Evidence: The gap in the market, the current product offering consists of pyjamas and sleepwear.

Aim to find pain points in period market through market research that limits demand.

e.g

Comfort: the fold over rather elastic band

Durability and Flexibility.

Combine: Combine fashionable with functionality by integrating adjustable waistbands or fold over waist bands to reduce irritation post-surgery.

Adapt: Adapt the post surgery collection by including features of Next's loungewear range such as their temperature regulating fabrics and most popular loungewear styes.

Modify: Modify the original designs of Next's loungewear for easier dressing and undressing post-surgery.

Put to another use: Utilize Next's fabrics as they are known for their signature quality.

Eliminate: Eliminate any design elements that could cause any discomfort such as tight waistbands or rough fabrics.

Reverse: Focus less on using on usual designs of loungewear to allow focus on comfort.

Inductive- Started with a observation and used qualitative data to come up with my outcome.

Case Study: Created in-depth research on a specific topic- endometriosis.

Multi Method: Used 2 or more research methods to gain better understanding of two target markets.

Longitudinal: Looked over long period of time as endometriosis has only gained awareness in recent years.

Interview, Surveys and Questionnaires

Conduct Market Research

Perform market research into current period market and understand the pain points that limit demand to understand what consumers want from post surgery clothing

Produce findings via a report this will include quantitate and qualitative data

In order to complete by Week 4 this will require 10 hours a week

The purpose of this is to the fill the gap in market and discover consumer needs and wants.

The lack of awareness and education on Endometriosis despite 1 in 10 women having in UK.

Range of Core Solutions:

• Partnership with Endometriosis UK Charity: Provided more funding for Endometriosis as its one of the most under researched condition on the NHS and provides research and support for people who suffer or people who want to know more.

• Range with Next: To create comfortable but stylish loungewear for people post surgery. Use materials that are breathable, leak proof but still use high quality materials to look fashionable. Some of the proceedings will go directly to Endometriosis UK as current diagnosis wait time is between 8-10 years.

• Subscription Service: To provide women with period product service which is flexible and be tailored to their specific wants e.g absorbability.

  
  

  Stakeholders:

• Consumers

• Patients

• Medical Professionals

• Marketers

• Charities

• Suppliers/ Manufacturers

  
  

Those that use Celliant are able to use it as a springboard for promoting health and wellness features in products where these benefits wouldn’t ordinarily be available.

In a post-pandemic environment, there is a renewed focus and attention on wellness, and products that promote a healthy lifestyle are in demand. Celliant is arguably the easiest point of entry into light therapy, because the user can receive the benefits simply by being in, on or next to the products that contain it.

Been used for special projects for brands such as Palm Angels, Calvin Klein and Levi’s.

Sustainable element: Leveraging its proprietary regeneration technology, Repreve has transformed more than 35 billion plastic bottles into recycled fibre that delivers enhanced comfort, great performance and superior durability.

Some examples:

• 10% of women world wide have endometriosis - that’s 176 million worldwide ((‘Endometriosis Facts and Figures | Endometriosis UK’ 2024).

• On average it takes 8 years 10 months from the first GP visit to get a diagnosis (Endometriosis UK Diagnosis Report, 2024)

One of the most notable trends in 2024 is the shift from merely talking about sustainability to taking more actionable steps. Brands are investing in innovative materials, such as bio-based and recycled fibers, and are exploring circular economy models, including resale, rental, and recycling initiatives. These efforts aim to reduce waste and lower the carbon footprint of fashion production. The push for transparency in supply chains is also gaining traction, with companies more frequently disclosing information about their sourcing, manufacturing processes, and labor practices.

This could be because of new sustainability initiatives such as:

• California SB 253 - Large companies in California are now required to report on Scope 3 emissions.

• New York Fashion Sustainability and Social Accountability Act- Fashion brands in New York will be required to report on their impacts.

• Waste Frame Directive- This EU law required brands to pay for the disposal of their life and the end of their cycle.

• Waste Shipment Regulation- aims to promote recycling in Europe but prevent shipment of waste to Global South.

Despite these positive developments, the report underscores that the pace of change is not yet sufficient to meet global climate targets or to address the vast environmental and social impacts of the fashion industry. Fast fashion remains a dominant force, with the continued emphasis on rapid production and over-consumption.

Identified:

The message " CHRISTMAS" is bigger than next to get the point across

The message needs to have the same spacing as the Next writing does

Can incorporate color for the endometriosis as they do differ from the sophisticated balck logo to show support for social issues.

6 Weights 158 Glyphs

Adobe illustrator has Gill Sands which is the closet font.

Complete a detailed analysis of the loungewear range using the SCAMPER model (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse) and the Blue Ocean Strategy to identify unique value propositions and innovative design elements.

Identify at least 5 actionable insights from the SCAMPER

Allocate dedicated research and analysis time each week, using fashion reports, market trends analysis and trends on WGSN

Allocate dedicated research and analysis time each week, using fashion reports, sustainability reports, EDI resources and research into competitive and market analysis.

This analysis will provide strategic direction for

differentiating the loungewear range in a competitive market, ensuring the collection meets unmet consumer needs and opens up new market opportunities.

Complete by Week 3 but incorporate into report by Week 8.

Complete the development of the Research Onion framework for the loungewear range report

Identify each layer including research philosophy, approaches, strategies, choices, time horizons, and techniques/procedures.

Provide a detailed description of at least one method or strategy selected for each layer.

Ensure all intended methodologies that I use make sure they are incorporated into the research onion.

The Research Onion is essential for structuring the research methodology, ensuring a organized approach to gathering data and research.

Complete the entire Research Onion , including it being incorporated into report under methodology with a diagram and table explaining layers by the end of week 11.

Organize and conduct interview, surveys and focus groups with women who have undergone surgery for endometriosis to understand their loungewear preferences and needs.

Conduct at least 2 in-depth interviews with a minimum of 2 participants and 2 focus groups with a minimum of 4 participants each. Complete 2 surveys with a minimum of 65 respondents.

Use social media and family and friends to find participants.

To gain insights into target market so loungewear range collection can cater towards endometriosis suffers.

Complete by Week 10 in time to incorporate into presentation.

Arrange and conduct a structured interview with a Next sales assistant to gather insights on consumer preferences, popular loungewear styles, and the typical Next customer profile.

Prepare 10 questions, try to conduct the interview, and document the key findings. Ensure that the interview provides at least 3 insights that can be directly applied to the loungewear range strategy.

Coordinate with the Next sales assistant to schedule the interview.

The interview will provide valuable consumer insights into needs and preferences.

Complete the interview, including preparation, conduction, and findings, by the end of week 9 to put into presentation

Begin drafting the report by focusing on the Results and Findings section, which will detail the findings of the primary and secondary research conducted for the loungewear range.

Write at least 1,500 words for the Results and Findings using graphs and ensuring consent forms and appropriate links are in appendices.

Allocate times over the next two weeks to focus exclusively on the Results and Findings section.

Starting with results and findings will help with discussion section of report which is all about the range. All the research and findings is what will influence the ranges outcomes e.g fabrics, colors, marketing strategies.

Complete the first draft of the Results and Findings section by the end of week 10 ready for the presentation.

Create a contents page to follow business report structure. This includes: Literature Review, Methodology, Results and Findings, Discussion, Recommendations, and Conclusion.

This serves as plan or road map for writing the report.

Consistently over next for weeks follow the structure and refine it to make sure all ideas fit in.

A well-structured report is essential for the overall success of business report.

Complete report by week 10.

Create initial Cads for the robe, fold-over trousers, oversized hoodie, tie jumpsuit, and tie dress, incorporating insights from market and primary research.

Develop all Cads for the "necessities" and the "basics" with tech packs

Work with tutors for any help with Cads.

To produce a final collection that aligns with the needs and preferences identified during research and tech packs which explain the detail of each product and why it meets the needs and preferences of the consumer.

Complete all cads by Week 10.

Create the Executive Summary for the business report on the loungewear range, summarizing the key points such as the purpose of the research, methodology, main findings, and background.

Write a Executive Summary of approximately 400-500 words that effectively encapsulates the entire report.

Allocate focused writing sessions. over the next week to develop the Executive Summary.

The Executive Summary is crucial for both the report and the presentation.

Complete by end of week 10.

Finalize the presentation for the loungewear range report, ensuring it effectively communicates the key findings, recommendations, and background behind the project ready for hand in.

Develop a presentation with at least 25 well-designed slides, covering all major points of the report.

Set aside time all week to practice and ensure image references and everything is up to date.

The presentation should be well-preapred and presented confident to execute the passion behind the idea.

Complete by end of week on Friday as this is hand in day.

Complete any remaining sections of the report.

Finish writing any unfinished sections and read through whole report ensuring it fits in with word count. Check and update at least 100% of the references and bibliography entries to ensure they are complete.

Allocate all week to reading the report and checking for spelling and grammar.

This goal supports the completion of the report to a high standard ensuring all the hard work has paid off.

Complete by end of week ready for submission.

To ensure my background and connection is communicated authentically in presentation and report.

To convey effectively the problem: the gap in the market and the solution: A brand extension with Next for a loungewear for ladies with endometriosis post-surgery.

She would suggest clothing is loose fitting, specifically around the waist and abdomen. Waist bands should avoid the common incision sites – umbilicus (belly button), around or just above knicker line. Soft materials, like cotton would also be comfortable, many feel discomfort and bloat following surgery and are looking for comfort. Elasticated waist bands will also be good as the abdomen will be distended/swollen after surgery so clothing should be stretchy, this bloat can last a few weeks, so having clothes which move with your body is helpful. Avoid things like buttons, tassels, zips etc that could catch wound sites.

As an additional, there can be some vaginal bleeding after surgery and many will have orange or bright coloured antiseptic put on them before surgery (you are then told not to wet the incision site for 24-48 hours so the orange stays on your body and may stain clothes), I am unsure if this could play into the colour choices you may want to choose from.

I’ve also found this post on our Health Unlocked Forum where a member is talking about wearing maternity clothes post-surgery, the comments have a lot of feedback from people discussing what they liked to wear post-op and what felt comfortable for them: Maternity clothes?: I'm having my next lap... - Endometriosis UK (healthunlocked.com).

The report discusses how the fashion industry has been effective in increasing inclusivity and diversity in campaigns and cat walks but have failed in the workplace. Some of the findings of the report found:

• 9% of executive teams are people of colour

• Those in power do not think there is a issue where members of diverse groups who work in industry do

• 39% of executive teams are women

• A diverse workforce improves decision-making up 87% of the time

• The top quartile in companies in terms of female and ethnically diverse representation are 39% more likely to financially out perform.

The report calls for a more authentic and sustained approach to DEI, urging companies to adopt practices that foster genuine inclusion and equity.

The report discusses how the fashion industry has been effective in increasing inclusivity and diversity in campaigns and cat walks but have failed in the workplace. Some of the findings of the report found:

• 9% of executive teams are people of colour

• Those in power do not think there is a issue where members of diverse groups who work in industry do

• 39% of executive teams are women

• A diverse workforce improves decision-making up 87% of the time

• The top quartile in companies in terms of female and ethnically diverse representation are 39% more likely to financially out perform.

The report calls for a more authentic and sustained approach to DEI, urging companies to adopt practices that foster genuine inclusion and equity.

Fashion remains one of the most polluting industries with fossil fuels burned at every stage of production. However, our report finds that despite the escalating climate crisis, big brands’ reduction targets are not ambitious enough to meet the global goal of limiting temperature rise to 1.5°C above pre-industrial levels.

Overall Score:

The average score of 250 of the world’s largest fashion brands
creeps up by 2 percentage points to just 26%.
For the first time in 2023, two brands scored 80% or higher.
However, 70 out of 250 brands (28%) still score in the 0-10%
range.

The Luxury Sector:

More luxury brands than ever are disclosing their factory lists.
A luxury brand is among the top scoring brands for the first time, with
an overall average score of 80%.
Five luxury brands saw the biggest increase in their score,
compared to last year, by up to 21%.

Supply Chain Traceability:

For the first time, more than half (52%) of major fashion brands
disclosed their first-tier supplier lists.
The overall average score in the Traceability section, however, is 23%
with nearly half (45%) of brands telling us little to nothing, scoring
just 0-1% overall in this section.

WASTE & OVERPRODUCTION:

88% of major fashion brands still do not disclose their annual
production volumes, obscuring the scale and truth of
overproduction.
99% of brands do not disclose a commitment to reduce the
number of new items they produce.

THE CLIMATE CRISIS:

Only 9% of major fashion brands share what actions they are
taking to support their suppliers to switch to renewable energy.
94% of brands still don’t tell us what fuel is used in the
manufacturing of their clothes.
Only 2 out of 250 brands have shared a commitment to degrowth
at a time when the industry desperately needs to slow down and scale
back.

SOURCING MATERIALS:

51% of major fashion brands publish targets on sustainable materials
yet only 44% define what they mean by ‘sustainable’.
Just 42% of brands disclose progress against these targets.
Only 29% of brands disclose the breakdown of fibres sourced
annually.

Their sustainability initiatives:

• Harrods has had a 2.4% reduction in Scope 1 and 2 greenhouse gas emissions from 2022's level.

• installation of solar panels at Thames Valley distribution centre, making up 41% of
  the overall facility’s annual power requirement.

• The launch of the
  Harrods beauty recycling scheme.

• the introduction of the
  Community Pillar strategy which aims to empower global
  communities by working with charity partners.

Report demonstrates Harrod's shows some milestones that Harrods have achieved in sustainability commitments but they still have more to do in the future.

Substantive Learning Outcome:

A substantive learning objective focuses on deepening your knowledge of a particular topic, theory, or concept. This objective is not merely about learning facts or processes but about gaining a profound understanding that can lead to rethinking or enhancing existing concepts or models.

My Reflection:

Reflecting on my work and performance, I can see significant growth in both my understanding and application of key concepts. For example, understanding Maslow's Hierarchy of Needs allowed me to design loungewear that catered to both the physical comfort and psychological empowerment of the target audience as clothing is a basic human need in order to survive. Similarly, by using the Social Identity theory I was able to create a loungewear range that could foster a sense of community among a group that share the same experience.

The process also involved rethinking the traditional loungewear and adapting it to cater to the needs of women post-surgery. This involved the fabrics, strategically placing the hems and thinking about underlays on zips to avoid irritation.

Processual skills and concepts reflect on problems and solutions implementing techniques, concepts and models.

My reflection:

One significant challenge was creating the loungewear to be comfortable whilst remaining fashionable and empowering. However, the SCAMPER model came essential in refining the product concept. By reimagining each aspect of the loungewear, I was able to create a loungewear range that was still true to Next's signature style but adapted it to be more supportive of women post-surgery. However, balancing the sustainability goals with the practicalities and supportive needs of the loungewear range proved difficult. To address this I incorporated materials such as viscose and organic cotton as Next has vowed to import these from responsible sources by 2025.

Additionally, another challenge I faced was the difficulty in obtaining responses to my surveys and for Next employees to take the time to respond to me about setting up a interview or answering questions via email. To overcome this, I decided to connect with employees via Linkedin where I finally engaged with a employee. I also posted my survey into a facebook group chat and got my specialist to pass round my survey which allowed me to reach a larger audience.

This type of learning focuses on the way knowledge is generated from data. The focus is on the way in which research is undertaken by using methodological skills and processes.

My Reflection:

Throughout the process of developing the loungewear range, I gained significant knowledge from the data collected which improved my methodological skills. The data I generated from surveys and interviews provided invaluable insights into consumer preferences, particularly in relation to the needs of women recovering from endometriosis surgery. This data helped shape the design, materials, and overall concept of the loungewear range, ensuring it was both functional and empowering.

From a methodological perspective, I developed a deeper understanding of both quantitative and qualitative research techniques. The use of surveys allowed me to gather a broad range of data quickly, while interviews provided more in-depth insights into consumer experiences and needs. This combination of methods enriched the data and enabled me to approach my research and findings from multiple angles, ensuring a comprehensive understanding of the target market.

In terms of process, I learned the importance of flexibility and adaptability in research. When faced with challenges, such as low response rates, I had to think creatively and find alternative ways to gather the necessary information. This experience has not only strengthened my research skills but also my ability to navigate obstacles and remain focused on the end goal.

The focus is mainly on self-knowledge, expanding your thinking and reflective abilities to understand your own learning and actions.

Personal Journey:

Reflecting on my actions also helped me identify areas for personal growth. I realized the importance of adaptability and the value of seeking feedback from others to refine my ideas and approaches. For instance, I was set on using linen for the range due to its stylishness and sophistication however I soon realized when it wasn't popular. I realized fabrics like cotton would be more suitable as they are lighter and more soft. This self-awareness has made me more open to constructive criticism and more willing to adjust my methods when necessary.

Exploratory Research:

Purpose:
To explore a problem or phenomenon when there is little or no existing information available.

It aims to gain insights, discover new ideas, and formulate hypotheses for further research.

Methods:
Qualitative techniques such as interviews, focus groups, and literature reviews.

As my FMP involved creating a loungewear range tailored for women with endometriosis post-surgery, an exploratory research approach was taken. This strategy allows for gathering insights about the specific needs and preferences of my target demographic, understanding the gap in the market, and exploring new product ideas that align with the emotional and physical needs of women post-surgery.

Laparoscopy is the gold standard in both diagnosing and managing endometriotic lesions and implants.

Laparoscopy is the mainstay of surgical intervention due to decreased postoperative recovery time, pain and infection rates showing the need for post-surgery loungewear.

• Healthcare Policies: Governments are increasingly focusing on women's health issues, which can drive support and funding for initiatives related to conditions like endometriosis. For instance, the new Labour Government vows to improve women's health facilities and cut NHS waiting list times. This may result in positive public opinion and potential subsidies or support for related products.

• Data Protection: Governments worldwide are increasingly concerned about user data privacy, leading to stricter regulations like GDPR in Europe. Next must ensure they have suitable forms of protection and comply with these rules.

• Tariffs and trade restrictions between major markets could affect Next's operational costs.

Economic Factors:

• Consumer Spending Power: Economic conditions, including inflation and employment rates, affect disposable income. During economic downturns, consumers may prioritize essential over specialized clothing.

• Cost of Raw Materials: Fluctuations in the price of textiles and other materials used in loungewear can impact pricing strategies and profit margins.

• Healthcare Costs: High healthcare costs can reduce disposable income, potentially limiting spending on specialized loungewear.

Social Factors

• Awareness of Endometriosis: Increasing awareness and understanding of endometriosis can drive demand for products tailored to post-surgery recovery.

• Lifestyle Changes: A growing trend towards comfort and wellness, especially during and after the pandemic, has increased demand for loungewear.

• Demographic Trends: An aging population and higher rates of diagnosis in younger women can expand the target market for this specialized product.

Technological Factors

• Advancements in Fabric Technology: Innovations in breathable, hypoallergenic fabrics.

• E-commerce Growth: The rise of online shopping allows for wider reach and accessibility. Leveraging digital marketing and online retail platforms can boost sales.

Legal Factors

• Health and Safety Legislation: Compliance with health and safety laws.

• Advertising Standards: Adherence to advertising regulations, especially concerning health-related claims, ensures truthful representation and not misleading.

Environmental Factors

• Sustainable Materials: Growing consumer preference for sustainable and eco-friendly products means incorporating organic materials can enhance brand reputation.

• Environmental Regulations: Compliance with environmental laws related to manufacturing processes and waste management is necessary. Stricter regulations could increase costs.

• Climate Change: Changes in climate can affect the availability and cost of natural fibres used in loungewear. Additionally, extreme weather events can disrupt supply chains.

The top risk most likely to present a material crisis on a global scale in 2024 is extreme weather.

However, GRPS respondents disagree about the urgency of environmental risks, in particular they believe Biodiversity loss and ecosystem collapse and Critical change to Earth systems. Younger respondents tend to rank these risks far more highly over the two-year period compared to older age groups,

"It balances its origins in naval utility with a modern appeal of sophistication, making it a versatile color that has withstood the test of time. Navy blue continues to be revered for its depth and versatility, bridging the gap between tradition and contemporary design."

Coral orange- As a color, coral symbolizes acceptance, warmth, positivity, and individuality. The color is known to seek to uplift others with its comfort, yet organic and natural essence.

​A zipper underlay is a separate add-on that not only increases comfort but also provides a cleaner look on the inside of the garment which is perfect for post-surgery.

Weaknesses: Niche Market Awareness and education Sustainability

Opportunities: Growing Awareness Health and Wellness Trends Technology advancements Extending the range

Threats: Consumer Preferences Supply Chain Disruptions Economic Downturns Competition

LITTLE, T. 2018. The Future of Fashion: Understanding Sustainability in the Fashion Industry. New Degree Press. Available at: https://books.google.co.uk/books?id=Yqg1uwEACAAJ.‌

‘THE UK FASHION DEI REPORT’. 2024. [online]. Available at: https://www.theoutsidersperspective.org/report [accessed 13 Aug 2024].

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JOHNSON, Neil P et al. 2017. ‘World Endometriosis Society Consensus on the Classification of Endometriosis’. Human Reproduction 32(2), 315–24.

This shows why there is hope for the fashion industry as this conscious consumer is demand change in the fashion industry.

The necessary shift in the way our society consumes fashion has driven advanced technology in order to cultivate better practices.

Tyler demonstrates how the fashion industry is contributing towards the sustainability crisis but also paints a positive picture as companies are now using innovative technology which can contribute to a wider cause and how the consumer can help as well.