Tinisha A/W Range 2023

P2720699

Fashion Buying1101 Fashion Lifecycle

CustomerPersonaMarksAndSpencer

Demographic

Age:45

Gender:Female

Ethnicity:WhiteBritish

Income:VeryHighIncome

45k+

Occupation:Doctor

LifeStage:Middle Adulthood

MaritalStatus:Married WithEarlyAdulthoodkids

Psychographic

Behavioural

PurchasingHabits:Aftertheweekly shop.Thecustomerlikestotreatherself everyoneinawhileandlikestobuy herselfapieceofclothingorsomething fromthebeauty/skincaresection.

BrandInteractions:Personalised Programloyaltyschemethataimto interactwiththecurrentcustomers whilstalsoaimingtogainnewcustomers

CustomerLoyalty:SparksLoyaltyCard

Values:TheCustomervaluesthe priceandiswillingtoshoptoget thebestqualityaspossibledespite theprice.

SexualOrientation:Heterosexual

PainPoints:MarksandSpencer’s beingoneofthehigherbrandswith higherpricesthiswillaffectsomeof thecustomersduetofinancial statusgoingupintheworld.

Geographic Postcode:LE22RE

City:Leicester

PopulationDensity:400,000

DominantLanguage:English

Distancefromhometostore:2.5Miles

SWOT

Marks and Spencer's satisfied customers are one of its biggest assets Marks and Spencer have been accommodating its consumers over the years by providing them with appealing offers and high-quality garments.

Another strength is that Marks and Spencer are always looking for new ways to lower their footprint by looking to generate energy in its stores by installing solar photovoltaics. By doing this it sets the brand apart from its competitors and gives them an advantage

Strengths Weaknesses Opportunities Threats

Another weakness is the price of Marks and Spencer’s garments. Going to visit the store and then comparing it to other competitors such as Next, their prices of the garments are very different. A pair of Jeans on in Marks and Spencer had cost £39.50 however, you can get the same pair of jeans at Next for less the price.

Marks and Spencer might capitalise on this potential by promoting more of their clothing and utilising other social media-based platforms to attract more Gen Z shoppers. This will help them stand out from their competition and result in greater sales for the store.

An opportunity for Marks and Spencer is that they can look and reevaluate their prices of some of their products. By doing this it might help bring in some more new customers and boots their sales

Marks and Spencer face a threat if they do not change their marketing strategy or find a means to attract new customers Its competitors can push the brand out of the market, causing Marks and Spencer customers to buy at competing brands such as Next and Tesco's.

Like for Like

£49.00

Light washed DENIM

£39.50

Dark DENIM

Dark washed distressed DENIM

Both washed denim styles are still popular this season and are high quality. When it comes to the hue of the garment, Next has the superior authentic quality. When it comes to style all three of these manufacturers jeans are pretty similar. Next PLC, on the other hand, provides the best value for money. Looking across the market and in these three stores, boyfriend jeans are more in seaseon and on trend than skinny jeans.

John Lewis

Marks and Spencer

Next PLC

£32.00

inspiration Board

AW 23/24

John Lewis

Next:

Marks and Spencer

Asos

John Lewis (Reiss)

Very (River Island)

Marks and Spencer

H&M Etsy

Asos

Elle

Matalan

Dorothy Perkins

Silhouette Inspiration Moodboard

Secondary Research

Marks and Spencer

Marks and Spencer are a British retailing brand that was founded in 1894 by two business partners named Michael Marks and Thomas Spencer. It did, however, establish its headquarters in Manchester, where it opened its first warehouse in 1897. Because of its appealing marketing methods, Marks and Spencer was expanding its businesses throughout the country.Marks and Spencer were well-known for having a department where all products were one penny. There used to be a sign in that section that said, "Don't inquire the Price. It's only a penny." Because such deals were novel and appealing to clients, more people began to visit Marks and Spencer. Marks and Spencer have expanded its operations over the years to fulfil the needs of its clients. Currently, the retailing brand has over a thousand outlets in the United Kingdom alone, and 1,487 stores worldwide. Marks and Spencer takes considerable care in selecting the materials used to produce their clothing. Marks and Spencer sources them ethically from a variety of trusted vendors. Marks and Spencer's apparel is made entirely of cotton from more sustainable sources that are better for people and the environment, such as the Better Cotton Initiative, Fair-trade, organic, and recycled cotton.

Next

Next plc designs, manufactures, and sells clothing, home furnishings, and accessories through around 330 Next retail stores and the company's Next Directory mail order sales catalogue. Retail stores and catalogue sales are two complementary operations in the following businesses. The company had over 330 Next retail locations in England and Ireland at the start of 1999, with a total retail sales space of approximately 1.35 million square feet. Next only employs a limited percentage of organic cotton and hemp, as well as recyclable materials like recycled polyester and regenerated nylon. The majority of the materials it employs are either natural without certification, such as cotton or linen. (Panaprium blog Next 2023). NEXT gets products from over 41 nations that are created from a wide range of basic materials. As part of the Company's 2025 Responsible Sourcing Strategy, they are committed to responsible sourcing and building full transparency to trace raw materials back to source. The raw materials must be sourced in a way that respects people, animals, and the environment in their supply chain.

John Lewis

John Lewis & Partners is a high-end department store brand that operates throughout the United Kingdom. The brand offers general products as part of the employee-owned mutual organisation know as the John Lewis Partnership, the United Kingdom's largest co-opertive. From 1925 to 2022, the business has a policy of at least matching a lower price supplied by a national high street competitor, this pledge was known as the 'Never Knowingly Undersold Pledge'. The fact that John Lewis offers amazing value is undeniable, but it's also worth noting that their quality hasn't suffered: many of their pieces are manufactured from organic cotton and include the workmanship that John Lewis is known for. Even fashion director Verity, who may be lured by the whims of the season's catwalk trends, advises: 'Buy well-made, good-quality, well-fitting clothes that you know you will wear a lot - then repeat buy those pieces in different colours or styles.'

Jumper dress

Trench Coat

Front Back £75

Wide Leg

Trousers

Blouse

£32.00

Double jersey

Front Back

T-Shirt

Range Board

Reference page

Asos,(2023) Edited frill detail cropped blouse in ivory Available at https://www.asos.com/edited/edited-frill-detail-cropped-blouse-in-ivory/prd/202422946?

affid=27846&pp=0&epik=dj0yJnU9RFVUQ2pNZmlQYWdNeE8wZGFTMzJ3ZzdnMnVqN1dtZkcmcD0xJm49V2V1Nk54ek9wTmhKQWpfcU9qek9ZUSZ0PUFBQUFBR1EyNU5F (Accessed: 12 March 2023 ).

Bird, N. (2022) Double Breasted front trench coat. Available at: https://www.elle.com/uk/fashion/what-to-wear/articles/g30975/best-trench-coats-beige-navy-black/?slide=5 (Accessed: 22 March 2023).

Dorothy Perkins, (2023) Button Cuff Roll Neck Jumper https://www.dorothyperkins.com/petite-button-cuff-roll-neck-jumper/BQQ04527.html?color=135(Accessed: 30 March 2023).

Dorothy Perkins (2023) V Neck Cotton Broderie T-Shirt Available at: https://www.dorothyperkins.com/v-neck-cotton-broderie-t-shirt/BQQ10320.html?color=148(Accessed: 23 March 2023).

Esty,(2023) Cotton Corduroy Elastic Waist Pants

. Available at https: https://www.etsy.com/uk/listing/1347115311/cotton-corduroy-pant-elastic-waist-pants?ga_order=most_relevant&ga_search_type=all&ga_view_type=gallery&ga_search_query=winter+trousers&ref=sc_gallery-12&pro=1&frs=1&plkey=b9bf3564862c674189f2892eb1e3e2e5ec2bec9f%3A1347115311(Accessed: 20 March 2023 ).

H&M,(2023) Linen Drawstring Trousers

. Available at https: https://www2.hm.com/en_gb/productpage.1068990006.html(Accessed: 20 March 2023 ).

John Lewis,(2023) Reiss Fallon Wool Cashmere Blend Roll Neck Jumper Dress

. Available at https:https://www.johnlewis.com/reiss-fallon-wool-cashmere-blend-roll-neck-jumper-dress-oatmeal/p109510719 (Accessed: 12 March 2023 ).

John Lewis,(2023) Linen Trench Coat

. Available at https://www.johnlewis.com/john-lewis-linen-trench-coat-stone/p110125696 (Accessed: 12 March 2023 ).

Matalan (2023) Brown Essential Longline Cotton T-Shirt Available at: https://www.matalan.co.uk/clothing/brown-essential-longline-cotton-t-shirt/14499644.html(Accessed: 23 March 2023).

Next,(2023) slim trousers. Available at :https://www.next.co.uk/style/st757369/475280#475280 (Accessed: 12 March 2023 ).

Next, (2023) Grey Trench Coat. Available at: https://www.next.co.uk/g76149s1/u86343#u86343 Accessed: 22 March 2023).

New Look, (2023) Navy Stripe Ribbed Knit Split Hem Jumper. https://www.newlook.com/uk/womens/clothing/knitwear/navy-stripe-ribbed-knit-split-hem-jumper/p/841117249(Accessed: 21 March 2023)

(Our Customers and Products (2023) Available at:https://www.nextplc.co.uk/corporate-responsibility/our-customers-and-products(Accessed: 10 April 2023). https://www.panaprium.com/blogs/i/next(2022) (Accessed: 1 April 2023).

Pintrest,(2023) Autumn Winter Colours

. Available at https: https://www.pinterest.co.uk/pin/216454325831772032/ (Accessed: 14 March 2023 ).

Very (2023) Plus Chevron Geo Blouse Available at: https://www.very.co.uk/levis-plus-pplus-chevron-geo-blouse-brownp/1600825004.prd (Accessed: 22 March 2023).