travel across Europe . I will publish this route for my consumers to see – so they can follow the path their item took . Doing this gives an identity to the item .

When the items have reached the United Kingdom, they will be packaged by hand – in our distribution centre I will provide the address so the customer knows where we are based . This will be the only place the items are kept, again, limiting the travel that the item does

Lastly, when the item has been packed and dispatched, the customer will be able to track their item until the moment it arrives Hopefully, the customer will feel fulfilled by this, as they have viewed the whole process their item has taken .

Recycled Cardboard

Packaging my Clothing Collection

Brand Logo on the Top of Box

This is a Mock-up of a handwritten note that would come in an order.

100% Sustainable Packaging

These three logos will go on the side of the box.

Brand Evaluation Part 4

Brand Evaluation – Will Missfits be a Success?

I think that my brand Missfits, will be successful within the fashion industry . I feel like this because I have found a niche for a feminist fashion brand that champions women throughout . Often in fashion, those who create the clothes are forgotten about . My brand will be the opposite – I want to invest and support the women working within the supply chain . Doing this will provide women with a good, unbiased education so that the next generation of women will break the cycle of poverty for the next generation of women .

As I have chosen to focus on just occasional - wear, I am able to perfect my designs . Often, brands offer so much choice, but nothing stands out to the customer . However, my brand is the opposite to this . Missfits creates eye - catching designs – perfect for any event . Initially my range will be small, but over time I plan to increase the number of options I have . I will do this once I have seen the consumer demand for my items . This also limits the amount of waste I produce .

Missfits items will also come in a large variety of sizing . In the fashion industry, it is crucial to include as many shapes and sizes as possible . This opens my market to more women . Including a large variety of sizing and how it will flatter a woman’s’ body will empower women of all sizes . Also, they will then feel more confident when they are out .

Adopting a sustainable approach will also encourage the conscious consumer to shop with Missfits. This expands my target audience, allowing me to reach new Gen - Z customers .

At the end of the day, my brands success relies on marketing and word of mouth . When marketing my brand for its’ launch, I need to utilise influencers as these people are those who promote the items and increase brand sales .