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Week Commencing the 14th of December: During the week, I have planned and prepared for my INP. Filling in my business plan and ensuring my concept was soundproof. This involved extensive WGSN and Edited research.

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Week Commencing the 21st of December: Generated a SWOT and PESTEL for & Other Stories. With an emphasis on sustainability and how it will be included within the collaboration. Used Edited to do a comp shop between brands; as due to the Coronavirus, I was unable to go in store. Analysed & Other Stories' USP and what separates them from competitors.

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Week Commencing the 28th of December: Created a moodboard on Photoshop - started to really pull together my ideas and read an article on how the Roaring 20's were repeating themselves - this became the drive behind the idea for my INP. During the week I also created a customer profile for & Other Stories and added that to my presentation.

Article Read: https://www.washingtonpost.com/history/2020/10/28/1920s-upheaval-2020s/

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Week Commencing the 4th of January: I began my range plan. Definitely underestimated the scale of a range plan (even though for only 16 pieces)?! It's crazy how much detail and effort I put into the range plan - but it really came out exactly how I wanted it and I was so happy with the result. Due to the scale of the range plan - other "planned" weekly jobs were pushed back, e.g. price architecture, washing line, allocation strategy - which I had wanted to get done in week 4. However, I did also manage to get product development achieved in the week.

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Week Commencing the 11th of January: As previously mentioned, planned jobs from Week 4 were carried over to Week 5 (which, meant I had a lot on my plate)! Pricing Architecture, Washing Line + Allocation Strategy were all completed. Then it was time to focus on merchandising strategy. The Merchandising Excel Document was hefty! It involved looking into what fabrics, what planned rate of sale and what pricing and planned margin I would be looking for, for the Collection. This required a lot of thought, as it all had to make sense and be coherent – I had to really think about pricing and think logically as to why I would have items made in India vs UK etc.

Once I had this completed, I moved onto the Sourcing Strategy, a job which again - took me over to the following week.

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Week Commencing the 18th of January: Sourcing and Critical Path - During Week 6, I completed the sourcing strategy, examining pros and cons of each sourcing country, as well as understanding the critical path journey for garments and developing a PESTEL on the UK – where I was sourcing some of my items from.

Following this, I started on the marketing research and strategy. Trying to target a 18-35 consumer, it’s essential to understand what marketing appeals to these demographics, as well as what they want to see and who they want to see wearing it. I prepare a launch plan and as the collaboration is an online exclusive, considered how I would be driving sales to the website.

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Week Commencing the 25th of January:  Workload was getting a lot with placement and INP, however, I continued to complete a PEST and SWOT for the INP – which are both at the end of my INP. It was essential to conduct these to really get a grasp of the retail environment.

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Week Commencing the 1st of February: With the deadline looming, I continued to use photoshop to build my outfits for the range – super happy with the final results! I also finished a colour wheel for the assortment of colour and print within the Collection – this was again, formed on Piktochart and edited on Photoshop (my new best friend).

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Week Commencing the 8th of February: Finishing up my INP, I was able to finally complete my evaluation and executive summary. These processes allowed me to realise how much I had done and how far I’d come as a student. I am so happy with how my INP has turned out, I love the concept and the range and feel happy and content with pressing upload. I completed my bibliography and padlet and reflected on what an amazing journey (during a pandemic), this course has taken me on. I have loved every minute and feel extremely grateful to have met amazing friends and been lectured and supported by great teachers. Although there were times when the workload was a lot (understandable with a 6 month fast track course), I was still happy with what the course gave me in both knowledge and skillset. It’s frightening, now, going into the *real world* but I am super excited and feel prepared to do so – because of this course.

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The final PDF of my INP Collaboration between & Other Stories x Shrimps (!!)

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Daisy Brook (40094149) FRA, Roaring 20's INP 1

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The mood-board was created on Photoshop, it perfectly sums up the Collection and what I wanted to achieve.

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Price vs Fashionability on key retail brands. Looking into & Other Stories and who directly competes with them. In particularly, the likes of Zara, Urban & ASOS (pureplay) are the most direct competitors to the brand.

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A PESTEL of the UK retail industry from the CIPD.

https://www.cipd.co.uk/Images/7583-PESTLE-example-for-retail-industry-2020_tcm18-27108.pdf

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Shrimps is an iconic, British brand, indulging in modern art with a playful engagement to pattern and texture (Shrimps, 2021). The collaboration between & Other Stories and Shrimps is all about individuality, faux fur, fun, prints and colour. For the Autumn/Winter 2021 Collection, the two brands will work together to bring a premium edge to the high street store.

A collaboration between the two brands gives opportunity for luxury, colour and individuality to enter the current high street market, it offers individuals who appreciate and love Shrimps, but perhaps cannot afford it, the ability to buy their clothing and be part of the brand. The two brands harmoniously compliment one another. The collaboration will over 16 pieces; ranging from clothing to accessories, all with key themes which provide excitement for the consumer.

- Taken from the start of the presentation.

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UK 6 - UK 14 - is what Shrimps currently offer.
Usually the & Other Stories collaborations do favour the other brands sizing. So for this collection I think it would be fitting to do a 6 - 14 Collection, especially as the product is more loose than fitted. There will be a focus on sizing 8, 10 + 12.

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A chart looking at a wider picture. Bringing in Shrimps to the chart and looking at how they compete within the luxury retail market. It's important to understand where both brands sit within their own sectors - and where they both sit with one another.

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There is a strong hope that following the dismal 2020 - 2021 will come out in full force and consumers will be ready to party again (once vaccines are given!) https://www.wgsn.com/fashion/article/89577

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The & Other Stories x Shrimps range has turned out exactly how I wanted it to. From the start, I knew I wanted to create a brand collaboration which was really unique and different to previous & Other Stories collaborations. After seeing how successful previous & Other Stories collabs had been and since having a love for the Shrimps brand and what they stand for (but just not being able to afford them), I thought a collaboration for me would be an amazing oppporunity. Initially, I thought it would be an easy task; however, the extent of planning, insights and articles I've had to read have been extensive and at times, tiresome! However, it's been enjoyable and I'm so happy with how it's turned out. I have learnt so much from this project, in particularly furthering my understanding of sustainable fabrics, sustainable practices and ethical practices within fashion. It was an amazing chance for me work on a luxury brand - which I had never had the chance to do before - and really understand how luxury brands purchase and what fabrics they use in comparison to high street.

The idea of the range from the start has been to offer some kind of fun and colour into a pretty dismal time, the coronavirus has dampened the way we currently buy, and although loungewear and sweatpants are always a good idea - sometimes it's nice to dream of being able to dress up and go out again... I love the idea of the range repeating that of the 1920's, in terms of partywear and faux fur and if I was to repeat the project, I believe there would be very little I would change in relation to concept. However, if I had the opporunity to do the project again, I would be more inclusive towards sizing. My research discovered Shrimps currently only offer sizes 6 - 14, and with a tight range as it was in terms of units, I wanted to mainly focus on 6 - 14 and ensure there was enough stock to focus on these core sizes - as they are most popular. However, in retrospect, I would've liked to have used the range to bring in larger sizes and create a more inclusive environment for consumers who are 14+.

I believe if this range did go online, it would be successful. The range offers an impressive turnover from initial budget and allows a new target market to be bought in for both brands. It offers a fun online marketing and social media campaign to help with the launch and encourages a family to be built around the range with the hashtag #andothershrimps. I think in the current climate, it is important to look out for one another and build communication - even if only over Instagram. This collaboration will in turn, create loyal customers to both brands, those who are not afraid to express themselves and look for ways to brighten themselves up - even if just by buying clothing!

As previously started, secondary research was key to the project. As the government guidelines left shops closed, I had to conduct my comp shops online, using the likes of Edited & WGSN to guide me. The virtual reality that we as students have found ourselves in has no doubt been difficult and at times, there has been moments where self-motivation has been lacking, or the ability to really organise myself and get out of bed has been difficult. But, I have powered through, somehow (!) and feel really proud of what I have achieved over the past 6 months.

Overall my time at the FRA has really reinforced my passion for the industry I'm about to embark in. I have worked up to this project and as I look back, am amazed I got it done (that Excel sheet was the bane of my life), I have learnt skills from this course which are invaluable, especially in the current climate of having to be adaptable. Although challenging at times, the INP has allowed me to develop skills in Excel and Photoshop, whilst allowing me to think outside the box and prepare me for challenges and opportunities as a BAA. I am so grateful for this course, the friends I have made, the knowledge I  have gained and the teaching and support I have received ... and just like that, I move forwards and start my life as a BAA.

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Finished excel spreadsheet; including range plan, sizing options, online sales etc.

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Shrimps x & Other Stories
House of Sunny x & Other Stories
Ganni x & Other Stories

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Sustainable brand - all these brands present sustainable features. It will be essential that the Collection which I plan for AW21 shows a core concept of sustainability - through packaging, fabrics and transparency.

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Shrimps is a British brand - offering individuality and class.
https://shrimps.com/pages/about

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Escapism: There is an element of a "new nostalgia", felt by the current market; "looking back on past times has risen in importance as people lean on sentimentality to transport them back to happier, simpler times amid the uncertainty that 2020 has brought" (Edited, 2021), this collection offers that.

- Taken from page *

https://app.edited.com/#retail/article/women-retail-tw-trends-for-2021-footwear-accessories-281220

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Shrimps included as top brand for faux fur, amongst other luxury brands; Gucci, Stella McCartney.

https://www.harpersbazaar.com/uk/fashion/what-to-wear/g13042699/best-faux-fur-brands-that-look-luxe/

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Colour Trends for AW 21/22 - Black, Berry accents, Enriched neutrals, Steel Blue, Olive oil, Midnight Brown, Shades of butter, Leaf, Bold Blue Smoked Paprika, Plum Pie, Putty pink tones, dark lichen (WGSN, 2021)

https://www.wgsn.com/fashion/article/89332

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I took so much inspiration from this report - with the sheer blouse and party sweater both being used in my final collection.

https://www.wgsn.com/fashion/article/89791#page6

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Justify your sourcing strategy
Supplier Direct or Landed
Key Performance Indicators
PEST Analysis
SWOT Analysis
Critical Path
Ethical/Sustainable Sourcing
Use of Info Graphics

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Think of more than one country to source from - showcase different countries and what each country offers.

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Collaboration - recyclable plastic packaging. Biodegradable packaging.

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Women's Colours for AW21/22
https://www.wgsn.com/fashion/article/85323#page_1

What colours do I wanna go for? I love the berry tones that WGSN predicts - as well as the green tones. This report helped me build my range - I used core colours suggested as well as dipped into the 'Grounded Nostalgia' colour palette.

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Ganni
Rixo
Brogger
House of Sunny
& Other Stories
The Kooples
Zadig & Voltaire
Stella McCartney
Charlotte Simone
Jakke
Miranda Dunn
Stine Goya

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Recently & Other Stories has collabed with Brogger (£65 - £175) - a similar price point to Shrimps. The Collection allows a new customer for both brands. However - included no outerwear.

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12 pieces in the Brogger & Other Stories Collection. For the & Other Stories + Shrimps Collection, there will be 12 core clothing pieces and 4 accessories; inc. rain hat, necklace, shoes + bag.

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"For the young consumer, a brave-new post COVID world presents further opportunity for expression and escapism" - this younger consumer who this collaboration aims to attract want escapism and wants the ability to get lost and forget about what is currently going on. Fashion offers this, this collaboration will offer this.

https://app.edited.com/#retail/article/teen-retail-tw-trends-for-2021-281220

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Current Product Assortment > Colour Mix. This information helped me build my range and ensure I used colours which were true to the & Other Stories brand - and not too crazy!

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To go into either Selfridges or Harrods Concession - probably Selfridges as identifies a younger, more trendy crowd. Range will go live online as well as in flagship store (Oxford Street).

Exclusivity - just online, flagship and key cities - e.g. Liverpool, Birmingham, etc.

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Statement Blazer - a key piece for the Collection - can be paired with trousers as a suit or with a dresses to give a more casual look.

https://www.wgsn.com/fashion/article/89519#page6

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Taken from Edited - how animal print continues to dominate in prints. Also examines the rise of the zebra print.

https://app.edited.com/#retail/article/women-retail-tw-animal-print-221220

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I included a large majority of the 'Grounded Nostalgia' colours in the & Other Stories x Shrimps Range Plan. This intel was taken from WGSN.

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Colour Wheel for the & Other Stories x Shrimps Collection 

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Colour Wheel for the & Other Stories x Shrimps Collection 

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Made on Piktochart - edited on Photoshop. Colours featured within the Collection, inc. print assortment.

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Importance of Zebra print - trend digesting. Influencers have been seen wearing zebra print - the print will be core to the & Other Stores x Shrimps Collection.
https://app.edited.com/#retail/article/retail-weekly-trending-220121 [28/1/2021]

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A core piece in my Collection; I was so happy with how this jacket turned out. I put so much effort into each CAD - and was super happy with the product development and addition of faux fur to this one!

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The range took me a solid 2 weeks to complete. Although it was a smaller range than my previous range plans, it was so detailed and required a lot of effort! I wanted every tiny detail to be considered - especially as Shrimps is a luxury brand and & Other Stories has tiny details which justifies their higher price points.

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Shrimps identified as an aspirational brand amongst younger consumers. This is great news for this collaboration as it is a brand young consumers *want* to buy, but potentially may not be able to afford to buy. Exactly why a collab will offer the opportunity for them to buy and gain a new customer profile.

> Taken from Edited - picture attached is a direct photoshop from the following page:
https://app.edited.com/#retail/article/teen-retail-tw-trends-for-2021-281220

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Taken from WGSN - emphasising how important sustainability it to the current consumer and how important it is in general.

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Taken from Edited (2021) - current range assortment. This assortment helped me form my range and identify what would be needed in what ratios.

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Animal print continues to dominate in the print sector of fashion.

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Used for dress within the collaboration. The collar detail was key for the AW21 - so I had to include it in my collection.

https://www.wgsn.com/fashion/article/89276

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A growing number of mentions on social media - as you can see from the graph taken from WGSN, word-of-mouth and talking points based around sustainability has risen dramatically from 2017.
https://www.wgsn.com/fashion/article/86153#page_3

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"Soft pleating and unrestrictive silhouettes evolve tailored trousers in line with demand for comfort"

A semi-tailored trouser was added to the Collection with an elasticated waist for max. comfort.

https://www.wgsn.com/fashion/article/90007

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...and my favourite outfit! Combining the zebra jacket with the dress and throwing on some jewellery. I love this look - it perfectly sums up what this Collection is all about, demur, faux fur and fun! The perfect casual attire, but could easily be worn to a special occasion. It was essential this Collection was wearable as that is a key factor to the consumer's purchase in the current climate.

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- UK
- Turkey
- India

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& Other Stories use their Instagram to promote new collaborations coming in. As well as working with influencers to promote their ranges.

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Form attached - signed by me.

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Marketline's PESTEL analysis of the current UK market helped me identify and analysis current problems and opportunities for the retail environment.

https://www.marketline.com/wp-content/uploads/United-Kingdom-Country-Analysis.pdf

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"Stella McCartney has created the world's first faux fur that's *actually* sustainable and the fashion industry just breathed a big sigh of relief" -

https://www.glamourmagazine.co.uk/article/stella-mccartney-faux-fur-sustainable-koba

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"According to The State of Social Media 2021 report, the average person now spends approximately 2.5 hours on social media daily, with that number significantly increasing for teens. Not only are people spending more time online, their digital habits are also changing." Utilising social media in the collaboration will be essential > a free tool which the target audience love.

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A comp shop of & Other Stories and direct competitors; Urban Outfitters, ASOS, Tommy Hilfiger, Massimo Dutti. Information taken from Edited.

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Another comp shop taken from Edited - pricing broken down.

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An amazing designer who is bringing the idea of sustainable sequins to life. https://www.elissabrunato.com/bio_iridescent_sequin.html

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It's essential for the marketing to be interactive; e.g. through conversation on IG, Twitter and Facebook. As we as using multi-media on all channels including website to engage with the consumer. Eye catching, visual content is what Millennials and Gen Z/Y want to see.

https://sproutsocial.com/insights/marketing-to-gen-z/

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For the collaboration, using all platforms and making sure it's a sleek process will make the collaboration a success.

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ASOS's Copenhagen Sustainability plan - worth looking at their promise compared to & Other Stories'

https://www.asosplc.com/corporate-responsibility/our-products/sustainable-sourcing-programme

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Cons and pros of sourcing from India:

https://www.commonobjective.co/article/5-reasons-you-should-look-to-india-for-sustainable-sourcing

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Sits which were helpful to see the pros and cons of specific fabrics:

Polyester: https://www.ultraflexeurope.com/news/the-pros-cons-of-polyester/

Cotton
https://sewport.com/fabrics-directory/cotton-fabric

Viscose
https://www.masterclass.com/articles/fabric-guide-what-is-viscose-understanding-viscose-fabric-and-how-viscose-is-made

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Grazia breaks down & Other Stories' key previous collaborations! With a focus on the new Brogger collab.

https://graziadaily.co.uk/fashion/news/shop-and-other-stories-brogger-collaboration/

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I was so happy with how my excel document *finally* turned out! It was a hefty document and required a great amount of detail. The skills learnt from this have been imperative to my future as a BAA - as there will be times where I'll need to know how to analyse and complete a range plan. I now feel confident in doing so.

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Identified my target customer as well as my current customer. The ACORN Report helped me discover what my customer wants and looks for.

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The UK Tribes website helped me understand the traits of a 'Aspirant' - a category I believe the target consumer for this range falls under.

https://www.uktribes.com/tribe/aspirant

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The mini bag will be a key feature for accessories AW21/22: https://www.wgsn.com/fashion/article/89764

I also think the feature of earrings will be fun for the Collection, as well as mules. All CADS available for AW21 - presenting vintage and retro vibes (20's!)

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YOY end stats
https://www.wgsn.com/fashion/article/89192

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A lengthy business plan - including a weekly planner which was constantly edited and evaluated.

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Level 4 Diploma Business Plan - Daisy Brook

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This was used for the glitz blouse - a soft bow. It was deemed that soft bow structures would be in for AW21.

https://www.wgsn.com/fashion/article/90002#page2

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Key things to consider when marketing to Gen Z - important for the marketing strategy.

https://www.campaignmonitor.com/resources/guides/guide-to-gen-z-marketing-2019/

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What's important for Gen Z consumers.

https://www.thedrum.com/opinion/2020/01/24/marketing-millennials-and-generation-z-things-are-changing

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The rain hat - a fun add on to the Collection. I enjoyed making the zebra rain hat as it was both functional and on trend.

https://www.wgsn.com/fashion/article/89179#page17

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I took a huge amount of inspiration from this report. Alongside my knowledge already of the Shrimps brand, the report endorses my current plans for the range.

https://www.wgsn.com/fashion/article/87634

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"Cardigans eat into the jumper share of the knit mix and show higher FP sellouts (20% vs 16% UK, 13% vs 12% US, 20% vs 14% DE). Social media mentions of the #cardigan show sustained YoY growth (+20% 2018, +23% 2019 and +28% in December 2020)."

The cardigan within the collaboration will be a best seller - especially with its YOY ^.

https://media.wgsn.com/fo_image_store/boards/90070/Buyers__Debrief__Womenswear_A_W_20_21.pdf?_fsi=zNHJNlKa

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When thinking about pricing for the Collection, it was important to find out what a normal luxury brand marks up - so I could weigh this in when I thought about pricing.

https://www.permanentstyle.com/2014/12/luxury-profit-margins.html