Ellen Burtoft

Ellen Burtoft

COURSE: Fashion Business & Promotion 2017


TITLE: Fashion Buying & Merchandising


The will to win, the desire to succeed, the urge to reach your full potential ... these are the keys that will unlock the door to personal excellence.
This collection displays my Trend Forecasting, International Retailing and Buying & Merchandising work focusing towards the Fashion Buying sector within the fashion industry.
Birmingham City University Fashion Business & Promotion Graduate with 3 years of retail experience within the fashion industry. This course has given me crucial knowledge for my personal and professional development leading into the fashion industry and has enabled me to hone my interests into working within the Fashion Buying field.

The largest video shown displays my Trend Forecasting work where I created an A/W 2016/2017 trend book depicting emerging trends through cross culture analysis of key drivers. A basis synopsis of a colour direction and zeitgeist were also shown to act as directional signposts for the emerging trend.

The portrait video shown displays my International Retailing work where I created a business plan for Danish clothing company Custommade to internationalise and expand their business; with Latvia being a new country to target. Market entry methods, cultural proximities, cost considerations and contingencies were all considered to come to this conclusion.

The final video displays my Buying & Merchandising work where I built a S/S 2016 range plan for River Island Womenswear which was made up of a competitive shop report, mood-boards of silhoettes, shapes and colour palettes, fabric compositions, sourcing information and size ratios.

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