Alex Birkenshaw Final BM book

WhistlesTrousersRangeSS17
1
Whistles
SS17 Trousers Range
By Alexandra Birkenshaw

2
Brand Introduction
6-7 Background
8-9 Diversion
Previous Collections
12-13 SS14
14-15 SS15
16-17 Advertising approach
18-19 Muses
Market Position
22-23 Competition
24-27 Primary Research on Whistles
28-29 Primary Research on Reiss
30-31 Primary Research on Cos
32-33 Like for Like products
34-39 Comparing Products
The consumer
42-43 The New focus consumer
44-45 The Common consumer
46-47 The Key piece Directional consumer
Contents page
Creative Outlook
50-51 The Trend
52-53 The Collaboration
54-55 Our big diversion
56-57 Trend Direction
58-63 Catwalk Influences
64-67 Social Media
66-67 Street Style
68-69 Key Shapes
70-71 The colour palette
72-73 Aethetic Details
74-75 Print
The Range
76-77 The Final range
78-89 Critical paths
90-93 Outfit Builds
In Store Layout
96-99 Details
100-101 Mock Instore layout
102-103 Phasing into store.

4
Brand Introduction

6
Whistles
Whistles is a contemporary fashion brand founded in 1976 by Lucille Lew-
in which has now expanded to 121 stores world wide. The location of the
stores are planned according to their consumer, being predominantly situat-
ed in big cities and wealthy towns such as Amersham High street.
“Its first store pioneered many new labels and designers in London for the
first time, launching John Galliano, Dries Van Noten and Jean Paul Gaultier
to name a few. (Whistles Online 2001)
The brand is led by CEO Jane Shepherdson, previously
brand director at Topshop and known as one of the most
influential women in British high street fashion. This
makes it interesting that she has moved out of fast fash-
ion into a more sustainable retail environment. The brand
describe themselves as “encapsulating an intelligent sense
of design with timeless and luxurious pieces. Collections
are modern and laid back with an attention to detail and
quality”. It has been claimed that since Jane’s ownership
the brand has changed for the better, it is certain that it
has changed, but has this change made them more profit-
able and sucessful?

7
Whistles has been seen to evolve over time, particularly
since the financial crisis in 2008, but since the new CEO
joined Whistles has a very clear and undeniable brand identi-
ty and direction. The brand takes inspiration from contempo-
rary influences such as exhibitions, architecture and trend
activity. Whistles looks to high-end catwalks for direction
from names such as Celine, Givenchy and Chloe. Despite fol-
lowing these paths all products meet a certain criterion of
having a clean, high quality look. In 2014 Whistles launched
it men’s collection, providing contemporary design with mod-
ern utility. Whistles menswear is an edited collection that is
both considered and versatile, combining understated looks
with refined styling; produced to be relevant for work and
leisure in the knowledge that what separates those worlds
is becoming less defined. Time will tell if the expansion into
menswear was a positive strategic move.

8
Big Diversion for Whistles
Whistles have a huge opportunity on their hands, since the rebranding of
the label and a clear shift in the customer to an intelligent, quietly gor-
geous and effortlessly fashionable consumer, Whistles heritage has lost
out. Why not have the best of both worlds? Whistles previous consumer
still exists! She is a middle England woman, desperate for something that
flatters her figure that she is self conscious of, she doesn’t have much
spare time on her hands and wants fast easy shopping. This is why Whis-
tles can benefit from reaching out to this consumer group. Cos are a good
example of this, they entice the young and the old, maybe this is a way
Whistles can create a larger market.

9
In 2012 at a time when Marks & Spencer announced a 6.8% drop in general sales, Whistles began to quietly flourish. The
brand announced that it had brought back the majority of its shares from the Icelandic government a move which underlined
its growing strength.
Whistles had been independent since 2008 since parting ways from the retail group Mosaic at which point they were de-
scribed as going “from strength to strength”. Sales were up 13% in 2011 and there was “consistent double digit like for like
sales growth”. In the same year, according to a company statement. Whistles was also the bestselling premium high street
brand on Asos. It had been part-owned by the Icelandic government since the banking crises of 2008, when shares owned by
the collapsed bank Glitnir were transferred to its ownership. Now Reykjavik owns less than 10% of the retailer after buy-back
funds were raised from existing Whistles shareholders. European and American expansion is a key part of the company’s fu-
ture strategy, with 20 more UK-wide stores planned for the next two years.
This success is largely due to Jane Shepherdson, chief executive at Whistles. The CEO ultimately makes the final decisions re-
garding the direction of the brand so it is important to analysise their personal carear paths to understand their vision. Jane
has been brand director at Topshop for 8 years,Topshop is a fast fashion brand with a lower age bracket than Whistles mak-
ing the move quite a surprising one.
She moved to Whistles in 2008 bringing a large part of her team with her. As Shepherdson herself says, “there were frills,
bows, extra buttons... quite fussy. I needed to change the brand. It was quite a risky thing to do but it wasn’t an aesthetic that
we understood.”
“Since then, the clothes have gradually gained a recognisable slickness. Classic shift dresses in vibrant prints, tailored sports-
wear pieces and suiting that looks cool rather than conventional is now Whistles’ fare.” Stacey Duguid, Elle’s executive fashion
editor, calls Shepherdson “the Phoebe Philo of the high street”, comparing the understated mood of Whistles clothing to that
of the Celine designer. This, says Duguid, appeals to a savvy customer. “The Whistles woman is urban,” she says. “She wants
to look a little different without being glaringly obvious or looking like she’s trying too hard.”
Whistles progression was slow and thus unoticeable at the time, Caren Downie, womenswear director at Asos, credits “the
quality of the product and strong fashion handwriting” as integral to its success. “You didn’t notice any massive changes,”
adds Graeme Moran, junior fashion editor at Drapers. “It was very gradual and subtle.”
Since Whistles has become more directional than commercial the consumer the brand owes their initial success to has been
somewhat left out. The middle England woman needs to be brought back in, the frills and bows and so on are what made Whis-
tles in the first place. This consumer feels uncomfortable to come in to store more recently. “I feel I can’t buy anything that
compliments my figure in Whistles anymore”. “I have always loved the quality of Whistles clothes but I just can’t find anything
for me anymore”.

10
Whistles Past S/S Trousers

12
Whistles Catwalk SS14

13
There is a huge variation of trousers within this collection in terms of length, shape, colour, fabric
and style. There are three main colour palettes to take notice of, firstly pale pastles such as misty
blue, soft pink and sequin cream. These can work well for a number of consumers because they are
of a reasonably basic fit and can be dressed up or down. It is the second colour palette that has
a tighter knit appeal. This is the pop palette which includes the pink and green to the right of the
colour palette displayed, these are more fashion and trial pieces. The pink trousers within this group
(3rd image, Top row) are a developed version of cigerette trousers with a nipping high waist and
relaxed leg style. The final colour palette is more neautral including blacks and camel. Overall the
shapes are all very tailored, mostly high waisted and very high quality pieces.

14
WhistlesCatwalk SS15

15
These garments have a clean cut crisp feel, all of the outfits share a commonality of being baggy and
airy with feminine touches such as a peaking midriff or a deep V neck. Key colours include muted coral
intwined with black, pink camel and off creams. This combination of colours is perfect for the Whistles
consumer reason one being because they are safe, the consumer doesnt want to stand out as trying
to hard with the on season electric blue for example, the colours are relaxed and comfortable.
Fabric textures inclue laser cutting, rousching, layered frills and clean crisp feels. These communi-
cate the trend without overpowering the look. In terms of trousers there is one straight leg pair, one
shorts and three extended cullottes, not all styles will suit everyone.

16
Whistles Advertising approach
Clean
Simplistic
Cool by association
Quality
Effortless
Luxuriant
Pulchritudinous
Delicate
Slight
Tasteful
Pure
Polished

18
Kate Middleton
Kate Middleton and
Coincidence
Alexa Chung
Rosie Fortescue
Kim Sears
Keira Knightley
Caroline Issa
Pixie Geldof
Celebrity Muses
Whistles have been extremely
successful in terms of celebrity
muses, they do not pay for
this to happen which makes it
much more exclusive.

19
Olivia Palermo
Lena Dunham
Edie Campbell
Olivia Palermo
Hanneli
Annabelle
Wallis
Whistles are cool by association
Cara Delevingne

20
Whistles Market Position

22
Competition
The two main competitors selected for Whistles are
Cos and Reiss.

23
FACEBOOK INSTAGRAM TWITTER PINTEREST YOUTUBE
Whistles 46,366 135 k 36.3 K 7 K 152
Cos 262,655 392 K 1815 30.1 k 1881
Reiss 211,008 92 k 68K 8.5k 1538
Social platform following is a huge part of analysing competition, if a consumer see’s a brand has a large
number of followings they instantly think ‘Wow this must be a good brand’ A company advert can creat a good
impression but knowing that real people like a brand has a huge positive effect. It is also important to establish
what the Whistles consumer follows in terms of social media so they can communicate to her effectively. Whis-
tles currently lags behind the competition on each of the social media platforms, as outlined below. Cos has by
far the largest social network, Reiss has the highest following on twitter but this is potentially because Cos has
only ever made one tweet.

24
After initially researching Whistles online the researcher gathered an impression how the store would look tangibly, what
types of products would be available and other details including customer service, pricing and advertising. It was vital to look
at more than one store to get an impression of how accurate Whistles claim is of being an Omni channel brand. Online the
brand portray themselves to be reasonably luxury, which would indi-cate a clean store layout with up-to-date and innovative
touches. Given the prices of the garments especially one would expect high customer service amongst other details.
The first store visited was the Birmingham store in the Bullring, the store is situated next to Selfridges in the high end sec-
tion of the shopping centre, facing rivals Cos and Reiss and a stones throw away from the likes of Versace. The store itself
has a very clean and minimal feel, only three of each product is on display delicately organised with finger spacing in between
each product and the store has a very luxury feel.
At this point it was clear what the brand was about, however the same message was not communicated within the next place
of research: Whistles concession in John Lewis, High Wycombe.
The Whistles section was very cluttered, far more than three products were on display and this made the rail unappealing
to search through. Folded clothes and accessories on display tables had been messed around which is bound to happen in
any store but as a consumer considering spending lots of money on a product this is not what you would ex-pect to see.
Previous best sellers: the pleated Carrie skirt from last year, and the Wisteria pyjamas and Wren pink suit this summer.
(2015).
Primary Research
High Wycombe, John Lewis, Whistles concession

25
The way the clothes were coordinated and laid out was
totally different to that of the Birmingham store, any
fashion pieces were snuck away amoungst buldging
rails and the pieces which were made more promi-
nent were very plain and ‘safe’ pieces. This may be
because the John Lewis shopper is very specific and
would be better suited to these parts of the range but
that doesnt mean that Whistles should sacrifice their
values and qualities just because they are in a differ-
ent environment, it makes the high quality, expensive
garments look cheap and un cared for.
After interviewing the staff in the lady’s section it became clear that they had dropped their staff from twelve to four and
that this was massively impacting on sales and the look of the brand. Within John Lewis the sales assistants said the
customer is of an older age bracket, wealthy and has time to shop in the day. They went on to say that trousers don’t sell
what so ever, this is surprising because the selection of trousers on display were particularly basic ‘can’t go wrong with’
trousers such as a variety of smart black trousers and structured leggings with a centred cord, it was explained that the
customer who comes into John Lewis is more likely to purchase John Lewis’ own range of trousers. What does sell is slo-
gan T-shirts, on the 28th of January they totally sold out of these and given that this new collection came out in January
that is very fast. They explained they do take a lot of money just in a different way to the average Whistles store. The re-
searcher went on to visit Whistles in Amersham, it was on a smart High street and had the same feel as the Birmingham
store, they said they take in a lot of money but they display less fashion and trial pieces.

26
Westfield, London Whistles
Primary Research
-Previous financial difficulties
-They are a small independent com-
pany
-Lacks stores worldwide
-Accessability due to a smaller
amount of stores, thus they are par-
ticularily well known
-They have recently introduced mens-
wear but they dont offer other prod-
uct categories such as kidswear/
homeware
Strengths Weaknesses
-Product and design quality
-Clean and stimulating store environ-
ment
-Visionary leadership
-Endorse other brands
-Cool by association
-New mens line
-Innovation
-Royal association
-known for pioneering John Galliano
and Jean Paul Gaultier

27
-Huge amount of competition with very
similar concepts
-Rapid changing fashion trends which
are more suited for fast fasjion
-Rising product costs
-Cheaper alternatives
-US customer service knowledge
-International expansion
-Targeting other consumers espe-
cially the middle England woman
-Associations with other celebri-
ties/designers
Opportunities Threats

28
Primary Research
Reiss, Birmingham, The Bullring
Growing knitwear collection.
Total control over brand equity which
is instore environment also visual mer-
chandising and product quality.
Concessions in House of Fraser
growth with reduced risk and cost.
David Reiss entrepreneurial drive and
well known designer.
Successful expansion beyond UK and
gained working experience with differ-
ent markets.
Organic growth since the is no strate-
gy driving knitwear forward
Confused brand positioning bridging
position between mass market and
designer
No portfolio management future fund-
ing for growth or new knitwear lunch-
es not defined.
Lack of market research or marketing
information resulting in misunder-
standing of the external environment.

29
Greater than before diffusion into ex-
isting stores.
Increased number of retail outlets
Enhanced use of concessions to test
new markets
New fabric technology
Increased competition forcing to share
the disposable income
Squeezed bridging position by design-
ers form above and from below by
middle market retailers
Opportunties Threats

30
Primary Research
Cos, Birmingham, The Bullring
-They offer a nine-five wardrobe
-They entice the young and the old
-Stimulating and engaging store environment with a
luxury feel
-Beautiful product packaging (provide a good quality
card bag and a fabric sack as opposed to Whistles
tissue paper wrapping and card bag)
-Their website is clean and easy to navigate around
-Their website connects with the consumer on a
deeper level with articles/projects adding another
dimension and meaning behind design
-They collaborate with influential players
-Pop up events
Lookbook/magazine and newletter offered in store
Strong international presence
-They offer more departments
-Exceptional social media following
-They somewhat alienate the younger consumer
of whom looks for throw-away pieces at a low-
er price point, this is also enhanced by the fact
they do not offer student discount
-They don’t have a huge amount of stores in the
UK
-Part of the same group as
H&M meaning they have a
big loyal consumer market
-Being a chain of other
brands they have good re-
lationships with suppliers,
factories and so on.
-Designed with a strong
vision of the modern day
consumer in mind meaning
they are well liked by the
modern market of whom
want the next best thing.
-They provide reasonable
quality garments with their
expertise being on unique
and different pieces
-They are slightly cheaper
than Whistles

31
-Develop the in store experience,
Whistles offer a very personal shop-
ping service and approach to help
every customer that comes in, which
was something unrecieved in Cos
-More celebritity endorsement/col-
laborations
-More advertising to make them
more well known
-Competitors store growth worldwide
-Competitors offering a more personal shop-
ping experience
-Competitors investing in their online plat-
forms
-Consumers may opt for cheaper alternatives
Opportunities Threats

32
Like For Like
Pricing: £110
Colour: Black
Sizing: 4-14
Style notes: Switch up your go-to mini skirt in lieu of the black Paloma
culottes - they’re cut from tactile jacquard fabric to a floaty design
that’s chic and easy to wear. Style them with everything from a chunky
knit, sheer black tights and heels to a cropped blazer and leather
boots.
Composition : 35% Viscose 65% Polyester
Wash care: Dry clean only
Pricing: £225
Colour: Black
Sizing: only 38 and 42 in stock
Style notes: Slightly flared, these shorts are made from smooth
leather with clean raw-cut edges. Designed to sit on the hips, they
have slanted front pockets, single welt back pocket and a classic
zip fly fastening. They are completed with a loose silky lining.
Composition: 100% Lamb leather
Wash Care: Dry clean
Pricing: £95.00
Colour: Black
Sizing- 4-16 (4-6 Sold out)
Style notes: Professional yet practical, these city shorts are an ideal office
staple for when the warm weather hits. The lightweight classic black fab-
rication can be worn with any colour. The high waist fit is super flattering.
Composition: 100% Polyester
Wash care: Dry Clean
All three shorts are very similar and tie in with recent trends. The most expensive is the shorts from Cos at £225, then £110 and £95 and Reiss and Whistles respective-
ly. The shorts from Cos are at a justified price given they are made from 100% lamb leather a high quality composition. The shorts from Whistles are made from 100%
polyester which is a much cheaper fabric and the Reiss shorts are made from a mix of Viscose and polyester, again a cheaper composition.
Shorts
Whistles, Cos and Reiss have a number of similarities in terms of branding, market and pricing etc, but it is key to notice differences, What do the stores have that are similar?
This is where opportunities can be seen for Whistles amongst its competitors.

33
MOXIEKNITTEDJOGGERS
Price:£110
Colour:Lightgrey
Sizing:XS,S,M,L
Stylenotes:Loungewear takesaluxuriousturnthis
seasonandtheMoxiejoggersareknittedfroma
softandlightweightwoolandcashmereblendthat
youwon’twanttotakeoff.Theperfectpartner to
downtime,wear themwith acottonT-shirtor an
oversizedcardiganfor astylish way tostay cosy.
Composition:87% Wool11% Cashmere2% Nylon
Washcare:HandWash
HELENACREPETROUSERS
Price:£120.00
Colour:black
Sizing:4-16(4,6&16outofstock)
StyleNotes:Casualandbeautifully cut,
thesejoggersareawardrobestaple.
Mergingtherelaxedappealofajogger
with aluxuriouscrepefabricandsmart
details.Pair with aslouchy jumper for the
idealweekendlook.
Composition:100% Polyester
Wash Care:Machinewash
Leather Leggings Drawstring trousers

34
Wide leg trousers

36
MOORESUEDECULOTTES
Price:£375.00
Colour:Navy
Sizing:6-14(alllow stock)
StyleNotes:Playwithtexturewiththesesupple
suedeculottes.Thisrelaxedfitfeaturesafly,hook
andbar fasteningwithfrontseamingdetail.Pair with
awhiteknitandcontemporaryplatformfor astylish
andmodernlook.
Composition:100%Leather
Washcare:DryClean
LEATHERCULOTTE
Price:£250.00
Colour:black
Sizing:4-16(alllow stock)
StyleNotes:Layer texturalknitsthiswinter with
theseleatherculottes.Finishingjustbelow knee
length,withaflatteringelasticatedwaistandsubtle
sidepockets.Pair withaslimribbedknitfor a
essentialwinter look.
Composition:100%Leather
Washcare:DryClean
BELLAZIPDENIMCULOTTE
Price:£140.00
Colour:denim
Sizing:4-16
Stylenotes:Awide,croppedtrouserisessentialforthe
seasonahead.Updateyourexitingwardrobewiththese
chicculottes.Detailsincludeanexposedzippullerand
midweightdenimfabrication.Pairthemwithamidheel
anklebootforextrastylepoints.
Composition:100%Cotton
Washcare:DryClean
STRIPEDCULOTTETROUSERS
Price: £45
Colour: Darkblue
Sizing: XSSML
Stylenotes:These wide-leg culotte trousersare
madefromalighweightcotton with an all-over
stripepattern.Arelaxed fit, they havean elastic
drawstringwaist, in-seampocketsand neat
topstitched hems.
Composition:100% BCICotton
Washcare: Machinewashable
WRAP-FRONTTROUSERS
Price: £99
Colour: Black
Sizing: 34, 36, 38, 40, 42, 44
Style notes: These cropped, wide-leg trousers have a wrap-over
front that ties at the waistline, giving the effect of a skirt.
Designed to sit on the hips, they have a dropped crotch, zip fly
and a single slanted pocket on one side.
Composition: 65%Polyester / 31%Viscose / 4%Elastane
Wash care: Machine wash in 30°C
ROUNDED WIDE-LEGTROUSERS
Price: £69
Sizing: 34, 36, 38, 40, 42, 44
Style notes: Asubtly rounded shape, these smooth
cotton-blend trousersare a wide-leg style with a
cropped hem. Designed to sitjustbelow the waist,
they havea dropped crotch, slanted frontpockets
and a classic zip fly fastening.
Composition: 97% Cotton / 3% Elastane
Wash care: Machine washable
Culottes
Whistles
Cos

38
Price: £125
Colour: Blue
Sizing: 4-14
Style notes: Spring is the ideal time to inject
some colour into your tailoring repertoire and
the slim-leg Salt trousers come in a soft blue
hue that feels fresh and relevant. Wear them
with a fluid silk blouse in cream and add the
coordinating blazer for a feminine take on smart
dressing.
Composition : 100% Wool
Lining composition : Body: 54% Polyester 46%
Viscose Sleeve: 65% Viscose 35% Polyester
Washcare : Dry Clean Only
Price: £110
Colour: forest
Sizing: 4-14
Style notes: Utility elements feature throughout
the Reiss SS16 collection and the forest-green
Diego trousers are a subtle nod to the look.
Cut to a high-rise, tapered silhouette with a
single back pocket, they’re a relaxed take on
tailoring and work with both flats and heels at the
weekend.
Composition : 97% Viscose 3% Elastane
Lining composition : 100% Polyester
Washcare : Dry Clean Only
Pricing: £120
Colour: Slate
Sizing: 4-14
Style notes: Loosely tailored to a straight,
ankle-length design for a casual take on
tailoring, the slate-hued Barratt trousers
are the perfect work to weekend pair.
Team them with a fine cashmere knit and
flats for a chic combination.
Composition : 49% Wool 49% Polyester
2% Elastane
Lining composition : 100% Polyester
Wash care: Dry clean only
Price: £79
Colour: Black
Sizing: 34, 36, 38, 40 ,42 and 44
Style notes:These tailored trousers are made
from fine, lightweight wool with press folds
along the front and back. Designed to sit just
below the waist and a tapered fit, they have
in-seam pockets, zip fly fastening and a single
welt pocket on the back.
Composition: 100% Wool
Wash care: Dry clean
Price: £69
Colour: Pale blue
Sizing: 34-44
Style notes:These trousers are made from a soft
denim with a slight stretch. Designed to sit on
the waist and with a dropped crotch, it has subtle
in-seam pockets, a back welt pocket and a hidden
side zip.
Composition: 98% Cotton / 2% Elastane
Wash care: Machine washable
Price: £79
Colour: Navy
Sizing: 34-44
Style notes: A relaxed fit, these slightly
tapered trousers are made from wool-
mix with a comfortable stretch finish.
Designed to sit between the hip and waist,
they have a dropped crotch, slanted front
pockets and a classic zip fly.
Composition: 48% Wool / 48% Viscose
/ 4% Elastane
Wash care: Dry clean
Price: £120.00
Colour: Black
Size: 4-16 (Size 14 and 16 low on stock)
Style notes: Update your work wardrobe with these
smart black trousers. Details include a bootcut
hem, neat front creases and a front fly and hook
and bar fastening. Pair with a loose silk shirt for a
winning Monday to Friday look.
Composition: 53% Polyester, 43% Wool, 4%
Elastane
Price: £150.00
Colour: Navy
Size: 4-16 (4, 14 and 16 low on stock)
Style notes:
Update your work wardrobe with these smart
navy wool trousers. Details include a bootcut
hem, neat front creases and a front fly and hook
and bar fastening. Pair with a ribbed knit for a
foolproof look.
Composition: 100% Wool
Smart Trousers

39
Average Price: £82.30
Average price: £135
Average Price: £118.30
No other styles
Other avaliable style
Other avaliable styles

40
The Consumer

42
The New Focus Consumer

43
This is our new focus consumer, since the new ownership and thus rebranding of
Whistles we have somewhat neglected the consumer we owe our success too. This
is an opportunity for us to broaden our market. Our previous faithful consumer such
as Katie doesn’t feel as comfortable as she once did to shop in Whistles. As mar-
ket research other new focus consumers were interviewed and responces included:
“I don’t mind Whistles prices because I trust their quality but the shapes of the
clothes has become far to daring for me” “I always used to be able to find some-
thing to flatter my figure in Whistles but now I really can’t”
Name:Katie
Age: 36
Family Make Up: Katie has two daughters aged 6 and 3, she is married to her child-
hood sweetheart Tom.
How do you spend your free time? My life revolves around my family so when I’m not
caring for them, walking the dog, working or sorting the house out I’m on the phone
to my friends or out for a catch up with them. I watch a lot of day time TV too.
Where do you shop? Jigsaw, concessions in department stores, Next, Tesco F&F (If
something catches my eye while i’m food shopping)
Do you shop online or in store? I like to go in to store so I don’t have to worry about
sending things back. Me and my girlfriends go on shopping weekends every so often.
What radio do you listen to? Heart, but normaly kids CD’s!
Where do you aspire to shop? Somewhere with high quality clothing that is quietly
fashionable and that will be able to compliment my figure.
What is your job title? I am a midwife
What do you watch on TV? I get stuck into the next best series on BBC and lots of
daytime TV.
Who is your bestfriend? My mum and sister
What food do you like to eat? I try to be as healthy as possible but because I eat on
the go lots this gets tricky.
What qualities would you want your S/S 17 Trousers to have? quality fabric, excel-
lent fit, product detail.

44
The Common Consumer

45
Name: Nikki Robertson
Age: 31
Family make up: She lives with her husband and dog in LA.
How do you spend your free time? I spend time with my family, listen to records
or go to music events. I also love to holiday and try different food.
Where do you shop? I used to wear a lot of layers, and growing up in England, it
was all about tights. Since I’ve been in LA, I’ve become more confident with my
body and I wear things that maybe I wouldn’t have when I first moved here. I’m
really into longer length styles at the moment. I always used to wear skirts and
dresses, I was a real girly girl but with masculine jewellery or boots, but now I
love wearing trousers. And I’m a big fan of black. It’s a uniform.
Do you shop online or in store? Both
What radio do you listen to? I don’t get time! But for research I have to listen to
most stations for my job
Where do you aspire to shop? I have two Chanel bags which I love, so I aspire to
shop there and similar places.
What is your job title? I run my own record label
What do you love about living in LA? The weather, which is such a cliché but so
true. I’ve lived here over 10 years so I’ve got really close friends and my work is
here. Even though I grew up in London and there are hundreds of things that I
miss, my life is here now. I love living on the West Coast.

46
The Key Piece Directional Consumer

47
Age: 23
Family make up: I live with my bestfriend
How do you spend your free time? I travel lots for my job so when I’m not working but abroad I’ll dip
into the tourist features there, other than that I take lots of short holiday breaks with my friends,
visit exhibitions and stay very up to date with fashion.
Where do you shop? Everywhere! If I decide I want something in particular I will shop around for it, I
shop at Asos and Zara often but for more staple pieces I look to Whistles and other brands.
Do you shop online or in store? Both
What radio do you listen to? Radio 1/Kiss 100
Who are your role models? My colleagues and parents
Where do you aspire to shop? Highend brands such as Celine
What is your job title? Journalist
What do you watch on TV? The news, Kardashians and other rubbish
Who is your bestfriend? My house mate who i met at university
What food do you like? I try to eat very healthy and I love organic fresh foods
What would you look for in a summer trouser? Lightweight and high quality, on trend.

48
Creative Outlook

50
-Seven year transition of the use of technology
-Time will be considered the most desirable
luxury
-Objects will come to life and mimic personality
traits
-A seamless bond will form to integrate tech-
nology and the body, exploring bonds between
organic and manmade.
-A new form of luxury will be seen
-Meaning overrides function
-Natural
-A focus on how you live not what you own
Trend- Pause

51
Pause is a 7-year period where time will be considered the ul-
timate luxury. The period is a cyclical event, every 15-20 years
there’s a technological breakthrough that has mass adoption.
The previous example of this was in 2007 around the release of
the IPhone, the man technolog-ical focus for Pause is Artificial
intelligence which will see mass adoption by 2022. There are a
number of key influences and features of this period, firstly the
concept of time. The way time is viewed will totally adapt, time is
represented by the golden stepping stone which is Natural, Rare
and Sublime. The will lead to the greater interest in vacation,
since global connectivity has extended the average working week
has increased meaning the consumer values free time more.
30% Americans said they would rather have more vacation
time over enhanced health care plans. This was one of the key
drivers for the recent theory regarding that changing com-pany
benefits is hard and expensive whereas re-evaluating vacation
policies is fairly straight forward and much more beneficial for
both the staff and the company. Some companies are taking this
theory on to see results by 2017 such as Richard Branson, Net-
flix and Google. Other key features of the trend include wearable
technology, mindful breaks and Augmented reality. The aesthetic
of the trend is what the designer will mostly take into considera-
tion here.

52
Tate Modern are presenting a major exhibition by Georgia O’Keeffe from the 6th July. The exhibition will tour throughout 2017 thus being a major influence
upon creativity within that year. The values this artist transpires fit perfectly with Whistles beliefs, making this exhibition a key inspiration for the 2017 spring/
summer collection. Why? She is claims as an important pioneer by feminist artists of the 1970s, she is a single-minded character who identified her ambi-
tion to become an artist when she was still a child and achieved this within her seven-decade career. O’Keeffe was an exceptional landscape artist, thus this
exhibition will relate her previous practice through American tradition of landscape paining as well as forward to anticipate the gendered landscapes and
statements of feminist artists of later generations.
A prominent aspect of the exhibition will be to consider O’Keeffe’s professional and personal relationship with Alfred Stieglitz; photographer, modern art pro-
moter and the artist’s husband. Stieglitz was an important influence on her work, encouraging her access to the most current developments in avant-garde
art, she employed these influences and opportunities to her own objectives.
“Georgia O’Keeffe’s sumptuously erotic paintings meld sensuous dreams of flowers
and flesh and radiate tropical heat”
The Mail on Sunday
Collaboration- Georgia O’Keeffe

53
The popular notion that O’Keeffe was a simple painter of flowers is a conception she faced during her lifetime. This exhibition will consider these remarkable flower
works in the context of her overall production as multi-layered images, relating them to her engagement with abstraction and issues of form and composition, to her
complex relationship with gendered imagery, bodily analogy and Freudian interpretations, and to her spiritual engagement with the landscape. Charting the progres-
sion of her practice from her early abstract experiments to her late work, this exhibition will re-examine her entire career, her development, her trajectory west, and
the profound influence and legacy of her work.
“Her keen intellect, as well as her forceful and resolute character, created a
fruitful relationship that was, though sometimes conflictive, one of reciprocal
influence and exchange.”

54
Our Big Direction
Ted Baker- Get Active
A huge trend in the market is brands that are primariliy Fashion brands bringing in sports
wear ranges to satisfy the more active world we live in. Ted Baker our competitors are
doing this really well, so sportswear/more relaxed garments is something we as Whistles
are going to aim to achieve.

55
Mango, Sports Inspired Trousers
Our Foot In The Door
These relaxed trousers are becoming very pop-
ular and are perfect for our new focus consum-
er who wants to feel comfortable in her figure.
Theirs are priced around £30-£40 so we are
going to bring this in for SS17 the put our foot in
the door of this expansion by doing it for better
quality as shown to the right.

56
Trend direction

58
The overall aesthetic of these catwalk looks is smart with a casual feel. The tones are all very netural
ranging from black to off cream and camel, the trousers are very versatile pieces because they can be
dressed down or up and the clean tones are suitable for spring summer and they could be continued
into further seasons this justifies the price of the garments because they are staple high quality pieces
similar to the way Whistles design. In terms of outfit builds the looks contrast masculine and feminine
shapes. This is communicated by pairing straight leg trousers with embellished cameo tops under smart
blazer like designs.
Catwalk inspiration and analysis

59
The fabrics used for the trousers within this range have very clean, crisp surfaces, minus the leather look
trousers.

60
Bruuns Bazaar
This catwalk has a very smart luxurious feel, the garments look effortlessly on trend. In terms of colour a narrow yet
effective colour palette is used being made up of black, nude and a muted coral variation, it is important to note that
this coral colour has been prominent more than once in catwalk research similarily has nude within the Pause trend
making them key parts of the overall range. The trouser style is effortless and relaxed, key features include the
waist side tie, light dynamic fabrics, ankle length and clean aesthetic suggested by the lack of pattern.

62
Danielle Romeril

64
Social media
Man repeller
Garance Dore
Into the gloss
Violet Grey
The Satorialist
Street Pepper
The Business
of Fashion
After an insight meeting with Annie Vallice, Assisant manager at Whistles, Birmingham it was clear who the brand
deem who their consumer to be. Below are the publications and websites Whistles believe their consumer to follow.
After research and deciding to pay more attention to the new focus consumer the researcher feels these could
expand to be more commercial. For example publications such as Grazia, Ok! Magazine, and homeware reading
sources.

65
What We Are Doing What We Could Be Doing
Vs
-Video Posts
-More Editorial
-In Store Displays
-More Frequent Posting

66
Milan
Paris
New York
London
Tokyo
Melbourne
Street Style

68
Key shapes

70
Colour palette
Accent Core

72
Aesthetic Details
Saturated florals

73
Defining Lines Sculpted Pleats

74
Print direction

76
Final Range

77
Ceo Jane Shepardson pays a lot of attention to charity, doing voluntary work for Oxfam and becoming an advisor for ethical fashion
label, People Tree . Thus ethics is very important to Whistles, more recently we have began sourcing fabrics in Portugal as op-
posed to China as standards are higher and the travel is much shorter thus reducing carbon footprint.

78
Product Description: Stacey Chino
Code: SS0122
Line Type: Basic
Price:£95.00
Units: Total 3000Pcs, Mint Violet 1000 Pcs, Mist
Pink 1000 Pcs, Tinted Cream, 1000 Pcs
Options:Mint Violet, Mist Pink, Tinted Cream
Composition: 55% Cotton 43% Polyamide 2% Elas-
tane
Origin: Lithuania
Phasing Into Store: January
Size 4 6 8 10 12 14 16 Total
Ratio 1 1 2 3 3 3 1 14
Details...
Stacey Chino

79
Style Number First Fit Lab Dip Approval Trim Approval Seal Approval Bulk Approval Raw Materials IH Cut Date Production Sample Ex Factory ETA Phasing
Garment Tech Buyer Buyer Garment Tech Buyer Factory Factory Factory Factory/Merch Factory/Merch Merchandiser
Product Description Stacey Chino SS0122
Fabric Composition 55% Cotton, 43% Polyamide, 2% Elastane
Origin Lithuania
Quantity
Total: 3000 Pcs- 1000 Pcs Mint Violet 1000Pcs
Mist Pink, 1000 Pcs Tinted Cream
Options Mint Violet, Mist Pink, Tinted Cream
Size Range Size 4- Size 16
Size Ratio 4:1 6:1 8:2 10:3 12:3 14:3 16:1
Cost Price £27.70
Selling Price (Less VAT) £79.17
Retail Selling Price £95.00
Margin 65%
Order Placed 29/08/2016
Lead Times 22 weeks
Shipping Road
19/09/2016
Department:Trousers
Responcibility
SS0122
Plan 05/09/2016 19/12/2016 23/01/2017 30/01/2017
Revised
26/09/2016 26/09/2016 17/10/2016 14/11/2016 21/11/2016 28/11/2016
Actual
Critical Path...

80
Product Description: Essential Tailored
Jumpsuit
Code: SS0123
Line Type: Basic
Price:£120.00
Units: Total: 3000 Pcs, Saturated Florals
600 Pcs, Muted Mint, 1200 Pcs, Mist Vio-
let, 1200 Pcs
Options: Saturated Florals, Muted Mints,
Mist Violet
Composition: 100% Polyester
Origin: Portugal
Phasing Into Store: March
Size 4 6 8 10 12 14 16 Total
Ratio 1 1 2 3 3 3 1 14
Details...
Essential Tailored Jumpsuit

81
Product Description Essential Tailored Jumpsuit SS0123
Fabric Compositon: 100% Polyester Portugal
Origin Portugal
Quantity Total 3000: 600 Pcs Saturated Florals, 1200 Pcs Muted Mint, 1200 Pcs Mist Violet
Options 3 Opinions: Saturated Florals, Muted Mint, Mist Violet
Size Range Size 4- Size 16
Size Ratio 4:1 6:1 8:2 10:3 12:3 14:3 16:1
Cost Price £35.00
Selling Price (Less VAT) £100
Retail Selling Price £120
Margin 65%
Lead Times 22 weeks
Shipping Road
SS0123
Actual
23/01/2017 27/02/2017 06/03/2017
Revised
24/10/2016 31/10/2016 21/11/2016 19/12/2016 26/12/2016 02/01/2017
Department:Trousers
Responcibility
Plan 10/10/2016 24/10/2016
Critical Path...

82
Product Description: Alexandra Cullottes
Code: SS0124
Line Type: Fashion
Price:£100.00
Units: Total: 2000 Pcs, Block Coral, 800 Pcs, Hint-
ed Coral
Options: 3 Options, Block Coral, Hinted Coral, Satu-
rated Florals.
Composition: 70% Acetate 30% Viscose
Size 4 6 8 10 12 14 16 Total
Ratio 1 2 3 3 3 1 1 14
Details...
Alexandra Cullottes

83
Product Description Alexandra Shorts SS0124
Fabric Composition 70% Acetate 30% Viscose
Origin Portugal
Quantity
Total 2000 Pcs: 800 Pcs Block Coral, 800 Pcs Hinted Coral, 400
Pcs Saturated Floral
Options 3 Options, Block Coral, Hinted Coral, Saturated Floral
Size Range Size 4-Size 16
Size Ratio Total : 14 4:1 6:2 8:3 10:3 12:3 14:1 16:1
Cost Price £20.80
Margin 75%
Lead Times 15 weeks
Shipping Road
06/03/2017
Department:Trousers
Responcibility
SS0124
Plan 27/02/2017 15/05/2017 29/05/2017 05/06/2017
Revised
06/03/2017 13/03/2017 27/03/2017 24/04/2017 01/05/2017 08/05/2017
Actual
Critical Path...

84
Size 4 6 8 10 12 14 16 Total
Ratio 1 1 2 3 3 3 1 14
Details...
Relaxed Side Stripe Trousers
Product Description: Relaxed Side Stripe Trousers
Code: SS0125
Line Type: Fashion
Price:£90.00
Units: Total: 900 Pcs, 300 Pcs Pebbled Grey, 300
Pcs Contrast Pink, 300 Pcs Linear Blue
Options: 3 Options, Pebbled Grey, Contrast Pink, Line-
ar Blue
Composition: 55% Linen 45% Viscose

85
Product
Description
Relaxed Side Stripe Trouser SS0125
Fabric
Composition
55% Linen 45% Viscose
Origin Portugal
Quantity Total 900Pcs, 300 Pcs Pebbled Grey, 300Pcs
Options 3 options: Pebbled Grey, Contrast Pink, Linear Blue
Size Range Size 4-Size 16
Size Ratio Total:14 4:1 6:1 8:2 10:3 12:3 14:3 16:1
Cost Price £18.75
Selling Price
(Less VAT)
£75.00
Retail Selling
Price
£90
Margin 75%
Order
Placed
30/01/2017
Lead Times 15 weeks
Shipping Road
13/02/2017
Department:Trousers
Responcibility
SS0125
Plan 06/02/2017 24/04/2017 08/05/2017 15/05/2017
Revised
13/02/2017 27/02/2017 13/03/2017 03/04/2017 10/04/2017 17/04/2017
Actual
Critical Path...

86
Product Description: Aired Cullottes
Code: SS0126
Line Type: Trial
Price:£195.00
Units: Total 900, Pasted Mint, 300 Pcs, Blush Pleat
300 Pcs, Geometric Grey Mute, 300 Pcs.
Options: 3 options, Pasted Mint, Blush Pleat, Geomet-
ric Grey Mute
Composistion: 100% Silk
Size 4 6 8 10 12 14 16 Total
Ratio 1 1 3 3 2 1 1 12
Details...
Aired Cullottes

87
Product Description Aired Cullottes SS0126
Fabric Composition 100% Silk
Origin China
Quantity Total:500Pcs 150 Pcs Geometric Grey, 150 Pcs Pasted Mint, 200 Pcs Blush Pleat
Options 3 Options, Pasted Mint, Blush Pleat, Geometric Grey Mute
Size Range Size 4-Aize 16
Size Ratio Total:12 4:1 6:1 8:3 10:3 12:2 14:1 16:1
Cost Price £32.50
Retail Selling Price £195.00
Margin 80%
Lead Times 10 weeks
Shipping Air
04/06/2017
Department:Trousers
Responcibility
SS0126
Plan 28/05/2017 16/07/2017 30/07/2017 06/08/2017
Revised
04/06/2017 11/06/2017 18/06/2017 02/07/2017 02/07/2017 09/07/2017
Actual
Critical Path...

88
Product Description: Wide Leg Trousers
Code: SS0127
Line Type: Trial
Price:£150.00
Units: Total 500Pcs 100Pcs faded Pink, 100Pcs
Statement Coral, 200 Pcs Soft Pleat, 100Pcs Mist
Grey
Options: 4 Options: Faded Pink, Statement Coral, Soft
Pleat, Mist Grey
Composition: 100% Cotton
Phasing: July
Size 4 6 8 10 12 14 16 Total
Ratio 1 1 2 3 2 2 1 12
Details...
Wide Leg Trousers

89
Product Description Wide Leg Trousers SS0127
Fabric Composition 100% Cotton
Origin Portugal
Quantity Total 500Pcs, 100 Pcs Faded Pink, 100 Pcs Statement Coral, 200Pcs Soft Pleat, 100 Pcs Mist Grey
Options 4 Options: Faded Pink, Statement Coral, Soft Pleat, Mist Grey
Size Range Total:12 4:1 6:1 8:2 10:3 12:2 14:2 16:1
Size Ratio Size 4-Size 16
Cost Price £25.00
Margin 80%
Lead Times 10 Weeks
Shipping Road
16/05/2017
Department:Trousers
Responcibility
SS0127
Plan 09/05/2017 27/06/2017 04/07/2017 11/07/2017
Revised
16/05/2017 23/05/2017 30/05/2017 13/06/2017 13/06/2017 20/06/2017
Actual
Critical Path...

90
Customer outfit builds

94
In Store Layout Details

96
Second skin
-Products become seamless
extensions of the body
-Human and bionic come to-
gether
-Concepts of beauty are chal-
lenged

97
Marbled tints
-Natural grain of wood
-Delicate colour tints
-Unique beauty
-Marble and stone
-A sensitive mood through cosmet-
ic enhancment
-Glass and resin products have a
spiritual, mineral or quartz-like
finish

98
Articulated facets
-Origami-like products come to
life in 3D form
-Appearance of rippling in the
breeze
-Real or assumed movement is
captured in matte paper-fold form

99
-Surfaces enchant
-Light-interactive products become
ever more refined and wearable
-Integration of light-conductive fi-
bres and LED embriodery
-Calming lucent effects
-Spiritual meditative glow
Enchanted light

100
Mock in-store layout

102
Phasing into Store
J a n F e b M a r A p r M a y J u n J u l A u g

104
Front Page
Image: Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-to-toe whistles
knitwear at London fashion week - the rib Mix…’ [online] available from <https://www.instagram.com/p/BCGV75BPLga/?tagged=whistles>
[2 March 2016]
Contents
Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-to-toe whistles knit-
wear at London fashion week - the rib Mix…’ [online] available from <https://www.instagram.com/p/BCGV75BPLga/?tagged=whistles> [2
March 2016]
Page 6-7 images: Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-
to-toe whistles knitwear at London fashion week - the rib Mix…’ [online] available from <https://www.instagram.com/p/BCGV75BPL-
ga/?tagged=whistles> [2 March 2016]
Page 8-9 images: Anon. (2015) Whistles muse [online] available from <https://uk.pinterest.com/thisiswhistles/whistles-muse/> [2
March 2016]
Text: Cochrane, L. (2016) ‘Whistles conquers the ‘middle market’ of British womenswear’. The Guardian [online] 26 January. available
from <http://www.theguardian.com/fashion/2012/aug/24/whistles-middle-market-success> [16 March 2016]
Whistles catwalk ss15
All images: Anon. (2014) Whistles spring/summer 2015 ready-to-wear [online] available from <http://www.vogue.co.uk/fashion/
spring-summer-2015/ready-to-wear/whistles> [2 March 2016]
Whistles catwalk ss14
All images: Anon. (2013) Whistles spring/summer 2014 ready-to-wear [online] available from <http://www.vogue.co.uk/fashion/
spring-summer-2014/ready-to-wear/whistles> [2 March 2016]
Whistles Advertising
All images: Anon. (n.d.) Whistles - h.e.archer design [online] available from <http://www.hearcher.com/Whistles> [2 March 2016]
Celebrity Muses
All images: Anon. (2015) Whistles muse [online] available from <https://uk.pinterest.com/thisiswhistles/whistles-muse/> [2 March
2016]
Comparitive shop analysis
Page 22-23
Cos Image: Edith (2013) ‘About me’ [online] available from <http://www.stylehasnosize.com/2013/home/rotterdam-say-cos/> [2 March
2016]
Whistles image: Bureau and Affairs, V. (n.d.) Thoughts - bureau for visual affairs [online] available from <http://www.bureau-va.com/
thoughts> [2 March 2016]
Reiss image: Anon. (2009) Reiss sample sale starts today [online] available from <http://blog.yinnyang.co.uk/2010/11/reiss-sample-
sale-starts-today/> [2 March 2016]
Referencing

105
Primary Research
All images are taken by me (Alex Birkenshaw 2016)
Like for like
Images left to right
1: WHISTLES (n.d.) Women’s clothing, men’s clothing, contemporary fashion [online] available from <http://www.whistles.com> [2 March
2016]
2: Anon. (n.d.) Cosstores.com [online] available from <http://www.cosstores.com/gb/> [2 March 2016]
3: Anon. (2016) REISS Womenswear, menswear & accessories - Iconic fashion clothing [online] available from <https://www.reiss.com>
[2 March 2016]
2016]
[2 March 2016]
2016]
[2 March 2016]
Cos logo: Anon. (n.d.) Cosstores.com [online] available from <http://www.cosstores.com/gb/> [2 March 2016]
Reiss logo: plc, intu P. (2016) Reiss at intu Trafford centre [online] available from <http://intu.co.uk/traffordcentre/stores/reiss> [2
March 2016]
Whistles logo: Walton, P. (2013) Clients [online] available from <http://www.simonemcewan.co.uk/clients> [2 March 2016]
Wide leg trousers
1-6: Anon. (n.d.) Cosstores.com [online] available from <http://www.cosstores.com/gb/> [2 March 2016]
2016]
Culottes
Top row images: WHISTLES (n.d.) Women’s clothing, men’s clothing, contemporary fashion [online] available from <http://www.whistles.
com> [2 March 2016]
Bottom row images: Anon. (n.d.) Cosstores.com [online] available from <http://www.cosstores.com/gb/> [2 March 2016]

106
Smart trousers
Top row images: WHISTLES (n.d.) Women’s clothing, men’s clothing, contemporary fashion [online] available from <http://www.whistles.
com> [2 March 2016]
Second row images: Anon. (n.d.) Cosstores.com [online] available from <http://www.cosstores.com/gb/> [2 March 2016]
Bottom row images: Anon. (2016) REISS Womenswear, menswear & accessories - Iconic fashion clothing [online] available from <https://
www.reiss.com> [2 March 2016]
Reiss logo: plc, intu P. (2016) Reiss at intu Trafford centre [online] available from <http://intu.co.uk/traffordcentre/stores/reiss> [2
March 2016]
The new focus consumer
All images: Ellison, K. (2016) ‘{The ordinary moments 16} #8 ‘A big milestone and a lovely phase.’ - mummy daddy me’. [21 February
2016] available from <http://www.mummydaddyandmemakesthree.co.uk/family/the-ordinary-moments/the-ordinary-moments-16-8-a-big-
milestone-and-a-lovely-phase/> [2 March 2016]
The common consumer
All Images and text: WHISTLES (2016) Whistles women: Niki Roberton [online] available from <http://www.whistles.com/inspiration/whis-
tles-women-niki-roberton.html> [16 March 2016]
The key piece consumer
1: Avenue, T. (2013) The emerging trends 6th annual fashion show [online] available from <http://northeasternfashion.
com/2013/10/09/the-emerging-trends-6th-annual-fashion-show/> [2 March 2016]
2: Anon. (n.d.) Rachel Cuschieri (@rachelcuschieri8) â€¢ Instagram photos and videos [online] available from <https://www.instagram.
com/rachelcuschieri8> [2 March 2016]
3: Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-to-toe whistles knit-
wear at London fashion week - the rib Mix…’ [online] available from <https://www.instagram.com/p/BCGV75BPLga/?tagged=whistles> [2
March 2016]
4: Designbeep (n.d.) Apple mac computer free stock photo - StockSnap.io [online] available from <https://uk.pinterest.com/
pin/388224430354627032/> [2 March 2016]
5 and the rest: Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-
to-toe whistles knitwear at London fashion week - the rib Mix…’ [online] available from <https://www.instagram.com/p/BCGV75BPL-
ga/?tagged=whistles> [2 March 2016]

107
Trend, Pause
All images: WGSN (n.d.) Pause trend [online] available from <http://ezproxy.bcu.ac.uk:2264/content/board_viewer/#/58411/page/1>
[2 March 2016]
Exhibition inspiration
Images and text: Museum, G. O. and DACS (2016) Georgia O’Keeffe [online] available from <http://www.tate.org.uk/whats-on/tate-mod-
ern/exhibition/georgia-okeeffe> [2 March 2016]
Page 54-55
Ted Baker images: Anon. (2016) Womens fit to a T [online] available from <http://www.tedbaker.com/uk/Womens/Clothing/Fit-to-a-
T/c/fit_t> [16 March 2016]
Mango Images: Terms (2016) MANGO United Kingdom [online] available from <http://shop.mango.com/GB/woman> [16 March 2016]
Trend Direction
Images: WGSN (n.d.) Pause trend [online] available from <http://ezproxy.bcu.ac.uk:2264/content/board_viewer/#/58411/page/1> [2
March 2016]
And Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-to-toe whistles
[2 March 2016]
Celine catwalk
Anon. (2015) Celine spring/summer 2016 ready-to-wear [online] available from <http://www.vogue.co.uk/fashion/spring-summer-2016/
ready-to-wear/celine> [2 March 2016]
Bruuns Bazaar: Anon. (n.d.) Show [online] available from <http://www.vogue.co.uk/fashion/spring-summer-2016/ready-to-wear/bru-
uns-bazaar/full-length-photos/gallery/1450412> [2 March 2016]
Danielle Romeril catwalk: Anon. (n.d.) Show [online] available from <http://www.vogue.co.uk/fashion/spring-summer-2016/ready-to-
wear/danielle-romeril/full-length-photos/gallery/1478429> [2 March 2016]

108
Social media
Man repeller image: Anon. (n.d.) Man Repeller on Instagram: ‘My ears feel like Latin dancers in the night’ [online] available from <https://
www.instagram.com/p/BB78RhIvWNJ/?taken-by=manrepeller> [2 March 2016]
Into the gloss: Anon. (n.d.) Into the gloss on Instagram: Â€œ@justbobbibrown’s top shelf is here to cure all your winter blues. Link in bio
đŸíŤâ€ [online] available from <https://www.instagram.com/p/BB2bLgckeY7/?taken-by=intothegloss> [2 March 2016]
Garance dore: Anon. (n.d.) Garance Doré on Instagram: ‘A long busy day starts with waiting for a cab. Or uber. Or walking ;) #nyc #cardio-
fortheday @ralphlauren #rlicons’ [online] available from <https://www.instagram.com/p/BB5bcwrtAal/?taken-by=garancedore> [2 March
2016]
Violet grey: Anon. (n.d.) VIOLET GREY | THE VIOLET FILES on Instagram: “@streicherhair: ‘You’ll definitely feel your hair get drier as you get
older, same as your skin. A good general rule is to treat your hair…”’ [online] available from <https://www.instagram.com/p/BAyAU4aJm-
Dw/?taken-by=violetgrey> [2 March 2016]
The satorialist: Anon. (n.d.) Scott Schuman (@thesartorialist) â€¢ Instagram photos and videos [online] available from <https://www.insta-
gram.com/thesartorialist/> [2 March 2016]
Street pepper: Anon. (n.d.) The street pepper on Instagram: ‘#streetfashion #fashionstreet’ [online] available from <https://www.insta-
gram.com/p/BA9AodZBGM4/?taken-by=thestreetpepper> [2 March 2016]
BOF: Anon. (n.d.) The business of fashion (@bof) â€¢ Instagram photos and videos [online] available from <https://www.instagram.com/
bof/> [2 March 2016]
Page 65
Images: Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-to-toe whistles
[2 March 2016]
And Anon. (2016) ‘CÉLINE’ [online] available from <https://www.celine.com/en> [16 March 2016]
Street Style: Street Style, W. (n.d.) Birmingham city university - sign in [online] available from <http://www.wgsn.com.ezproxy.bcu.ac.uk/
content/reports/#/Street+Style> [16 March 2016]
Key shapes: Street Style, W. (n.d.) Birmingham city university - sign in [online] available from <http://www.wgsn.com.ezproxy.bcu.ac.uk/
content/reports/#/Street+Style> [16 March 2016]
Colour Palette: Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who wears head-to-toe
whistles knitwear at London fashion week - the rib Mix…’ [online]
And Street Style, W. (n.d.) Birmingham city university - sign in [online] available from <http://www.wgsn.com.ezproxy.bcu.ac.uk/content/
reports/#/Street+Style> [16 March 2016]
Aesthetic Details: Street Style, W. (n.d.) Birmingham city university - sign in [online] available from <http://www.wgsn.com.ezproxy.bcu.
ac.uk/content/reports/#/Street+Style> [16 March 2016]

109
Print Direction
City, B. (n.d.) Birmingham city university - sign in [online] available from <http://www.wgsn.com.ezproxy.bcu.ac.uk/content/reports/#/Fu-
ture+Trends/w> [16 March 2016]
Backgroung Images in Critical path: Anon. (n.d.) Whistles on Instagram: ‘We love this effortless and polished look from @petrostofberg who
wears head-to-toe whistles knitwear at London fashion week - the rib Mix…’ [online] available from
<https://www.instagram.com/p/BCGV75BPLga/?tagged=whistles> [13 March 2016]
Consumer outfit build images:
Street Style, W. (n.d.) Birmingham city university - sign in [online] available from <http://www.wgsn.com.ezproxy.bcu.ac.uk/content/re-
ports/#/Street+Style> [16 March 2016]
In store layout details: City, B. (n.d.) Birmingham city university - sign in [online] available from <http://www.wgsn.com.ezproxy.bcu.ac.uk/
content/reports/#/Future+Trends/w> [16 March 2016]
Mock in store layout images: Anon. (n.d.) available from <http://europaconcorsi.com/projects/161442-Alessandro-Puglisi-Store-D> [16
March 2016]

Assessment Coversheet
and Feedback Form
Faculty of ADM
School of Fashion and Textiles

Complete the details marked in the coloured text and leave everything else blank. Where appropriate, copy and paste your
submission after the first pages as indicated. You are reminded of the University regulations on cheating. Except where the
assessment is group-based, the final piece of work which is submitted must be your own work. Close similarity between
submissions is likely to lead to an investigation for cheating. You must submit a file in a PDF format.

Student Name Alexandra Birkenshaw Reasonable Adjustments
Student Number S15123835 Check this box [x] if the Faculty has
notified you that you are eligible for
a Reasonable Adjustment (including
additional time) in relation to the
marking of this assessment. Please
note that action may be taken under
the University’s Student Disciplinary
Procedure against any student
making a false claim for Reasonable
Adjustments.
Course and Year Level 4
Module Code FAS4019
Module Title Buying and Merchandising
Module Tutor Adele Thorley / Caroline Raybould

First Attempt (where the full range of marks is available)
Submission Date: Range Plan Development Booklet – Friday 18th
March by 12pm

Late Submissions and Extensions:
Students with BCU student support statement:
Please discuss your submission with your tutor and
make a note of your submission date and time here:
Date: Time:
Work submitted up to 2 hours late will have the mark reduced by 10%. If this takes the final mark below a
pass – a pass mark will be awarded.
If work is submitted after the deadline up to 5 working days it will be marked and you will be notified of the
mark but will be recorded through the university as a capped 40% mark. Work submitted after the 5 days
will not be marked and be recorded as Fail - non submission – If you have an extension for Exceptional
Circumstances this will be taken into account and you be receive the full grade.
Extenuating Circumstances (EC) claim forms and guidance notes are available to down load from i-city under
Complaints and Appeals. Claims must be made 7 days prior to the submission date or directly after hand in if
issues arise on the hand in day. In all cases clear evidence to support the claim will be needed.

Alex Birkenshaw Final BM book

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