8 - Design & Merchandising

Question 1

stylistic codes

Answer 1

easy to recognize due to the constant and focused communication + usage of recognizable elements

Question 2

management + creativity in product development

Answer 2

aesthetic variables:

1. short term: collection stylistic themes + concepts
2. long term: stylistic identity

competitive variables:

1. short term: collection architecture
2. long term: brand identity + positioning

• must be consistent + balanced

Question 3

stylistic identity

Answer 3

permanent set of recognisable stylistic codes that define the brand’s long term image

• fabrics, textures, colors, patterns, silhouettes…

Question 4

seasonal codes

Answer 4

within a certain stylistic identity, they are the new + fashionable elements that are used to refresh and innovate the product

Question 5

dressing styles

Answer 5

1. classic
   - similar to previous collections
   - discrete visual impact
2. modern
   - dif to previous collections
   - discrete visual impact
3. characterized
   - similar to previous collections
   - strong visual impact
4. avanguarde/radical
   - dif to previous collections
   - strong visual impact

Question 6

classic style

Answer 6

attention to price/quality ratio

timeless style (lack of interest for fashion)

attention to details

Question 7

modern style

Answer 7

personal style

fluid, not so structured

lack of details, calm + masculine colours

Question 8

characterized style

Answer 8

interest for fashion + luxury brands

aware of communication potential of a dress

evident details + strong colours

Question 9

radical/avanguarde style

Answer 9

extreme expression of fashion

anticipated use of innovative models + materials

eccentricity + transgression

Question 10

3 defining factors of seasonal collections

Answer 10

size (SKUs) - per variants of colors, fabrics…

structure/architecture (number of parts/groups)

level of innovation (new patterns, fabrics)

Question 11

types of pivotal products

Answer 11

image: seasonal fashion, top price
- high price margin strategy = upgrade brand image

core: complete range to cover different needs, core price
- balance price/volume. carry-overs (2-3 seasons)

basic: +3 seasons, entry price, NOOS
- high volume strategy, high profitability for retail

Question 12

merchandising

Answer 12

defines the offer structure in strict connection with financial targets + price positioning

Question 13

product development in fashion

Answer 13

1. external/internal research on fashion trends
2. defining collection guidelines
3. defining the merchandising plan
4. collection development
5. presenting the collection

Question 14

merchandising plan: contents

Answer 14

• # SKUs
• product range
• price
• positioning
• target gross margin
• choice of carry over

Question 15

merchandising plan: destination

Answer 15

company - managerial point of reference

design department - support tool (reference)

licensor-licensee relationship

Question 16

collection presentation

Answer 16

trade fair/fashion shows

sales network

key clients + opinion makers

Question 17

roles + skills of merchandising manager

Answer 17

knowledgeable on trends
aware of time constraints
aware of supply chain
frequent relationships w/ marketing team
assists in sales campaign
updated on competitors
prepares + updates merchandising plan
responsible for sell-in/out database

Question 18

collection guidelines: ways to monitor competitors

Answer 18

merchandise overview
made in…
price