Alexander Litherland

Alexander Litherland




A fashion business & promotion graduate. With knowledge and experience in buying and merchandising, marketing, visual merchandising and international retail. Seeking to employ my skills in buying & merchandising. Highly efficient individual with skills in market research, competitor analysis and graphic design. Also well trained in customer service, demonstrated through part-time work alongside my studies.

Final Major Project - LAGOM:

LAGOM, a Swedish saying. Used to express ‘not too much, just the right amount’. LAGOM is a new simple and sustainable alternative to online shopping. Through an app LAGOM provides clothing to consumers. The platform solely offers menswear to fill a gap in the market for menswear clothing rental services that has been identified through primary and secondary research. This service has been created to tackle the ever growing problem of overconsumption, the consumers issue with owning and throwing away too much ‘stuff’ and issues regarding social media and the negative impact it has upon consumers lives. This new business has been developed from research conducted for the researchers dissertation. LAGOM targets specifically a younger millennial group of male consumers, ‘the waste warriors’.

Within this final major project a variety of outcomes have been met. Including a business plan document, app mock up and video, marketing plan and time line and brand identity guidelines.

Buying & Merchandising:

A project created for All Saints, Menswear Trouser Department. This consisted of a well-informed creative package, including Range Plan & Critical Paths, and a pitch to present the completed range.
The brand identity of All Saints had to be adhered to consistently, along with the brands ethics. Whilst also considering a changing market place and customer with new desires and needs for the coming season.
The final range produced consisted of 6 garments, each with their own unique compositions, styles and colours. This range saw two core items, three fashion pieces and one trial piece. The trial piece being the most high risk item of the range as the style had never been seen by All Saints before.