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Here is an article by joe bobowicz giving more information about stussy as i dont know too much about them. Ive annotated this document with important highlighted passages.  thetwo areas that stood out was a sentecnce by Ross Wilson (acclaimed streetwear collecter) that "Shawn Stussy is the reason i became immersed in the culture" and  "it doesnt seem like stussys contemporary relevance is in decline - if anything the opposite is true" (both are highlighted in red in the article) these statement shows that that stussy is a good choice for a collab as a pioneer of the culture and there relevance today

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How Stussy Influenced Generations of Streetwear Culture

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I havent used trendstop too much in my assignments apart from gathering images. WGSN has been my main source for trend inspo. However ive found a trend that is very relevant at the moment in the UK and seen heavily aborad in e.g. Japan & USA . The trend is called "Blow Out" you can also lump in "Extreme volume Pant" in there: Mens-> Apparel-> FW21-22

The Trends include oversized fits with all types of apparel and would be perfect for the Autumn\Winter season.

This trend is for AW21-22 however i was unable to find an article in trendstop with a small descriptionas as most had images, so ive used AW22-23 article for the same trend

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Reebok Sales have fluctuated year on year since 2006. This gives me an idea of the popularity of the brand and further backs my streetwer concept for Reebok to build upon

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Gave me some great points on the types of streetwear consumers. Even though you can class consumers in one particular profile as there will be a crossover targeting the hype educators and hype fans will be very important to spread the word about the brand and buy alot of of he higher price items

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Reebok Reshores Shoe Manufacturing, Though Still at a Small Scale _ IndustryWeek

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Part of the same report as the enty above. This page gave me an insight into how to lauch\drop the range and willingness of the customer to have the product.

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Hypebeast streetwear report how to sell streetwear

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The three sources below have raised some valid point with the pros and cons from sourcing from both countries. Some examples:

China: China has been providing Sourcing and manfucaturing services for longer which creates a strong infrastructure and logistics

Vietnam: Young and skilled workforce that can produce technical products like china but not on the same scale

From looking at both countries i realised that vietnam is a good alternative to China, and with covid still a potentiall issue with new variants ive decided to use vietnam as a backup for my synthetic products to help ensure the continuity opting for a broad the supply chain

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The wesbite is very easy to navigate and is overwhelming with the amount of imagery you seen. It has very detailed product descriptions and even model references which I find very helpful. you can also shop the entire look which I like as somtimes Im not a fan of the main item and other products in the image pull me in more. The blog is very insightful offereing health and wellness information as well has collaborative and sports information. However only points that are missing are no COO and no obvious sustainable links

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Here is a brief breakdown and notes to help me to create an idea for my INP

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Working off the INP notes ive formulated  a few ideas. and have decided to do a collaboration. My main ideas are the:

Mizuno x Palace
or
Reebo x Stussy (Now chosen Idea)

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After a back and forth emails with Jumana i realised that even though the INP gives you free reign to do any suject or brand with the industry that you like or interrested in. However i found out that i dont pay attention to trends or brands so just finding an idea has been hard. To combat this i decided to create a three part plan:

Wrote a list of brands i do wear then described my  wardrobe

From that create a list of ideas and choose one

Visual representation of the above two points with my chosen idea

This two part plan can be seen in the Brief & INP ideas section.

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First part of my two part plan has been completed. As expected there were not many brands on this list as most of my wardrobe is 90% vintage\second hand clothing. This list gave me the some ideas that i'd need to weigh up

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Second part of the two part plan has been completed and ive come up with 5 ideas. From looking at the list most of my ideas and brands are based around sports and streetwear.

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Completed a mind map for my INP with included brands and ideas

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Started the business plan document. From looking at it and the questions there will be alot of change so i know this document is ongoing.

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Looking at the brief and thinking about range ideas for my INP. I may not follow the brief in order as i know i can get some tasks done quicker than others e.g. SWOT, PEST & Range

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Edited INP Ideas with another collaboration. Reebok x Stussy, this seems like the best idea as im able to gather alot of data from big brands. I also edited my mind map and added some trends i can potentially do.

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Here is my mind map, this will change if i have any more thoughts\ideas i have. Im learning towards a hip-hop inspired range

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L4 BUYING JET INP REEBOK X STUSSY MIND MAP

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Ket item within streetwear hoodies msut be incluided in the range. This product features heavily in Supremes, Palaces and even Stussys ranges. Im suprised and happy to see happy to see an oversize hoody in Reeboks current range with a colour very closely seen in my colour pallete

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Again like the hoody the tshirt is another staple streetwear item. From looking at this iamge I can see that Reebok have items that reference oversized fits. This tshirt would fit in very well in the core range with colour and fit

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Reebok is still a sports brand so i have to remember to include athletic type fabrics and heavy branding

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Oversize jacket in a collaboration whith japanese brand Junn.J, like the tshirt im happy that Reebok is already including oversized jacket. However this looks like a core at item that sits hat a high price £400 beacuse of the collaborative brand. ill need to consider this for my pricing

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I like the combination of Black and purple, plus the track jacket itself. Referencing late 80s and 90s basket ball attire

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Bold logo's are prevelant throughout. The backgroup is also a good way to make the jumper stsnd out

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Bold logo with highlighting colours, I like the use of slogans on a tshirts this is something I could consider for the range

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Black is a very prevelant colur and is good to make highlight colours stand out.

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white is also heavily used, again bright colours are used as highlight colours but darker colours are also used aswell

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Even though this can bee seen as a fashionable mid teer item, the use of block colours and heavy branding can could make this item sit on the border between fashion and trend

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90s basketball hightops are some of my faviourite types of shoe, i may incorperate shoes in the range. potentially trend items

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graffiti like logos embrace multiple cultures e.g. hip-hop, surf. different imagery is lso used with the brands logo

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Like Reebok bold logos are used plus the use of black and white in both brands products give me the indication these are their core colours

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Again bright colours are also used in both brands. Longsleeve polo shirts can appeal to customers again in other cultures e.g. skate

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Started to add images to give me insporation for my range. whilst looking at these images i can see that jackets are very prevelant and used as statement pieces. For this reason ove decided to choose Autumn Winter as my season. Also for previous assignments we have focused more on spring summer.

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Completed some comp shop notes, im going to use the same layout from assignment

Compshop Layout Intro

What the trend is

An Article

Data inclided

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Compshop Layout Information

Deatiled information

Alot more data

Give small but detailed descriptions

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This colloab can give me an oppotunity to explore bold and bright print/patterns in the trend section of the range or even trend type items accessories in the fashionable range

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Explore the use of colour and lettering in the logo, this is important for brand exposure which is greatly needed and to enhance pieces

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Example of a product within the fashion section of the range. which has the ability to be pared with multiple outfits

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This is the first survey it asks questions about the comsumers buying habits in the sports\streetwear market which will help with the range Ive also asked questions about my chosen brand, whether consumers buy Reebok products and i wanted their honest thoughts and opinions of the brand before i create the range. ive added questions about the competition to compare. im currently at 34 responses ill wait till tomorrow afternoon to see if i get anymore

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After looking at the results of the questionnaire i was happy with the amount of people who answered as  im now at 45 responses and i know alot of other students were doing the same thing.  I got alot of useful information from the questionnaire but the points that stood out to me are as follows:

Positives

48.9% of the group do buy reebok products

Large majority think reebok is a classic brand

Stussy is the second most popoular streetwear brand to guy

Negatives

The brand was boring

Reebok arent as trendy\fashionable as other brands

Only buy the shoes not the apparel

It will be very interesting what the public thinks after I complete the range

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Have I changed the perception of Reebok and will people want to buy the range. attached is the questionnaire including images from the range

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Here is my first draft of my business plan. ive set this out with bullet points acting as guidelines, actions and thoughts for my INP

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L4 BUYING JET INP BUSINESS PLAN 1st Draft

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I wanted to have a three stage approach to my marketing campaign. Reach out to as many young people in a big urban area, use streetwear influencers to promote the collab and an event. First stage ive used the birmingham eye which advertises to millions each yeah located in the 5th bussiest station in the UK

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Finished annotating the stussy article, it gave me some intreseting background points about the brand. ill find some more articles to annotate to backup my choice fro the collab with Reebok

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Added some more images to give me insportaion for the line, ill keep annotating them

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Completed some range plan notes that i need to include or potentually include. Starting to look through WGSN and Vogue for trend insportaion

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Black and white used heavily again with a pop of colour. Stussy also use worth while political statements in there products (shown below) "i support young black businesses"

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Another example of a a product that can be placed in the fashion part of the range. Also provides an indication that stussy has already collaborated with a competitor in a similar field

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Here are some planning notes for my range plan. like the other planning notes the notes attached may change

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L4 BUYING JET INP REEBOK X STUSSY RANGE PLAN NOTES

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This is a good promotion enabling customers to buy a more premium product

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Created the layout for the report in canva, i wanted to try and keep it simple as i didnt want to spend too much time and making it look nice. Ive added the headings to the canva report but this will probably change whilst i get further through the report.

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Ive started the brand perfromance element of the report and i want to get this completed today. Brand performance will be a 3 step process:

1. graph based on fashionability and pricing (my opnion)

2. Competition breakdown of the graph (done)

3. Brand perfromance based on real data (revenue)

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As part of my primary research I conducted an instore compshop. Ill  be looking at the following areas for my primary reaserch with the follwoing brands below:

Compartive Brands:

Supreme

Palace

Nike

Comparitive instore areas

Store precesnce

Visual Merch

Product on offer

Colour

Location

Customer Engagement

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Prada FW21- 22

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Juun J FW21 - 22

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Ive added 2 annotated articles to my INP one about a billionaire boys club x Reebok collab and the other report by Whet Moser about "How Reebok Lost its Pump" it gave me alot of intreseting points which has given the collab more purpose

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added another draft of my business proposal to my INP padlet. I want to get the following tasks completed today:

INP Goals (Done)

Finish my report introduction (Done)

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Here are some notes in regards to what i may need to complete for my compshop

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This article by Jake Silbert gave me an insight to Reeboks good relationship through collaborating numerous times with the popular streetwear brand BBC. furthermore Like the article written by Whet Moser, classic products are still being used for collabs:

The question: 90's basketball shoes

special club c: 80s tennis shoe

This made me realise i may need to add a heritige\classic\oldschool aspect to the range

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Billionaire Boys Club x Reebok (HYPEBEAST.COM)1

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here are my goals for my INP with some notes\tips on how to achieve them. these may change during my time completing the report. underlined red bits are specific things to remeber

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Like the stussy article, this article by Whet Moser gave me a small backstory but also into the brands success and decline. the most intreseting points ive take from this article are as follows:

Passage B & G) How reeboks aquisition by Adidas didnt benefit the brand

Passage H) Yes, Reebok are colloborating, but their profiles needs to be raised, Im paying particular attention to the quote from High Snobiety that the Maison Margiela Collab is "criminally underated"

This term solidifies the hypothesis for the report:

“The proposed range will change consumers perceptions about the brand and bring Reebok back into the streetwear market”

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im happy i was able to do the previos points in yesterdays post, i want to continue this momentum and get the following tasks completed today:

Reebok and Stussy SWOT (Done)

Brand Summary (Done)

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Ive put out my survey to my colleagues at the FRA, friends and family. Im very intrested to see what people think of the brand.

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Todays task are as follows, and need to be done today to focus on tasks for the rest of the week:

Current climate (Done)

Brand performance (Done)

Ill try and analyse the data from from the first survy, I have 34 people i may wait a little longer as 40 would be a good amount to look at.

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This article by  Marc Richardson, gave me a greater insight  into the history of Reebok and again the brands decline from the inital how reebok lost its pump by Whet Moser. Ive found this article extremely useful for a more indepth account of reeboks history

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I actually ended up getting 45 responses which is more than i thought so im happy with that. the survey raised some interesting points with some honest opnions, as seen in the Primary research: survey\questionnaire section of this padlet.

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Ive completed the survey section of my report and put in into my canva report. The following points will be completed by the 30th:

PESTLE (Done)

Start a big CAD folder (Done)

Colour Pallete (Done)

Reebok Core Colours

AW21 Colour Pallete

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Standard sign up promo, though most brands offer only 10 to 15%

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Instagram: 3.7m Followers

Youtube: 165K Subscribers

Twitter:714.1K Followers

Tik Tok: 49.7K Followers

Very footwear focused, page is very inviting. Show alot of pictures of the recent collab with cardi b who is a high profile female rap artist

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This article gave me some great info on consumer behaviour within the streetwear market. the following points is what i most got out of this report

Consumer buying behavious

per item

per month

Key products

product life cycle

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Hypebeast streetwear report measuring streetwear market

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i used the star method to help resolve a comp shop issue i had when trying to take pictures instore. the annotated image shows the process i took

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Ive completed customer profile, however ive noticed that im behind on adding to my padlet. I need to continue to do this

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COLLECTION REVIEWl MENS COLOUR A/W 21/22 (INP Colour Palette)

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COLLECTION REVIEWl MENS COLOUR A/W 21/22 (INP Colour Palette)

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This WGSN article gave me some good ideas for my colour scheme as it provided different colours that go very well that are stacked together

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Yesterday I had a chat with Jumana as i did feel like im abit behind. but, if i just set some goals for each dayy i should be fine. The main big parts of the assignment that i need to get started quickly are:

Compshop

Excell Range Plan

Im not too worried about the range, I have my cads and i know i can get this done quickly.I will complete the following today:

Complete

Trims and Fits (Done)

Trend (Done)

Fabrics (Done)

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WGSN UK PRESS & YOUNG MEN AW20/21: (INP Colour Palette)

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WGSN UK PRESS & YOUNG MEN AW20/21: (INP Colour Palette)

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Heres another article ive annotated and used for my colour scheme further encouraging me to include greens and oranges in my range.

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WGSN is where ill get my CAD's from for the Reebok range. Ill then edit them in Photoshop adding colours and details to them. Below are some CADs ive initially looked at for the range. I need to keep in mind that tops are the hot items according to the product mix from my edited research and streetwear reseach

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I wanted to get a few of there goals which I can adopt for the OSZD range. I have decided to partner with them for Reeboks Tshirt and Jersey Lines:

BCI goals

Reduce the environmental impact of cotton production

Improve livelihoods and economic development in cotton producing areas

Improve commitment to and flow of Better Cotton throughout supply chain

Ensure the credibility and sustainability of the Better Cotton Initiative

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The world doesn’t just need cotton, it needs Better Cotton.

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Our mission is to help cotton communities survive and thrive, while protecting and restoring the environment.

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Clear and easy to move around

Images on homepage are colourful and inviting

stick to only a couple of colours so the focus is on the product

Good product info

No COO

No obivious sustainable link\tab

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Sourcing Guide A/W 21/22 Details & Trims

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Sourcing Guide A/W 21/22 Details & Trims

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though this article is short it gave me some great information about the type of functional sporty trims i need, to keep the brand Reebok at the proposed ranges core. And the use of colour in trims can make a piece more fashionable which is what i need to change the opnions of the public

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Went to Palace as it finally opened for their new drop, however i wasnt able to get any pictures instore. I did manage to get a small interview done allbeit very slighly done with employees from each brand.

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This aricle by Hillary Hoffower which ive annotated gave me alot of useful information which are as follows:

Streetwear is now a major player within the fashion industry as luxury fashion brands like Guucci and Louis Vuitton are adopting the subculture and intergarating into their own apparel, for example including bold logo's

Its also good to again see the collaborative brand Stussy get a mentioned, this further shows that picking this brand to collaborate with was a good idea

The importance of marketing well on social media can change the perception of your brand. with a mention in the artical stating thay the use of adopting streetwear characteristics has made Gucci cool again. Relate this to my Hypothesis, marketing well on social media and using the right tools (marketing and influencers) can help bring Reebok a fashionable brand

lastly, the status symbol that exclusive and luxury products hold. Consumers see these items on status symbols, posting images of social media and unintentionally marketing the brand

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Student discount that is obvious as it moves accross the screen

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Primary compshop has been done, the secondary research compshop will be done on monday so i can concentrate on the range

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Not suprised by the price brackets seen below. However i didnt know how expensive supremes products really are. Im going to need to find a middle ground with my pricing. To make sure my prices give the customer a good deal, as Reebok arent as well known with apparel

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Not suprising with the colour charts, the majority of mens sports\street type wear focuses around mainly 3colours ; Black, Grey and White. Also im happy that the colours displayed contain a numer of colours from my own colour pallete

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clear to see that more sportswear oriented brands are cheaper with supreme being very very far infront with pricing. Again Ill need to find a good balance to keep the range affordable and still be on the cusp of the current prices in the market as some consumer mentailitys are based around; high price meaning a premium product

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Again im not suprised by the stats seen from edited assortment mix, the HYPEBEAST Streetwear report also stated that tops including tshirts, hoodys and sweatshirts are the most coverted item. With tops being ahead in the product mix, and considering the points in the entry post ill be including more top options in my range

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Secondary compshop is done, I think ive spent too much time on this part of the report but ive got a plan for what I need to do for the rest of the INP:

To be finished by 16/5/2021 so i can focus on the spreadsheets and checking for the week after

Marketing (Done)

The Range (done)

Launch (Nearlly done just need to add the photoshop iamge of the store)

i decided not to use the compshop layout as stated in the entry from the 13/4/2021 as i thought the page will look like theres too much on the page

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This article gave me some useful information on the flagship Nike store in London

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Goodonyou.com enabled me to see the strengths and weaknesses of each brand from a sustainable perspective.

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I was glad to see that Reebok are atleast atempting to be more sustainable, however as the link suggests they could do alot more considering that Addias has a "Good Rating" and not just "Its a start"

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I thought Nike would have a slightly higher rating as theyre really pushing sustainability especially within their shoes and sports apparel

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Our "Planet" rating evaluates brands based on the environmental policies in their supply chains, from carbon emissions and wastewater to business models and product circularity. Here we rate Nike "It's a Start". These are a few factors influencing its score:

It uses some lower-impact materials including recycled materials.

It has set a target to eliminate most hazardous chemicals by 2025 and it is on track to meet its target.

There's no evidence it's taking actions to protect biodiversity in its supply chain.

It's set a science based target to reduce greenhouse gas emissions in both its direct operations and supply chain but there's no evidence it is on track.

Workers' rights are central to our "People" rating, which assess brands' policies and practices on everything from child labour to living wages and gender equality. Here we rate Nike "It's a Start". These are a few factors influencing its score:

Its social auditing program is certified by Fair Labor Association (FLA).

It received a score of 51-60% in the 2022 Fashion Transparency Index.

It has a basic policy to support diversity and inclusion in its supply chain.

It claims to have a program to improve wages but there's no evidence it ensures its workers are paid living wages in most of its supply chain.

During the height of the COVID-19 pandemic, it disclosed some policies to protect workers in its supply chain from the virus.

Brands' animal welfare policies and, where applicable, how well they trace their animal-derived products are the focus of our "Animals" rating. Here we rate Nike "Not Good Enough". These are a few factors influencing its score:

It has a basic policy covering animal welfare but no clear implementation mechanisms in place.

It appears to use wool, down, exotic animal skin, shearling, exotic animal hair, and silk.

It uses some recycled leather in its leather products.

It doesn't appear to use fur, or angora.

There's no evidence it traces any animal-derived materials to the first production stage.

Based on all publicly available information we've reviewed, we rate Nike "It's a Start" overall.

Last updated May 2023

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Our "Planet" rating evaluates brands based on the environmental policies in their supply chains, from carbon emissions and wastewater to business models and product circularity. Here we rate Nike "It's a Start".

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This isnt suprising at all, supreme are known just known for exclusive priemium high price items

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This brand provides insufficient relevant information about how it reduces its impact on people, the planet and animals. You have a right to know how the products you buy affect the issues you care about.

Supreme is rated 'We avoid' overall.

Last updated October 2020

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This brand provides insufficient relevant information about how it reduces its impact on people, the planet and animals. You have a right to know how the products you buy affect the issues you care about.Supreme is rated 'We avoid' overall.

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This is suprising there is no information on good on you for palace

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Ive never seen a returns policy this long before (60 days), it tells me Nike are thinking alot about the customer and what them to really give the products a go so theyre happy. From Nike.com:

"we give you 60 days to take your purchases for a trial run, confidently knowing you can return items (some exceptions apply) for any reason within those 60 days. That includes custom Nike By You sneakers. Even after 60 days, you can still return items if they're unworn and unwashed. And remember, returns are always free for Nike members."