Grace Francis

Grace Francis

COURSE: Fashion Business & Promotion 2018


Buying and Merchandising.

Throughout my time at university I have completed a variety of modules,which have helped me to gain knowledge on industry roles.This collection displays Dissertation and Final Major Project outcomes with an aspiration of a career in Buying.

“[A drop] doesn’t conform to traditional fashion release timing, so it’s unpredictable and, therefore, the products seem scarce,Scarcity makes them desirable because they aren’t available to just anyone " (Adam Alter, 2017)

For my Final Major Project, a range development book was created for the luxury brand Gucci. A limited edition, unisex SS19 range was created tailored towards the Millennial consumers who are invested into both the drop culture and the luxury market. The 6-piece collection was developed through extensive research with the outcome being detailed key drives, which helped to set the scene for the ideas and trend behind the range; With the they two main key drivers being, the rise of the millennial luxury shopper and the increased popularity of the Hype/Drop culture (L:SN). Trend forecasting was utilised to help develop colour palettes, prints and fabrics for the range as well as inspiration from the brands past collections. An analysis of street style is also featured in the range development book, this helped to gather key shapes and styles amongst the target market, which were used within the range. The final CAD's for the range were created in Adobe Illustrator, with each item in the range having a critical path stating lead times and the key timings of the development process for the range, all critical paths were created in Excel. The video above shows the the full range development book from research, to the final range, to how the range can be styled by both males and females. With the the video on the left showing the final CAD's for the range.

The video on the right shows work created for my dissertation. "To investigate the effects of the counterfeit marking amongst the luxury sector and what brands are doing to fight back." This in depth investigation allowed me to further both my primary and secondary research skills as well as my critical thinking. The document outlined the size of both the luxury and counterfeit markets in comparison to one another, which then followed onto the laws surrounding counterfeit goods and ways in which these could be changed and altered to prevent the growing illegal sales of these goods. Furthermore, as the law is something that cannot be changed easily, a further investigated went into what luxury brands who are being targeted by counterfeits are doing themselves to fight back. This showed that a lot of brands are being seen to be 'counterfeiting the counterfeits' by using styles from counterfeited goods and making a joke of the fake items. Another resolution from brands could be offering consumers slightly lower entry points through items such as accessories and 'the mini bag', this could mean that if the items are accessible to a wider market then consumers may be more deterred from buying the counterfeits.