Describe the customer and outline their buying behaviour and fashion sense.
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Comparative Shop
Supply the Fashion Product
Complete a separate sheet per retailer
(Add in additional rows & columns if needed)
The Consumer and buying behaviour
In range planning it is vital to fully understand the target customer. The customer must be at the forefront of the minds of all involved in product selection, range planning and pricing.
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The Consumer and Buying Behaviour
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Describe the customer and outline their buying behaviour and fashion sense.
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If possible, speak to sales staff - Who do they believe their regular customer to be?
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The Collection
Thorough research into the type of product and identifying the % split of the collection will give you a good understanding of how the buyer has spent the Open to Buy. The range is meticulously planned before the OTB is spent and knowing the % split of past ranges and current competing ranges will help the Fashion Buyer in deciding on a well-balanced, profitable product range, appropriate to the target customer.
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The Collection
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Is the collection appropriate to the target customer? Justify your answer with examples.
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The Breakdown of the Collection
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Identify the % split of the product ranges of the retailer, price points and Country of Origin:
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Product category
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% Split
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Country of Origin
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Price Points
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Identify the % split by colour:
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Colour
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% Split
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Identify the % split by fabric:
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Fabric
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% Split
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Identify the % split by fashionability:
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Fashionability
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% Split
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Price Range
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Average number of units on display per option
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Core basic
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Fashion
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High fashion
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What is the top:bottom ratio?
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Identify the size range, the number of units displayed per category and the country of origin:
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Product category
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Sizes available
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Country/Countries of Origin
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Additional notes
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