Task  2  FMP  Project  Plan  

 Georgie  Marsters  

Personal development rationale

•  My  aim  and  objectives  for  this  project  are  that  I  want  to  create  an  exclusive  swimwear/holiday  collection  aimed  at  students  within  all  Zara  stores.  Although  they  already  have  a  small  swimwear  collection  I  feel  like  it  is  very  limited  and  I  think  there  is  a  real  gap  in  the  market  for  my  idea  to  work.    

•  I  have  chosen  to  target  students  for  my  range  because  I  think  there  is  a  real  opportunity  for  Zara  to  appeal  to  a  mass  market  of  students  by  providing  them  with  good  quality  products  at  a  reasonable  and  affordable  price.    

•  From  my  own  personal  experience  when  shopping  at  Zara  I  have  always  found  that  their  holiday  range  is  limited  especially  in  swimwear,  therefore  I  want  students  to  be  able  to  relate  to  my  holiday  range  and  to  buy  products  within  the  collection.  

•  I  plan  on  progressing  my  personal  and  professional  development  aspirations  by  conducting  a  large  amount  of  primary  and  secondary  research  so  that  I  gather  a  deep  understanding  of  the  range  I  want  to  build.

Resources Needed

-­‐ Photoshop  

-­‐ WGSN  

-­‐ Zara  &  Competitors  websites    

-­‐ MAC  (  Word,  Excel,  PowerPoint  etc.)  

-­‐ Camera  

-­‐ Internet  access  

Consultations

•  To  help  validate  my  project  and  uphold  industry  standards.  I  plan  on  consulting  my  colleagues  in  work  for  help  and  advice  to  develop  my  project  further  as  they  are  of  similar  age  to  my  targeted  market  for  my  range  which  will  be  benePicial  as  they  can  relate  to  the  product.  

•  I  will  ask  for  feedback  from  family  and  friends.  

•  I  will  ask  for  advice  from  people  that  I  know  who  currently  work  in  the  retail  industry  and  could  potentially  give  me  some  helpful  guidance  on  my  project.    

Skills

Skills  to  improve  on:  

•  Photoshop  

•  Creating  mood  boards/ranges  in  a  professional  way  

•  Excel-­‐  spreadsheets/WISSI  

 

Skills  to  utilize:  

•  WGSN  

•  MAC  (  Word,  Excel,  PowerPoint  etc.)  

•  Trend  research  

Processes and Practices

•  Primary/secondary  research:    

•  Trend  research  

•  Brand  research,    

•  Comparative  shop  

•  Directional  shop  

•  Customer  proPile  

•  SWOT analysis

•  Mood board/range plan

•  Financial spreadsheet

•  WISSI

Days     Action     Info  

Monday  11th  of  May     Complete  project  plan   Completed  

Tuesday  12th  of  May     SWOT  analysis,  brand  research,  customer  proPile,  rationale   Completed  

Wednesday  13th  of  May     Comparative  shop    Finish  

Monday  18th  of  May     Directional  shop   Finish  

Tuesday  19th  of  May     Trend  research   Completed    

Wednesday  20th  of  May     Trend  research   Completed    

May  Half  term     Finish  any  outstanding  work  that  should  already  be  completed   Completed  

Monday  1st  of  June     Make  a  start  on  mood  boards   Finish  

Tuesday  2nd  of  June     Finish  mood  boards   Completed    

Wednesday  3rd  of  June     Start  range  plan   Finish  

Monday  8th  of  June     Finish  range  plan   Finish  

Tuesday  9th  of  June     Written  range  plan   Complete  next  week  

Wednesday  10th  of  June     Financial  spreadsheet   -­‐  

Monday  15th  of  June     WISSI   -­‐  

Tuesday  16th  of  June     DEADLINE     -­‐  

Action Plan

Project Rationale •  I  have  chosen  to  create  this  range  because  I  really  feel  that  I  can  relate  to  it  in  terms  of  target  market  and  demographic.    

 •  I  also  wanted  to  create  a  suitable  range  for  the  young  fashion  customers  that  is  strong  and  unique,  but  also  to  try  something  different  that  Zara  don’t  already  do/specialise  in.    

 •  The  reason  I’ve  chosen  to  create  a  swimwear/holiday  collection  is  because  I  want  to  excite  students  who  

may  be  going  away  on  holiday  this  year  to  places  like  Ibiza.  I  want  to  be  able  to  provide  them  with  outPit  options  to  wear  during  their  holiday  and  to  prevent  them  from  getting  stressed  about  buying  holiday  clothes.    

 •  I  intend  to  create  a  practical  yet  fashionable  range  for  my  target  market.  

•  This  project  will  aid  my  personal  development  by  strengthening  the  skills  that  I  have  learnt  over  the  duration  of  the  course.  

Identification of potential risks and contingencies

•  I  will  have  to  create  my  mood  boards  and  range  plans  throughout  college  hours  due  to  not  having  Photoshop  at  home.  Therefore  I  will  have  to  utilise  my  time  in  college  to  get  these  completed  to  avoid  falling  behind.  

 •  When  researching  trends  I  will  use  the  website  WGSN,  however  this  is  only  accessible  when  using  college  computers.  Therefore  I  will  have  to  complete  the  trend  research  during  college  hours.    

 •  Could  lose  work  due  to  saving  issues,  to  avoid  this  I  will  save  all  my  work  onto  a  USB  stick  to  

ensure  that  all  my  work  is  saved  safely.    

Industry collaborations

During  my  two  week  work  placement  I  got  given  numerous  tasks  to  do  however  the  tasks  that  I  completed  which  will  help  me  to  complete  my  FMP  were;  Critical  path  and  comparative  shop.  I  was  asked  to  Pill  in  sections  to  update  the  critical  path  so  that  it  was  easy  to  see  where  the  suppliers  were  up  to  and  if  the  lead  times  were  accurate.  This  will  help  me  when  it  comes  to  creating  my  own  critical  path  for  this  project  as  I  have  had  the  opportunity  to  look  and  to  use  a  critical  path  that  is  existent.        I  Created  a  comparative  shop  for  Biba  which  is  a  designer  brand  that  House  of  Fraser  stock,  I  had  to  visit  Selfridges  to  look  at  Biba’s  competitors  such  as  Ted  Baker,  Karen  Millen,  Zara  and  French  Connection.  I  then  had  to  take  photos  of  garments  that  I  thought  would  suit  Biba’s  range  and  target  market.  With  the  images  that  I  had  taken  on  the  comp  shop  I  uploaded  them  and  created  a  comp  shop  on  PowerPoint  which  enabled  Biba  to  see  new  products  that  their  competitors  had  recently  released.  I  found  this  task  really  benePicial  because  I  had  the  opportunity  to  use  the  knowledge  that  I  have  learnt  over  the  duration  of  the  year  and  got  to  put  it  to  use  when  completing  this  task.    

Rationale I  decided  to  choose  Zara  as  my  chosen  store  for  my  FMP  because  I  realised  that  there  was  a  niche  in  the  market  for  my  idea  to  become  successful.  I  also  really  enjoy  purchasing  products  from  Zara  as  I  am  an  avid  shopper  and  love  the  products  they  sell.    

I  chose  to  do  a  swimwear/holiday  collection  as  I  am  going  away  to  Ibiza  in  the  summer  and  have  really  struggled  to  Pind  a  retailer  that  has  a  strong  enough  holiday  collection  to  satisfy  my  needs  and  wants.  Consequently  I  found  that  if  I  release  a  unique  swimwear/holiday  collection  into  Zara’s  stores  it’s  likely  to  succeed  due  to  competitors  also  providing  a  limited  selection  of  swimwear.    I  want  to  provide  my  target  market  with  a  selection  of  key  items  that  will  excite  them  for  their  holidays  next  summer  and  will  encourage  them  to  become  a  passionate  shopper  for  Zara.    

I  have  chosen  to  target  students  for  my  range  as  I  think  there  is  a  real  opportunity  for  Zara  to  appeal  to  a  mass  market  of  students  by  providing  them  with  good  quality  products  at  affordable  and  reasonable  prices.    

I  have  done  some  primary  and  secondary  research  such  as  comp/directional  shops  to  identify  what  the  other  competitors  are  selling  and  the  prices  that  consumers  are  willing  to  pay.  I  have  also  researched  the  latest  trends  and  what’s  going  to  be  in  next  season.  I  looked  at  two  different  catwalk  trends,  which  were  held  in  Sydney  and  Sao  Paulo.  Both  of  which  identiPied  key  trends  for  the  forth-­‐coming  season  such  as  1990’s  Colour  Block,  Sports  Goth,  Creative  Cutaway,  Modern  Aztec  and  many  more.    

I  chose  to  look  at  two  key  trends;  Soft  Pop  and  Eco  active,  which  gave  me  an  insight  into  key  shapes  and  colours  and  allowed  me  to  identify  what  I  want  in  my  range.  It  also  enabled  me  to  see  key  items  that  I  should  incorporate  into  my  S/S  16  range.    I  chose  these  two  trends  because  I  thought  they  suited  my  demographic  correctly  and  Pitted  in  with  my  target  market.