Customer Profile

I produced a customer profile including a visual description. This gives an idea of the current and potential customers at Topshop. It is a short written profile that describes the characteristics and traits of a core customer. The portrait provides a picture of the target market made from primary and secondary research. It represents a realistic and factual description of the consumers demographic, Age or age bracket, Lifestyle, Fashion style, brand preference, Purchasing motivation, Attitudes towards fashion purchasing. 

SWOT Analysis

I created a SWOT analysis highlighting the strengths, weaknesses, opportunities and threats that could occur during the build of the range. Once doing this, I found that there are more strengths than weakness which will benefit me. However, I found that there are more threats than I expected and will have to work on making sure these threats stay as threats and do not turn in to occurring problems.

Directional Shop

I completed 2 directional shops, one for adult clothing and one for kids. I chose Reiss and Gap as these are both higher end stores but are similar in ways as Topshop and how I would like my range to be. 

Trend boards

I researched in to my chosen trends of Carnival and Dark Resort and found what key styles and detailing are included, what key prints and materials is used and gathered information on key shapes to help when building my range. I found that the colours and patterns are perfect for my Mini Me range as I am creating my collection for S/S 14 and the bright colours and bold patterns are well suited to the season, and the prints and detailing are suitable for both adult and children. However, I found that not all the key shapes will be appropriate for my mini me collection and I have realised that I may need to manipulate some of the adult garments in order for them to be appropriate for the children.

CAD

Today I am collecting CADs from WGSN to build my range. I will then manipulate these CADs to change the colours, patterns, shapes and styles of them to create more suitable CADs for my Mini Me Collection. I will experiment with both adult and children CADs to create the best range that I can.

Customer Profile

I created a customer pen portrait which is a realistic and factual description of a typical or targeted customer. I wrote a short profile that describes the characteristics and traits of a core customer and provides a picture of my target market.

Photoshop

Today I had planned to create a logo for my range that I could apply to each of my slides on my presentation and also add on to my swing tags when I produce them. However, I found that my Photoshop was not working on my mac which meant that I would have to complete this another day which may effect my time management. I plan to stay on track with my work in order not to fall behind.